Launch Ad Venture Student Competition 2018-2019

The European Association of Communications Agencies (EACA) and its European Institute for Commercial Communications Education (edcom) have launched a call for entries for its eleventh annual advertising student competition, Ad Venture, in collaboration with Let Toys Be Toys.

Students in the field of commercial communications are challenged to create a campaign that will make the target audience aware, understand and care about why gender stereotyped marketing to children matters.

This year’s client, Let Toys Be Toys, is a grassroots campaign that started on social media in late 2012. Set up by concerned parents, the campaign started with a simple ask of the toy and publishing industries: stop limiting children’s interests by promoting some toys as only suitable for girls, and others only for boys.

The objective of the campaign is  to move towards a situation where offering boys and girls a free choice of playthings and interest is a social norm, by motivating parents to challenge gender stereotyped marketing aimed at children.The final goal is to make parents understand that offering the widest range of play experiences to all children irrespective of their gender ensures the best chance for boys and girls’ learning opportunities and equalities in life.

The submitted entries will be assessed in three rounds by a broad base of judges, comprised of academics, advertising professionals and client representatives from across Europe. The three finalist teams will have the opportunity to present their campaign during the edcom Member’s Meeting in May 2019. The winning team will be rewarded with travel, accommodation and a ticket to the Cannes Lions International Festival of Creativity in June 2019.

On 3rd October (11am CET), the client will present the brief to students and edcom academics in a webinar format which will end with a Q&A session. Please register for the webinar here.

Students can register their teams until 14 December 2018 and should submit their campaigns by 15 March 2019. Please visit our website for more information.

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For further information, please contact:
Alexandra Nicu, Education & Training Assistant
Telephone: +32 2 740 07 16
Email: alexandra.nicu@eaca.eu

Note for editors
About Ad Venture
Ad Venture is the first Pan-European competition which gives students the opportunity to experience what it is like to work in advertising by creating their own campaign in response to a brief from a real client. The student agencies work on an advertising campaign from October to March by incorporating everything they’ve learned in class and putting their skills to test. Click here for more information.
About EACA
EACA – the European Association of Communications Agencies – The European Association of Communications Agencies (EACA) represents more than 2500 communications agencies and agency associations from 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies.  They create and place adverts and develop brand-building campaigns. Click here for more information.
About edcom
edcom – the European Institute for Commercial Communications Education – was launched by EACA to promote excellence in commercial communications education and research and to encourage exchanges between the European commercial communications sector and academic partners. Click here for more information.
Toys Be Toys
Let Toys Be Toys is a grassroots campaign that started on social media in late 2012. Set up by concerned parents who had met on the UK site ‘Mumsnet’, the campaign started with a simple ask of the toy and publishing industries: stop limiting children’s interests by promoting some toys and books as only suitable for girls, and others only for boys.

A look back on Ad Venture 2018

The winning team of the Ad Venture Student Competition was rewarded with a trip and tickets to Cannes Lions International Festival of Creativity. After this experience, the amazing team composed by Sabrina Neveu, Fanny Marello, Ksenia Skorik and Raphaël Mochi, was kind to share few words and impressions with us. Please find below their testimonial:

“This year we’ve been lucky enough to represent our school ESP in major european competition Ad Venture by EACA inspire! We have received a brief issued by Amnesty International. The challenge was to inspire people around the world and to urge governments to take their fair share of responsibility in the refugee crisis by making it a relevant issue in day-to-day life. We felt a need to make a statement, because of a current situation in Europe and US. It is a complex political subject that pushed us to reflect on it rationally but we tried our best to do it with an open heart, dignity and respect.

Participating in the Ad Venture allowed us to compete with almost 100 teams from the best european advertising schools all around the world. This opportunity gave us a chance to improve our skills and to prove ourselves that we were capable to make a difference.

Thanks to our win, we attended Cannes Lions, International Festival of Creativity, and met professionals from different countries and even continents. We participated in varied talks and workshops conducted by the world famous brands. Through this experience we developed our vision of challenges these brands confront everyday. One of the most discussed subject was AI and its constant influence on the consumer’s behavior.

After this beautiful experience, some of the members of our team have seen a possibility to continue to work in this field. The main idea is still to create a content, not only to sell the product, but to speak up about important social issues and to share sincere emotions and empathy.

