As CEO of The One Club for Creativity, Kevin Swanepoel continues to shape the global creative landscape with an unwavering commitment to excellence, inclusivity, and innovation. Under his leadership, The One Club has become a beacon for celebrating creativity, empowering diverse voices, and championing meaningful storytelling that resonates across the world.
1.Drawing from your extensive experience, how do you view The One Club’s role in advancing the creative industry, and what is your personal vision for contributing to this journey?
“The One Club for Creativity has always been at the forefront of championing excellence in the creative industry. Our mission is to celebrate, support, and nurture creativity on a global scale, whether it’s through our prestigious awards programs like The One Show and ADC Awards, educational initiatives like ONE School, or groundbreaking events such as Creative Week and the Executive Creative Summit. We provide a platform for creatives to showcase their best work, learn from one another, and connect with peers and mentors across disciplines.
As CEO, my vision is to ensure The One Club maintains its position as a leader in the creative space, and also continually evolves to meet the needs of a rapidly changing industry. My focus is on fostering inclusivity, innovation, and excellence. Initiatives like ONE Creator Lab and “Where Are All The Black People” demonstrate our commitment to amplifying underrepresented voices, while programs like ONE Asia and Brand-Side Conference help us expand our reach globally.
Personally, I strive to bridge the gap between the past, present, and future of creativity. Having started my career during the transformative early days of the internet, I recognize the power of change and the importance of staying ahead of trends like AI and sustainability. My goal is to guide The One Club to reflect the industry’s current landscape and shape its future—empowering creatives to thrive and leave a lasting impact on the world.
2. With AI transforming industries worldwide, how do you envision its role in reshaping the future of creativity and advertising?
AI is undoubtedly transforming creativity and advertising, and its potential to reshape the industry is both exciting and profound. I see AI as a catalyst for enhancing, not replacing, human creativity. Its ability to process data at scale, generate insights, and facilitate innovative solutions opens up possibilities for storytelling and audience engagement that were unimaginable just a few years ago.
In advertising, AI can take on repetitive or logistical tasks—freeing up creatives to focus on strategy, concepts, and big ideas. It enables hyper-personalization, creating experiences tailored to individual consumers while maintaining the authenticity and emotional connection that great campaigns require. Tools like generative AI are also breaking down barriers to entry, allowing smaller agencies and independent creatives to produce high-quality work with fewer resources.
However, with great power comes great responsibility. AI must be used thoughtfully, with a commitment to ethical practices and inclusivity. It’s essential to ensure that these tools are developed and applied by diverse teams to avoid bias and to build solutions that truly serve a broad audience.
At The One Club for Creativity, we’re embracing AI’s potential while celebrating the irreplaceable magic of human ingenuity. The best work will always come from the intersection of cutting-edge technology and the emotional, empathetic storytelling that only humans can provide. The future of creativity lies not in choosing between humans and AI, but in combining the strengths of both to craft ideas that inspire, engage, and elevate the industry.
3. You engage regularly with agency leaders across the globe. What trends or challenges are having the greatest impact on agency operations and leadership today?
Working with top creatives on programs like the Executive Creative Summit, Creative Leaders Retreat, and Brand-Side Conference has provided invaluable insights into the trends and challenges shaping agency operations today. One of the most significant shifts is the integration of artificial intelligence (AI) into the creative process. AI offers agencies tools to enhance both efficiency and creativity, taking on repetitive tasks and providing data-driven insights. However, the challenge lies in implementing AI in a way that complements rather than overshadows human creativity. Agencies must find the right balance to maintain the authenticity and emotional connection that make advertising impactful while leveraging AI to unlock new possibilities.
Economic uncertainty is another pressing issue. Global fluctuations are pushing agencies to adopt more flexible and resilient business models. Leaders are diversifying service offerings, exploring innovative revenue streams, and forming strategic partnerships to ensure stability and growth. This adaptability is essential as client needs and market dynamics continue to evolve rapidly. Agencies that can pivot quickly while maintaining their core creative vision are better positioned to thrive in an unpredictable economic environment.
Diversity and inclusion remain critical for fostering creativity and innovation. Agencies are increasingly recognizing the importance of building teams that reflect a wide range of perspectives to create work that resonates with diverse global audiences. Inclusivity is not just a moral imperative—it’s a strategic advantage in a market that demands authenticity and cultural relevance. By prioritizing diverse voices, agencies can produce work that truly connects across different demographics and regions.
