Get ready to be inspired, because the creative world is buzzing with excitement as Spikes Asia officially opens its 2026 Awards for submissions, and this year, they’re shaking things up in a big way. But here’s where it gets even more exciting: they’ve launched the Creative B2B Award, a game-changer designed to spotlight the often-overlooked brilliance in business-to-business marketing. This isn’t just another award—it’s a bold statement about the growing importance of B2B creativity in the Asia-Pacific (APAC) region, where innovation and strategy collide to drive real business impact.

Announced on October 23, 2025, the 2026 Awards are more than just a celebration of creativity; they’re a reflection of the region’s dynamic evolution. After consulting with industry leaders, Spikes Asia introduced the Creative B2B Spikes Award to honor work that’s not only innovative but also effective in driving business growth. Think of it as a spotlight on the unsung heroes of B2B marketing—those who craft campaigns for products and services purchased by professionals on behalf of businesses. This award isn’t just about recognizing great work; it’s about celebrating the strategic role creativity plays in building lasting brand connections.

Melanie Speet, Director of Spikes Asia, puts it perfectly: “The 2026 Awards mark an exciting chapter for Spikes Asia. Our updates ensure we continue to reflect the changing shape of creativity across APAC—from bold, diverse storytelling to ideas increasingly powered by technology and innovation. Creativity in this region continues to set new benchmarks globally, and Spikes Asia evolves in step with that progress to celebrate the full spectrum of creative excellence emerging from APAC.”

But that’s not all—the 2026 Awards are packed with updates that will make you sit up and take notice. For instance, the Design Spikes now includes a Transformative Design section, recognizing designs that don’t just look good but deliver measurable impact through innovation. And this is the part most people miss: the introduction of the Cultural Engagement category, which spans all Cultural & Context sections, celebrates work that authentically connects with diverse communities. It’s a nod to the region’s unique cultural tapestry and the brands that get it right.

Glass: The Award for Change has also evolved, now spotlighting work that creates long-term impact and promotes inclusivity across a broader range of communities. Plus, with the rise of the creator economy, the Social & Creator Spikes Award has been refreshed to better celebrate the growing influence of creators in shaping brand messages. Marian Brannelly, Global Director of Awards at LIONS, highlights the significance of these changes: “Spikes Asia has always been the benchmark for creative excellence in APAC, and these updates ensure it remains at the forefront of our industry’s progress.”

Here’s a bold statement: B2B entries from APAC-based brands have risen by 76% year on year, proving that this sector is no longer flying under the radar. By introducing the Creative B2B Spikes, Spikes Asia is giving brands and agencies a dedicated platform to showcase their work, raise creative standards, and acknowledge the impact of this vital and fast-growing sector. But here’s a thought-provoking question: Are we doing enough to recognize the creativity in B2B marketing, or is it still an underserved area in the creative industry?

As the Awards open for entries, Spikes Asia is also gearing up for a week of learning, networking, and celebration ahead of the Awards Ceremony next March. It’s not just about handing out trophies; it’s about developing the next generation of creative talent and showcasing the best of APAC creativity. Full details of the week’s activities will be unveiled in the coming months, so stay tuned.

Entries are being accepted until Thursday, January 29, 2026. For more information, visit www.spikes.asia. And don’t forget to register for FREE HERE to receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. No paywalls, no annual membership fees—just pure creative inspiration.

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