The Ad Venture is all about meeting people: students, refugees, professionals. This competition allowed us to build connections and open ourselves to the world.
It was an amazing opportunity that helped us to develop not only our professional skills, but to have some personal enlightenments during the whole process.”

Team LINK

Winners announced of the EACA International Advertising Summer School 2018

During the week of 2nd July 2018,  over 50 advertising and commercial communications students and young professionals from 17 countries took part in the 9th edition of the EACA International Advertising Summer School at the University of FH Wien, in Vienna, Austria.

The attendees represented a mix of students in the field of commercial communications and young professionals working in media, creative and digital agencies. They were challenged to create a campaign in international, multidisciplinary teams for this year’s client Alfa Romeo, the Italian car manufacturer. During the week, they also received workshops from leading advertising practitioners in mixed groups to gain an understanding of the advertising industry.

The client was looking for a campaign aiming to conquer a new market segment, 25-30 year old adults. Keeping in mind that, “Alfa Romeo is never just a machine. It is an extension of your soul”, the company wishes to have a new and fresh communication strategy to address a younger audience.

This year, the participants were divided into a Foundation and an Advanced group. The Foundation group was composed by 4 teams of students, whereas the Advanced group included 6 teams of 6 young professionals each.

The groups worked on their pitches during the whole week, whilst attending workshops from industry experts.  At the end of the week, the 10 teams presented their ideas and campaigns to their peers and the jury, which consisted of Micky Denehy (EACA), Louisa Böhringer (Österreichischer Werberat), Istvan Simon (Mama said no), Rössler Elisabeth (Alfa Romeo).

The winning Foundation team ‘Alfa 4’ convinced the jury with their campaign #getthevrrroom. The team decided to build their campaign around the fact that the Alfa Romeo brand gives customers the feeling of driving a sports car. With the hashtag #getthevrrroom, the campaign encouraged customers to hurry up and buy their own Alfa Romeo before they will have to face the silent future. When interviewed about their experience, the team commented that: “We feel very happy and we appreciate this week and the opportunity to work together. Also, we are delighted to have won our first trophy!”

The winning Advanced team ‘FHORCE’ had an impressive campaign called “Conquer the next generation of Alfisti”. With their main message “Never to young to..!” and their ingenious idea of giving people the option to “date their cars” on Tinder. The winning team commented: “It feels great to win! We worked very hard for it and we succeeded to impress the jury.”

All teams overwhelmed the judging panel with their creative ideas, their vitality when delivering the pitches and their passion for the advertising industry in general.

The next EACA International Summer School will take place at the beginning of July 2019.

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For further information, please contact:

Pauline De Pelsmacker
Education and Training Manager
EACA
+32 2 740 07 18
pauline.depelsmacker@eaca.eu

European Association of Communications Agencies (EACA), brings together the advertising, media and sales promotions agencies across Europe, enabling international experience and issues to be shared and dealt with on a pan-European basis. It provides an important link between agencies, advertisers and the advertising media in Europe and around the world and participates closely in the setting of standards in many aspects of the business across Europe.

Results announced of European Advertising Certificate (IPA Foundation Certificate)

Over 200 young professionals in the European advertising industry have completed the 2018 European Advertising Certificate exam with 97% achieving passes, continuing the success of previous years. This year also marks an exceptional high number of participants achieving passes with Distinction (14%), followed by passed with credit (39%) and passed (44%).

The European Advertising Certificate (IPA Foundation Certificate) offers a qualification in the core principles of the advertising industry to young agency employees with at least two years experience. Through engaging with the online learning programme, participants receive a comprehensive and up-to-date overview of the essentials of the advertising industry while perfecting their understanding of various brand communications processes. Learners can access the content through a brand new and interactive platform. Exceptionally this year, EACA has piloted the UK Foundation Certificate in association with the IPA.

Built to give an extensive overview of the advertising industry, the programme consists of 7 new key modules: The Power of Creativity; The Communications Landscape; The Client and Agency Roles; Theories, Tools and Techniques; The Comms Review; The Creative Development Process and Evaluating Effectiveness.

The feedback from the participants this year showed that the brand new platform with interactive videos, key readers, quizzes, forums, live webinars and an online tutor learners was well received. In addition, the examiner was very pleased to see a high number of exam answers showcasing creative or original thinking in combination with a critical examination of the issues relating to the question.

The next edition of the Certificate will be launched in January 2019. Please visit our website for more details.