Through our programs, The One Club for Creativity plays a vital role in addressing these challenges. By facilitating discussions, providing resources, and fostering a collaborative community, we help agency leaders navigate this evolving landscape with confidence and creativity.
4. The advertising and creative industries are evolving at a rapid pace. In your opinion, what is the most pressing issue these industries need to address today?
The industry must stay relevant and trusted in an era of constant transformation. As the landscape evolves, balancing technological innovation, cultural shifts, and societal expectations is more challenging—and more vital—than ever. The industry must grapple with how to use technology responsibly while maintaining the human essence of creativity that makes advertising impactful and meaningful.
AI and data-driven tools are reshaping what’s possible, but with this power comes responsibility. The ethical use of AI, especially in a way that includes diverse voices and avoids bias, is critical. At the same time, creatives must ensure that technology serves to enhance ideas, not replace the spark of originality that connects with audiences on a personal level. This tension between innovation and authenticity is one of the defining challenges of our time.
Another significant issue is the need to make diversity, equity, and inclusion more than a corporate buzzword. While there’s been progress, setbacks in funding and commitment threaten the momentum of change. The industry must find ways to embed DEI into its core, not just as a reactive strategy but as a proactive approach to ensure creativity reflects the true diversity of society. Campaigns that don’t represent the world we live in risk alienating audiences and losing their cultural relevance.
Finally, brands and agencies face increasing pressure to navigate the fine line between purpose and profit. Audiences want brands to take meaningful stands on issues, but they also demand that these efforts are genuine and not performative. Building trust through action—not just messaging—will determine whether brands can maintain their credibility in a world that values transparency and authenticity.
Through initiatives like The One Show, Creative Leaders Retreat, and programs like ONE School, The One Club for Creativity plays a critical role in addressing these issues. By fostering conversations, celebrating diverse voices, and pushing for responsible innovation, we’re working to ensure the creative industry not only keeps up with change but leads it.
5. As a passionate advocate for diversity and inclusion in the creative industry, how does The One Club promote these values, and why do you believe they are critical for the success of agencies and brands?
Diversity and inclusion are at the heart of The One Club for Creativity’s mission, not just as ideals but as actionable priorities. We believe that the best creative work is born from a variety of perspectives, experiences, and voices. To promote these values, we’ve built initiatives that directly address the barriers to entry and advancement for underrepresented communities in the creative industry.
Programs like ONE School, a free 16-week portfolio school for Black creatives, are designed to create opportunities and pathways for new talent to thrive in advertising and design. Our “Where Are All The Black People” (WAATBP) career fair connects agencies with diverse talent pools, providing direct opportunities for hiring and networking. Through the ONE Creator Lab, we’ve created spaces for young creatives to develop the foundational skills needed to break into the industry while emphasizing mentorship and representation.
These values extend globally. Programs like ONE Asia and partnerships with agencies worldwide help ensure diversity isn’t seen as a regional challenge but as a universal opportunity to elevate creativity everywhere. Within our awards, such as the Fusion Pencil, we recognize work that not only champions inclusion but is created by diverse teams, emphasizing the importance of representation at every level of the creative process.
Diversity and inclusion are critical for the success of agencies and brands because they ensure that campaigns resonate authentically with the world’s increasingly diverse audiences. Brands that embrace inclusivity build stronger connections, foster trust, and remain culturally relevant. Agencies that champion diversity gain access to richer ideas and innovative problem-solving. Simply put, a creative industry that mirrors the breadth of society is better equipped to tackle the challenges of today and drive the success of tomorrow.
6. The One Show and ADC Awards are globally renowned for celebrating creative excellence. How do these platforms elevate industry standards, and what exciting developments can we anticipate in the future?
The One Show, ADC Awards, and TDC Awards have long been benchmarks for creative excellence, setting the gold standard for the advertising and design industries worldwide. By recognizing the best work from agencies, brands, and creatives, these platforms do more than celebrate achievement—they elevate the entire industry by showcasing what’s possible when creativity, innovation, and craft come together.
These awards challenge agencies and brands to push boundaries, inspiring them to rethink how they approach storytelling, design, and execution. The rigorous judging process, led by global leaders in their fields, ensures that only the most innovative, impactful, and well-crafted ideas are honored. This commitment to excellence creates a ripple effect, encouraging the industry to aspire to higher standards year after year.
