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 Direct Marketing Jury

Daniel Lobatón

Chief Creative Officer

Saatchi & Saatchi

New York

Daniel Lobatón is Chief Creative Officer at Saatchi & Saatchi NY. Originally from Peru, Daniel has been recognized in Adweek’s “Top 100 Creative List” as well as AdAge’s “Creative’s You Need to Know” for his role as Creative Director on “It’s a Tide Ad”, the iconic P&G Super Bowl takeover that has been awarded a Film Grand Prix and Titanium Cannes Lion, as well as a Grand Effie and Gold Creative Effectiveness Lion, among several others. Since then, he’s helped Tide stay relevant in pop culture with multi-platform campaigns including “Laundry Night”, “Jersey Swap” and most recently “The Jason Alexander Hoodie”.




Follow Us