The Spikes Asia Festival of Creativity is the leading event for the creative marketing and advertising industry in Asia Pacific, taking place at Suntec, Singapore, from 25 – 27 September 2019. Alongside three days of networking, learning and inspiration, the very best creative work from across APAC is judged and honoured in the Spikes Asia Awards, which will be celebrated at a red-carpet ceremony on the evening of Friday 27 September 2019 at the Victoria Theatre, Singapore.
Youngmin Pipha Cho, Cheil Worldwide Executive Creative Director, shares insights on Asian creativity and innovation, ahead of her Spikes Asia stage session: AI, Blockchain, and Creativity’, which will delve into the important relationship between technology and humanity:
Why is Asia such an exciting place to be creatively?
Technology is inseparable with creative communications these days, and many Asian countries are developing state-of-the-art technologies. Asians favor new technology and are not afraid to embrace new trends and new products. They always like to try them. Many Asian markets are emerging economies and that is supporting this consumption. Given its long history and cultural heritage, Asia is a huge reservoir for future storytelling. As a result, Asia has all the conditions for creative explosions, technical support, cultural background, and consumers who appreciate it. That’s why Asia is such an interesting place to be creatively.
Which areas of the creative and tech industry does Asia Pacific excel in?
High-tech, cultural industries and product innovations, such as smartphones, electric vehicles, beauty, music and movies are all thriving here.
Which country in Asia Pacific excites you most creatively and why?
Korea. It already has lots of global brands and its influence is growing in various areas of pop culture, such as music, movies, TV shows, and the beauty industry. When cultural influence is combined with global brands, its marketing effectiveness is enormous. When it comes to Asian “soft power” or cultural diplomacy, Korea shows so much promise, especially with millennial audiences. Through its history, Korea has always been a society with high connectivity and a high-context culture. And these are two characteristics which define millennials. But of course, considering the size of the market, technology investment, and the pan-Chinese culture around the world, China is also a country to pay attention to.
What are you most looking forward to about Spikes Asia Festival?
I expect to see the future unfold at the Festival. As the famous speculative fiction write, William Gibson, said, “The future is here. It’s just not widely distributed yet.” The future is here now, in Asia. A future of creative that is fueled with technology. As we all know, Asia is the intersection of cutting- edge creativity and technology. At Spikes Asia, creativity and technology will inspire each other and present the future to all the attendees.
What can we expect from your session, what will you be discussing?
In my talk, I will go through recent technology research and case studies for my fellow creatives.
We’ll explore together how technology influences our profession and the ways we work. Technology is not the enemy of humanity and we should remember that our roots are as craftsmen who combined technology and art. By doing this, we can be the navigators in this era of fragmented marketing technology.
adobo magazine, the Word on Creativity, is an official media partner of Spikes Asia 2019 Festival of Creativity.
