Ad Venture Student Competition 2021-2022 Launch

Brussels, 29 September 2021:

The European Association of Communications Agencies (EACA) and its European Institute for Commercial Communications Education (edcom) have launched a call for entries for its 14th annual advertising student competition, Ad Venture, in collaboration with Asahi.

Asahi, established in 2017, are the European business of the Asahi Group Holdings. They are custodians of a range of admired local brands, some of which became national icons. With pride, they also manage a portfolio of global brands such as Peroni Nastro Azzurro, Pilsner Urquell and Kozel. With over 9,000 people, they operate 15 breweries across 7 European countries with an annual volume of 42 million hl.

For this year’s edition, Asahi wants to challenge students to bring their creativity to a new level and create a campaign for their new Asahi Super Dry beer, that perfectly envisions the idea of ‘Modern Japan’. Students are encouraged to mix their marketing creativity with academic insights, in order to live up to the long-term brand ambition to become a distinct icon of modern Japan and one of top 10 international beer brands by 2030. The target markets for this campaign are UK, France and Hungary.

The submitted entries will be assessed by a broad base of judges, comprised of academics, advertising professionals and client representatives from across Europe. The winning team will be rewarded with travel, accommodation and tickets to the Cannes Lions International Festival of Creativity in June 2022.

On the 12th October 2021, between 2PM-3:30PM CET, the client will present the brief to students and answer any questions they might have. You can register for the webinar here.

The deadline for registering the teams is 13th December 2021, and the deadline for submitting the campaigns is 14th March 2022. If you would like to keep up to date with news about Ad Venture 2021-2022, please visit project’s website or follow edcom on Facebook & Twitter.

For more information, please contact Miruna Gutu, Project Management Assistant at miruna.gutu@eaca.eu.

Notes to Editors

About Ad Venture Student Competition

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.

About edcom

edcom is the European Institute for Commercial Communications Education. It strives to promote excellence in commercial communications education and research and to further exchanges between the European commercial communications sector and academic partners. Edcom was founded by EACA together with the founding academic partners in 2007. Find us on Twitter and Facebook.

About EACA

The European Association of Communications Agencies (EACA) represents more than 2 500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. For more information, visit www.eaca.eu. Connect with us on TwitterFacebook & LinkedIn.

2020–2021 Ad Venture winners have been announced!

We are delighted to announce the winners of the 2020-2021 Ad Venture international student  competition. This year’s competition saw 63 high-quality entries from 19 universities in 10 countries. After two rounds of judging, video presentations and a live online Q&A, Sara Perche Ti Amo from Paris University 2 Panthéon-Assas were declared the winners. 

This year’s brief came from Asahi, who challenged the teams to create a communications campaign to launch a mid-strength Peroni beer in the UK, Romania and the Netherlands. 

Ysé Grégoire Sainte Marie, Emmanuelle Lignon, Yanis Mahlous and Léa Meynardier impressed the jury with their brand insights and a bold proposal that used Italy’s artistic heritage to launch the new product. The winning team are awarded travel, accommodation and tickets to the prestigious Cannes Lions International Festival of Creativity. 

Team Kuckoo from Bournemouth University was given a special mention for their research work and Whoosh Agency from Sup de Pub in Paris for their creative ideas. 

In the last stage of the competition, the finalist teams’ work was seen by jurors representing the client, industry and academia. Asahi was represnted by Grant McKenzie (CMO), Richard Ingram (Global Brands Director) and Stefan Teodorescu (Head of Marketing Capability). The other jurors were Paolo Cesarini (formerly at the European Commission), Julie Frédérickx (Senior Strategic Planner, Ogilvy Social.Lab), Heini Hussam (Marketing Strategist, SOK), Alexandre Duarte (IADE), Kirstie Riedl (FHWien), and Paul Springer (Falmouth University). The jury was chaired by Leonard Savage, Senior Creative Director at McCann Prague. 

“In the last few years, marketing and advertising has become increasingly complex and multilayered. Developing marketing plans is no easy task. But the students professionalism, rigor, passion and creativity stood up to the challenging task set for them. We were delighted, surprised provoked with each idea presented, even in their raw forms. They took honest feedback and strenuous direction like seasoned pros. If these students are any indication, the future of our industry is in good hands,” said Leonard Savage.

