MADRID, SPAIN — The Gerety Awards concluded their global series of events this week with a vibrant evening in Madrid, bringing together the city’s creative leaders for a night dedicated to celebrating human imagination in the age of algorithms.
The beautifully designed Dra. House studios, hosts of the event, provided an ideal setting for participants, winners, past and present jury members, and friends of Gerety to gather for a conversation that challenged automated thinking and championed creativity.
The panel, “Magic, Mystery and Creativity in the Age of Algorithms,” moderated by Virginia Mosquera, CCO at Wooman, featured an inspiring lineup of speakers:
- Ana Martín García, Head of Innovation and Strategy, Havas Media Network
- Matías Dumont, CEO & Founder, Antiestático
- Valeria Silva Carreño, Creative Copywriter & Strategist, Founder, Círculo de Creativas Colombia
- Nerea Cierco, Founder, Cierco
- Daniel Terzagui, Co-Founder, Dra. House
The discussion opened with a provocative reflection from Mosquera, questioning society’s growing dependence on data-driven platforms. “I want to begin with a suspicion: human creativity is in danger… not because of AI, but because of ourselves — for having turned the algorithm into a new oracle we consult for everything: what works, what people like, what we should do.”
From there, the panel explored how creative work can remain human, surprising, and culturally relevant in an era increasingly shaped by automation and metrics. Speakers encouraged bravery, risk-taking, and resisting the predictable — pushing beyond what has worked before to safeguard originality.
Each participant shared personal moments of magic and creative leaps of faith — the kinds of sparks data often overlooks but from which great ideas are born. The session concluded with a powerful reminder: the most essential qualities in creativity remain uniquely human. Protecting emotion, intuition, mystery, and the courage to make mistakes is vital in a world striving toward perfect predictability.
The evening continued with the celebration of the Spanish winners of the 2025 Gerety Awards, including Primo, MRM Spain, El Ruso de Rocky, LOLA MullenLowe, Antiestático, Grayskull, CANADA, and Edelman. Networking carried on late into the night — right up until the final slice of jamón and the last pico disappeared.
The Gerety Awards extend a warm thank you to Dra. House for hosting, to APCP (Asociación de Productoras de Cine Publicitario), Más Mujeres Creativas, and Ketchum for their continued support, and a special thanks to Tracks and Fields for keeping the drinks flowing throughout the night.
