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CANNES, FRANCE, Sept 10, 2015 - (ACN Newswire) - The 2015 Spikes Asia Festival of Creativity is now at the midway point and enabling the region's ongoing creative evolution has emerged as a defining theme from the seminar programme.
Delegates, who have increased in numbers again this year to 1,850, have already heard from a diverse cross-section of local and global creative luminaries encompassing the changing impact of (and on) people, technology and culture.
Talent has been a key talking point, with stage time given to exploring new ways of attracting, retaining and developing people within the industry.
"Don't ask, what if we train them and they leave? Ask what if we don't train them and they stay?" suggested Karen Adams, Senior Director, Global Marketing Capabilities, Mondelez in a session dedicated to investing in talent. A multidisciplinary trio from Fitch also examined how to "stretch talent", stressing the need for cross-pollination in skills and thinking outside job descriptions to meet the demands of omnichannel marketing. And SapientNitro's Head of Strategy, Singapore and Hong Kong, Melanie Cook, put the role of leadership in the spotlight, positing that accountability is needed to channel a creative workforce. "No one follows a leader who wastes their time; collaboration without decision is exactly that."
The shifting role and environment of agencies has also been a recurring theme. Maxus encouraged agencies to think like start-ups by failing fast, leaning in to change and encouraging in-house experimentation. Havas Worldwide's Global CEO, Andrew Bennett addressed the trend of "rebundling" services and capabilities in response to the increasingly intertwined needs of brands.
And in a Festival highlight, award-winning actress Christina Hendricks stressed the overarching need for risk-taking and authenticity in creative endeavours, but also the importance of mutual understanding and appreciation. "The most important thing is respect for each other's talent," she said, adding that a highlight of her Mad Men experience was, "excitement to see what the other team members may bring".
Shortlists for 16 awards categories have also been confirmed. Currently Australia leads the field, followed by Japan, India, Singapore and New Zealand with two further category shortlist announcements remaining. Winners will be revealed at the Spikes Asia Awards ceremony tomorrow evening, at the conclusion of the Festival's content programme.
Contact:
Camilla Lambert
Press & PR Manager
Spikes Asia Festival of Creativity
camillal@lionsfestivals.com
+44 20 3033 4000
http://www.spikes.asia
Topic: Trade Show or Conference
Source: Cannes Lions International Festival of Creativity
Sectors: Film & Video, Advertising
https://www.acnnewswire.com
From the Asia Corporate News Network
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