Launch: edcom Thesis Competition 2018-2019

edcom launches the sixth edition of the Thesis Competition, which rewards the best Bachelor and Master theses on Advertising or Commercial Communications among edcom member schools. Each member can nominate one student in each category (Bachelor and Master) to send in their abstract.

The edcom Research Committee will assess the works in three judging rounds and announce the winners on 12 February 2019. The winners will receive a €400 cash prize and the participating school a €400 EACA voucher, which can be spent on the edcom and EACA initiatives.

Interested students should contact their edcom coordinator and send their abstract by 24 October 2018 to inspire@eaca.eu. You can find more details about the competition and requirements here.

Ad Venture Student Competition Winner 2018

Vienna, 18 May 2018: The Winner of the Ad Venture Student Competitions 2018 has been selected!

This year’s edition of the Ad Venture Student competition has come to an end an we are really happy to announce the winner: Team LINK from Ecole Supérieure de Publicité (France)! The team has convinced the third round jury with their campaign entitled “In the name of the refugees”.With this campaign, this team aims to give people the power to make a difference. They will be encouraging the target audience to give refugees their dignity back by helping the reclaim their names. All this combined with a great presentation, had the jury impressed.

The winning team, represented by Sabrina Neveu, Fanny Marello, Ksenia Skorik and Raphaël Mochi competed against 90 other teams from 13 countries answering a brief developed in collaboration with the client, Amnesty International, which campaigns for a world where human rights are enjoyed by all, using research and activism to shine a light on abuses.

The three finalists – Team Coquelicot (Pantheon University, France), Team LINK (Ecole Supérieure de Publicité,France) and Team The Oxymorons (Leeds Arts University, UK)– were selected during two initial judging rounds and were given the opportunity to present their campaign to the final jury and the edcom members during the edcom May meeting at the FH Wien University in Vienna, Austria.

The students from the winning team, were rewarded for their hard work with travel, accommodation and tickets to the prestigious Cannes Lions International Festival of Creativity which will take place in June 2018.

The final jury, chaired by Sandra Alvarez (Spark Foundry), is composed of Monique Gerritsen (EPHEC), Sieglinde Martin (FH Wien), Barry Ferguson (Carat UK), Istvan Simon (Mama said no) and client representatives Emily Nevins (Director of Campaigns) and Philip Doyle (Communications & Campaigns Director).

Registrations for the next Ad Venture Student Competition will open in autumn 2018.

Organised by European Institute for Commercial Communications Education (edcom) and The European Association of Communications Agencies (EACA), Ad Venture is the first Pan-European competition which gives students the opportunity to experience what it is like to work in advertising by creating their own campaign in response to a brief from a real client.

For further information, please contact inspire@eaca.eu or visit the webpage of the competition.

Redressing the decline of youth achieving employment within Europe’s advertising trades

The European Institute for Commercial Commnucations Education (edcom) is currently conducting a research study that intends to be the starting point of a two year project aiming at redressing the decline of youth achieving employment within Europe’s advertising trades. The pan-European research focuses on the problems and needs of the students, graduates, young professionals, academics and agencies in the field of commercial communications, and consists of several in-depth interviews with representatives of each of the target groups. Hereby we introduce some of the reflections we have received from the interviewees, hoping that an open and sincere debate among different agents will lead to a common front to solve the problem.

Commercial communications students

All commercial communications students interviewed consider a job in the advertising industry because they would like to practice what they love doing, because they believe it is a big opportunity for both creative and analytic people, and because it offers an environment full of “amazing” people from whom they can learn things by stealing their craft. They felt encouraged to study commercial communications because they want to become like the people they know from the industry (competitive and skilled) and because it is a challenging field.

They believe graduates from commercial communications degrees are hired because of their persistence, bravery, skills, creativity, enthusiasm for the job (which comes out of passion) and their will to learn fast and be as efficient as they can. Creativity, they say, is not only useful in the creative department, but also in the process of making a business work at its full potential. Also, they state graduates have a better understanding of how agencies work because of their studies, but also by the academic internships they have done. Overall, the skills they think agencies value in a future employee for a graduate role are creativity, self-control, self-confidence, social intelligence, artistic intelligence, organisation, charisma, consistency, stubbornness and determination. All interviewees believe their own profiles are attractive to future employers in advertising.

