YEAR IN NUMBERS
YEAR IN PROJECTS
The edcom Graduation Competition rewards the best Bachelor and Master Graduation theses in Advertising or Commercial Communication among students from edcom member schools. This year, edcom has received 11 Bachelor and 6 Master’s theses from 8 different countries across Europe. The competition rewards the best theses with a 400€ cash prize or a place at the EACA International Advertising Summer School.
In the Bachelor category, Aisling Hoban, student at 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”.
“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.”
In the Master category, Luísa Perdigão from IADE won with her work “The Influence of the Humoristic Tone on the Effectiveness of Environmental Narratives”.
“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 synthesise and reflect on the work I had previously done. It was certainly an extremely rewarding experience.”
AD VENTURE STUDENT COMPETITION
Ad Venture is the first Pan-European competition that gives students the opportunity to experience what it’s like to work in Advertising by creating their own campaign in response to a brief from a real client. This year’s competition saw 63 entries from 10 countries, who were challenged to create a Communications campaign to launch a mid-strength Peroni beer in the UK, Romania and the Netherlands. Their task was to overcome European consumer’s suspicion of diet products and convince them that a light beer can be stylish and great-quality alternative. The winning team is awarded travel, accommodation and tickets to the prestigious Cannes Lions International Festival of Creativity.
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 winners.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.
“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!”, said Emanuelle Lignon.
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!”
The finalist teams’ work was evaluated by jurors representing the client, industry and academia. Grant McKenzie, the Chief Marketing Officer of Asahi Europe and International, admitted that he gave the students quite a difficult mission, but in the end they managed to exceed the jury’s expectations with their motivation and professionalism.
“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.
edcom is comprised of 43 European academic members from 14 countries, of which one is an International Academic partner. edcom members meet bi-annually to share best practice during the edcom meetings and networking dinners.
This year, edcom has welcomed a new member university, namely Nișantași University. The Marketing Communication School, operating within the body of the Nișantași University, offers Advertising and Brand Communications Master’s programmes (MA) with Thesis and without thesis, online or face-to-face. The Marketing Communications Doctorate programme will be offered in 2022-2023, and Certificate programmes offered jointly with institutions specialised in their field are also under the School of Marketing and Communication brand.
Prof Dr. Gresi Sanje is the founder of the Marketing Communication School at Nișantași University. Dr. Sanje was edcom's President between 2015-2017 and Head of the Communications Management Department at Istanbul Bilgi University, but starting this year, she will be representing Nișantași University for edcom member's meetings.
Welcome back, Gresi!
WHO WE ARE
edcom is the European Institute for Commercial Communications Education. With 43 academic members from across 14 countries, it represents a network which gathers academics, students and other university stakeholders with an interest in commercial communications. Its aim is to establish a cooperation between academia and industry professionals, as well as facilitating cross-border education and exchanges.
October Meetings, 14-15 October 2020
On the first day of the members October meeting, edcom President Paul Springer hosted a round table debate and open chat about Widening Participation of “BLM” and Inclusivity in Advertising. The speakers attending this event were Ali Hanan - CEO of Creative Equals; Leila Siddiqi – Associate Director at IPA UK; Charley Stoney - CEO of IAP; Baba Tour - Co-founder & Managing Director at Hammerfest; Akin Ayomide – leader of the African Caribbean Network for Accenture; Rosie Hand, Programme Director at TU Dublin, and Kelly Bolsenbroek from University ROC Nijmegen.
The second day revolved around the topics of Technology and Education. In the first part, a keynote talk was given by Felix Manoharan - Project Manager for Google Cloud, and Jim Levi – Fuels Sales Representative for Google Cloud, which was followed by testimonials from different universities in the EU regarding their best practices for using technology for educational purposes. The meeting was wrapped up with a Q&A session.
May Meetings, 4-5 May 2021
The beginning of the May edcom Meeting was dedicated to the final round of the Ad Venture student competition. The final jury deliberation took place, followed by the Board Meeting.
The Ad Venture winners were announced by the jury. The remaining part of the meeting was dedicated to the winners of the Graduation Competition and academics, who presented their theses and research.
For the first time, a "Science Slam" was introduced at edcom meetings, where academics in the field presented their research. The works introduced were: "Studying during Covid-19. Some insights about the impact of distance learning", by Georg Feldmann from FH Wien; "EXPANDING CREATIVITY + CODE: How advertising agencies need to adapt their Creative Department in the digital age", by Jürg Kaufmann Argueta from University of Navarra, Spain; "Just how muddy is it? The Impact of English-Medium Instruction on Higher-Education Learning Outcomes", by Kirstie Riedl from FH Wien, and "Communication and marketing activities in cultural institutions in a digital environment", by Blandína Šramová and Tomas Bata.
Rosie Hand, from TU Dublin, presented us a new programme for Postgraduate studies at TU Dublin in partnership with IAPI (Institute of Advertising Practitioners in Ireland). The new programme called "Creative Commercial Communications" offers career-focused professional development in commercial communications and marketing, delivered by both industry professionals and academics.
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