Gerety Awards Gathers Creative Leaders in Dusseldorf to Discuss the Future of Creativity

Feb. 20, 2026

The Gerety Awards brought together members of Germany’s creative community in Düsseldorf for an evening of conversation and exchange, opening the year’s programme of international Gerety events.

Hosted at HeimatTBWA\  Düsseldorf, the event featured a Gerety Talk titled “Creativity in 2026: Trends, Challenges & Opportunities”.

Moderated by Konstanze Druyen, the panel 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.

Gerety extends special thanks to the participants and to Koko and HeimatTBWA\ Düsseldorf for hosting the evening.

The Düsseldorf gathering forms part of Gerety’s global programme of industry events taking place throughout the year.