Working from its widest-ranging data set yet — more than 20 000 pieces entered from 65 countries across 24 disciplines — the free 82-page report analyses 2024's entries and combines it with expert perspectives from more than 150 of 2024 One Show jurors to identify key insights and future trends.

This marks the debut of the in-depth report, which will be published annually immediately after The One Show winners are announced at Creative Week in New York, says the organisation. A summary of key insights in The One Show 2024 Insights Report, which is free, includes the following:

  • There is a recognisable shift away from purpose: the full palette of creative emotions were on show, from laughter to fear.
  • DE&I rose to the top; 33.83% of jurors surveyed noticed a major increase in inclusion and diversity in the work they evaluated.
  • The One Show jurors said the work overall was more funny, cheerful and vibrant compared to recent years.
  • Creative use of data was more integral to campaign ideas and execution in 2024.
  • Brands that showed up authentically conveyed truths and delivered messages with upfront honesty to connect with consumers.

Among the jury predictions were the following: 

  • There is a transition towards more ethical considerations when utilising technology, especially concerning data privacy, AI and algorithmic bias.
  • There is an increase in campaigns aligned to environmental, ethical and social responsibility expected. In 2024, 20% of all entries were either corporate social responsibility or non-profit work. 
  • Creative excellence will focus on aesthetics and functionality, incorporating new technologies with a discerning eye.
  • AI will evolve; AI was everywhere across the 2024 winners, but too often, it served as the creative idea itself and not a tool to enhance human-centered creativity.

In addition to providing insights and predictions, The One Show 2024 Insights Report includes a comprehensive Disciplines Deconstructed section examining specific trends within each of the show's 24 disciplines.

The report features perspectives from dozens of top global creative leaders who sat in the jury rooms, including:

  • Susan Credle, FCB global chair, IPG creative advisor, and member of The One Club board of directors
  • John C. Jay, president of global creative, Uniqlo / Fast Retailing Inc. (Design jury president)
  • Geoff Edwards, managing director creative, GALE (Branded Entertainment jury president)
  • Lauren Hodges, CD, Chobani (Brand-Side/In-House)
  • Julie Jihyun Kang, CEO, managing partner, Serviceplan Korea (Creative Use of Data + Technology)
  • Hanna Stenwall, ECD, INGO Stockholm (Integrated / Omnichannel and Experiential & Immersive), and
  • Kimberlee Wells, CEO, TBWA \ Australia (Green Pencil).

"The One Show Pencil is among the industry's most respected global accolades, and its winners are a snapshot in time of the very best in global advertising, design, and related fields," says Kevin Swanepoel, CEO of The One Club. "This invaluable report combines unrivaled awards entry data with the thoughts of top global creatives to provide a deep dive into where the industry stands today and where it's going in the near future." 

The One Show 2024 Insights Report is available here for free.

For more information, visit You can also follow the One Club on Facebook, LinkedIn, X, Instagram, or on TikTok.

*Image courtesy of the contributor