Cape Town will welcome leading advertising, marketing and creative professionals from across Africa and the Middle East from October 4 to 9 for Loeries Creative Week 2026, bringing together agencies, brands, media professionals and emerging talent for six days of industry events.
The programme will combine awards, professional development, networking and conversations around the changing creative landscape, with participants expected to explore how technology, culture and shifting commercial priorities are influencing advertising and communications.
The gathering will culminate in the Loerie Awards on October 8 and 9, recognising outstanding campaigns and creative ideas produced across Africa and the Middle East, Brandspur Brand News reports.
Beyond the awards, this year’s programme will feature the Loeries International Seminar of Creativity, where more than a dozen international speakers are expected to share perspectives on the future of creative work.
MasterClasses, the Loeries Expo and other industry activities will also run during the week, while the official afterparty is scheduled to take place at Cabo Beach Club.
Loeries CEO Preetesh Sewraj said the 2026 edition is being designed to expose professionals to new thinking and approaches capable of producing breakthrough creative work.
Among the international industry figures expected in Cape Town are Susan Credle from the United States and Dörte Spengler-Ahrens from Germany.
The 2026 awards will also introduce changes intended to reflect how creative practice is evolving.
A new Creative Strategy category will recognise the strategic thinking and insights behind campaigns, placing greater emphasis on the problem-solving and audience understanding that contribute to effective creative execution.
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Emerging filmmakers will also receive increased attention through the debut of the Young Directors Award. The category is designed to showcase young directors from Africa and the Middle East and provide greater visibility for new filmmaking talent entering the industry.
The Audio & Radio categories have also been expanded with additional subcategories, reflecting the growing use of audio across traditional broadcasting, digital media, branded content and newer communication formats.
Cape Town’s selection as host again places one of Africa’s established creative centres at the heart of the regional industry gathering. The city has a broad network of advertising agencies, production companies, design studios, educational institutions and cultural organisations that support its creative economy.
The City of Cape Town has welcomed the event’s return, with its Director of Film and Events, Leonora de Souza-Zilwa, describing the city as a place where professionals from across Africa and the Middle East can gather to showcase their work, perspectives and talent.
For young creatives in particular, the expanded awards and professional development programme offer opportunities to gain industry exposure alongside established professionals, while agencies and brands will have a platform to examine the ideas and technologies shaping the next generation of African and Middle Eastern creative work.