“I enjoyed the Ad Venture experience very much from a personal and professional point of view. We gained insights and perspectives from potential consumers and were thrilled to see the passion and professionalism from the young leaders in the teams. Although my expectations were quite high, I am pleased to say that they were exceeded and my fellow judges and I were given quite a task.  A few of the teams convinced me to hire them, and that’s not easy,” said Grant McKenzie.

The winners were initially rendered speechless by their victory, but we caught up with them later. Emmanuelle Lignon said: “It is quite difficult to summarise our journey, because we have experienced so many things, exchanged with different people and professionals, had the opportunity to imagine and create as a united team, competing with schools from all over the world. We are really proud to have won this great competition, but even more so because we truly enjoyed this adventure and working together on a really exciting subject!” Léa Meynadier added: “I learned two important things, the first one is to believe in a creative idea anyway and the second is to have a great team to make it happen. Many thanks to edcom and Asahi!”

Jack Donaldson from Team Kuckoo said: “This is not an opportunity to be overlooked. It has been great to see so of the amazing talent across Europe with their incredible campaigns.” 

Teammate Francesca Smith added: “I will always remember this experience and make use of the advice given to enhance my future career.” 

Team Whoosh said: “This competition was the highlight of our year, such a challenging and stimulating opportunity! This experience taught us to stick together and stay motivated even though the road was sometimes bumpy.”

The organisers, edcom and the European Association of Communications Agencies would like to thank all the student teams and the jurors who took part in this year’s Ad Venture competition.

Notes to Editors 

About Ad Venture 

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.

About edcom 

edcom is the European Institute for Commercial Communications Education. It strives to promote excellence in commercial communications education and research and to further exchanges between the European commercial communications sector and academic partners. Edcom was founded by EACA together with the founding academic partners in 2007. Find us on Twitter

About EACA 

The European Association of Communications Agencies (EACA) represents more than 2500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. For more information, visit www.eaca.eu. Connect with us on TwitterFacebook & LinkedIn

Finalists of the 2020–2021 Ad Venture student competition have been announced!

Edcom and the European Association of Communications Agencies are excited to announce the finalists of the 13th annual international student advertising competition, Ad Venture.

This year, the student teams were tasked with creating a communications campaign to launch a mid-strength Peroni beer in three European markets (the UK, Romania and the Netherlands), make it exciting and relevant for consumers, and build the credentials of the Peroni brand.

Our expert jury of 16 academics and 16 industry representatives have spoken. Out of 62 teams, 10 were selected to the second round of judging. The finalists will have just over two weeks to create a video presentation of their campaign and prepare to answer the tough questions of our jury during an online session on 4 May. The winners will be announced on 5 May.

Congratulations to the finalists for your great work!

Full list of finalists in alphabetical order:

Eurêka (Paris University 2 Panthéon-Assas)

Kuckoo (Bournemouth University)

Lila Ventra (Artesis Plantijn University College Antwerp)

Oracle (Paris University 2 Panthéon-Assas)

PINK (University of Bucharest)

Sara Perche Ti Amo (Paris University 2 Panthéon-Assas)

Solar (ESP Lyon)

Sparkior (Bournemouth University)

Storize (ESP Paris)

Whoosh Agency (Sup de Pub, Paris)

Graduation Competition 2020/2021 Winners Announced!

The winners of the 2020/2021 Graduation Competition have been chosen!

Following 2 rounds of rigorous judging, the jurors have decided that the following two papers stood out the most:

  • In the Bachelor category, Aisling Hoban, a student from Technological University Dublin won with her thesis ‘A Study of Millennials’ Susceptibility to Nostalgia During Times of Uncertainty: A Focus on Nostalgic Consumption During Covid-19.’
  • In the Master’s category Luísa Perdigão from IADE won with her work ‘The influence of the humoristic tone on the effectiveness of environmental narratives.’

The Competition rewards the best Bachelor and Master theses on advertising or commercial communications among edcom member schools with a €400 cash prize.