Apart from that, interviewees state that there is a gap between the graduates’ expectations and what happens in real life. The advertising industry, they say, is one of the most attractive industries and everybody sees the best part of it (fun, creativity, awards, success, money, etc,) but not necessarily understand how much hard work is behind it, and how frustrating and difficult it can be to work in. Interviewees also mention that certain students think that internships are a waste of time and consider extra time at work to be a form of exploitation, and do not see the benefits it offers in the early years of their careers. Moreover, they believe that the reason why some graduates do not get hired is because they are not passionate enough about advertising, and because sometimes they are not willing to assume responsibilities. To work in advertising, one student says: “you need to be very passionate, ambitious and stay focused on your way.”

All the interviewees state that their current degree does not provide them with all the necessary skills to start working immediately in advertising. They say professors tend to offer theoretical knowledge only, and that practical workshops and certain digital tools are for beginners, forcing them to learn at home how to properly use these tools for professional purposes. One of the interviewees states that through her studies she has significantly improved her strategic thinking in advertising. When asked what would they like to see differently in their curriculum, degree, university or education programme, their answer is more practice, more updated content, more workshops, competitions, professional encouragement from advertising agencies, conferences with people and positive examples of advertising, summer and winter internships, more classes supported by industry people and practical courses in advertising agencies.

Regarding initiatives to be undertaken by universities to encourage employability in the advertising industry, students insist on having more workshops, internships, close collaboration with advertising industry, conferences, open doors sessions for students, and interactive workshops. They appreciate universities invite keynote speakers on a regular basis, which is interesting for both parties to boost collaboration and create a positive impact to students and professionals. One of the students expressed his dissatisfaction about the importance that is given to theoretical knowledge and the need to memorize concepts by heart, and states: “we are not really encouraged to express our own vision of a subject.” When inquired about initiatives, agencies should firmly grasp to encourage employability, for instance by recruiting students through competitions or by performing practical exams and keep monitoring their skills and performance. The  idea of a formal job interview is appalling to young people. “Some of my colleagues are not self-confident because of their own timidity to face a formal job interview,” one student adds.

The interviewees state that the creative hub should pay more attention to new generations and get to know them better. Unpaid internships, they say, can be very frustrating if they do not guarantee being hired after trial period is over. In their opinion, agencies should rethink internship programmes, which should be seen as a period of accommodation for the trainees prior to a selection carried out by agencies. These students believe that the best candidates should stay in the programme, even if it means being paid less than a standard salary, but which will encourage them to stay motivated. Also, they see the need of being aware of hiring possibilities and new platforms (such as IQads) that regularly announce jobs in agencies, creative events and festivals. They all manifest true interest in networking, and they believe it is good for students, but also for the agencies, as it gives them the opportunity to better understand the students’ expectations.

To sum up, the interviewees believe that a good university lecturer in commercial communications should have excellent oral and creative communication skills and emotional, artistic and social intelligence. A good lecturer should also embrace the differences between all students, not making them feel like they are not good enough, and encouraging them to overcome their fears and develop their horizons. Some teachers, they say, tend to only teach theoretical courses and do not pay attention to a student’s real needs. Students ask for more accurate and up-to-date facts, more case studies, new trends, and lectures that can help them develop their capabilities to analyse ads and campaigns from a business, strategic and creative point of view.

Commercial communications graduates, interns and young professionals

Commercial communications graduates, interns and young professionals interviewed have different opinions regarding the level of difficulty of getting a job in the advertising industry and have experienced different processes from being students, into graduating and finding a job. Some of them believe that the advertising industry is dynamic and that there are enough job opportunities, while others state that, even though it is easy to find an internship position, it is hard for young professionals to consolidate a job. All of them did an academic internship as part of their study programme, which gave them more confidence and knowledge. One of them was hired by the agency at the end of the internship period, and the two others were not. From those, one is currently looking for another internship, while the other is working for an agency, after having dedicated eight years to another profession.

Interviewees state that there are many graduates with a different degree rather than commercial communications working in advertising industry (graphic and web designers, computer engineers, economists, business administration graduates, marketing graduates, etc.). In their opinion, the reason behind this is that a degree in commercial communication is too generic and theory-based, and that certain topics are not covered enough, such as digital communications. They also mention that some agencies may have the wrong preconceptions regarding the true potential of commercial communication graduates, believing that graphic and web designers are better for creative positions, and marketing and business management graduates are better at numbers. However, the interviewees believe these preconceptions are not accurate, and they revindicate the global perspective they bring to the agencies, and the quality they bring to their contents.

