In terms of how the club has evolved over those years, one of the things that makes me most proud is how we’ve expanded our programming far beyond awards, and how we’ve raised awareness that The One Club is a lot more than just an awards organization- Kevin Swanepoel, CEO, The One Club for Creativity
Here’s the full Q & A:
1. Tell our readers about your experiences in shaping The One Club?
I’ve been very fortunate to be at The One Club for 26 years, first as Interactive & Marketing Director, then as President and, for the past eight years, CEO. I’ve also been lucky to work closely with a great group of leading creatives who serve on our National and International Board of Directors, who play a key role in determining the club’s mission and direction of its programming.
In terms of how the club has evolved over those years, one of the things that makes me most proud is how we’ve expanded our programming far beyond awards, and how we’ve raised awareness that The One Club is a lot more than just an awards organization.
We are a non-profit organization that takes revenue generated from our global awards programs — The One Show, ADC Annual Awards, Type Directors Club TDC competitions, Young Ones, Young Guns, ONE Asia Creative Awards and others — and puts it back into the industry to fund more than three dozen programs focused on Education, Diversity & Inclusion, Gender Equality and Professional Development (or as we call it, Creative Development) programs.
2. How does The One Show differ from other awards competitions?
The One Show’s reputation is built on the highest level of integrity of its juries and judging process. Starting this year, we will also appoint Jury Presidents, top creatives from around the world who will lead judging for each discipline and have a vote on the work. In addition, members of The One Club Board will act as onsite facilitators for jury discussions, serving as non-voting participants. All of these high-caliber, senior global creative leaders will help further this legacy of the fairest and most positive judging process.
The One Show Pencil is arguably the industry’s most prestigious creative award because it’s so difficult to win. Last year, we received 20,166 pieces from 69 countries, and our juries awarded only 210 Gold Pencils, 200 Silver, and 238 Bronze.
It’s also important to remember that when an agency or brand enters The One Show, they are also helping to support the industry. Unlike for-profit companies who answer to shareholders, The One Club is a non-profit organization that takes revenue generated from The One Show entry fees and puts it back into the industry to fund programming under our four pillars: Education, Inclusion & Diversity, Gender Equality and Creative Development.
In terms of recognition, the agencies, brands, production companies and individuals responsible for winning work each year are highlighted in The One Show Creative Rankings, as well as The One Club’s Global Creative Rankings, which this year will combine points won at The One Club’s One Show, ADC Annual Awards, Type Directors Club TDC awards, Art Directors Club of Europe (ADCE) Awards, and ONE Asia Creative Awards. Winners are ranked globally, regionally, and by country.
Unlike many other shows, The One Show’s Best of Discipline honors will be awarded to brand-based work only. Entries for non-profit clients are no longer eligible. We will this year introduce the Best of Non-Profit award, presented for the top-scoring work from across all disciplines done for a non-profit client as voted by the entire jury.
3. Where Does Indian Creativity Stand On A Global Scale?
The One Show received entries from about 70 countries each year, and India has pretty consistently ranked in the top 15 countries worldwide, reaching as high as #6 in 2022. That performance makes clear that there’s some terrific creative work coming out of the country.
If you take a look at The One Show 2023 Creative Rankings-India, Leo Burnett India in Mumbai had a tremendous The One Show 2023, landing as the #1 ranked agency in India, and #19 in the world. A highlight for the agency was “The Missing Chapter” on behalf of P&G Whisper, which landed two prestigious Gold Pencils, a Silver, and five Merits.
The One Show’s top five agencies in the India are as follows:
Leo Burnett India Mumbai
DDB Mudra Group Mumbai
BBDO INDIA Mumbai
Ogilvy India Mumbai
VMLY&R Mumbai
In 2022, Dentsu Creative Bengaluru had an amazing year, ranking #1 in India and #4 in the world on the basis of “The Unfiltered History Tour” on behalf of VICE World News. This incredible, important work was #3 highest-ranked entry for the year, awarded Best of Discipline win Radio & Audio, five Gold Pencils, three Silver and a Merit.
The One Show’s country, regional and global rankings are important and of value to agencies for two reasons. They serve as the industry benchmark for creative excellence, they instill pride in creative teams who are recognized for their great work, they help creatives earn promotions, better assignments, and new jobs. And because CMOs at brands pay attention, rankings can help agencies to attract new clients and expanded work for existing clients.
4. You have been tracking the creative talent in India for many years. How do you compare it with the rest of the world?
Based on our Creative Global Rankings and my personal experiences and observations, it’s safe to say India has produced a solid base of creative talent.
The One Club always makes a point of including creatives from India on our awards show juries because we value and need their creative expertise and perspective when judging the best work in the world.
For example, in last year’s ADC 102nd Annual Awards, we appointed Nisha Mathew Ghosh, a highly accomplished architect, artist, and curator at Mathew and Ghosh Architects in Bangalore, to serve of Jury President for the Architecture/Interior/Environmental Design discipline, and named three others from India to other ADC 102nd juries. For The One Show last year, we had five top creatives from India on juries.
