The One Club
, a non-profit organization dedicated to the power of creativity, today introduced the Penta Pencil, a new special award for The One Show. The Penta Pencil awards an agency-brand team that has consistently created stellar work for the last five years.
“Much of the best creative work out there comes from brands that have great long-standing relationships with their agencies, and it’s important to acknowledge that,” said Kevin Swanepoel, CEO of The One Club, the non-profit that produces The One Show. “The agency becomes so embedded within the brand, so trusted as a partner, that the tandem is able to strike a chord that keeps resonating with its target audience.”
Penta Pencil entries must feature campaigns produced by one agency for one brand through a continuous five-year period. A minimum of one award-winning campaign per year is required to be eligible.
"In an industry that constantly celebrates short-term gains, we thought it would be great to recognize the brand and agency partnerships that have been bringing exceptional work year after year. It's a recognition of stamina and commitment as well as creativity," said Ted Royer, Droga5 CCO and One Club Board member.
The Penta Pencil will be awarded at the 43rd Annual One Show Awards, which take place in New York City during Creative Week (May 9-13).
The deadline to enter the Penta Pencil is February 26. The final deadline to enter The One Show is January 29.