The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 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.

One Show 2021 Cultural Driver Jury

Joe Michael Nickson



Los Angeles

Pure strategist, charismatic, and creative genius isn’t something you normally would think when you talk about a bank robber. But in the case of Joe Michael Nickson, a South Central L.A. native, his ability to turn media nightmares into marketing miracles allowed him to turn his life around. Growing up in the home of a logistics expert and a caregiver, Joe developed skills that took him places he could never imagine and at the age of 25 he ended up in Federal Prison.

 On June 6, 2005 he was sentenced to 20 years in prison for having robbed 27 banks. While in prison he met Vincent who helped him to see the potential of his skills in the agency space and there they formed ConCreates. After 17.5 years, Joe has transitioned from navigating relationships inside to finessing marketing tactics on the outside.




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