The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Radio & Audio

A Song For Every CMO - Haleon

Agency FCB / New York + Spotify + Wave Studios

Client Spotify Advertising


Craft / Use of Music

Annual ID


About the Work

Studies show that Spotify outperforms other channels in engagement, emotional resonance, recall and breakthrough. And yet, marketers still saw it as a nice-to-have, spending just 1% of their budget on digital audio. Spotify needed to convince them to reconsider Spotify Advertising, and make it a must-buy in their marketing mix. We realized Spotify had a unique, deeply overlooked benefit. People tune out countless ads every day, but on Spotify, users are actually there to listen. So we created the All Ears on You platform to show marketers the power of attention on Spotify, and began targeting the most influential opinion leaders of all – CMOs. We knew they were avid Spotify listeners too, so we spoke to them as humans rather than CMOs, and reminded them how engaging Spotify is by bringing their own brand love and listening data to life. Without any paid media budget, we targeted 14 elite CMOs and started a conversation they couldn’t possibly ignore. We created “A Song for Every CMO” — 14 original, silly-yet-serious odes written specifically for 14 influential CMOs. They were so delighted by these tributes that they praised Spotify in the press and on social media, driving consideration and helping Spotify Advertising grow 75% YOY – reaching a record €1B in revenue, its strongest year yet. The first wave of CMO songs drove so much word-of-mouth and demand that Spotify received eager requests from other CMOs for their own songs. In September 2022, we dropped a whole new album of custom-made songs to add to the playlist – and A Song for Every CMO continues.

2023 Awards

Total Points: 3




FCB / New York

Client / Brand


Music / Sound Production Company

Wave Studios


Watt White

Creative Director

Alexandre Abrantes

Executive Creative Director

Gary Resch

Account Supervisor

Sean Kittredge

Associate Creative Director

James Meiser

Music Producer

Melissa Chester

Senior Art Director

Justin Batten

Senior Copywriter

Ken Syme

Senior Digital Producer

Margot Meyerhoff

Strategy Director

James Friedman

SVP Group Account Director

Tara Graff


Emma Armstrong

Chief strategy Officer

Todd Sussman

Director of Integrated Production

Adam Isadore

Editor & Animator

Breithner Monteiro

Global Creative Director

Richard Frankel

Global Creative Lead

Tammijean Triplett

Global Director, Enterprise Marketing

Sarah Kiefer

Global Strategy Manager

Andrea Kim

Integrated Producer

Chris Lenz

Management supervisor

Jessie Gwilt

VP, Group Strategy Director

Kelsey Steele

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