Spikes Asia has revealed McDonald’s as the recipient of its 2026 Advertiser of the Year honour, recognising the brand’s outstanding commitment to creativity and marketing effectiveness across the Asia-Pacific region. This is the second time McDonald’s has received the prestigious title, following its first win in 2018.
The Advertiser of the Year award celebrates brands that consistently demonstrate bold creative thinking and impactful collaborations with agency partners. Over the years, McDonald’s has set a high bar across APAC markets, delivering culturally relevant campaigns from Japan to the Philippines that blend innovation with measurable business impact.
To date, the brand has secured 102 Spikes Awards, highlighting how strong creative strategy and local cultural insight can drive both engagement and growth.
One of the standout campaigns from 2025 was McDonald’s Japan’s ‘No Smiles’, which won four awards including the Grand Prix in Entertainment. The campaign stood out for its creative storytelling, merging culture, music and purpose-driven messaging.
Another notable success is ‘Unbranded Menu’ by McDonald’s Philippines. The campaign won the Grand Prix in Brand Experience & Activation in 2023 and went on to claim the first-ever Grand Prix in the Gaming category at Spikes Asia 2024, along with additional honours in Creative Strategy. The work successfully brought McDonald’s into gaming culture in an engaging and celebrated way.
Commenting on the announcement, Atifa Silk, Managing Director of Haymarket Media Asia, said “McDonald’s continues to show what’s possible when creativity is embraced at scale. Its work across APAC reflects a deep understanding of local cultures while maintaining the strength of a global brand. This recognition celebrates McDonald’s commitment to creativity as a driver of effectiveness and long-term brand growth.”
On receiving the Award, Erwin Dito, CMO International Developmental Licensed Markets, McDonald’s said: “We are incredibly honoured to be named Spikes Asia’s 2026 Advertiser of the Year. Creativity has always been central to how we connect with our customers, and this award reflects the passion and collaboration of our teams and agency partners across the region. We’re proud of the work we’ve created together and excited to continue pushing creative boundaries.”
Simon Cook, CEO, LIONS, added: “McDonald’s demonstrates the power of creativity when it’s embedded throughout an organisation. Their consistent ability to deliver work that is both creatively ambitious and commercially effective makes them a standout and well-deserved honouree for Advertiser of the Year.”
The award will be presented to Angelina Villanueva, CMO, Asia Business Unit, McDonald’s, during the Spikes Asia Awards Ceremony at the Capitol Theatre in Singapore on March 12, 2026. More details about the awards and attendance are available online.
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