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Skinny NZ’s Ally Young Wins The One Show CMO Pencil For “Phone It In”
Mumbai: This year’s industry awards season officially comes to a close, as a jury of 10 leading brand-side marketers selected Ally Young, CMO at mobile company Skinny NZ, as the winner of The One Show 2023 CMO Pencil, honoring the marketer behind the world’s single most impactful idea on a brand’s business from the past year.
Young received the prestigious award for “Phone It In”, created for Skinny by Colenso BBDO Auckland, PHD Media Auckland, Platform29 Auckland, and Drum Agency Auckland. The work also received a Gold Pencil for Direct Marketing and two Bronze Pencils, one each in Out-of-Home and Radio & Audio, in this year’s 50th anniversary One Show.
“I’m incredibly honored to be awarded this prestigious Pencil. It represents the healthy tension between risk and invaluable creativity which inevitably equates to brand strength if you get it right,” said Young. “‘Phone It In’ brilliantly encompasses both while promoting our brand purpose of ‘We’ll do anything to keep prices low and customers happy’. I’m so proud to be part of a team that’s delivering world-class and effective work, and congratulations to all my fellow Kiwis who are also getting recognised globally for their mahi (work). I could not have received this accolade without my incredible leaders Matt Bain and Sarah Williams, and of course without the hearts and brains of my tireless agencies Colenso BBDO, PHD, Platform29, and Drum.”
A cross-section of 31 high-scoring entries were initially considered for this year’s CMO Pencil award, from which the jury narrowed the field to seven.
Other finalists entries were Apple “Public Displays of Encouragement” by TBWAMedia Arts Lab Los Angeles and “The Greatest” by Apple London, Coinbase “Less Talk, More Bitcoin” by Accenture Song, Mars “Skittles – Apologize the Rainbow” by DDB Chicago, Muskrat Magazine “Missing Matoaka” by BBDO Canada Toronto, and Supercell/Clash of Clans “Clash from the Past” by Wieden+Kennedy Portland.
Top global marketers on this year’s One Show CMO Pencil jury were Zena Arnold, CMO, Sephora; Vikrant Batra, CMO, HP; Kate Jhaveri, Global Head of Marketing, TikTok; Todd Kaplan, CMO, Pepsi; Jeff Klein, CMO, Popeyes; Fernando Machado, CMO, NotCo; Kory Marchisotto, CMO, e.l.f.; Sejal Shah Miller, CMO, Converse; Leslie Sims, CMO, CCO, Impossible Foods; and Alicia Tillman, CMO, Delta Air Lines.
In accordance with The One Show judging rules, jury members abstain from voting on work done by or for their own company.
“All of these top One Show 2023 winners under consideration featured an extraordinary level of creativity,” said The One Club CEO Kevin Swanepoel. “The jury strongly felt “Phone It In” was a great campaign that ticked all the boxes of the judging criteria. We congratulate Ally Young, Skinny, and the agency teams for this prestigious win.”
Past CMO Pencil winners are Lorraine Twohill, CMO at Google, who accepted along with Florian Koenigsberger, Image Equity Lead, Google, for “Real Tone”; Raja Rajamannar, Chief Marketing & Communications Officer and President, Healthcare Business, Mastercard, for “True Name” by McCann New York; Kathleen Hall, Chief Brand Officer, Microsoft, for Xbox “Changing the Game” by McCann New York; David Rubin, CMO, The New York Times, for “Truth is Worth It” by Droga5 New York; and Stephen Tisdale, CMO, State Street Global Advisors, for “Fearless Girl” by McCann New York.
The CMO Pencil is just one of the organization’s initiatives to address and recognize the fast-growing brand-side creative community. Both The One Show and ADC Annual Awards include standalone Brand-Side/In-House disciplines, featuring dedicated juries of brand-side creative peers to judge the work.
In addition, the club recently held its annual WITHIN brand-side creative conference series. The gathering addresses a void in the market for a forum to discuss issues specific to in-house creative teams and cultures, examining the inner dynamics of the very best in-house creative departments with sessions by some of the most acclaimed brand and marketing leaders.
A total of 20,166 pieces from 69 countries were entered in The One Show 2023. Agencies, studios, brands, production companies and designers in 54 countries were awarded 210 Gold Pencils, 200 Silver, 238 Bronze, and 1,172 Merits.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
