The One Show introduces Penta Pencil

"Much of the best creative work out there comes from brands that have great longstanding relationships with their agencies, and it's important to acknowledge that," said Kevin Swanepoel, CEO of The One Club, the non-profit that produces The One Show. "The agency becomes so embedded within the brand, so trusted as a partner, that the tandem is able to strike a chord that keeps resonating with its target audience."

Penta Pencil entries must feature campaigns produced by one agency for one brand through a continuous five-year period. A minimum of one award-winning campaign per year is required to be eligible.

"In an industry that constantly celebrates short-term gains, we thought it would be great to recognise the brand and agency partnerships that have been bringing exceptional work year after year. It's a recognition of stamina and commitment as well as creativity," said Ted Royer, Droga5 CCO and One Club Board member.

The Penta Pencil will be awarded at the 43rd Annual One Show Awards, which take place in New York City during Creative Week (May 9-13).

The deadline to enter the Penta Pencil is February 26. The final deadline to enter The One Show is January 29. Visit www.oneshow.org to enter.

About The One Club

The One Club, producer of the prestigious One Show and Creative Week, is the world's foremost non-profit organisation recognising creative excellence in advertising and design. The One Show honours the best work across all disciplines, including Advertising, Interactive, Design and Branded Entertainment. Creative Week takes place in New York City every May and is the preeminent festival celebrating the intersection of advertising and the arts.

You can follow The One Club online at www.oneclub.org, on Facebook and at Twitter.