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.

One Show 2020 CMO Pencil Jury

Rob Matthews

Chief Integrated Marketing Officer for Xbox


Robert is responsible for end-to-end consumer marketing for Microsoft’s multi-billion-dollar gaming business. With more than 25 years of experience building some of the world’s most iconic and beloved brands, Robert blends his passions for gaming, entertainment and technology with his love for storytelling.

At Xbox, Robert oversees branding, advertising, content creation, digital engagement, experiential marketing and integrated campaign planning across a rich portfolio of products in more than 65 countries – resulting in record-breaking growth and profitability. Prior to joining Microsoft in 2009, Robert was head of consumer marketing for Nintendo, where he oversaw the launch of more than 300 products and brands, including Game Boy Advance, Pokemon, Nintendo DS and the global phenomenon, Wii.

Robert leads a team of high performing marketers whose collective work has been recognized with more than 35 Cannes Lions in addition to 500+ other creative and marketing awards worldwide – resulting in numerous Advertiser of the Year and Game Marketer of the Year honors.

Robert has dedicated his career to building iconic, pop-culture brands that people love, creating desire with breakthrough storytelling and harnessing the power of passionate fans to drive global impact.




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