Winners 2026
We are thrilled to celebrate this year’s top graduates, Rachael Brady from Technological University Dublin and Sofia Seitlinger from FH Wiener Neustadt, who have secured first place in the Bachelor and Master categories of the edcom Graduation Competition.
Their remarkable research has earned them each a €400 cash prize.
This competition recognises the best academic thesis in advertising and commercial communication among edcom member schools, providing students with the opportunity to showcase their work on an international stage.
Bachelor
Rachael Brady was awarded the first prize in the Bachelor category. Her outstanding work ‘The truth is rarely pure and never simple: An exploration into deception’s role in influencer marketing ’ was recognised as the best bachelor thesis of the competition.
"Winning the EDCOM graduation competition has been an incredibly meaningful experience for me. I chose a thesis topic that truly fascinated me, and that passion made the writing process both engaging and enjoyable. Exploring the wellness field and having the opportunity to showcase my work through this competition has been incredibly rewarding.
Having my work recognised and appreciated on a European level was something I did not expect, which made this achievement even more special. I could not be happier or more thankful to have been part of it."
Rachael Brady, Technological University Dublin, 2026 Winner
"Rachael’s strength in research lies not only in her technical skill, but in a genuine passion for inquiry and a strong determination to uncover meaningful knowledge. Throughout her work, she consistently demonstrated exceptional insight, particularly in her choice of a highly current and relevant research topic exploring deception practices in social media marketing. Her research showed intellectual maturity and a clear ability to connect academic theory with contemporary real world issues in a thoughtful and engaging way. Working with Rachael on this research was a genuinely rewarding experience. Huge congratulations!"
Dr. Tara Rooney
Master
In the Master's category Sofia Seitlinger won the first prize with her work 'Drive to Sustain: Narrative and Discursive Strategies of Sustainability Communication in Formula One: A Comparative Analysis of McLaren and Aston Martin.'
The sceptical looks from my lecturers and my supervisor were understandable. At first glance, combining Formula One with sustainability appeared contradictory. I knew from the outset that this research would be challenging, and that was precisely why it mattered to me.
My aim was to show that sustainability is not only negotiated in industries where it is expected. Highly visible and resource-intensive sectors face particular public scrutiny, and it is exactly there that language, narratives and legitimacy play a crucial role. Exploring sustainability communication in Formula One allowed me to critically engage with these tensions in a highly visible and structurally contradictory field.
Looking back, I am grateful for the initial scepticism. It pushed me to sharpen my arguments and strengthen my analytical approach. This thesis reflects the belief that meaningful research often emerges where contradictions are most visible, and that doubt should never prevent us from asking ambitious questions.”
Sofia Seitlinger, FH Wiener Neustadt, 2026 Winner
“Working on sustainability communication in Formula One means engaging with a highly reputation-sensitive environment. Sofia navigated this tension with strong expertise and analytical clarity, translating complex discourse into a coherent and insightful analysis. Her work makes an original contribution to sustainability communication research and offers valuable insights for both academia and practice. This recognition is thoroughly deserved. Well done, Sofia.”
Dr. Julia Eisner
Dr. Kirstie Riedl
