If 2025’s industry awards shows have shown us one thing, it’s that the spotlight is firmly on Asia’s creative power. Leading the charge are markets often underrepresented by traditional marketing and communications awards.
Recent Lions winners reveal that this region is delivering innovative approaches across content, format, and platform creativity. Managing multiple languages, religions and regional differences within markets demands solutions that may transcend traditional award-worthy creative yet creates real impact. And as Asia takes it’s place as a key driver of global growth, "the future of creative may be Asian” to paraphrase Parag Khanna. Darren Burns explains why the spotlight at Cannes Lions shone firmly on Asia's creative power.
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