On 26 March 2026, Edcom members gathered at NOVA FCSH University in Lisbon for a day filled with engaging sessions. The event started with the highly anticipatedAd Venture competition final pitch, where the top 3 finalist teams presented their campaigns to the client, Heinz and the Jury, composed of academics and industry leaders. Following that, the afternoon was dedicated to the Edcom Members’ Meeting, which included updates, breakout sessions, and insightful presentations on key topics shaping the future of the advertising industry. Here’s an overview of the day’s highlights:
In the Spotlight: Ad Venture Competition Final Pitch
The morning session was dedicated to the Ad Venture competition final pitch. The top 3 finalist teams presented their innovative campaigns in front of the Heinz client team. The pitches were judged based on creativity, strategic thinking, and alignment with Heinz’s goals. After the intense presentations, Heinz’s team selected their winning campaign.
The teams competing in the final were:
- “Team 13” – ESP – Ecole Supérieure de Publicité, Communication et Marketing, France
- Team “Every Chaos Needs a Starting Point, Pantheon-Assas University, France
- Team “Heinz Doesn’t Judge – The Oven”, from Thomas More University of Applied Sciences
Team “Heinz Doesn’t Judge – The Oven”, from Thomas More University of Applied Sciences
“Team 13” –ESP – Ecole Supérieure de Publicité, Communication et Marketing, France
Team “Every Chaos Needs a Starting Point, Pantheon-Assas University, France
The winning team, “Heinz Doesn’t Judge – The Oven” from Thomas More University of Applied Sciences, Belgium, captivated the jury with its raw and authentic approach to the brief. Their campaign challenged the fast-paced culture, advocating for the value of patience and long-term thinking, resonating deeply with Heinz’s heritage and future vision. As the team stated, “We stuck to that mindset, and we made it all the way.” Their creativity and passion truly won over both the jury and the client.
You can check out the presentations from the top three teams:
In the Spotlight: Edcom Secretariat Updates
The event kicked off with an update from the Edcom Secretary and Board members, highlighting ongoing initiatives and new developments:
Membership Update
New membership collaborations are expanding, with UVic and a Spanish institution joining the Edcom network. A partnership with Hogeschool was also announced, and discussions about other potential members were ongoing.
Graduation Competition Update
Lower-than-expected participation in the graduation competition compared to last year. A personal approach was recommended to increase student involvement. Arnoud clarified that each bachelor’s and master’s student is eligible to submit two entries. Further improvements to competition communication will be explored, including updates to the website and potential sponsors.
Research and Future Initiatives
A lively discussion followed regarding Edcom’s contributions to research and education. Members talked about ways to ensure that student research remains creative and impactful. The Secreatriat raised the idea of revisiting the competition’s criteria and possibly revising its categories. Meanwhile, research topics and priorities were discussed in order to create a shared pool that could drive future collaborations and funding opportunities.
Ad Venture Update
The growth of the program was emphasized, highlighting the substantial opportunities it provides to students. It was suggested that Edcom create a social media template for teams to help them engage with potential sponsors and gain visibility.
Richard Robinson shared an exciting update about the Ad Venture project, with the European Adobe team planning to integrate its technology into the 2025-26 brief. The project’s budget has been approved, paving the way for future collaboration. Richard provided an in-depth look at the Ad Venture initiative, outlining how the collaboration with Adobe will enhance the project. The team is preparing for an exciting expansion as the project continues to evolve and expand.
Kirstie’s Presidential Update
In her update, Kirstie shared that she will be stepping down as president of Edcom, and Arnoud will continue in his role. The new president will collaborate closely with Arnoud to ensure a smooth transition.
Member Presentations
The second part of the event featured presentations by Edcom members, focusing on cutting-edge topics within the industry.
- Paul Springer – Research Committee: Should I Stay, Should I Go Survey #2
- Andrea Vola – AI and the Future of Advertising
- Svitlana Stepanenenko – Klekit Navigator
- Eva C. & Jesica S. – UCC Presentation
If you’re interested in learning more about the presentations and gaining full access, please contact the Edcom Secretariat (francesco.bottegal@eaca.eu, anna.fanchini@eaca.eu).
Please note that on this page, you can also find the Spring Lisbon Summit’s presentations.
Looking Ahead
The meeting wrapped up with a networking session, where members had the chance to engage in informal discussions and share ideas for the future. The next steps from the event will guide Edcom’s efforts in continuing to shape the future of advertising education in Europe.
You can now join the edcom WhatsApp community to stay connected with fellow members and actively engage in our key initiatives!
Stay tuned for more updates!