Aisling Hoban, the BA winner, said:

“Upon graduating during a pandemic with a first class honours degree, I was over the moon to hear that my thesis was also awarded a first class honours grade. As Covid-19 spread across the world, I capitalised on this as an opportunity to explore Millennials’ susceptibility to nostalgia during such unprecedented times. The contextual opportunity fell on my lap and I was really excited to be able to conduct some ‘original’ research on something that has never been done before! I wanted to get my research out there so I entered the EACA graduation competition. I was so thrilled to hear I got through to the next round, let alone hearing that I won the competition! I am so proud of what I have achieved. It feels truly gratifying that my work has been recognised on a European level. Working on my thesis from home was made all the more manageable with my amazing friends and family by my side. I’d like to express my gratitude for the amazing support I received from my supervisor Valerie Gannon and my year head Roger Sherlock at TU Dublin – a technological university adept at sculpting world-renowned academics.”

Besides the winning paper, the jurors awarded the second & third place. Carla Dejonghe, from the HOWEST University of Applied Sciences with her thesis on How do the images of sustainable food on Instagram and in three Belgian press titles, influence the communication of food companies? won the second place. Lena Schallhammer from FH Wien scooped a third place with her paper on The Corporate Visual Identity of the restaurant industry.

Luísa Perdigão, MA winner 2021, commented:

“I didn’t know about the edcom Graduation Competition until I was told that my thesis had been picked to take part in the contest, which took me by surprise. This competition is truly an excellent initiative that offers students the opportunity to exhibit their work on a large scale. Personally I saw it as a great way to develop my ability to synthesize and reflect on the work I had previously done. It was certainly an extremely rewarding experience, which I was only able to have in large part thanks to the support and cooperation of my supervisor Isabel Farinha.”

In the master category, the jurors also awarded the second & third place. Kerry Mahony, from the TU Dublin with her thesis entitled Glamour, Gloss, and the Girl Boss: A Discourse Analytical Study of Postfeminist Narratives as seen in Beauty Blog ‘Into The Gloss’ won the second place. Karsten Beeker from Breda University of Applied Science scooped a third place with his paper on Watching the Game: The Impact of Virtual Reality on Viewing Experiences in Esports.

Here you can access the winning papers’ summaries and posters. For more information, please visit the competition’s website.

Winners announced of the 2019-20 Ad Venture competition!

The Winner of the Ad Venture Student Competitions 2019-20 has been selected!

This year’s first virtual edition of the Ad Venture Student competition was a great success despite the challenging times!

 We are delighted to announce the 2020 Ad Venture winner: Team SQUARE. From Ecole Superieur de Publicité Lyon- France! The team has convinced the third round jury with their campaign entitled “The Red Collect”. With this campaign, the team’s idea is about setting up special collection bins for plastic bottles in the city centre of Bratislava. The material collected will then be transformed into a bike path. Ideally, this solution should be replicated in other cities in Slovakia and then in other European countries with low recycling rates. All this combined with a great live presentation, had the jury impressed.

The winning team, represented by Sarah O’ Hayon, Pierre Cauchois, Corentin Hernandez, Elodie Muguet and and Ouijdane Chahdi competed against 58 other teams from 12 countries across Europe answering a brief developed in collaboration with the client, Coca Cola Czech Republic & Slovakia.

Coca Cola offers more than 500 brands and 4,300 products worldwide. While many brands have come and gone during the past 133 years, Coca Cola’s success is based in part on their history of investing in the success and sustainability of the communities they call home, from their hometown of Atlanta to more than 200 countries and territories where you can find their product today.

For this years’ edition, students in the field of commercial communications were challenged to create a communications campaign to increase the corporate reputation of Coca-Cola Czech Republic and Slovakia on the topic of zero waste. Their task was to find innovative solutions to create local behaviour change with the goal to bring about positive environmental impact and position Coca-Cola as a pro-active leader of the waste problem solution.

The three finalists – Team  BEYOND ( Ecole Superieur de Publicité Lyon- France), Team LÖSS (Hogeschool Utrecht) and Team SQUARE.(Ecole Superieur de Publicité Lyon-France)– were selected during two initial judging rounds and were given complete creative freedom to present their campaign to the final jury and the Edcom members online via Zoom.

The final jury, chaired by Richard Robinson (Managing Director of Xeim Advise, Econsultancy), is composed of Robin de Wouters (Communication Coordinator at European Interactive Digital Advertising Alliance), Jan Binar (CEO McCann Prague), Mathilde Gollety (Professor of Management and Marketing- University of Paris 2 Pantheon Assas), Jo de Bruyn (Digital Marketing Professor and Coach- University of Gent) and client representatives Martin Binder (Business and Commercial Strategy Manager CZ/SK at The Coca-Cola Company) and Petra Sabova (Marketing Manager CZ/SK at The Coca-Cola Company).

