Egon suspense: The jury has decided - it's about to get serious
The jury met, discussed, laughed, and weighed their options—and ultimately selected three finalists for the 2026 «Advertiser of the Year» award. An official announcement will follow shortly. Then the final stage on the road to the Egon will begin: the voting, in which the m&k community will have just as much say as the jury.
"Advertiser:in of the Year" is not a campaign award, but a personal title with a signal effect. Especially in 2026, when AI will give the industry additional momentum, the focus will be all the more on those who not only use this power, but also lead it - with creativity, responsibility and a keen sense of impact.
The moment when many names suddenly become three
"I'm relieved that it's through," says Anna Kohler, editor-in-chief of m&k, shortly after the judging. And this sentence contains a lot of what you don't see later on stage: Pace, density, responsibility - and a process that looks easy to the outside world when the Egon is presented at the Mascotte on March 17. But nothing is "easy" on the jury. It's not about an agency, not about the one big hit and not about one night's applause. It's about a personality who can stand for the industry for a year - as a reference, as a voice, as someone who brings attitude and impact together.
The jury therefore took a close look: Who delivers creative excellence - and at the same time brings it to the street in a commercially viable way? Who takes responsibility without making themselves the center of attention? Who thinks ahead, promotes young talent, keeps the scene together? Kohler describes a discussion at a high level, factual and at the same time human - with moments to smile, with seriousness, and noticeably: everyone put their heart and soul into it.
It comes as no surprise that this has resulted in a trio that promises excitement. There are three names that don't just seem "set", but in their mixture create exactly the kind of crackle that this title deserves: new figures that you want to see in the spotlight - and familiar faces that have been knocking on the door for some time. And above all, there is once again this question that never becomes routine: Who will have that rare combination of creativity, impact, personality and presence in 2026?
What happens now
The three nominees will be officially presented shortly. Portraits will then be created to show what these personalities stand for, what work has shaped them and why they are at the forefront this year. These portraits will appear in the next issue of m&k on February 23. The final stage on the way to the Egon will then begin: the voting. The community has half the votes, the jury the other half - in the end, everything comes together in the formula that has ensured for years that a strong selection becomes a name. The "Advertiser:in of the Year" 2026 will be chosen at the Award Night on March 17 at Mascotte Zurich - a venue that is currently undergoing a revival and is therefore perfectly suited to an industry that is also reinventing itself.
Why this title will shine even brighter in 2026
AI doesn't just change tools, timings and workflows - it changes expectations. Ideas need to take shape more quickly, concepts need to go into variants more quickly, communication needs to have a faster impact. But the more technology makes possible, the more what cannot be automated counts: judgment, taste, responsibility, courage. This is precisely why "Advertiser:in of the Year" 2026 is more than just a nice moment. The title shines a light on people who not only use this new power, but lead it - and show how creativity is translated into real impact without losing sight of the industry.
Thanks to everyone who makes the Egon possible
It takes a lot of work behind the scenes to turn an election into a night to remember. Anna Kohler emphasizes how intensive the preparations are - and how valuable the support of the sponsors is. Four partners are already on board and are helping to make the Egon evening more than just an award ceremony: a cool, unforgettable event for the scene.
Finally, we would therefore like to thank everyone who supports this election every year: the m&k team, the jury members, the sponsors - and of course the loyal and ever-growing m&k community, whose votes show just how much strength there is in this industry. Clear the stage for the Egon.
