Cape Town Braces For Africa’s Creative Power Play As Loeries Returns

CAPE TOWN – The six-day gathering, running from 4 to 9 October, will bring together creatives, brands, agencies, marketers, media practitioners, educators and emerging talent for a programme that goes beyond awards to examine how creativity is shaping business, culture and communication across the region.

With new award categories, international speakers and a stronger focus on emerging talent, the 2026 edition is also positioning the Loeries as a platform for recognising where Africa’s creative industry is heading next.

Organisers say the week is about far more than handing out trophies. It is intended to provide a platform for the creative industry to debate its future, exchange ideas, develop talent and examine the forces reshaping how brands communicate with audiences.

The programme will feature the Loeries International Seminar of Creativity, bringing more than a dozen international speakers to Cape Town, alongside MasterClasses, the Loeries Expo and an official afterparty at Cabo Beach Club.

Loeries CEO Preetesh Sewraj said the event would allow the industry to engage with new thinking while recognising work that is pushing creative boundaries.

“Loeries Creative Week is constantly innovating and this year will provide another opportunity for the industry to not only experience a wide range of events but also access the latest thinking on how to create breakthrough work,” said Sewraj.

Among the international industry figures expected in Cape Town are Susan Credle from the United States and Dörte Spengler-Ahrens from Germany.

The 2026 edition will also introduce new award categories as the Loeries responds to changes in the creative landscape.

A new Creative Strategy category will recognise the strategic thinking behind powerful creative work, including the insights, problem-solving and direction that help campaigns connect with audiences and deliver impact.

The Young Directors Award will put the spotlight on emerging filmmakers from Africa and the Middle East, allowing young directors to gain recognition on one of the region’s leading creative platforms.

The Audio & Radio category has also been expanded to recognise the growing use of audio across broadcasting, digital platforms, branded content and emerging formats.

The changes reflect an industry undergoing rapid transformation, with technology, digital platforms and shifting audience habits changing how creative work is produced, distributed and consumed.

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For Cape Town, hosting the event is also an opportunity to showcase its position as one of the continent’s established creative economies.

The city is home to a concentration of advertising agencies, production companies, design businesses, educational institutions and cultural organisations, providing an ecosystem that supports the creative industries.

Leonora de Souza-Zilwa, Director of Film & Events for the City of Cape Town, said the city’s international outlook made it a natural meeting point for creatives from across the region.

“The City of Cape Town is a truly global city, which is why attendees from across Africa and the Middle East feel at home to celebrate their work, perspectives and talent during Loeries Creative Week,” she said.

“We are such proud hosts of The Loeries and look forward to welcoming everyone to The City in October.”

The gathering comes as Africa’s creative industries continue to gain influence beyond traditional advertising and media, with creative talent increasingly shaping cultural conversations, commercial brands and new digital economies.

For emerging creatives in particular, the week is expected to offer opportunities to learn from established industry figures, build networks and gain exposure to potential collaborators and employers.

The Loeries Awards will bring the week to a close with two nights of recognition on 8 and 9 October, celebrating creative work from across Africa and the Middle East.

But with its expanded categories, international speakers and focus on emerging talent, this year’s Loeries is also looking beyond the awards stage, asking a bigger question: what will define the next generation of African creativity?