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.

2021 One Show Social Media Jury

Joakim Borgstrom

Worldwide Chief Creative Officer



Joakim “Jab” Borgström is a highly acclaimed creative professional with over two decades of experience in the advertising industry. Jab started his BBH career as Group Creative Director in London in 2014. He moved to Singapore to take up the top creative role at the end of 2016, and was promoted to Worldwide Chief Creative Officer in September 2019. Jab has a strong belief in the power of technology to unleash creativity. Under his tenure, BBH Singapore produced standout, broad ranging examples of modern creativity such as the global launch for Absolut ​‘It’s in our spirit’​, ‘​Human Catalogue​’ for IKEA and ‘​Go BKK​’, ‘​Hypercourt​’ and ‘​Battle Force Live​’ for Nike. In 2019, the agency launched an innovative new storytelling format in the form of the Nike Women Instazine - a sports magazine built for the social media generation. Borgström’s impact was recognised in 2018 when BBH Singapore was named AdAge’s International Agency of the Year. Jab is the winner of over 200+ awards including 20 One Show pencils, 11 Cannes Lions and a Cannes Grand Prix. He has been invited to sit on the jury of 30+ award shows and is a sought-after speaker in the industry. Prior to joining BBH, Jab held leadership roles at top global agencies including Goodby Silverstein & Partners in San Francisco, Wieden+Kennedy Amsterdam and DoubleYou in Barcelona. During his career, he has worked on global brands as diverse as Nike, Audi, Coca-Cola, Google, Doritos, Barclays, Heineken, and Chevrolet. Originally from Sweden - with Swedish and Argentinean heritage - Borgström has worked in five different countries and speaks as many languages.




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