Spikes is being relaunched as a major ad festival under a deal between the International Advertising Festival (IAF), the organisers of Cannes Lions, and Haymarket, publishers of Media and Campaign. Spikes was established by Media in 1986.
The joint venture between Haymarket and IAF will be called Spikes Asia - The 1st Asian Advertising Festival. The move looks at building Spikes into the region's largest forum for individuals involved in creativity and communications. It will be the region's must-attend event, attracting art directors, creatives, copywriters, media agency executives, clients, account managers, agency heads, producers and directors from the region and globally.
To be launched in 2009, the festival will take place in September and will include an exhibition of creative work from Asia, seminars and workshops, as well as the awards ceremonies.
Awards will be open only to companies in Asia. Five juries will judge the press, film, outdoor, radio, cyber, integrated, direct and promo, media, craft and design categories.
The festival will also include a Young Tigers competition for junior creatives and students, in an effort to develop young talent in the region.
Terry Savage, chairman of Cannes Lions, said: "We are committed to bringing a great event to Asia. Haymarket has a similar vision and we felt the power of Cannes and the power of Haymarket is a compelling combination that will be well received by the market."
Tim Waldron, managing director of Haymarket Asia, said: "This venture with Cannes will allow us to accelerate our growth strategy for the Spikes. The Spikes is one of the toughest trophies to win regionally and we believe that is down to the quality of judging. Cannes Lions have that same view, so the decision to work together in building the most important and prestigious awards festival in the region was an easy one."