The Insights Report

The One Show is among the most respected global accolades our industry has to offer, and its winners are a snapshot of the very best in advertising, design, and related fields at a particular moment in time. But what can be gleaned from this collection of work? What does it say about where the business stands today, or which direction it is heading in the near future?

The One Show 2025 Insights Report analyzes this year’s submissions, not only sifting through the statistics but also communicating with the hundreds of noted creatives from around the globe who graciously served as judges. This in-depth look goes beyond the Pencil winners to learn what stood out among the entries and what got lost in the shuffle of sameness. We discover which trends were just bubbling up and which ones were petering out. Finally, our judges put on their prognosticator hats to gauge where they see the industry in the next few years, with the ever-evolving presence of A.I. and other technologies increasingly in the mix.

We encourage you to dive into this report; we are confident that you will find yourself reflecting on the kind of work that you bring into our world.