A key component of this elevation is the Global Creative Rankings, which provide a comprehensive list of companies, individuals, projects, countries, and regions based on points earned from winning entries in various industry competitions across the globe. These rankings offer valuable insights into the industry’s top performers and emerging trends, fostering a spirit of healthy competition and continuous improvement.
Looking ahead, The One Show and ADC Awards are poised to expand their influence in exciting ways. We’re focused on incorporating new categories that reflect the evolving creative landscape, such as AI-driven campaigns, ethical tech innovation, and sustainability-focused work. With the rapid integration of AI and technology in advertising, these platforms will highlight how emerging tools can enhance—not replace—human creativity.
Additionally, we’re committed to ensuring that the awards remain inclusive, with initiatives like the Fusion Pencil and Green Pencil continuing to spotlight work that prioritizes diversity, equity, and environmental impact. We’ll also expand our reach into emerging markets, fostering global representation and uncovering groundbreaking talent from every corner of the world.
The One Show and ADC Awards don’t just honor the past; they actively shape the future by pushing the industry toward bold ideas, meaningful impact, and creative leadership. These platforms will remain vital spaces for celebrating creativity while inspiring the next generation to innovate and excel.
7. The One Club is a global beacon of creativity. How do you see its role in shaping not only the industry but also nurturing the next generation of creative leaders?
The One Club for Creativity plays a pivotal role supporting the global creative community at every stage of their careers. Our work begins with empowering young creatives through transformative programs like Portfolio Night, a global initiative that has been inspiring the next generation for 21 years. Hosted in 30 cities worldwide, Portfolio Night is a unique platform where aspiring creatives can present their work to top industry leaders, gain critical feedback, and make invaluable connections. It’s more than just an event—it’s a launching pad for careers and a celebration of emerging talent.
For established professionals, The One Club’s commitment continues with programs like the Creative Leaders Retreat and Brand-Side Conference, which are tailored to foster professional growth. The Creative Leaders Retreat provides a space for seasoned creatives to candidly discuss leadership, strategy, and innovation, while the Brand-Side Conference focuses on the unique needs of in-house agency teams, equipping them with insights and tools to thrive in today’s fast-paced environment.
By connecting young talent with industry veterans and supporting ongoing professional development, The One Club ensures that creativity remains vibrant, inclusive, and forward-thinking. Our programs don’t just shape careers—they shape the future of the creative industry, cultivating leaders who will define what’s next.
8. Having witnessed and shaped the evolution of the creative industry, what advice would you offer to those aspiring to make a meaningful impact in this field?
My advice is simple but powerful: stay curious, be adaptable, and always focus on authenticity.
The creative industry thrives on fresh ideas and perspectives, so never stop learning. Stay curious about the world around you—whether it’s new technologies, emerging cultural trends, or human stories that need to be told. Creativity is about connection, and the more you explore, the more meaningful your work will be.
Adaptability is equally crucial. This industry moves fast, and change is the only constant. Whether it’s the rise of AI, shifts in consumer behavior, or the challenges of working in a global, digital-first environment, those who embrace change with an open mind will always find ways to stay relevant and impactful.
Lastly, authenticity is the key to making a lasting impression. Audiences today can tell the difference between work that is genuine and work that is purely transactional. Focus on telling stories that resonate deeply, solve real problems, or spark genuine emotions. Authenticity, paired with craft and effort, will always cut through the noise.
Making an impact in the creative industry is about more than awards or accolades—it’s about creating work that matters, inspires, and leaves a legacy. Stay curious, stay adaptable, and stay true to what you believe in, and you’ll find success not only in your career but in the way your work influences and connects with others”.
In an exclusive interview with Shamima Nasrin Sumi, Chief Editor of Best Ever Ad, Kevin Swanepoel shares his vision for advancing the creative industry, the transformative role of AI, and the importance of diversity in shaping impactful campaigns. From initiatives like ONE School to global events such as Creative Week, Kevin Swanepoel reflects on how The One Club nurtures talent, addresses industry challenges, and inspires the next generation of creative leaders.
Thank you, Kevin Swanepoel, for your insights and unwavering commitment to elevating the creative industry.
