Philippine News

Event: 4As ARAL Presents Joe Pullos — How to Win A Lion or A Spike?

MANILA, PHILIPPINES — On September 13, 4As Philippines gathered 50 creatives at the top of their fields to attend a workshop for 4As ARAL, the group’s second run of the program. BBDO Guerrero’s CCO and 4As Philippines Chairman David Guerrero, and McCann Worldgroup Philippines’ CEO Raul Castro, who is also the head of the Aral program, hosted the event.

For this talk, the committee invited Joe Pullos, Festival Director of Spikes Asia Festival of Creativity. Pullos is a highly experienced commercial leader having worked in the advertising industry for more than 17 years in senior sales and marketing leadership roles within the region. His extensive client and publisher-side experience give him a tremendous understanding of the trends and issues affecting the advertising landscape today. He was appointed Festival Director March of last year.

As the season for Spikes Asia fast approaches, his topic couldn’t have been more timely — how does one win a Lion or a Spike? Joe Pullos gave a step by step guide to best prepare for Cannes Lions and Spikes Asia. Below, we have written down some of the most important points he raised.


First is understanding that one of the key factors to consider if you want to win is the categories the work should be put in. According to Pullos, there have been a lot of amazing work that have failed to win a Lion or Spike, simply because it was in the wrong category. If an agency is submitting to multiple Lions or Spikes, tailor relevant aspects of each case film for the respective type.

Crafting your entry, specifically your case film, also helps the jury understand the culture and context of the work. A lot of the appointed jurors in Spikes and Cannes come from different backgrounds, thus it’s important to give a clear context of the work and where it comes from. Make sure that the results presented are robust, clear and relate back to original goals, strategies and objectives to illustrate effectiveness. It’s also important to provide quantitative figures and stats that the jury can refer to.

Lastly, want to know what makes winning work? Keep it simple and tell a story. There are hundreds of entries that the jury has to go to and at the end of the day they also want to be entertained; but more importantly, people remember stories and characters, especially if they can relate to it.

Watch out for the next 4As ARAL program happening this coming October 3!

Catch Spikes Asia Festival of Creativity this coming September 25 to 27, 2019 at Suntec, Singapore. For more information, visit

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

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