As reflected in The One Show 2023 Creative Rankings-Middle East & Africa, there is some terrific creative work coming out of the region : Kevin Swanepoel, CEO, The One Club for Creativity
Here’s the full Q & A:
1. 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 of Directors 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 awards 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.
For MENA, this support also includes The One Club-Cairo chapter, the first and only non-profit organization truly dedicated to celebrating and empowering the city’s creative community. Led by chapter president Enas Rashwan, TOC-Cairo connects up-and-comers with industry vets through mentorship, participates in our global Portfolio Night, and produces a collection of renowned and original projects.
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.
2. What’s your take on creativity in the Middle East? Where do our creatives stand on a global map ?
As reflected in The One Show 2023 Creative Rankings-Middle East & Africa, there is some terrific creative work coming out of the region. The work speaks boldly to local and regional audiences, and is at a level of creative excellence that is recognized on the world stage by our international juries.
Based on point totals for wins in The One Show 2023, ‿ and us Dubai was crowned Middle East & Africa 2023 Agency of the Year, propelled by a Gold Pencil, a Bronze and three Merits won for the moving “The Undeniable Street View” on behalf of clients UNITED24, Voices of Children, Nova Ukraine, and Vostok SOS. ‿ and us Dubai also ranked #30 in the world in The One Show 2023 Global Creative Rankings.
The top five agencies in the region are as follows:
1. ‿ and us Dubai
2. Impact BBDO Dubai
3. Impact BBDO Beirut
4. Horizon FCB Dubai
5. Ogilvy Africa Nairobi
In 2022, HAVAS Turkey in Istanbul and Impact BBDO Dubai both made the Top 30 list of global agencies in The One Show 2022 Global Creative Rankings, coming in at #24 and #26, respectively. In fact, Impact BBDO Dubai won a Best of Discipline in Print that year for “The New National Anthem Edition” on behalf of An Nahar Newspaper.
3. What are some of the defining trends of the creative industry in MENA in 2023?
It’s difficult to be definitive, but two trends seem to emerge. First, as agencies in the region handle more global brands, they’ve become highly adept at taking global messages and making them relevant to local audiences. They are using creative approaches to successfully bring the necessary local perspectives that connect with consumers for global brands.
Second, a number of top One Show winners from the region represent meaningful work that addresses serious, important topics such as personal and press freedoms, justice, health issues, and environmental matters.
4. How has the advertising industry in the Middle East evolved over the past decade?
As we look at recent winning work selected from the region by our juries, it’s clear that local offices of global agency networks are still in a strong position, accounting for nine of the top 10 agencies in our MENA rankings.
But at the same time, we also still see strong creative work from smaller independents in the region, as symbolized by ‿ and us Dubai attaining this year’s #1 agency ranking. This is clearly a sign that great creative ideas can come from anywhere, regardless of the size of an office.
5. How relevant is a creative team to the current advertising landscape?
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.”
Creative is as vital as ever. It remains the magical dimension that takes a marketing strategy and makes it come alive for consumers, resulting in work that connects with them on an emotional level and moves them to act.
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. In your opinion, how is AI changing creativity and how the industry can 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 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.
ADC101+1 Expo is a way to engage the global creative community on the subject of AI, and serve as a forum for the important conversation on its uses and industry impact, both positive and negative.
8. What have been some of the most memorable moments and successes of your career?
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. I truly have the best job in the industry.
9. Any final “parting” advice to MENA creatives looking to make an impact in their work?
We’ve seen amazing creative work come out of the region, so I’m not sure what advice I could lend! Keep doing what you’re doing: keep pushing, keep learning, keep experimenting. Stay open minded, embrace change, be fearless, and let the creative thinking flow.