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

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:

• Team 13
• Every Chaos Needs a Starting Point
• Heinz Doesn’t Judge

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).

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!

Edcom is excited to announce the launch of the second edition of the Will I Stay or Will I Go Talent Survey, led by Paul Springer, Professor of Communication and Dean at the University of the Arts London.

This important project delves into the perspectives of both graduates and recruiters at a pivotal moment: when new talent transitions from education into the professional world.

Building on the insights from the first edition, this year’s survey revisits key questions, including:

• Why should graduates pursue careers in advertising and agency professions?
• What factors influence their career decisions in the communications field?
• How well-prepared are graduates for the professional demands of the workplace, from the agency’s perspective?

By comparing the findings over time, this second edition aims to provide a more comprehensive and representative view of the evolving landscape across Europe. The survey will highlight shifts in expectations, skills, and industry needs.

The results of this survey will contribute to a new White Paper, offering valuable insights for both academia and industry, and helping to shape the future of talent in the communications sector.

If you’d like to participate in the survey, please get in touch with the Edcom Secretariat or your Edcom representative.

Lisbon, 26 March 2026

The European Institute for Commercial Communications Education (edcom) and the European Association of Communications Agencies (EACA) are delighted to announce that Team “Heinz Doesn’t Judge – The Oven” from Thomas More University of Applied Sciences , has won the 2025–26 Ad Venture Student Competition. This year’s competition was conducted in partnership with Kraft Heinz, one of the world’s leading food and beverage companies.

Following collaborations with leading brands such as Lipton, Coca-Cola and LEGO, this year’s competition challenged over 80 student teams from across Europe to respond to a comprehensive brief from Kraft Heinz. The teams conducted market research, identified target consumer groups, positioned the brand, and developed creative executions along with media plans for a full communications campaign.

The final round took place in Lisbon, Portugal, where three finalist teams presented their campaigns live to a jury comprising representatives from Kraft Heinz, academic and industry professionals.

Julie Veryser, Senior Director Brand Building EPDM, Kraft Heinz, shared:

“We loved every second of working with edcom. The students were courageous, offering a raw and authentic lens on advertising that you just can’t replicate. They’ve helped us bridge the gap between our heritage and the next generation, proving that the future of Heinz is in very capable, very creative hands.”

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Mafalda Quintela, Independent Creative Director at  Mafalda&Francisco and Chair of the Jury, commented on the quality of submissions:

“This was a very good experience, and the most interesting part was seeing the level of the students. They are creating truly amazing work, and it’s very promising for the industry to know that these young people will be joining it in the next few years. They bring very distinctive ideas, sharp and impactful insights, and strong, well-structured work to support them.”

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The winning team “Heinz Doesn’t Judge – The Oven”, from Thomas More University of Applied Sciences, added:

“When we first joined the group, we already saw ourselves as the winning team. One of the first things we said was, ‘We’re going to win this and go all the way.’ We stuck to that mindset, and we made it all the way, just like we wanted.”

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The runners-up in this year’s competition were:

– 2nd place: Team 13, ESP – Ecole Supérieure de Publicité, Communication et Marketing, France

– 3rd place: Team “Every Chaos Needs a Starting Point, Pantheon-Assas University, France

A special acknowledgment goes to Richard Robinson, Executive Director at Ingenuity+, whose behind-the-scenes efforts were crucial in facilitating the partnership with Kraft Heinz.

The success of this year’s Ad Venture competition underscores edcom’s mission to promote excellence in commercial communications education and foster meaningful collaboration between academia and the industry across Europe.

Access the full press release here

About Ad Venture Student Competition

Organized by the European Institute for Commercial Communications Education (edcom) and the European Association of Communications Agencies (EACA), Ad Venture is the first pan-European competition that offers students the opportunity to experience the advertising world firsthand by working on real client briefs.

About edcom

edcom is committed to promoting excellence in commercial communications education and research. Established in 2007 by EACA and its academic partners, edcom works to connect academia and industry, facilitate cross-border education and employment opportunities, and support the development of young talent in the communications field.

About EACA

The European Association of Communications Agencies (EACA) represents over 2,500 agencies and associations across nearly 30 European countries. EACA advocates for responsible and creative advertising and supports the commercial communications industry through education, policy engagement, and cross-sector collaboration.

Media Contact

Francesco Bottegal, Project Officer
Email: francesco.bottegal@eaca.eu