Spark Awards 2027 judges' perspectives: Standing out in the competitive media space

MARKETING-INTERACTIVE has launched the inaugural Spark Awards SEA 2027, bringing its 13-year-old Spark Awards platform from Hong Kong to Singapore as it expands its media awards programme across Southeast Asia, South Asia and Oceania. The launch comes as the role of media continues to expand beyond traditional channels, with retail media, super-apps, commerce platforms and AI-powered ecosystems creating new ways for brands to reach and engage consumers.

The new regional awards will recognise work across three tracks:

• Media channels, platforms and networks;
• Media strategy and content;
• Technology, spanning brands, agencies, media owners and technology companies

Against this backdrop, Spark Awards SEA aims to recognise work that reflects the changing relationship between media, content, commerce and technology, while bringing the awards platform's 13 years of experience in Hong Kong to a wider regional market.

See the full list of judges here.

A region redefining media

Southeast Asia's fragmented markets and fast-moving consumer behaviours are creating an environment where media is evolving beyond the traditional job of putting brands in front of audiences.

The region's mobile-first habits and deep integration of commerce into digital platforms are accelerating that shift. For Joshua Kwah, vice president, head of marketing at Zig by ComfortDelGro, Southeast Asia's consumers have effectively skipped some of the stages through which other markets have adopted media.

“What makes this moment exciting in Southeast Asia to me is that creativity and technology are converging more than ever before,” he said. “The region skipped a few steps when it comes to engaging with media. Mobile first, commerce native, platform fluent.”

That has changed the question marketers need to ask of media. Rather than focusing solely on how to reach consumers, Kwah said brands increasingly need to consider what they can give audiences in return for their attention.

“The question has moved from how brands reach them, to what value are brands adding that sticks,” he added.

That value exchange is becoming particularly visible where media and commerce intersect. At The Shilla Duty Free Singapore, for example, Joanne Soh, director, head of consumer marketing and eCommerce, sees the convergence playing out directly within the travel retail environment.

“Especially at Changi Airport where we see 70 million travellers annually, the convergence of media, commerce and technology is reshaping how we engage travellers and create meaningful experiences,” she said.

For Sushil Katdare, CX director, international region at GSK, that convergence is part of a wider regional advantage. Southeast Asia's cultural diversity, talent pool and willingness to experiment are giving marketers room to test new approaches rather than simply replicate established media models.

“The region's willingness to experiment and adapt quickly makes it one of the most exciting environments for media innovation globally,” he said.

But as the number of platforms, data signals and technological capabilities grows, more media does not necessarily mean better media. The challenge is increasingly about knowing when and how to use those capabilities to make an interaction more useful to the consumer.

David Boh, director of digital marketing at COMO Hotels & Resorts, pointed to AI and personalisation as examples of technology that can create greater relevance, provided they are used with restraint.

“AI and personalisation give us incredible capabilities, but the real opportunity is using them thoughtfully to understand what people actually want and create experiences that feel useful, timely and human,” he said.

That distinction also changes the role of data. Rather than simply collecting signals about consumer intent, brands need to act on them in ways that create an immediate benefit for the audience.

For Kwah, this is where the boundaries between media, content and commerce begin to disappear. As he puts it: 

When content and commerce sit together, media stops being a placement and becomes a service.

Why authenticity matters in an AI-heavy media landscape

As AI and emerging technologies become increasingly embedded in marketing, authenticity could become one of the most valuable differentiators.

Yingchun (YC) Li, head of marketing & growth at foodpanda Singapore, said consumers are quick to adopt new technology but increasingly sceptical of content that feels manufactured.

“In an era of AI-saturated media, authenticity is the new premium,” she said, adding that: 

The best brands aren't trying to orchestrate perfect campaigns; they're finding natural, everyday connection points and engaging in a way that feels real.

For the jury, exceptional work ultimately goes beyond technology or flawless execution. It starts with a strong human insight, creates meaningful impact and, increasingly, has the power to influence the wider business.

“Exceptional work delivers the number the business is chasing this year and builds the hedge for what comes next,” said Kwah.

“It inspires not just marketing but the whole business to look at success differently," he added. 

Katdare similarly believes exceptional work solves a real customer problem, is grounded in strong insights and drives measurable behaviour change.

Frances Koh, VP, brand marketing & sustainability at RISIS, added that outstanding work also depends on the relationship between brand and agency.

“A bold idea, elevated by genuine chemistry and trust between brand and agency partner, to create something neither could have achieved alone,” she said.

The Spark Awards SEA 2027 will bring together work across media channels, platforms and networks, media strategy and content, and technology, spotlighting the media innovations, success stories and emerging pioneers shaping the region.

Entries close on 16 October 2026.