Registrations open for the 2019 edition of the European Advertising Certificate

Registrations for the 2019 edition of the European Advertising Certificate (EAC) are now open to young advertising industry professionals across Europe. The online course is a foundation course which aims to enhance the knowledge of young professionals in the commercial communications industry. Successful participants will be rewarded with a Certificate.

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. Following the success of the launch of the UK Foundation Certificate in association with the IPA last year, this year’s focus is put on the global and European advertising market. This consists of input from leading global experts and practitioners and draws on case studies from around the globe.

The programme consists of 7 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 flexible learning platform offers interactive videos, key readers, quizzes, forums, live webinars and an online tutor learners can consult. In addition, the cutting-edge content has been written by advertising practitioners at the forefronts of their fields and a wide array of new video material with advice for new starters in the industry, key learnings and top tips for exam takers is now available to all learners.

The three-hour written exam (please note 2 hours in Ireland) will be held on 15 April 2019, organised by the EACA and their members, the national associations of the participating countries. EACA members will be charged a fee of €450 upon registration, as opposed to non-EACA members who will be charged €700. Please visit our website to register or simply contact us at inspire@eaca.eu.

Registrations open for the 10th edition of the EACA International Advertising Summer School

Celebrating its tenth edition, the European Association of Communications Agencies (EACA) and the European Institute for Commercial Communications Education (edcom) have launched the 2019 edition of the EACA International Advertising Summer School. The school will welcome 70 students and young professionals with a passion for advertising and commercial communications in Paris, France, from 1-5 July 2019.

Participants will be following daily workshops by leading advertising professionals whilst working in international, multidisciplinary teams on a campaign in response to a brief they received by the client. This year’s client is weekly newspaper The Economist, which offers insightful analysis and perspective on every aspect of world events and is one of the most widely recognised and well-read current affairs publications in the world. The brief, which The Economist has written to challenge the participants of the EACA Summer School, is asking a central question: “How can The Economist appeal to a younger audience?”

The inspiring and exciting week kicks off with two plenary sessions on ‘The future of brands and marketing in a digital world’ (Dietmar Dahmen) and ‘How to build the perfect marriage: re-building trust between agencies and clients’ (Richard Robinson). Furthermore, the participants will have a chance to follow tailored sessions on ‘Digital storytelling for Brands’ (Duckrabbit), ‘Practical Project Management (Uyen Vo), ‘How to Plan a successful social media campaign’ (Lynsey Sweales), ‘How to connect to an audience (Siobhan Stanley) and ‘How to win a client’s heart an business’ followed by an individual feedback session for each team by EACA Summer School Principal Micky Denehy.

The programme will also repeat its success from last year by giving participants the choice between two Specialisation Day workshops, offering them the opportunity to follow an engaging and highly interactive workshop during one day with an experienced trainer. Attendees will need to choose between a workshop on ‘Mastering client meetings and different communications styles’ (Elissa Telfer) and ‘The future of direct customer engagement’ (Dietmar Dahmen).

Please visit our website to learn more about the programme, trainers, application process or simply contact us at inspire@eaca.eu for more information.

Round I finalists edcom Thesis Competition 2018-2019 announced!

The sixth edition of the Thesis Competition, which rewards the best Bachelor and Master theses on Advertising or Commercial Communications among edcom member schools, witnessed its first round of judging earlier this month. All entries (a total of 20) were judged by three members of the Research Committee on their relevance to the field of commercial communications.

The results were very positive as all entries passed the first round and advance to the second round. Head of Research Committee Paul Springer commented that the level and standard of this year’s entries are exceptional and that the following rounds should be an exciting challenge.

In the second round, the entries will be judged upon various criteria and given points. Only the top entries will advance the third and final round. The results of the next round of judging will be announced on 4 February 2019.

Stay tuned for more!

 

Join our team! Call for applications: Education & Training Assistant

Are you on the lookout for an exciting and engaging opportunity? Are you passionate about advertising, commercial communications and Talent? Are you eager to learn and want to make an impact? Then you must be the person we are looking for to join the Inspire! by EACA team!

The European Association of Communications Agencies (EACA), a Brussels-based European network which represents full-service advertising, media agencies and agency associations in Europe, is looking for an Education & Training Assistant for a period of 6 months, starting in January 2019.

In this role, you will support the Education and Training Manager in running the projects offered within the “Inspire! by EACA” brand.

Your main responsibilities will be:

Providing event and project management support with the organisation of student competitions (Ad Venture Student Competition and edcom Thesis Competition), meetings (Member and Board meetings), and industry training (EACA Academy and Summer school)

  • Communicating to members and key stakeholders by email and newsletter, through social media and on our website in a responsible and creative way
  • Actively contributing to the development of the “Inspire! by EACA” brand

You are our ideal candidate if:

  • You are a pro-active, positive-minded and enthusiastic person with a ‘not afraid to fail’ attitude who likes to share ideas and think out loud
  • You are interested in the advertising and communications industry and how it engages with education, training and talent
  • You enjoy working independently on a range of projects as much as you enjoy working in a team
  • You have excellent organisational, project management and English writing skills
  • You are eager to learn and gain new experiences
  • You are a citizen of a European Economic Area Member State
  • You have completed a Bachelor’s degree

What we offer you:

 An amazing opportunity to gain relevant work experience in a fast developing and highly topical industry

  • The chance to apply your knowledge, share ideas, make an impact and learn new skills based on your competencies and interests
  • A warm and welcoming team of young professionals from across Europe
  • A monthly salary of €800/month.

