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 2022 Direct Marketing Jury

Carl Willoughby

Executive Creative Director

TBWA Hunt/Lascaris


Executive Creative Director/semi-professional photographer/unprofessional squash player/coffee addict. My career spans over 20 years at various agencies throughout South Africa. I’ve worked on many brands across different categories from VW, Nissan, BMW, to Liberty, Standard Bank, Jameson, Castle Lager, DStv and more; I even launched a telecommunications company during a brief stint in the middle-east. I still believe in the transformative power of the idea, no matter the medium and that advertising can play a more pivotal role in society than just ticking boxes or satisfying focus groups. My work has been acknowledged at all major local and international awards shows including Cannes, One Show, D&AD, the local South African Loeries & Pendoring awards as well as the Bookmark awards where digital excellence is specifically recognised. I’m proud to be a Pirate at TBWA Hunt Lascaris, Johannesburg.




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