Clemenger BBDO takes out Australia Agency of the Year title at One Show 2018; VML Australia scores two Gold Pencils; Ogilvy Melbourne and BWM Dentsu pick up one Gold Pencil each

GiveRegistry_Window02_SML[2]-thumb-400x266-228557.jpgClemenger BBDO has been named One Show Australia Agency of the Year for its outstanding showing in The One Club for Creativity's 45th annual One Show, the prestigious global awards competition celebrating excellence in creativity of ideas and quality of execution.

This marks the first year The One Club has determined One Show country Agency of the Year honors, based on the cumulative number of Pencils and Merits won across all disciplines and categories in the top 10 countries from which entries were received.  Over the two nights of The One Show this year, Clemenger BBDO won one Best of Discipline, two Gold Pencils, one Silver, one Bronze and four Merits.

Snap01 (1)-thumb-400x225-275444.jpgGold Pencil winners from Australia on the second night of The One Show were:
●    BWM Dentsu with Cox Inall Change, both Melbourne "Disappearing Person Alerts" for Queensland Police in Mobile, Mobile Advertising
●    Ogilvy Australia, Melbourne "AAMI SmartPlates" for AAMI in Mobile, Utility
●    VML, Sydney "Snaplications" for McDonald's Australia in Social Media, Innovation in Social Media
●    VML, Sydney "Snaplications" for McDonald's Australia in Social Media, User-Generated Content

The One Show Best in Show honors, recognizing the single most outstanding work from among the 19,823 entries received this year from 73 countries, was awarded to McCann New York for "Fearless Girl" on behalf of State Street Global Advisors.  The work won seven Gold Pencils this year, three this evening and four at the first night of The One Show on Wednesday.

This year's top global honors, based upon cumulative One Show Pencils and Merits won across all disciplines, were:
●    Australia Agency of the Year: Clemenger BBDO
●    Global Agency of the Year: BBDO New York
●    Network of the Year: BBDO Worldwide
●    Holding Company of the Year: Omnicom Group
●    Independent Agency of the Year: Droga5
●    Production Company of the Year: The Mill
●    Client of the Year: Burger King

For rankings of agency, network, holding company, client, creative, country and region based upon cumulative Pencils and Merits won this year, please visit

There were two winners this year of the coveted One Show Penta Pencil, awarded to the  agency and brand who together have created stellar creative work for the last five years.  One Penta Pencil was awarded to BBDO New York, AMV BBDO, London, Clemenger BBDO, Melbourne and Impact BBDO, Dubai with client Mars Chocolate North America-Snickers, and the other one went to DAVID, Miami with client Burger King.

Best of Discipline winners for the second night of The One Show were:
●    Cross-Platform: DAVID, Miami "Google Home of The Whopper" for Burger King
●    Film: Saatchi & Saatchi, New York "It's a Tide Ad" for Procter & Gamble - Tide
●    Interactive: Ogilvy & Mather Polska, Warsaw "To The Last Tree Standing" for Greenpeace Poland
●    Mobile: Colenso BBDO, Auckland "Pedigree Selfie STIX" for Mars
●    Print & Outdoor: DAVID, Miami "Burning Stores" for Burger King
●    Radio: Fitzco//McCann, Atlanta with Casanova//McCann, New York "Share a Coke 1,000 Name Celebration" for Coca-Cola
●    Social Influencer Marketing: R/GA, New York "Ask For A Raise" for The Muse, Ladies Get Paid, PayScale,
●    Social Media: AMV BBDO with LADbible, both London, "Trash Isles" for LADbible and Plastic Ocean
●    UX/UI: Droga5, New York with PHD, New York and Resn, Wellington "Did You Mean MailChimp?" for MailChimp

Says Kevin Swanepoel, CEO, The One Club for Creativity: "Creative thinking sets our industry apart and transforms brands. It's exciting to see consumer brands like Coke, Burger King, Mars, MailChimp and Tide having the courage and conviction to embrace the highest levels of creativity, as shown by their extraordinary Best of Discipline work this year."

Globally, DAVID, Miami won the most Gold Pencils on the second night of The One Show with 10, including eight for "Google Home of the Whopper" on behalf of Burger King.  That work was also awarded Best of Discipline in Cross Platform, going along with the agency's additional Best of Discipline win in Print & Outdoor for "Burning Stores", also for Burger King.

Droga5, New York was right behind them with nine Golds, including six for "The Truth is Hard to Find" for The New York Times and two for MailChimp's "Did You Mean MailChimp?"

Saatchi & Saatchi, New York won four Gold Pencils, all for P&G - Tide "It's a Tide Ad" in the Film discipline.  Also with four Golds were AlmapBBDO, São Paulo -- two each for Getty Images "Nosteratu" and KISS FM "The Book of Rock" -- and Åkestam Holst,  Stockholm, including three for "Pee Ad" on behalf of IKEA Sweden.

For both nights of the 45th annual One Show, a total of 596 Pencils -- 212 Gold, 163 Silver and 219 Bronze -- and 1,047 Merits were awarded for work from 40 countries.  Overall, The One Show received 19,823 entries from 73 countries this year.

This second night of The One Show was hosted by comedian, writer and television host W. Kamau Bell, executive producer and star of the Emmy Award-winning CNN program "United Shades of America with W. Kamau Bell."

A group of 10 leading global marketers selected "Fearless Girl" from State Street Global Advisors and McCann New York as winner of the inaugural One Show CMO Pencil, honoring the world's single most impactful idea on a brand's business from the past year.

"Fearless Girl" was selected as the first CMO Pencil winner from among the 40 highest-scoring entries in the 45th annual One Show, which received 19,823 entries from 72 countries.  All work under consideration for this new honor had already won a Gold Pencil or Best of Discipline, as judged by more than 200 of the world's top agency and brand creative directors who served on this year's One Show juries.  In accordance with One Show judging rules, jury members abstain from voting on work done by or for their own company.

Says Stephen Tisdalle, State Street Global Advisors: "It's a tremendous honor to be recognized by my peers with this CMO Pencil award. 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 honors, Best of Discipline in Direct Marketing, nine Gold Pencils, two Bronze and four Merits.  Earlier this week at The One Club's ADC 97th Annual Awards, the work won Best in Discipline in Experiential Design, three ADC Gold Cubes, a Bronze Cube and a 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," said 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'."

Says Todd Waterbury, Target: "Not only were we granted the ability to review the year's highest achievements in creativity and craft, but as CMO's and CCO's, we were invited to recognize what reached even higher, the work that best contributed to the value of the brand in meaningful and measurable ways." 

Says Swanepoel: "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. 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."

This year's winners were announced on two nights of The One Show during The One Club's Creative Week, May 7-11, 2018 in New York. 

Creative Week is the preeminent festival showcasing the intersection of advertising, innovation and creative thinking.  In addition to two nights of The One Show, Creative Week also included the ADC 97th Annual Awards, the dynamic Young Ones Education Festival, inspiring sessions with some of the biggest names in the industry at the Creative Summit, and the exclusive Executive Creative Summit, open to a limited number of top-level leaders (founders, CCOs and managing partners).

Sponsors of Creative Week 2018 are Shutterstock, Facebook, Musicbed, Nickelodeon and Pinterest.

VIEW THE FULL LIST OF AUSTRALIAN + NZ WINNERS - One Show May 11 spreadsheet-Australia:NZ.xlsx

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