The One Club says that the CMO Pencil recognises the marketer behind work that, in prioritising creativity, truly elevated the brand and delivered a positive impact to the bottom line.
In a significant change this year, the CMO Pencil discipline is now open to the entire industry as an enterable category, the awards adds.
Eligibility for the award 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. This change gives agencies the opportunity to enter work that spotlights the critical role played by their client partner, the awards says.
Confirmed marketers serving on this year's CMO Pencil jury are:
- Tyler Bahl, CMO, Activision, Los Angeles
- Leslie Berland, EVP, CMO, Verizon, New York
- Sofia Colucci, CMO — North America, Molson Coors, Chicago
- Adam Harter, CMO, LIV Golf, New York
- Stephanie Jacoby, Global SVP, Vodka, Diageo, New York
- Sungwon Jee, Global CMO, Hyundai Motor Company, Seoul, and
- Vanessa Wallace, CMO, Savage x Fenty, Los Angeles.
A complete list of all jury members for The One Show 2025 can be viewed here.
Past CMO Pencil winners include:
- Ally Young, CMO, Skinny New Zealand
- Lorraine Twohill, CMO, Google, who accepted along with Florian Koenigsberger, Image Equity Lead, Google
- Raja Rajamannar, Chief Marketing and Communications Officer and President, Healthcare Business, Mastercard
- Kathleen Hall, Chief Brand Officer, Microsoft
- David Rubin, CMO, The New York Times, and
- Stephen Tisdale, CMO, State Street Global Advisors.
"It's a great honour for a CMO to be recognised by their peers for taking an innovative, bold stance and championing work that truly impacts the brand and its bottom line," says Kevin Swanepoel, CEO of The One Club.
"They also understand the value of winning a Pencil, and how it has a positive impact on their business and company brand. It's great to see top marketers at global brands such as Kraft, AB InBev, Mastercard and others push their agencies to enter The One Show," Swanepoel adds.
In addition to the CMO Pencil and newly enhanced Creative Effectiveness disciplines, The One Show also continues to recognise brands with its Penta Pencil, honouring the agency and brand who together have created outstanding creative work for the last five years, adds The One Club.
Entries to The One Show 2025 can be submitted now, with the deadline of Friday, 28 February.
Finalists will be announced in April 2025, with Gold, Silver and Bronze Pencil and Merit winners announced during Creative Week 2025, taking place from Monday, 12 to Friday, 16 May in New York.
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