The One Show COM Pencil is a new award for the world’s most impactful idea on a brand’s business from the past year. It was chosen by a jury of top brand marketers at The One Club office on the final day of Creative Week to judge the work.
Jury members were:
- Fiona Carter, chief brand officer, AT&T
- Laura Henderson, senior vice president, marketing, Buzzfeed
- Lisa Holladay, global brand leader, The Ritz Carlton & St. Regis Hotels and Resorts
- Jackie Jantos, vice president, Brand & Creative, Spotify
- Sophie Kelly, senior vice president, North America Whiskeys and Tequila Portfolio, Diageo
- Fernando Machado, global chief marketing officer, Burger King and One Club International Board member
- Leland Maschmeyer, chief creative officer, Chobani
- Eric Reynolds, senior vice president, chief marketing officer, Clorox
- Stephen Tisdalle, chief marketing officer, State Street Global Advisors
- Todd Waterbury, chief creative officer, Target
Fearless Girl triumphed over the 40 highest-scoring entries in the 45th annual One Show, which received 19,823 entries from 72 countries. All work under consideration had already won a Gold Pencil or Best of Discipline.
“It’s a tremendous honour to be recognised by my peers with this CMO Pencil award,” said State Street Global Advisors’ Stephen Tisdalle.
“The success of our campaign is really a testament to the courage of State Street Global Advisors’ leadership team in taking a bold stance on the topic of women in leadership. I’m also pleased to accept this award on behalf of my team, who were able to take the powerful idea behind Fearless Girl and communicate it in a simple but highly effective way.”
Overall at this year’s One Show, Fearless Girl won Best in Show, Best of Discipline in Direct Marketing, 9 Gold Pencils, 2 Bronze and 4 Merits. Earlier this week at The One Club’s ADC 97th Annual Awards, it won Best in Discipline in Experiential Design, 3 ADC Gold Cubes, 1 Bronze Cube and 1 Merit.
“It was awesome to see big companies generating brand ideas that take on social issues, creating real impact and being part of the cultural conversation in such a powerful way,” stated Diageo’s Sophie Kelly about the CMO Pencil judging experience.
“In the end, it was a tough choice between Fearless Girl and The New York Times The Truth is Hard to Find.”
Target’s Todd Waterbury added, “Not only were we granted the ability to review the year’s highest achievements in creativity and craft, but as CMOs and CCOs, we were invited to recognise what reached even higher, the work that best contributed to the value of the brand in meaningful and measurable ways.”
“While the outcome of the inaugural CMO Pencil award was not a total surprise to me, I was surprised by the discussion and insight regarding the final contenders,” said Kevin Swanepoel, chief executive officer, The One Club.
“All of the work under consideration had the extraordinary level of craft that would make any brand envious, but the final discussion came down to ‘What piece of work would we look back on five years from now and still be able to say, that changed the business’. The jury felt Fearless Girl met that criteria.”