The students from the winning team, will be 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 2021.

Registrations for the next Ad Venture Student Competition will open in autumn 2020.

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.

Announcement of the finalists of the Ad Venture Student Competition 2019 – 2020

The European Association of Communications Agencies (EACA) and the European Institute for Commercial Communications Education (edcom) are delighted to announce the finalists of the 12th edition of the annual international advertising student competition, Ad Venture.

For this years’ edition, students in the field of commercial communications were challenged to create a communications campaign to increase the corporate reputation of Coca-Cola Czech Republic and Slovakia on the topic of zero waste. Their task was to find innovative solutions to create local behaviour change with the goal to bring about positive environmental impact and position Coca-Cola as a pro-active leader of the waste problem solution.

On 22 April 2020, six juries comprised of academia, advertising professionals and brand owners chose three finalists out of the Top eleven selected campaigns.

This year’s finalists are from two different universities:  Team Beyond and Team Square from École Supérieure de Publicité- France and Team Loss from Hogeschool Utrecht- Netherlands.

Congratulations to the three teams for the good research, innovative strategies and for the creative visual and audio-visual materials.  

ABOUT THE 3 CAMPAIGNS:

*In alphabetical order

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Team BEYOND with the campaign name –Nothing is Lost Everything is transformed–  proposed to change the image of Coca-Cola by turning them into pro-active actors for ecology. To achieve this, a collaboration between Coca-Cola and Adidas is being suggested to create an exclusive collection of recycled clothing and shoes. They are going to make the citizens of Prague and Bratislava actors of this action as well by encouraging them to bring plastic bottles back to Adidas stores. The bottles will be collected and turned into a collection of clothes and shoes for the consumer to buy.

EACA/Screen%20Shot%202020-04-23%20at%2012.32.33.png

Team LOSS named their campaign– Collect to Coonect- they propose a collaboration with NGOs, influencers and Coca-Cola employees, all participants will clean- up the river Vltava from plastic pollution. This action is the starting point for the campaign: This “raw content” created will be used for a documentary about the river. The documentary not only portrays the river and its culture but also the river’s plastic pollution created by people. Coca-Cola’s role in this is being the initiator of the clean-up. The brand acts as a saviour of meaningful Czech places and inspires to a more conscious behaviour.

Team SQUARE named their campaign – The Red Collect– their idea is about setting up special collection bins for plastic bottles in the city centre of Bratislava. The material collected will then be transformed into a bike path.Ideally, this solution should be replicated in other cities in Slovakia and then in other European countries with low recycling rates.

For the first time in the Ad Venture history, the third round judging will take place online. A dedicated jury of 7 senior level professionals from academia, client and agency will assess the virtual pitches on 18 May 2020.

The winner team will be awarded with passes to the largest festival in creative marketing, the Cannes Lions Festival.  Because of this year’s special circumstances, the Cannes Lions Festival has been cancelled, the winning team will therefore be rewarded with travel, accommodation and a ticket for next year’s edition of the Cannes Lions International Festival of Creativity in June 2021.

We wish the TOP 3 teams best of luck and fun for their virtual pitches!

Data-Driven Advertising: Organisation is looking for Students and a Professor to take part in a panel on 24 October in London

The European Interactive Digital Advertising Alliance (EDAA) is an organization based in Brussels that provides the “AdChoices Icon” to companies involved in data-driven advertising across Europe. EACA is a Board Member of the EDAA.

The EDAA  is organizing a Summit on 24 October in London which will include a student panel.

They are looking at having ideally 3 students who are familiar with the topics of online advertising and data privacy or other related topics, and potentially a professor as moderator. Hence, if you or one of your students are interested in being part of the panel, please do let us know at your earliest convenience.

 

Info about event and panel

The EDAA Summit, now in its 4th successive year, has become a staple calendar event within the privacy and advertising technology fields, and is known for provoking honest, open, intellectual and critical debate, covering broad viewpoints. This year’s event, under the banner “Delivering a consumer-centric future for the digital ad world” will examine the current policy and regulatory environment for ad tech, and the tools and opportunities for the industry to embrace change in order to provide meaningful transparency and control with the aim to truly empower consumers online, with regard to the processing of their personal data.