Interviewees believe that universities that educate commercial communications should update their curricula and use a more practical approach. They say that some of their professors at university lacked training and were outdated, and they appreciate the performance of certain associated professors who worked in the industry and brought relevant and updated contents into the class. The interviewees noted that their curricula were focused a lot on creativity, but not too much on other aspects such as media, digital communications, business management or marketing. They also expressed that in their education, they lacked some knowledge about the everyday reality of agencies: different job positions and tasks, general strategies, how to prepare budgets, how to use Excel, how to select the mediums and media, metrics, etc.  Overall, most of the interviewees state that the contents provided by their universities were not sufficient, and that at the beginning they felt quite incompetent in their professional roles because of their degree. Finally, they believe that universities should include more and more diversified internship opportunities in their curricula, that those internship periods should start from the first academic year and that they should be with agencies who are committed to train and hire young professionals.

According to their beliefs, the interviewees feared that some agencies are not using the internships to seek and train talent, but to get cheap or free labor. Apart from that, they state that some of the internship positions are abusive in terms of hours and responsibility, and therefore some changes in the legislation would be required in certain countries. In their opinion, agencies should stop taking advantage of the situation and become more socially conscious by giving a chance to those who performed well during their internship. They believe agencies should see the trainees as possible future employees, appreciate their potential and train them the best possible way so they can be hired at the end of the internship. However, interviewees believe that when agencies need to hire someone, they normally go for someone with a more experienced profile, creating a vicious circle for young professionals, whose lack of experience blocks them from being hired and get the experience they need. In general, interviewees believed that agencies tend to give a lot of value to the experience of the candidate, and do not appreciate as much any of the other aspects that young professionals can bring to the table, such us openess for change, commitment and the capability to adapt.

As for the initiatives the interviewees took or could have taken to encourage their own employability, they mention the importance of staying up to date through training on a frequent basis, being proactive in the search of agencies who are hiring young professionals, and never stop creating contents and participating in contests which could enlarge your portfolio and curriculum.

Top Three Ad Venture 2018

After two rounds of intense analyzing and grading, the jurors have selected their top three teams of the Ad Venture Student Competition 2018! The competition received 90 submissions, of which ten teams advanced to the second round. The three campaigns which deserved a seat in the top ten are (in no particular order):

Team Coquelicot (Pantheon University, France), “It could be you”

LINK (Ecole Supérieure de Publicité, France), “In the name of the refugees”

The Oxymorons (Leeds Arts University, UK), “Easier than you think”

 

The top three teams will present their campaigns to the final and third round jury, composed of two academics, two industry professionals and two client representatives on 18 May during the edcom member’s meetings in Vienna, Austria. The winners of the competition will be awarded with a trip to  Cannes Lions International Festival of Creativity in June 2018.

For more information about the finalists teams and their campaigns, please click here.

Announcement Top Ten Finalist Ad Venture 2018

Ten student teams from across Europe have been selected to compete in the second round of the 10th annual Ad Venture Student Competition, organised by edcom (European Institute for Commercial Communications Education). More information about the top ten campaigns can be found here.

This year’s edition focused on a brief issued by Amnesty International, with the single objective to drive people to the iWelcome Community Platform which encourages people to take action against the ongoing refugee crisis in Europe. Following the announcement in September 2017, exactly 90 student teams – a record breaking number for this competition which has run for 10 years – submitted their campaigns in the hope to convince the jury of their creative ideas.

All campaigns have been judged by a panel of 60 jurors, including academics, industry professionals and client representatives who scored the campaigns based on research, creativity and creative media and strategy.

As a next step in the competition, the ten finalists’ campaigns will be examined by a new panel of six judges: two academics, two industry professionals and two client representatives. The jury will select the top three finalists, who will present their work during the edcom Member’s Meeting on 18 May 2018 in Vienna, Austria. They will have to justify why they should be the winners of the valuable experience of participating in the Cannes Lions International Festival of Creativity 2018.

The Ad Venture Student Competition was launched in 2008 and has been an invaluable opportunity for students in commercial communications to gain an understanding of what it is like to work in an agency and working for meaningful clients such as the European Commission, ESA, the European Women’s Lobby or Amnesty International. For any questions regarding the competition, please don’t hesitate to contact us at inspire@eaca.eu.