The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For over 40 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2020 One Show Direct Marketing Jury

Ted Lim

Chief Creative Officer

Dentsu Asia Pacific


AdWeek picked Ted as one of the 13 global creative leaders whose ideas are advancing advertising worldwide in 2019.

The Dentsu Regional Chief Creative Officer for Asia-Pacific who works with 30 offices from China to Australia believes marketing in the experience economy has to move people to move business. “Data tells us where the customer is. Media gets us there. What we do when we are face-to-face with the customer, that’s creative.”

He repositioned the work Dentsu Asia-Pacific produces as “Innovative Business Solutions”. Work in the experiential, digital and social space that gets people to stop, stare and share. Work that is different and makes a real difference from engagement to transaction.

His integrated campaign for Toyota got millions of views and TIME magazine’s attention, “This Toyota ad is utterly insane – and wonderful”. The work his team produced helped Dentsu win a slew of business – Coca-Cola, Sprite, Zespri, Prudential, Unilever, Adidas, Qantas, Uniqlo and Yamaha – and global recognition.

Dentsu won the D&AD Black Pencil, the Cannes Lions Grand Prix, The One Show Best of Discipline and the Facebook Award for Innovation. The network was crowned Campaign Brief Asia’s Most Creative Network 2017 and 2018 and AdFest Network Of The Year 2017, 2018 and 2019.

Ted served as Jury President at Cannes Lions, Spikes Asia, AdFest and Ad Stars, judged D&AD, One Show, Clio, New York Festivals and London International Awards, spoke at the World Knowledge Forum in Seoul and shared his thoughts on “When Data Meets Creativity” in Cannes.




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