One Show Interactive 2005
"If you aren't doing interactive, you'd better get out of the business."
It's a strong statement, but it's one I hear often from leading creatives, and I believe it accurately reflects where our industry is headed as we celebrate eight years of One Show Interactive.
At the eighth annual One Show Interactive this year, we saw an increase in total number of entries by 15 percent. Traditional agencies have always entered One Show Interactive. What's different this year is that now more than ever, they are incorporating interactive components into the work they do for most of their clients, not just those seeking new media solutions.
The reasons are obvious. No other medium offers instant feedback, facts on sales and market share, and the ability to track ROI and adjust strategies to fit consumer preferences. It is dynamic, instantaneous, and--just as important--its reach is virtually unlimited.
This presents a challenge to both traditional and interactive agencies. They simply cannot use traditional advertising and rework it for use online. A successful interactive campaign demands smart, engaging content that will entice users to visit and pass it on. Crispin Porter + Bogusky's winning "Subservient Chicken" viral promotion for Burger King is evidence that our industry continues to push the envelope of creativity.
My sincere appreciation goes to this year's panel of 32 interactive judges from 10 countries. They spent many days selecting the winning work from nearly 1,500 international entries from 33 countries, an increase of nearly 15 percent over last year. On behalf of The One Club, I thank them for offering their time, experience and enthusiasm in helping us honor the best interactive work of 2005.
Kevin Swanepoel
Marketing & Interactive Director
The One Club, New York
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