The Gerety Awards opened this year’s programme of international Gerety events in Duisseldorf, Germany, with an evening of conversation and exchange. The event, co-hosted by Koko and HeimatTBWA\ Düsseldorf and held at HeimatTBWA\, featured a Gerety Talk titled Creativity in 2026: Trends, Challenges & Opportunities.

The panel, moderated by Konstanze Druyen, executive creative director at HeimatTBWA\, included Kathrin Franssen (OMD Germany), Dorit Posdorf (DocMorris), Paul Frade (HeimatTBWA\) and Marjorieth Sanmartin (Philipp und Keuntje & fischerAppelt).

The conversation focused on how AI is reshaping creative processes, the growing influence of social platforms on brand behaviour, and why brands increasingly need to take clearer and bolder positions to remain relevant. Speakers discussed the balance between speed and craft, and how evaluation standards must evolve alongside new forms of creativity.

Across the discussion, panellists agreed that creative effectiveness today depends less on volume and more on distinctiveness with perspective, conviction and cultural understanding becoming decisive factors.

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