We’re also focused on helping develop the next generation of creative talent in India. For a number of years, we’ve been fortunate to have three Omnicom agencies — BBDO India, DDB Mudra Group, and TBWA\India — host our Portfolio Night, both virtually for all of India and in person in Mumbai.
Established in 2003, Portfolio Night is recognized as the world’s largest advertising portfolio review program. It’s an important event for agencies because it serves as the gateway for young talent to enter the industry. It enables agency creatives in India to meet and mentor the leaders of the future, and is a crucial tool for recruiting top young talent.
5. What are the major differences you see when an award show is run between for-profit and a non for profit organization?
There are some significant differences. As mentioned earlier, we as a non-profit organization take revenue generated from awards show entries and put it back into the industry to fund our dozens of programs focused on Education, Diversity & Inclusion, Gender Equity and Creative Development.
We use our revenue to help make the industry better. We do that by making it more diverse and gender balanced, by attracting young people into advertising, and by helping creatives learn and grow as professionals once they land jobs.
On the other hand, for-profit awards shows answer to shareholders, and as such frequently base their decisions on what benefits them — not agencies, brands or the industry — financially. When they make money, they keep it.
6. The One Show is not about chasing number of entries but about quality of work. Your take?
Absolutely. The One Show is the world’s most prestigious award show in advertising and design, with a reputation built on the highest level of integrity of its juries and judging process.
For more than 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry, and one of the most difficult to win. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
7. What’s the Creative Industry Doing About Diversity?
Not enough, by a long shot. In fact, recent reports reveal some agencies have even pulled back on diversity initiatives they put in place over the past few years. Whether that’s due to tightening budgets or changes in the social conversation, it’s not a positive sign for the industry.
The industry needs to push on and broaden diversity programs, and not just because it’s the right thing to do. Greater agency diversity makes for better creative work, which ultimately benefits clients.
Brands need to reach the broad spectrum of consumers, people of all races, nationalities, and types. It only makes sense that agencies, in particular creative departments, have staffs that look like the world we live in. By employing a diverse team, agencies benefit from getting diverse perspectives on how to reach consumers more effectively. And that translates into happier clients.
8. In your opinion, how is AI changing creativity and how can the industry positively adapt?
As someone recently said “AI might not take your job, but someone who understands AI probably will.”
There are parallels to more than 30 years ago, when photo retouchers were confronted with a new tool called Photoshop. Those who embraced this new tool continued to flourish and had jobs, those who refused to learn this new tool became obsolete.
AI is the next phase of the “Digital Media Transformation”, following on the heels of the internet in the late 1990s, social media in the 2000s, and data analytics in the 2000-2010s. AI empowers media companies and advertisers to process and analyze vast amounts of data at unprecedented speed and accuracy. It enables content personalization, targeted advertising, content generation, and even predictive analytics, enhancing the overall quality and efficiency of the media ecosystem.
AI will drive the ad industry, as it will for many other industries. Whether we like it or not, the genie is out of the bottle. Creatives need to learn as much as they can about this technology, play with it, learn it, and determine how to use it as part of their creative thinking and work. AI will never replace humans in the creative process, but it will undoubtedly impact the way creativity is developed and clients are served.
Earlier this year, The One Club launched ADC101+1 Expo, a captivating multi-platform experience featuring work of 101 designers and creatives from around the world in collaboration with AI tools. The collective art initiative, created by Pereira O’Dell and developed by lili Studios, serves as both an interactive gallery of work and a global opportunity to engage in dialogue and debate about the opportunities and issues involved with AI and the creative industry, both positive and negative.
At the same time, it’s important to always remember the words of industry legend Bill Bernbach, who in his 1949 manifesto said: “100 years from now, the Idea is still going to be more important than all the technology in the world.”
AI is merely another tool, just like Photoshop three decades ago. The Idea is what will set creativity apart.
9. On a personal note, what have been the highlights of your career so far? Your key learnings?
I have been humbled and blessed to have had close relationships and worked with some of the greats of this industry, including Dan Wieden, David Kennedy, George Lois, Lee Clow, Sir John Hegarty, to drop just a few names. I’ve been extremely fortunate to work with The One Club National and International Boards of Directors, interact with Creative Hall of Fame and ADC Hall of Fame inductees, and sit in jury rooms with The One Show judges. These people are the most influential people in the business.
Probably the biggest highlight has been working with an excellent, diverse, and dedicated team that is focused on our purpose and mission. Over the years, The One Club has had an incredibly loyal and long-tenured team, with at least 30% of our team who have been with the organization for 8-26 years.
I truly have the best job in the industry.
By watching these and other great creatives, I’ve learned it’s important to keep pushing, keep learning, keep experimenting. Successful people in this industry are those who always remain open minded, embrace change, are fearless, and let their creative thinking flow.