On 24 & 25 April, edcom members gathered at The Hague University of Applied Sciences (THUAS), in the Netherlands for their annual Spring meeting. The two-day programme consisted of a dynamic agenda that included Board meeting updates, a keynote presentation about virtual reality (VR) and the transformative role of immersive media, and an interactive breakout session focused on brainstorming solutions to today’s key challenges for edcom. Participants also discussed topics such as thinking of ways of how to increase edcom membership and seeking new opportunities to support and engage with members. The event concluded with the exciting announcement of the Ad Venture competition winner. Lastly, we had the chance to take an art tour around the THUAS campus, and visit a virtual room as well as neuromarketing lab at the university. Have a look at what the meeting consisted of:
In the Spotlight: Keynote on Immersive Media and Behaviour
The meeting kicked off with a keynote presentation by Marnix van Gisbergen, who was presenting the transformative role of immersive media, particularly VR, in shaping experience and behaviour. The speaker examined how VR adoption hinges on multiple factors: affordability, accessibility, the ability to connect and share content, and the ease of creating content. With examples ranging from Walmart using VR glasses to train employees, to applications in healthcare and addiction therapy, the talk highlighted VR’s increasing relevance in both B2B and B2C contexts.
Marnix emphasized that media evolution isn’t about replacement but augmentation, explaining how each new form adapts from the old—VR being no exception. Models such as the 5P XR Experience (presence, objects, proximity, perspective, place) and the four dimensions of tech experience (sensory, location, control, interaction) offered frameworks to understand how immersive media impacts communication strategy. From virtual job onboarding to emotional intelligence training, the takeaway was clear: VR is a powerful tool, but only if it enhances the user experience meaningfully and efficiently.
Marnix also pointed out that media evolution should not be viewed as a cycle of replacement but of augmentation. New platforms build upon the logic, limitations, and strengths of prior media. Referencing theorist Michael Luhan, he noted that we often misjudge emerging media by applying outdated frameworks to understand them. VR, he explained, requires us to break from that mindset. Using two foundational models—the 5P XR Experience (Presence, Objects, Proximity, Perspective, Place) and the four technology experience dimensions (Sensory, Location, Control, Interaction)—he laid out a framework to better understand the immersive power of VR. When done well, VR offers a level of emotional and spatial presence that traditional media can’t replicate. Whether it’s for employee onboarding, empathy-building exercises, or brand strategy training, VR becomes a powerful tool only when it meaningfully enhances the user experience and aligns with clear strategic goals.
Perhaps the most controversial insights emerged as Marnix Van Gisbergen discussed some of VR’s most boundary-pushing use cases. In one conceptual application, VR was explored as a tool for grief therapy—allowing individuals to symbolically “reunite” with deceased loved ones in controlled digital environments. Although still ethically and emotionally complex, such technology opens a new frontier in mental health and closure. Another compelling use case included the development of virtual museums for people unable to travel (or have other reasons), such as the Van Gogh VR experience, enabling broader access to cultural education. VR is also being piloted in addiction therapy to simulate relapse scenarios and reinforce coping strategies in high-risk environments. The versatility of VR allows it to be equally valuable in professional, therapeutic, educational, and entertainment settings—from virtual orchestras to Cirque du Soleil performances and even in emotion recognition training.
As Marnix put it, the question is no longer whether VR is real or effective—but rather how real it needs to be and whether it is cost-effective for its intended purpose. With sensory possibilities expanding (visual, audio, even scent), and the ability to know your location or measure heart rate via R&D-integrated tools, immersive media is redefining the boundaries of engagement. The challenge for communicators and educators is no longer imagining what VR can do, but figuring out how best to implement it in ways that are ethical, impactful, and sustainable.
Breakout Groups
During the first day, participants split into three breakout groups, each focusing on a different priority topic. The aim was to advance discussions on key points while gaining insights from members’ ideas and ensuring that the outcomes are relevant and valuable. Those three groups were:
- edcom Podcast
- Membership Engagement & Growth
- Alumni Strategy
The key takeaways included:
edcom Podcast Series
In the breakout sessions, members proposed launching a video podcast series to showcase research, expert insights, and student work across edcom. It would feature interviews with keynote speakers and academics, such as Paul Springer, and highlight studies like those on Gen Z. A pilot episode was suggested to build excitement, with a focus on making the content suitable for SME visibility and social media reach.
Alumni Strategy
The group discussed ways to strengthen alumni engagement by redefining their role within edcom. Ideas included involving alumni in juries like Ad Venture, connecting them with industry partners, and ensuring edcom certificates hold value post-graduation. The goal is to create lasting, meaningful ties between alumni and the network.
Membership Engagement & Growth
As part of edcom’s ongoing development, a key focus is expanding membership to include institutions from currently underrepresented countries. We are also aiming to recruit new members through the support of EACA’s National Associations (NACs).
