The One Show to Launch Dedicated Competition for Self-reliant Agencies
NEW YORK - October 14, 2025 - The One Club for Creativity announced today the launch of “The One Show indies,” a new competition discipline within The One Show, exclusively for independent agencies, design firms, production houses, and creators.The initiative, debuting with the 2026 show, aims to provide a dedicated platform for independent shops to compete globally, separate from larger holding company networks.
The decision comes as a response to the growing number of independent agencies emerging as creatives leave larger networks, according to Kevin Swanepoel, CEO of The One Club for Creativity. “A lot of the people who were at big networks have broken away and started their own Indies. So, I wanted to make sure that The one Club honors those individuals, too,” he said. Swanepoel also highlighted the increasing impact of ideas originating from these smaller, independent firms.
To ensure fairness, agencies will be limited to a maximum of 10 entries, with each piece of work submitted into no more than three categories. Entry fees will be 20% lower than standard One Show submissions, and the number of categories requiring case films will be reduced to minimize production costs.”It’s about the work, the work, and the work,” Swanepoel emphasized.
The judging panel for The One Show Indies will consist entirely of top creatives from independent agencies. “I wanted it to be judged by the indie judges because they truly understand the hardships of hustling and starting up a young agency,” Swanepoel explained.”If somebody has had the majority of their career at a big holding company or within a big network, they don’t fully understand what it takes to actually start up an agency. It’s a different mindset.”
The competition will award Gold, Silver, and Bronze Pencils, culminating in a Crystal Pencil – equivalent to a Grand Prix – for the Best of Indies.
Swanepoel defines success for the inaugural year as recognizing new, smaller agencies on the awards stage.”success would really be seeing some agencies that don’t usually enter, that are small, standing on the biggest stage in New York, receiving [awards] and being recognized,” he said. “Some of the best work has been done by these small, independent agencies. And it’s up to us to showcase this. The world needs to see this great work.”
