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Spikes Asia 2019: Why Brand-Audience Relationship is Key According to Spikes Integrated Judge & PR Jury President Christine Park

SEOUL, SOUTH KOREA – Fresh from her stint as a jury member for Integrated and the jury president for PR category at the 2019 Spikes Asia Festival of Creativity, Edelman Korea Executive Vice President Christine Park is sharing her experiences during the festival after gaining more insight based on the submissions and winners.

Spikes Asia is the region’s most prestigious award for the creative branded communications industry. It invites professionals in the field to select the best APAC work. This year, the PR Spikes faced intense competition with over 300 entries celebrating creativity in earning trust and building relationships.

Edelman Korea’s Christine Park with PR Spikes Grand Prix Winner: A Team of One for Tencent China by Loong Beijing.

Park, who heads the global communications marketing firm Edelman Korea, shares: “Relationships between brands and their audience are becoming increasingly important and long-lasting. At a time when cultures, political interests, languages, and perceptions differ so greatly, it’s essential to put sincerity at the forefront”. She explains that digital has become a critical and central part of campaigns, and that greater value is placed on brands that better connected with audiences and solidified trust in their relationship.


Asked about the winners in this year’s awards, she says: “The winning campaigns this year really dived into the values of diversity, sustainability and relatability by tackling social issues in a way that moved audiences and brought up meaningful discussion.”

As the first Korean female to serve as Jury President for Spikes Asia, Park also added, “It’s inspiring the see the Korean PR and advertising industry rise in prominence as its place in the global market increases.”

Bagging the PR Spikes Grand Prix win was “A Team of One” for Tencent China by LOONG Beijing, a touching campaign that tracked down five recipients of a teenage organ donor in China and asked them if they can form a basketball team together to inspire other individuals to sign up for organ donations and help save other people’s lives.

A Team of One was both exemplary and memorable. Not only did it change the way we look at organ donation but also demonstrated the power of relatability. It had sincerity at its core, and that’s what brings us together,” says Park.

Joining Edelman in 2015, Christine Park merged Brand and Digital, rebranding the two under the umbrella of Edelman Digital Korea. Over the past four years, the company has seen rapid growth under her leadership with sales expanding 350 percent. Park established EDK Lab, an in-house digital trend research unit, and hosts a digital showcase every year. Her leadership in driving development and innovation has been well received. Park took home the ‘Innovation of the Year’ award at Campaign’s Women Leading Change Awards 2018 after being recognized as one of Campaign Asia’s ‘Women to Watch’ in 2017. She also served as a judge for the APAC Effie Awards 2019 and the WARC Prize for Asian Strategy 2019.

Related Articles:

Spikes Asia 2019: Looking back at the Grand Prix Winners of this Year’s Spikes Asia Festival of Creativity

Spikes Asia 2019: Colenso BBDO Named APAC Agency of the Year, BBDO Worldwide as Network of the Year, and More Special Awards Revealed

adobo magazine, the Word on Creativity, is an official media partner of Spikes Asia 2019 Festival of Creativity.

Partner with adobo Magazine

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