The One Show reveals key trends and jury predictions in One Show 2024 Insights Report

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The One Show reveals key trends and jury predictions in One Show 2024 Insights Report

The One Club for Creativity has today unveiled key industry-defining trends and comprehensive perspectives from hundreds of this year’s global jury members in The One Show 2024 Insights Report.


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 analyzes this year’s entries and combines it with expert perspectives from more than 150 of this year’s 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.

A summary of key insights in The One Show 2024 Insights Report, which is free, includes the following.

  • • A recognizable 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.
  • • More humor and joy: 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:

  • • A transition towards more ethical considerations when utilizing technology, especially concerning data privacy, AI and algorithmic bias.
  • • An increase in campaigns aligned to environmental, ethical, and social responsibility is 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 this year’s 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); Kimberlee Wells, CEO, TBWAAustralia (Green Pencil), and others.

Says Kevin Swanepoel, CEO, The One Club: “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. 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.