NexGen 2026 returns with new mentorship programme for young creatives
The Association of Advertising & Marketing Singapore (AAMS) has opened NexGen 2026, Singapore’s biggest under-30 advertising competition. The winning team will represent Singapore at the Cannes Young Lions International Festival of Creativity, one of the highest global stages for young talent within the industry.
Registration opened yesterday, 9 Dec 2025, on the AAMS website, and participants will compete in teams of two.
For the first time, NexGen 2026 introduces a comprehensive mentorship programme, where experienced creative directors will guide the winning team as they prepare for the Cannes Young Lions Competition. Supported by the Singapore Tourism Board, this new initiative demonstrates AAMS and STB’s shared commitment to nurture the next wave of creative excellence and talent in Singapore.
As part of NexGen 2026, participants will tackle a competition brief developed by STB, conceptualising an integrated campaign within 48 hours before pitching to a panel of senior industry leaders. The experience mirrors real-world demands — creativity, strategy, and flawless execution under pressure. Selected ideas, based on merit, may also be brought to life in STB’s future campaigns.
“This year, we’ve raised the bar with expert mentorship to give our representatives every advantage as they compete internationally,” said Rowena Bhagchandani, President at AAMS. “NexGen has consistently proven itself as a launchpad for young talent to accelerate their careers with the chance for recognition on the global stage at Cannes.”
The competition is open to marketing, advertising, and creative professionals aged 30 years and under as of June 2026. From 8 December 2025 to 26 December 2025, interested participants can register at https://aams.org.sg.
Register for FREE HERE and receive the Campaign Brief Asia Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.