Young received the award for 'Phone It In', created for Skinny by Colenso BBDO Auckland, PHD Media Auckland, Platform29 Auckland and Drum Agency Auckland.

The work also received a Gold Pencil for Direct Marketing and two Bronze Pencils, one each in Out-of-Home and Radio & Audio, in the 2023 50th anniversary One Show.

"I'm incredibly honoured to be awarded this prestigious Pencil. It represents the healthy tension between risk and invaluable creativity, which inevitably equates to brand strength if you get it right," says Young. "'Phone It In' brilliantly encompasses both while promoting our brand purpose of 'We'll do anything to keep prices low and customers happy'."

"I'm so proud to be part of a team that's delivering world-class and effective work, and congratulations to all my fellow Kiwis who are also getting recognised globally for their mahi (work). I could not have received this accolade without my incredible leaders Matt Bain and Sarah Williams, and of course without the hearts and brains of my tireless agencies Colenso BBDO, PHD, Platform29 and Drum," Young adds. 

According to the organisation, a cross-section of 31 high-scoring entries was initially considered for 2023's CMO Pencil Award, from which the jury narrowed the field to seven.

Other finalist entries were:

Top global marketers on the 2023 One Show CMO Pencil jury included:
  • Zena Arnold, CMO, Sephora
  • Vikrant Batra, CMO, HP
  • Kate Jhaveri, Global head of marketing, TikTok
  • Todd Kaplan, CMO, Pepsi
  • Jeff Klein, CMO, Popeyes
  • Fernando Machado, CMO, NotCo
  • Kory Marchisotto, CMO, e.l.f.
  • Sejal Shah Miller, CMO, Converse
  • Leslie Sims, CMO, CCO, Impossible Foods, and
  • Alicia Tillman, CMO, Delta Air Lines.

In accordance with The One Show judging rules, jury members abstain from voting on work done by or for their own company.

"All of these top One Show 2023 winners under consideration featured an extraordinary level of creativity," says Kevin Swanepoel, CEO of The One Club. "The jury strongly felt 'Phone It In' was a great campaign that ticked all the boxes of the judging criteria. We congratulate Ally Young, Skinny and the agency teams for this prestigious win."

Past CMO Pencil winners are:
  • Lorraine Twohill, CMO at Google, who accepted along with Florian Koenigsberger, Image Equity Lead, Google, for 'Real Tone'
  • Raja Rajamannar, chief marketing and communications officer and president, Healthcare Business, Mastercard, for 'True Name' by McCann New York
  • Kathleen Hall, chief brand officer, Microsoft, for Xbox 'Changing the Game' by McCann New York
  • David Rubin, CMO, The New York Times, for 'Truth is Worth It' by Droga5 New York, and
  • Stephen Tisdale, CMO, State Street Global Advisors, for 'Fearless Girl' by McCann New York.

The One Show says that the CMO Pencil is just one of the organisation's initiatives to address and recognise the fast-growing brand-side creative community. Both The One Show and ADC Annual Awards include standalone Brand-Side / In-House disciplines featuring dedicated juries of brand-side creative peers to judge the work.

In addition, the club recently held its annual WITHIN brand-side creative conference series. According to the organisation, the gathering addresses a void in the market for a forum to discuss issues specific to in-house creative teams and cultures, examining the inner dynamics of the very best in-house creative departments with sessions by some of the most acclaimed brand and marketing leaders.

A total of 20 166 pieces from 69 countries were entered in The One Show 2023. Agencies, studios, brands, production companies and designers in 54 countries were awarded:
  • 210 Gold Pencils
  • 200 Silver
  • 238 Bronze, and
  • 1 172 Merits.
For more information, visit www.theoneshow.org. You can also follow The One Show on Facebook, X or on Instagram.