Brand Purpose in Focus at Spikes Asia 2019
This year’s Spikes Asia Festival will address how brands in APAC can become agents for change.
In recent years, we’ve seen brands stepping up to take a stand on the defining social issues of our time. Work from the boldest global brands and agencies has prompted changes in behaviour, representation, policy and legislation, and the ways we preserve our world.
Some 91 per cent of millennials would switch brands for one which champions a cause. And there’s the growing feeling that creative work being produced across Asia needs to evolve to meet the needs of this new generation of consumers.
It’s a generation that needs a champion. Consumers are now looking to brands for moral direction on the social, political and environmental issues they once relied on governmental organisations to lead on. For brands in APAC, defining purpose and embracing this new role of ‘change-agent’ is now not only unavoidable, but urgent.
In 2019, the Spikes Asia Festival of Creativity puts the new rules around brand purpose in the spotlight. They’ve released a programme addressing how companies in the region can support positive change and do work that does better for the world.
Asia rising: a chance to define what ‘purpose-driven’ means in APAC
As we heard from AMV BBDO’s Nadja Lossgott this year at Cannes Lions, ‘there’s no bravery without empathy’. Purpose isn’t something that brands can fake, and consumers will find insincerity hard to forgive. Work that puts purpose at its core connects brand values to a social cause that its audience cares about deeply.
It’s this that makes the challenge that much more difficult for brands in Asia Pacific to compete when it comes to creating authentically purpose-driven work. In a space where the issues that are important to consumers vary drastically depending on the social climate of the specific Asian market, there’s no room for diluted mass messages.
It’s also here that the region has an opportunity to come into its own. Connecting with a cause means not only listening to your consumers, but truly understanding what’s important to them. Brands and agencies in APAC have, for a long time, had an unparalleled understanding of individual countries and the consumers that live in them.
For Asia Pacific, everything is local. If the challenge is to align brand values with audience values and create emotional work that resonates at a human level, it’s a region that’s already equipped with the tools to win. At this year’s Festival, we’ll hear more about the opportunity for APAC to establish itself as a leader in brand purpose.
Success for Palau Pledge: the value of brand purpose
We know that work that does good is, ultimately, better for business. Brands committed to purpose have grown two times faster than others in the past 12 years. We’ve also seen awards success for purpose-led work in recent years.
One of the biggest success stories to come out of Cannes Lions and Spikes Asia in 2018 was Palau Pledge, the work took home Grands Prix across the Awards. Produced by Host / Havas Sydney, the creative campaign saw Palau become the first country in the world to incorporate positive environmental practices into immigration policy.
Palau implemented a permanent new entry visa process in 2017, and all tourists must now sign a mandatory agreement (stamped in their passports and dedicated to Palau’s children) to be good environmental stewards during their time in the country.
Palau Pledge did something that all purpose-driven work should do: invited willing participation from a consumer that was ready to commit to driving change. The pledge promoted personal responsibility and encouraged positive sustainable actions. It paved the way for progress in an uncertain world, captured the industry’s attention and picked up awards across the globe as a result.
Brands activists and change-makers on stage
This year at Spikes Asia, FCB and Weltmeister Automobile will tackle the truth of brand building in an era of paradoxes. Speakers will take a close look at the idea of ‘brand as platform’ and share lessons on connecting with a ‘human-based’ purpose that gives true meaning to the brand.
We will also see ADK and Toyota take to the stage alongside Wei Soong Toh, the Asian Para Games gold medallist and brand ambassador. They will discuss social movements in Asia and the brand’s philosophy of ‘Mobility for All’. Speakers will tell the story of how they used a global platform and championed social inclusion to transform a traditional brand and capture the attention of Asia’s youth.
Elsewhere on the programme, Dentsu Inc. will take a critical look at the danger of ‘cause-washing’ looming over the industry. The session will offer insight into what it means to ‘be authentic’ and look at how brands can find the right connections.
Join the Spikes Asia team from 25 – 27 September 2019 at Suntec Singapore to discover the new rules of brand purpose in APAC and learn how to produce work with the power to lead us towards a better world.
Latest News
History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
Pen the acceptance speech and ready your best thongs and muumuu, because the Cairns Crocodiles shortlist has arrived.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Integral Ad Science, a global media measurement and optimization platform, today announced a market integration with Roblox, a global immersive platform for connection and communication. Available for advertising campaigns on Roblox later this year, IAS’s Viewability and Invalid Traffic (IVT) Measurement products will provide advertisers increased transparency into the quality of their Immersive Ads within […]
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.
Stay In The House From Up! Airbnb Introduces Icons
Airbnb is now letting people stay in "iconic" places that sadly doesn't include the house from Silence Of The Lambs.
Changing The Conversation: The Role Of Media In Ending Violence Against Women
Governments are finally waking up to the DV crisis. Here, B&T chats with Jasmin Bedir on the role media can play.
“If You Want To Listen To Something Else, Go For It”: Fifi Box On Blocking Out The Noise & Focussing On What Works
No one is at the coal face of Melbourne radio like Fifi Box. Here, she chats with B&T without coughing up a lung.
Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
B&T continuing our series on sports sponsorships. And, yet again, there's little good news for the ten pin bowlers.
Choose A Path Less Trodden This Cannes In Cairns
Not since Wonka opened the factory has there been such a hot ticket in town. Here's how to make the most of Cairns.
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Quip boss calls out her highlights of the Cannes agenda. We're assuming B&T staff b-boy demonstration was an oversight.
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.