The German Brand Awards honouring 10 years of brand excellence
5 questions for Stefan Anderl, Vice President Awards at the German Design Council
What began with just 250 guests in a foyer now brings together over 750 participants in a concert hall. The jury, too, has grown from eight to twenty members. Stefan Anderl, who has been leading the team since day one, recalls a defining moment and many highlights:
The very first jury session in Frankfurt was definitely a highlight. As we were reviewing the entries, I realised: we had brought exactly the right product to market at exactly the right time. I also often think back to the 2017 Awards – when Berlin’s city centre was flooded and the rain wouldn’t stop, yet we still managed to hold the event at the Volkswagen DRIVE Forum and the Römischer Hof on Unter den Linden. Less dramatic, but equally emotional for me, is every single awards ceremony we host.
Which trends or standards in brand management have the Awards helped shape?
The German Brand Awards have always recognised brands and companies that show courage and a willingness to embrace change. In their very first year, they honoured Merck’s transformation – still an exemplary case of visionary brand management today. Transformation runs like a thread through all winning teams. At the same time, our award categories evolve with the times, reflecting new standards and trends. By identifying the best in digital brand experiences, sustainable strategies and the use of AI over the past decade, we have established a cross-industry benchmark.
Despite their growth and scale, the German Brand Awards have retained a very special spirit. Anderl attributes this to the combination of people and content:
At the end of the day, the awards ceremony is a gala dinner with a stage programme and an after-show party. That alone makes it unique compared to other marketing awards. However, it’s also an organically grown networking event where everyone actively participates. Many jury members have contributed their expertise in the judging process and at the awards show for years. This creates an authentic atmosphere that’s tangible even on stage. The excitement and joy of the winners add to that energy. Preserving this spirit is extremely important to us at the German Design Council. So, a big thank-you to the jury, to our winners – and, of course, to my team!
Can this familial and festive spirit be topped at the anniversary edition in June 2026?
I don’t want to give too much away yet, but the 10th edition will look back on a decade full of milestones and transformations, while also celebrating the present moment in style. The Uber Eats Music Hall gives us the perfect space for a party to remember. We’ll also bring inspiring keynote speakers to the German Brand Convention and offer a fascinating outlook on the future of brand management.
What can we look forward to in future editions of the Awards?
The German Brand Awards will continue to grow. Growth, for us, means not only bringing together the key players in the branding world and fostering a unique cross-sector network. It also means maintaining the high standards that safeguard the Awards’ reputation. Circularity will be one of the key topics in brand management going forward. That’s why we’ll place an even stronger focus on this issue and reflect it more prominently in our distinctions.
