The One Show Creative Effectiveness discipline, which recognises bold creative work that produced measurable impact in meeting defined business objectives and played a key role in achieving a brand's purpose, will now require a significantly increased level of entry detail regarding insights, strategy and results, says The One Club.
Entrants are required to cite target business objectives and provide supporting data to prove the campaign's creative idea and approach delivered transformative outcomes, The One Club adds.
The One Club says that, for the first time, The One Show Creative Effectiveness discipline will be judged in person, led by Jury President Devika Bulchandani, Global CEO at Ogilvy.
A significant change also comes to The One Show 2025 CMO Pencil discipline, which is now open to the entire industry as an enterable category, The One Club says.
Eligibility for the coveted award, recognising the marketer behind award-winning work that elevated the brand and delivered positive impact to the bottom line, 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, adds The One Club.
Along with these changes, The One Show continues to recognise brands with its highly-regarded Penta Pencil, honouring the agency and brand who together have created outstanding creative work for the last five years.
"These changes align with our strong belief that great creative is good for business," says Kevin Swanepoel, CEO at The One Club.
"They represent a more rigorous process for identifying outstanding work that really moves the needle, and recognising the marketers who demonstrate the vision, confidence and bravery to champion a bold creative concept from ideation to reality to success," Swanepoel adds.
A complete list of all jury members for The One Show 2025 can be viewed here.
Entries to The One Show 2025 can be submitted now, with fees increasing after each deadline period. The regular deadline is Friday, 31 January, extended deadline Friday, 14 February and the final deadline Friday, 28 February.
Finalists will be announced in April, with Gold, Silver and Bronze Pencil and Merit winners announced in May during Creative Week 2025 in New York, The One Club adds.
All winning entries are showcased in the comprehensive One Show awards archive, which is 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, The One Club says.
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, The One Club Concludes.
For more information, visit www.oneclub.org. You can also follow The One Club of Creativity on Facebook, X or on Instagram.
*Image courtesy of contributor