The One Club for Creativity has made two changes to The One Show’s disciplines this yearto enhance the value it delivers to brands. The One Show Creative Effectiveness discipline will now require a significantly increased level of entry detail regarding insights, strategy, and results. The One Show 2025 CMO Pencil discipline, which is now open to the entire industry as an enterable category.
Entrants for Creative Effectiveness are required to cite target business objectives and provide supporting data to prove the campaign’s creative idea and approach delivered transformative outcomes. For the first time, this discipline will be judged in person, led by Jury President Devika Bulchandani, Global CEO at Ogilvy.
Eligibility for the CMO Pencil was previously restricted to a limited number of the highest-scoring entries culled from the year’s Best of Discipline and multiple Gold Pencil winners.
The changes are designed to demonstrate that great creative is good for business, and to celebrate dynamic relationships between agencies and their clients.
Along with these changes, The One Show continues to recognise brands with its Penta Pencil, honouring the agency and brand that have created outstanding creative work together for the last five years.
“These changes align with our strong belief that great creative is good for business,”stated Kevin Swanepoel, CEO, The One Club. “They represent a more rigorous process for identifying outstanding work that really moves the needle, and recognizing the marketers who demonstrate the vision, confidence, and bravery to champion a bold creative concept from ideation to reality to success.”
View the complete list of all jury members for The One Show 2025 here.
Entries to The One Show 2025 can be submitted now, with fees increasing after each deadline period. The regular deadline is January 31, 2025, extended deadline February 14, 2025, and final deadline February 28, 2025.
Finalists announced in April 2025, with Gold, Silver and Bronze Pencil and Merit winners announced in May during Creative Week 2025 in New York.
All winning entries are displayed in the comprehensive One Show awards archive, viewable free of charge for one year. All One Show winners receive a complimentary one-year membership to The One Club, which also includes complete archive access.
Agencies, brands, production companies and individuals responsible for winning work are included in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which combine points for winning work in The One Show, ADC Annual Awards, Type Directors Club TDC competition, Art Directors Club of Europe (ADCE) Awards, and ONE Asia Creative Awards. Winners are ranked globally, regionally and by country.
