Mandie van der Merwe.
Every year, creatives across the globe rally behind one of the most respected award shows in our industry, The One Show. It’s not just about collecting trophies (though that part is fun); it’s about recognising the transformative power of creativity. Creativity that solves problems, shifts culture, and, yes, drives business growth.
The One Show is produced by The One Club for Creativity, a not-for-profit that uses its revenue to support the global creative community, much like our own AWARD Award here in Australia. That’s one of the main reasons I keep coming back to judge. When you say yes to judging, you're contributing to something bigger: scholarships, mentorships and programs for emerging talent. You’re not just patting each other on the back in a dark room; you're helping lift the next generation into the light.
Granted, that light was 34+ hours away in Punta Cana this year. My bag didn’t make it. I wore whatever the resort shop had (shoutout to the “Island Vibes” bright t-shirt range) and reminded myself that being from Australia means you’re always far from somewhere. So you suck it up and recognise the privilege.
This year, I sat on the Interactive Online & Mobile jury — basically, everything from websites to mobile apps to weird, wonderful interactive moments that stop you mid-scroll. It’s where brands show up today, and if you want to understand where the creative bar is going, this category is it.
One thing hasn’t changed: great work stands out and sparks debate. The stronger the idea, the more questions it invites. Is this the right category? The right sub-category? Is it illustration or B2B, or both? (Looking at you, Spotify Spreadbeats.) My advice? If you’re going to multi-enter, make sure you cut specific case studies that land your rationale clearly. Otherwise, fatigue, or worse, bias, starts to creep in, consciously or not.
Zooming out, I found myself reflecting on something bigger, especially for the CMOs out there dreaming of a Penta Pencil, which recognises the Agency and Brand who, together, have created stellar work for five or more years. Among the best entries I saw, there were patterns. Not formulas, but shared truths, and the one brand that, in my opinion, had most of these was Michelob ULTRA:
- Be brutally honest about your problem.
Too many brands hide from the truth. If you're the 9th-best beer and your ads are invisible, say it. You can’t fix what you don’t face. - Set a clear, long-term vision.
Michelob ULTRA didn’t just decide to sponsor sports — they became part of the sports experience. That vision didn’t shift with the financial winds. It got sharper. More ambitious. - Back the vision with boundary-pushing work.
From Courtside to McEnroe vs. McEnroe, Dreamcaster to Lap of Legends, ULTRA’s journey with their agency is a case study in creative escalation. Each piece builds on the last. Each one makes the next seem impossible until they do it. - You don't have to be Dove.
Michelob addressed COVID, mental health, accessibility for the visually impaired, and still managed to authentically show up in the F1 space. Just because you stood for something once doesn’t mean you’re handcuffed to it forever. Consistency of ambition is more important than consistency of execution.
Judging The One Show is a privilege, and I take it seriously. But I know from the outside, it can seem indulgent. But here’s the thing: The One Show gives back more than it takes. It challenges you to come back better. To bring a new perspective. To teach your team what world-class looks like. To demand more from the work for your clients and show them what's possible when they back creativity properly.
Because this stuff does work. Michelob ULTRA has won more awards than most brands put together, but it's not just about winning metal. They moved from number 9 to number 1 in the U.S. domestic beer rankings. That’s not fluff. That’s the business impact we all talk about but rarely prove.
So next time someone asks if awards still matter, tell them this: When creativity is applied to the right problem, in the right way, with honesty, vision, and guts, it changes everything.
Even your lost luggage won’t matter that much.
By Mandie van der Merwe, Chief Creative Officer, Saatchi & Saatchi Australia