 

This panel, under the suggested headline “Bridging the trust reckoning” comes at a critical juncture for the online advertising industry, and will aim to reveal real opinions of consumers with regards to their use of online services and expectations of the companies involved in providing and supporting those services in this data-centric world. The audience, spanning trade associations, NGOs, academia, and digital advertising businesses, will have the opportunity to grasp what academics and everyday consumers feel about their data being used online, and how EDAA and its governing associations play a critical and proven role in bridging consumer trust in the digital ad space. On the panel moderated by a University professor, the EDAA will aim to have several students from various backgrounds cover a broad range of views about what consumer trust means to them.

 

If you need more information, please don’t hesitate to contact us.

 

Winners announced of the EACA International Advertising Summer School 2019

In the first week of July nearly 80 participants from across 15 European countries took part in the 2019 EACA International Advertising Summer School. For its 10th edition we had the pleasure of coming back to the city where we first started- Paris. We were hosted by Sup de Pub with the privilege to have the Eiffel Tower as a constant source of inspiration and reminder of where we are.

We were excited to have The Economist as this year’s client. They challenged the participants to create a campaign to help The Economist grow its awareness and relevance among younger people in the UK. 

The participants were a mix of students in the field of commercial communications and young professionals working in media, creative and digital agencies. They were split into international and multidisciplinary teams- 5 foundation and 8 advanced depending on their level.

Over the course of the week the participants attended brilliant workshops delivered by some of the best trainers in the industry, targeting both soft and hard skills. From mastering client meetings to digital storytelling, each session was actively preparing them for the pitch day on Friday.

At the end of the week all 13 teams presented their pitches in from of the jury- Jamie Credland from The Economist, Gilles Nakhle from Sup de Pub, Maxime Trenton from Havas Paris and our very own Micky Denehy.

The jury panel, EACA Summer School 2019 Paris

The winning Foundation team Cartoon (Belgium, Czech Republic, France, Greece) impressed the jury with their campaign “Not only Economist”.

From Advanced, the winners came from team Disrept (France, Greece, Germany, Ireland, Switzerland). They were extremely happy about their win, saying that it has been wonderful working on the brief and in their team.

Team Disrept, EACA Summer School 2019 Paris

Team Cartoon, EACA Summer School 2019 Paris

 

 

 

 

 

 

 

 

 

 

 

 

 

The jury panel was truly impressed by the creativity, passion and presentation skills of the teams. As Jamie Credland from The Economist said “The amount of work the teams have done is incredible. It is crazy inspirational to see intellectually engaged people to come up with ideas to change the world”.

The next edition of the Summer School will take place in July 2020.

For more information please contact Sibylle Stanciu at sibylle.stanciu@eaca.eu

edcom releases its Talent Roundtable White Paper

The edcom Talent Roundtable, in partnership with Kantar, brought together professionals with different backgrounds from across Europe to discuss what skills and qualities are required from the next generation of talent and what the challenges in recruiting talented young people are. Today, edcom published the results of this discussion.

Brussels, 27. June 2019 – Despite offering exciting, interesting and rewarding career opportunities, the advertising industry is struggling to attract the depth and diversity of talent it needs to thrive. Changing priorities of Generation Y and Z, the need for greater diversity and inclusion as well as the competition of the media giants are the main challenges the industry is facing. While ad agencies are taking steps to address these challenges, universities that teach commercial communications are also striving to adapt their curricula to the changing needs of the industry to better prepare students for a job in an agency.

The White Paper distils the discussion and the outcomes of the Roundtable providing insights for both universities teaching commercial communications as well as for advertising agencies.

Dan White, Head of Expertise at Kantar stated: ‘This whole project has been fascinating from start to finish!  It is clear that people entering the workforce today have very different priorities and expectations from previous generations and that the communications industry needs to adapt quickly if it wants to continue attracting the brightest and the best. Our roundtable provided clear direction on how universities and employers can work together to attract and develop future talent that will re-energize the industry’.

edcom would like to thank all the contributors and Kantar for the partnership. For more information please contact Sibylle Stanciu at Sibylle.stanciu@eaca.eu

Access the paper here.

About edcom

edcom was created by the European Association of Communications Agencies (EACA) and its academic partners to promote excellence in commercial communications education and research and to further exchanges between the commercial communications sector and academic partners. The institute now gathers 53 members from 19 countries. You can find out more about edcom’s initiatives on the Inspire! by EACA website.