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 2023 Experiential & Immersive / Integrated Jury

Fred Saldanha

Global CCO


New York

With a 30-year career in advertising, Fred always feared settling into a comfort zone. He has worked in distinct markets such as Lisbon, London, São Paulo, New York, and Boston. From a copywriter to a creative leader, he has always sought to work with people he admires and brands he loves. He has collected more than 50 Cannes Lions for brands like Colgate, Coca-Cola, Sprite, Unicef, Motorola, Forbes, Hellman's, and Fiat, among other awards like One Show, D&AD, Webbys, LIA, Effies, and Clio. He has been on a jury in the most recognized advertising festivals, such as Cannes, One Show, D&AD, and, in 2015, he was named one of the '30 most creative people in advertising by Business Insider.




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