Read how the young ones can surprise us.

BY THE HAMMER

To help our Young Spikes Call for Entries campaign, we phoned some young players in our industry and asked them last weekend what would be their first-person one-sentence headlines if they were allowed to create the campaign for us.

Their names have been left out on purpose, but they’ll be glad I am running this piece (you know who you are).

I must confess I coached them in the beginning, but I am publishing their own pronouncements here….

“My brain is not in the drain.”
Junior writer at a regional PR agency, 25.

“I’ll buy the boss lunch, I know what she loves.”
Digital advertising novice, 25.

“Help, I may not win but I promise to shine.”
Works for a media owner, 27.

“Make my day.”
From for a local FMCG brand assistant, 22.

“I have never been to Singapore.”
Young upstart from an ad agency, 22.

The Young Spikes Malaysia awards are for professionals under the age of 30 from the advertising, media, digital, PR and marketing industries.

There are five categories: Digital, Media, PR, Integrated, Young Marketers.

Participants race against the clock to generate ideas before presenting them to an accomplished industry panel.

Real briefs are provided by sponsors Etika, KFC, Telekom Malaysia, Sime Darby Property and GO Communications.

The Gold winners at Spikes Malaysia 2019 went on to win Gold, Best in Asia-Pacific, bringing deserving glory to Malaysia’s young talent in the industry. https://marketingmagazine.com.my/ys2022/

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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