A jury of leading brand-side marketers has been named to select the winner of The One Show 2025’s CMO Pencil award, now an enterable discipline recognizing the marketer behind work that, in prioritizing creativity, truly elevated the brand and delivered positive impact to the bottom line.
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
–Vanessa Wallace, CMO, Savage x Fenty, Los Angeles
In a significant change this year, the CMO Pencil discipline is now open to the entire industry as an enterable category.
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.
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 & 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 honor for a CMO to be recognized by their peers for taking an innovative, bold stance, and championing work that truly impacts the brand and its bottom line,” said Kevin Swanepoel, CEO, 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.”
In addition to the CMO Pencil and newly enhanced Creative Effectiveness disciplines, The One Show also continues to recognize brands with its Penta Pencil, honoring the agency and brand who together have created outstanding creative work for the last five years.
Entries to The One Show 2025 can be submitted now, with the deadline of February 28. Finalists will be announced in April, with Gold, Silver and Bronze Pencil and Merit winners announced during Creative Week 2025, taking place May 12-16 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.
