Under the frame of this year’s ADCE Awards, we sat down with Alex Schill, Overall Jury President, Global CCO at Serviceplan Group and President of ADCE, to talk about the power of European creativity and what he’s hoping to discover in this year’s entries.
As he reflects on what makes European creativity unique, there’s still time till the 3rd of October, for new voices to join this conversation through their own submissions. Don’t miss out!
1. What are you most looking forward to in your role as Overall Jury President of the ADCE Awards?
It’s an honor to be Jury President, and I’m genuinely excited about it. The most rewarding part for me lies in the exchange with some of the brightest creative minds across Europe. I’m always curious about what’s next – and this is an opportunity to discover ideas that not only reflect our present but also shape the future. Judging is not only about deciding what’s “best” – it’s about asking deeper questions: Why does this idea matter? What impact can it create? That’s the kind of discussion I’m looking forward to.
2. In your opinion, what makes the ADCE Awards unique compared to other creative competitions?
ADCE brings together the best work from all across Europe – work that has already been recognized on a national level. Every submission has passed through a local filter of excellence, which raises the creative bar significantly. As a result, the percentage of work that receives an ADCE award is dramatically low – and that’s a really good thing.
3. Why do you think it’s important for local winners across Europe to compete at a European level?
Local recognition shows that creativity is relevant. But when local work is strong enough to cross borders, it becomes even more meaningful. ADCE offers a space for creative work to resonate with different cultures and perspectives. It allows us to see how different countries approach the same challenges – and to celebrate more unusual and impactful answers.
4. What do you think defines creative excellence today?
It starts with an insight that reflects the truth – what people feel, fear, or desire in an ever-changing world. From there, execution must elevate the message to create work that stands out. It’s not enough to be loud or just beautiful. Work must move people.
5. What kind of creativity do you think will stand out most in 2025?
In a world of AI-generated sameness and digital fatigue, the work that will stand out in 2025 is the kind that dares to be human. Honest, brave and surprising. Creativity that evokes feelings and provokes reflection – that’s the kind we need more than ever.
6. What do you hope the winning projects will reflect about European creativity today?
Europe is defined by its diversity – of culture, language, history, thinking. And so is its creative work. The best European creativity harnesses those differences and turns them into fresh perspectives. It’s driven by different cultural insights but the same challenge: to stand out when it comes to advertising. I hope to see surprising concepts with unseen insights, united by one common ingredient: brave creativity that matters.
