The stage is set for the One Show 2010, which will be held from May 10-16. In an exclusive conversation with exchange4media, Kevin Swanepoel, President, The One Club, shares his views on the quality of the entries this year at the One Show and his expectations from Indian creatives that have made it to the Finalists’ list.
What is the quality of work seen this year compared to last year from Indian advertising?
Globally, the level of creative work that we are seeing entered into the One Show is much higher than in the past years. With tighter budgets, creatives and agencies are being more selective about the work they submit.
What are your expectations from Indian creatives?
I always have high expectations for creative advertising from India. Culturally, India has many fascinating stories and a vibrant culture that makes for great ad. It’s only a matter of time before we see India join the ranks of other countries that battle for top honours at the One Show.
Could you share more details on how you plan to take forward the Creative Week New York?
The mission for Creative Week New York is to celebrate creativity in all its forms during the One Show Festival, which is in the second week in May. Annually, The One Show draws upwards of 5,000 creatives to New York from all over the world. We thought this audience represented an excellent opportunity for New York creative organisations to host events celebrating art, film, illustration, photography, advertising and design.
What are the steps taken by One Club to better the Creative Week as compared to last year?
After seeing the huge success last year, we decided to make the festival much bigger by being more inclusive. This year, we formed an advisory board drawn from a diverse field of NY creative institutions that could aid us in reaching out to a wider creative group of participants. We also appointed Jeff Hirsch as Project Director to lead the project. This has led to Creative Week more than doubling the number of scheduled events. We believe we will see more than 12,000 people participate in the events this year, more than doubling our attendance from last year.
An important milestone this year is the support few received from Mayor Bloomberg, when he declared May 10-16 Creative Week New York.
Who are the speakers that we can look forward to at the Creative Week New York?
Creative Week is not about ‘Speakers’, even though there are some incredible high level creatives presenting at the Creative unConference. Creative Week is about engagement, discussion, and the opportunity to have meaningful dialogue with some of the brightest creative minds in advertising, design and digital media. But, if I were to name drop, just look at the creative attending the One Show Creative unConference.
The Creative week will see a wide range of partners such as Google, The Paley Center, ‘Shoot’ magazine, NYC & Co, the NY Photo Festival and others. What role will we see these partners leveraging at the Creative Week?
We have sought partners who can add to the discussion and dialogue. Google and Yahoo will be showing some incredible work from their labs and giving creatives an opportunity to ask the developers and creators of emerging technology questions first hand. ‘Shoot’ will showcase their New Directors showcase, you will be able to see the hottest young directors making a name for themselves. The Type Directors Club is initiating tours through the streets of Manhattan to explore the wonderful typography in the city.
How is the youth being involved is the fest, especially in the fee format? Are there any discounts given to them?
The beauty of what we have put together is the cost. We have urged everyone involved to keep the fees as low as possible. The One Club does not profit from the events at all. If events have an entry fee, the organisation charging the fee is basically trying to cover costs. There are numerous events that are free or that have special discounts for students or Creative Week attendees. The goal is to make the events as affordable as possible.
What are your expectations and your plans to take the Creative Week to the next level?
We plan to start working on 2011 starting June 1, we are going to expand the advisory board and dedicate some One Club resources to build this event. Given the growth we have seen over the past two years in a down economy, we expect to see to see a major increase year-on-year.