The One Club's new award honours creative agency/client relationships

The One Show has announced a new award that will honour creative relationships, as we all know that great work comes from great partnerships between clients & agencies.
The Penta Pencil will be given to the partnership that has consistently produced the best creative work for five years straight, Kevin Swanepoel, CEO of The One Club, the non-profit group that produces The One Show, explains the reasoning behind this (to be extremely coveted) award:

"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. 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."

It's not yet decided what the award will look like, but it is very likely to be a black award, and much like the Black D&AD a rare sight on award shelves.

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

The Penta will be given at the 43rd Annual One Show Awards, which will take place in New York City on May 11 and 13. Though the general deadline for submitting entries to the One Show is Jan. 29, entries for the Penta will be accepted until Feb. 26.