The One Club for Creativity is introducing its biggest change to The One Show in decades: a new competition dedicated exclusively to independent agencies, design firms, production houses, and creators.
The One Show Indies, launching within The One Show 2026, will provide independent shops a dedicated space to compete on a global stage without going head-to-head with holding company networks that can afford to flood the competition with entries.
Kevin Swanepoel, CEO of The One Club for Creativity, told ADWEEK the idea emerged after observing a surge of independent agencies following holding company consolidation: “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.”
Swanepoel also noted that many of the industry’s most impactful ideas are emerging from smaller, independent shops founded by creatives who left big networks to focus purely on doing great work.
To keep the competition equitable, agencies can submit a maximum of 10 entries, with each piece of work entered into no more than three categories. Entry fees are 20% lower than regular One Show submissions. Swanepoel also noted that the Indies discipline will limit the number of categories requiring case films to reduce production costs for smaller agencies. “It’s about the work, the work, and the work,” he said.
The Indies jury will be composed 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.”
In addition to Gold, Silver and Bronze Pencils, a Crystal Pencil—comparable to a Grand Prix—will be awarded to the Best of Indies winner.
For Swanepoel, success in year one would mean seeing new players on stage.