Please note that if you’re a student based in Belgium, you’ll need to be able to provide a student employment contract between your university/school, yourself and EACA that allows you to work at our organisation in return for work experience, credits or ECTS.

How can you apply?

We would love to hear what makes you stand out. Please send a cover letter, mentioning what motivates you to work at EACA and how you can make an impact on the “Inspire by EACA” brand, together with your CV to Pauline De Pelsmacker (pauline.depelsmacker@eaca.eu) by 16 November 2018. Successful candidates will be invited for a telephone interview and a meeting.

For more information on the projects and activities, please visit http://www.eaca-inspire.eu/

For more questions about the application process or the position, please don’t hesitate to contact Pauline De Pelsmacker at pauline.depelsmacker@eaca.eu or 0032 2 740 07 18.

Which toys do you give children to play with? Gender stereotyping in toy marketing

As a parent, godparent, sibling or a friend who has ever given a toy as a gift to a child, you probably remember the smile that it brought to their faces. Besides joy and excitement, toys can contribute to successful childhood development, improved self-esteem, creativity, social skills and even help with the expression of emotions.

Of course, not every gift-giver considers the long-term consequences of toys on children. Often, retail space, manufacturers’ toy catalogues and other forms of advertising shape the ultimate purchase decision. Adverts provide an indication of products that are available in the retail market and are designed to guide the consumer in the buyer decision process. But what kind of options and images do they provide, and which attitudes do they convey?

One direction that toy marketing for children is headed to these days is promoting some toys as only suitable for girls and others only for boys. Pink for girls, blue for boys. Cars, building blocks and technical equipment for boys. Dolls, makeup sets and ponies for girls. Toys that cause adults to say: ‘you’re a clever boy’ versus ‘you’re a pretty girl’. This type of categorising could risk limiting the skills that children will learn in the future in addition to the way they will perceive themselves and the world around them.

International commitments

As a member of different industry initiatives such as the ‘Responsible Advertising and Children’ programme, which brings together 20 brands, agencies and media for

quarterly meetings in Brussels, EACA is committed to boosting ethical and stereotype-free advertising for children at a European level.

EACA is also supporting the mission of the international ‘Unstereotype Alliance’ of the United Nations Entity for Gender Equality and the Empowerment of Women, which aims at using advertising as a force for good to drive positive change, while seeking to eradicate harmful gender-based stereotypes. Through its strong network, EACA wants to make a contribution to their cause and help make a difference. It is important that children will be able to shape their social norms and values in a neutral environment.

Ad Venture Student Competition

Through its strong network, EACA approached the issue by making stereotyped toy marketing as the central theme of this year’s Ad Venture Student competition organised together with its European Institute for Commercial Communications Education (edcom). With over 55 academic institutions from 20 European countries as members of the network, edcom strives to promote excellence in commercial communications education and further exchanges between academia and the advertising industry. This relationship currently manifests itself through student competitions, academic exchanges, European networking meetings, and many other projects on a Pan-European scale.

One of these successful products, is the Ad Venture Student Competition, which is a pan-European contest that challenges communications students to develop an advertising campaign for a real client. Running for the 11th time in a row, the competition allows students to put their skills to the test and experience the communications industry in real life. The top campaigns will even have a chance to be supported by the client and run live.

Over the years, the competition has welcomed clients such as Amnesty International, the European Space Agency, the European Commission, and many others. Previous editions have received over 400 students submitting between 70-90 campaigns each year, providing the client a wealth of creative ideas to work with.

 

Let Toys Be Toys

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 kicked off with a simple task for 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 volunteer-based organisation has so far succeeded to convince all retail stores in the UK market to remove ‘toys for girls’ and ‘toys for boys’ signs between 2012 and 2016 and are witnessing a similar positive trend in online webstores. What’s more, they have acquired a follower’s base of over 34.800 followers on Twitter and are on the path to continue to grow their outreach and impact on consumers, retailers and manufacturers.

In cooperation with the Ad Venture Student Competition, Let Toys Be Toys wishes to focus on reaching parents who don’t think gendered marketing is a problem and are not engaged with making a change for their own children. The ideal campaign should make the target audience aware, understand and care about why gender stereotyped marketing to children matters. The objective of the campaign is to move towards a situation where offering boys and girls a free choice of toys becomes a social norm. 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.

What happens next?

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 to a senior judging panel of two academic members, two industry professionals and two client representatives. The winning team will be rewarded with travel, accommodation and a ticket to the Cannes Lions International Festival of Creativity in June 2019.

However, the real award for students is to see their creative ideas turn into real campaigns! Both edcom and Let Toys be Toys are looking forward to engaging with the winning team to explore opportunities to make that happen in 2019.

For more information about the competition please visit our website or contact us at inspire@eaca.eu.

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.