Singapore’s advertising competition for creatives aged 30 and under, NexGen, returns in 2026, organized by the Association of Advertising & Marketing Singapore (AAMS) and made possible by MSIG Asia. One winning team will represent Singapore at the Young Lions Competition 2027 at the Cannes Lions International Festival of Creativity.
Participants will have 48 hours to tackle a live client brief, testing their creativity, strategic thinking and collaboration. The winning duo will earn an all-expenses-paid trip, sponsored by MSIG Asia, to compete at Cannes Lions.
Registrations for NexGen 2026 are open until July 31, 2026. Creatives aged 30 and under are eligible to register.
NexGen’s winners have gone on to represent Singapore at the Young Lions Competition, and alumni have progressed into leadership roles across the advertising and marketing industry.
This year’s jury includes former NexGen winners who are now judging the competition.
“NexGen is more than a competition – it’s where Singapore’s next generation of creative talent is challenged to think boldly, solve real business problems, and demonstrate the ideas that will shape our industry’s future,” said Jeslyn Tan, Chief Executive Officer, Association of Advertising & Marketing Singapore.
“Every year, we’re inspired by the passion, creativity and ambition of the young talents who step forward. Together with the support of MSIG Asia, we’re proud to continue investing in the next generation of creative leaders, and we look forward to seeing this year’s winning team represent Singapore on the global stage at Cannes Lions.”
“We’re excited to be part of the NexGen programme as it gives us the chance to see our business through fresh eyes. Some of the best ideas come from new perspectives, and there’s value in hearing from emerging talent whose experiences and expectations may be very different from our own,” said Rebecca Ang Lee, Chief Marketing Officer, MSIG Asia.
“While we’re looking forward to challenging them with a real business issue, we’re equally excited to learn from them and give them a glimpse into the opportunities and challenges we navigate every day.”
