Spikes Asia announces Mars, Incorporated as Advertiser of the Year

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Mars, Incorporated announced as 2021 Spikes Asia Advertiser of the Year

Brand recognised for outstanding creative excellence across the Asia-Pacific region

11 March 2021 - The Spikes Asia Awards has announced Mars, Incorporated as this year’s recipient of the highly prestigious Advertiser of the Year award. The award is the highest accolade to acknowledge brands that set themselves apart through consistently outstanding creative work in Asia-Pacific.

As a multinational manufacturer of confectionery, pet food and other packaged food products, Mars, Incorporated has demonstrated consistently groundbreaking work that has captivated the hearts and minds of its consumers. Over the last number of years it has won innumerable acknowledgements for its bravery in advertising.

Between 2015 - 2019, the creative work by Mars, Incorporated, coming out of APAC saw strong recognition from the Spikes Awards juries. The most prominent pieces of work include 'Hungerithm', 'SelfieSTIX' and 'The Child Replacement Program'. Within five years, Mars, Incorporated had won 54 Spikes, including 4 Grands Prix and 11 Golds.

'Hungerithm' - a smart play on Snickers’ world-famous “You’re not you when you’re hungry” campaign, used an AI algorithm to measure the real time mood of Australians on social media to determine the price of Snicker bars in stores. The innovative work won Mars, Incorporated 2 Grands Prix, 4 Golds, 2 Silvers and 5 Bronzes at the 2016 Spikes Asia Awards.

'SelfieSTIX' for Pedigree Dentastix created the world's first app that specialises in recognising dog faces and applying fun filters to transform them into a delightful cast of characters. Beyond a fun app for dog owners, the campaign achieved real business results reflected through a 24% increase in sales while lowering acquisition cost to 12 times the industry standard. The ingenious yet effective work won a Grand Prix, 4 Gold, 3 Silver, 3 Bronze Spikes in 2018 and a Creative Effectiveness Spike in 2019.

Atifa Silk, Managing Director, Spikes Asia, commenting on the announcement said, ”Spikes Asia is all about celebrating creatively brave work that challenges the norm and elevates work from Asia-Pacific onto the world stage. 2020 has been a difficult year for brands who have had to rewrite their marketing playbook many times over. I hope that the innovative spirit of Mars, Incorporated will encourage the region to keep producing work that brings joy and inspires.”

Accepting the Award on behalf of Mars, Incorporated, Jane Wakely, Lead CMO at Mars, Incorporated, said, ”Never before has creativity been so critical to making a meaningful and measurable difference to people and planet through the power of our brands, and we’re tremendously grateful to Spikes Asia for recognising Mars as Advertiser of the Year. Creativity has been and will continue to be the cornerstone of our marketing philosophy, with our evidence-based approach showing the multiplier that it brings to the business.

"The work that we do together with our agency partners in Asia has helped inspire many of our most impactful global activations - whether Snickers Gaokao, Snickers Hungerithm, Pedigree SelfieSTIX or Pedigree’s Child Replacement – and speaks to the creativity and talent in the region. Together with our partners BBDO, DDB and Mediacom, this recognition makes us even more ambitious to elevate the role of creativity to create mutual value brand experiences that truly serve our consumers and partners moving forward. We’re truly honoured, thank you.”

A showreel celebrating Mars, Incorporated’s most awarded work is now available to watch on Spikes Unwrapped. The newly released 2021 Spikes Asia Creativity Report, the leading global resource for benchmarking creativity and effectiveness across Asia-Pacific, is also available to download for free at www.spikes.asia.



Notes to editors


Press Portal:

To help with your reporting, Spikes Asia winners lists, case studies, videos and images are available for accredited press to download from the dedicated press portal.




Camilla Lambert
Head of Press & PR
Spikes Asia Festival of Creativity
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+44 20 3033 4016

Atifa Silk
Managing Director 
Spikes Asia Festival of Creativity and Haymarket Media Ltd
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About Spikes Asia

Spikes Asia celebrates inspiring Asia-Pacific creativity in advertising. Building on over 30 years of the illustrious Spikes Awards, Spikes Asia is the result of a collaboration between the organisers of Cannes Lions and Haymarket, publishers of Campaign Asia Pacific. The Festival is Asia Pacific’s leading event for the creative community. It offers a spectacular three-day celebration of creativity in communications from forward-thinking seminars by the industry's most influential figures to superb networking events, training and exhibitions of the region's best creative work. The Awards are Asia Pacific's top award for excellence in creative communications, celebrating the very best in creativity across the region. They are the benchmark by which the region’s creativity is measured and they are continually honed and redefined to ensure they reflect current trends in creative communications.

Spikes Asia incorporates the Tangrams Strategy & Effectiveness Awards powered by Spikes Asia, bringing over 18 years of celebrating Effectiveness and Strategy under one roof. The Tangrams celebrate the latest thinking in marketing effectiveness and showcase the very best examples of effective brand building from Asia Pacific. The Tangrams awards honour clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands in categories for Effectiveness, Digital Strategy, Media Strategy, Data & Analytics and eCommerce.

In 2021, The Spikes Asia Festival of Creativity went virtual in partnership with Campaign Asia-Pacific to produce Spikes Asia X Campaign: The Virtual Experience. Over 3,000 creative communications professionals registered to be a part of the virtual experience which centred around the theme, Creativity is the Growth Engine.

About Ascential

Spikes Asia is part of Ascential: the specialist information, data and analytics company that combines intelligence, data and insights to drive growth in the digital economy. We do this by delivering an integrated set of business-critical products in the key areas of product design, marketing and digital commerce.   www.ascential.com


About Haymarket Media Group

Haymarket Media Group creates award-winning specialist content and information for international audiences. The company has more than 70 market-leading brands created by world-class experts in locations in the UK, the US, Hong Kong, Singapore, India and Germany. Haymarket’s consumer and professional brands connect people and communities across digital, mobile, print and live/virtual media platforms. Although Haymarket’s portfolio is diverse, its mission is the same across borders and markets: to deliver brand experiences which truly meet the needs of its audiences and clients.Haymarket’s brands include Campaign, PRWeek, What Car?, Autocar, AsianInvestor and Finance Asia. www.haymarket.com

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