With three employees serving as judges, the brand and design agency Peter Schmidt Group is more strongly represented at the 2024 ADC Competition than ever before. In addition to Heidrun Angerer (in the Graphic, Product and Packaging Design category) and Ruediger Goetz (Brand Building), Sven Rieckmann has also been recruited to appraise the year's best creative work. As one of the design judges, he will be looking at submissions from the interface and motion design categories.

Sven Rieckmann is creative director of Peter Schmidt Group, organizes the “Future Playgrounds” workshops that feature high-quality international speakers, and appears at trade conferences and events like the Forward Festival. At Peter Schmidt Group he manages well-known consumer brands like Tesa as well as sports and lifestyle brands including Powerbar, Black Lion, and the Triathlon Bundesliga. His work has won numerous awards at creative competitions – including the brand identity for the Gamebuddy gaming platform that won the ADC competition in 2021.

Ruediger Goetz said he expects the submissions in all categories to present compelling ideas. “Artificial intelligence is helping us generate impressive visual results. It speeds up processes, and it can enable entirely new brand experiences. But at the same time it is becoming increasingly clear what really makes the difference in the work we do: human creativity and fearless courage to create original concepts that break with the familiar and with arbitrarily generated images.”

The ADC competition is regarded as one of Germany's most important creative competitions, with high relevance for industry rankings. Projects are evaluated in a total of eleven categories ranging from activation campaigns to animated films. In 2023, Peter Schmidt Group won the coveted "Nail" award with its work for Steiff. This year's awards ceremony will take place as part of the ADC Festival scheduled for 4-7 June.