The Shift Toward APAC Creative Dominance
The global advertising landscape is witnessing a significant pivot toward the Asia-Pacific region. The evidence is clear in the latest standings for The One Show 2026, where APAC agencies secured a staggering 204 finalists. This surge indicates a broader trend: the center of creative gravity is moving east.
Japan currently leads the region with 39 finalists, closely followed by Australia with 35. Other powerhouses like India and Singapore are tied with 29 finalists each, while China follows with 25. This distribution suggests that creative excellence is no longer concentrated in a few traditional hubs but is flourishing across diverse markets from South Korea to Thailand.
Leading Agencies and the Blueprint for Success
When analyzing the top performers, two agencies stand out: Ogilvy Singapore and VML Sydney, both tied as the region’s top performers with 13 finalists each. Interestingly, their success is driven by singular, high-impact campaigns. Ogilvy Singapore’s finalists are all for Vaseline’s “Vaseline Verified,” while VML Sydney’s success stems from 1001 Optometry’s “The Hidden Eye Test.”
This trend suggests that the future of award-winning work lies in “deep-dive” campaigns—projects that achieve comprehensive excellence across multiple categories rather than a fragmented approach across various smaller tasks.
Blending Cultural Heritage with Modern Creativity
A recurring theme among the 2026 finalists is the seamless integration of cultural identity into commercial messaging. What we have is a strategy that resonates deeply with modern audiences who crave authenticity over generic global templates.
For example, Motion Sickness Auckland secured nine finalists, including five for “The Māori Roll Call” for Whānau Ora. Similarly, Ogilvy Mumbai earned seven finalists, with three specifically for Brooke Bond Taj Mahal Tea’s “Chai Bansuri – The Tea Flute.” These campaigns demonstrate a trend toward leveraging local traditions and heritage to create emotionally resonant work.
Utility and Innovation in User Experience
The trend of “useful creativity”—where the advertisement provides a tangible service or solves a problem—is as well gaining momentum. BLKJ Havas Singapore’s work for Haraku Ramen, titled “One Noodle,” which allows gamers to eat without pausing, is a prime example of this approach.
the focus on health and awareness is evident in VML Sydney’s “The Hidden Eye Test.” By turning a campaign into a functional tool for eye-care awareness, agencies are moving beyond mere visibility toward actual utility.
Global Benchmarks: Toronto and London
While APAC is rising, the global benchmarks remain high. Rethink Toronto currently leads the world with 47 finalists, followed by Uncommon Creative Studio London with 34. Other major players like Apple Cupertino, FCB Chicago, and VML New York each hold 26 finalists.
The gap between the top global agencies and the leading APAC firms is closing, signaling a future where creative competition is more balanced and diverse. The upcoming awards ceremony at Cipriani Wall Street in New York on May 15 will further highlight these evolving dynamics.
For those tracking the evolution of these trends, the complete searchable list of finalists for The One Show 2026 provides a comprehensive look at the work redefining the industry.
Frequently Asked Questions
Which APAC agencies had the most finalists for The One Show 2026?
Ogilvy Singapore and VML Sydney tied as the top performers in the region, with 13 finalists each.
Which countries in APAC led the finalist count?
Japan led with 39 finalists, followed by Australia (35), India (29), and Singapore (29).
What are some of the standout campaigns from the APAC region?
Notable campaigns include Vaseline’s “Vaseline Verified,” 1001 Optometry’s “The Hidden Eye Test,” and Whānau Ora’s “The Māori Roll Call.”
When will the winners be announced?
Winners of Gold, Silver, and Bronze Pencils, as well as Merits, will be announced during Creative Week on May 14, with the ceremony taking place on May 15.
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