Updates on the Membership
As part of our recruitment strategy, we focused on identifying effective ways to grow edcom’s network in currently unrepresented countries. One approach involves leveraging existing international partnerships already established by member universities, particularly those that have connections in target regions. Additionally, we aim to identify potential new members through the support of EACA’s National Associations (NACs), who can help connect us with relevant academic institutions in their respective markets.
Ad Net Zero Competition Launch
Ad Net Zero Europe and edcom, in partnership with Effie Awards Europe, are launching a new student competition focused on sustainable transformation in advertising. Edcom students are invited to create a 3–5-minute video that brings Action 5 of the Ad Net Zero framework—driving sustainable behaviour change—to life. Find here more information about this exciting new initiative and the registration link.
Art Tour with Johan Nieuwenhuize
Later on Day 1, attendees took part in a memorable and thought-provoking art tour led by Johan Nieuwenhuize, a celebrated visual artist and the art advisor at The Hague University of Applied Sciences (THUAS). Johan, whose work often explores the intersection of photography, perception, and urban space, brought his distinct artistic lens to the tour, offering participants an insider’s perspective on the curated collection of public artworks woven throughout the THUAS campus.
The tour consisted of a walk around the university’s interior and exterior spaces, highlighting how art has been intentionally embedded into the architectural and communal environment. Johan shared the stories, concepts, and artistic processes behind each piece—ranging from the hauntingly lifelike “Man on the Wood” sculpture, which evoked themes of presence and vulnerability, to the series of shells integrated into the floors and walls around the university, symbolizing connection to nature and subtle reminders of the surrounding Dutch coastal landscape.
Johan provided insightful commentary on how the works were selected and the role they play in stimulating thought, conversation, and introspection among students and faculty. Attendees came away with a deeper appreciation for the power of visual art to transform everyday spaces into sources of inspiration, critical inquiry, and cultural engagement. The tour was not only a cultural experience, but also an invitation to consider how creative environments support learning and well-being in higher education.
25 April – Day 2
After an intense first day of insightful discussions, we kicked off the second day with the presentations of the Top 3 Ad Venture Teams.
Ad Venture 2025 Winner Announcement
Day 2 opened with the highly anticipated Ad Venture Student Competition Final, where three exceptional teams showcased their campaigns. Among the finalists, “Worth the Wait” from Fontys University of Applied Sciences, the Netherlands impressed the jury with their strategic thinking and creative execution.
A huge congratulations to other two teams who made it to the TOP 3:
– “We have wine, you have tea” – ESP Ecole Supérieure de Publicité, Communication et Marketing, France
– “Obviously British” – Paris-Pantheon-Assas University, France
The winning campaign, Worth the Wait from Fontys University of Applied Sciences, stood out for its powerful message: in today’s fast-paced world, where everything is expected instantly, taking time is often undervalued. Their idea challenged this mindset by highlighting that good things—especially meaningful, sustainable choices—are worth waiting for. Through a thoughtful narrative and creative execution, the team successfully connected this concept to the campaign brief, making a compelling case for behaviour change rooted in patience and long-term thinking. This proposal has resonated with the Jury as well as with Taylors of Harrogates and has won their sympathy.
Check out the winner of the competition here.
Would you like to see the presentations of the top three teams? Find the one for ‘Worth the Wait‘ here, for ‘Obviously British‘ here and for the team ‘We have wine, you have tea‘ here.
Following the final pitch, we made our way to the VR and Neuromarketing Lab, where we had the opportunity to explore the technology firsthand and gain insight into how it functions in practice.
THUAS Virtual Room and Neuromarketing Lab Experience
On the second morning, members explored THUAS’ innovative Virtual Reality Room and Neuromarketing Research Lab. This hands-on networking session gave participants a taste of how THUAS incorporates cutting-edge research and technology into its teaching and investigation. From eye-tracking experiments to VR-based emotional response analysis, the experience highlighted how new tech is being used to better understand consumer behaviour and improve communication strategies in real time.
In the Neuromarketing Lab, Estelle Sjambar gave a live eye tracking demonstration, while in the VR Lab, an interactive session was presented by Martijn van de Wiel, alongside Flavio Van Soolingen and Yves Oude Elberink.
After 2 days of rich agenda, the programme ended with a networking lunch. What made this Spring meeting outstanding was undoubtedly the quality of the student’s Ad Venture pitches. As mentioned in an article by Marketing Beat, the winners of the Ad Venture competition 2025 stated: “We just want to make content and campaigns. We want to make an impact. We want to touch people and change lives.” (Giulia Wolf & Charlotte van Roessel). We saw great effort, drive, and passion from all three teams in delivering their messages. A special note of gratitude goes to Tim Hoppen and Inge Barkmeijer for their outstanding coordination and warm hospitality at The Hague University of Applied Sciences in the Netherlands. From seamless logistics to guiding us through the vibrant university environment, your support enriched the experience for everyone involved.
As we step into this exciting new chapter for edcom, we will work further on the remarks we gained in The Hague—and we look forward to our next meeting. Until then, thank you for being part of this inspiring journey.
