Spikes Asia has announced McDonald’s as its 2026 Advertiser of the Year, marking the second time the global fast-food brand has received the recognition after first winning in 2018. The award has acknowledged brands that have demonstrated sustained creative output and effective marketing work across the Asia-Pacific region in collaboration with agency partners.
McDonald’s has earned 102 Spikes Awards historically and has been recognised for campaigns developed across multiple APAC markets, including Japan and the Philippines. The recognition has reflected the brand’s continued presence at the awards through culturally relevant campaigns and regionally focused creative initiatives.
In 2025, McDonald’s Japan’s ‘No Smiles’ campaign won four Spikes Awards, including the Grand Prix in Entertainment. The work has combined music, culture and storytelling, and has been among the most awarded campaigns that year.
McDonald’s Philippines’ ‘Unbranded Menu’ campaign has also received multiple recognitions at Spikes Asia. The campaign has won the Grand Prix in Brand Experience & Activation in 2023 along with additional honours and has later secured the first-ever Grand Prix in the Gaming category at Spikes Asia 2024, alongside recognition in Creative Strategy.
The Advertiser of the Year Award has been scheduled to be presented to Angelina Villanueva, CMO, Asia Business Unit, McDonald’s at the Spikes Asia Awards Gala at the Capitol Theatre, Singapore on March 12, 2026.
Atifa Silk, Managing Director, Haymarket Media Asia, commented: “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.”
