One Show Interactive 2006
A mere five years after the Internet was pronounced dead, it has staged a remarkable comeback. But it isn't just back, it's now even better than we imagined.
Interactive advertising continues to experience tremendous growth. Internet advertising revenues in the U.S. totaled $12.5 billion in 2005, a new annual record exceeding the previous year by 30 percent. And high-speed Internet access in U.S. homes now reaches 73 million.
Agencies and clients are discovering the effectiveness of building brands online and creating one-on-one brand experiences with their consumers using this engaging medium.
The Internet is also fulfilling many of the visions that were bandied about in the late '90s--legal music, TV and movie downloads, Internet phones, high-speed wireless access and the proliferation of real, online communities.
This year, One Show Interactive reflects these trends: entries were up by a record 40 percent, and the work tested the boundaries between innovation and creativity.
And for the first time, six of the 35 creative directors who judged this year's award show came from predominantly traditional agencies.
One Show Interactive, like the One Show, is about rewarding great creative advertising; it's always been about the Idea. I look forward to the time when it is not about the technology, or whatever new channel or medium, or whether the concept came from an account guy, media person or a creative--but rather when we can look through One Show annuals and marvel at simply great creative advertising, period.
We at the One Club most sincerely thank our jury of 35 interactive judges who traveled from nine countries, and who spent many intensive hours viewing banners, clicking through Web sites, and yes, playing games, to decide this year's best interactive advertising. Moreover, we appreciate the discussion they brought, and the occasional verbal brawls--this ongoing debate only furthers our understanding of what interactivity means to the industry, what direction it's heading, and where creativity will emerge from next.
Kevin Swanepoel
Marketing & Interactive Director
The One Club, New York
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