Author: edcom Team

In the first week of July nearly 80 participants from across 15 European countries took part in the 2019 EACA International Advertising Summer School. For its 10^th edition we had the pleasure of coming back to the city where we first started- Paris. We were hosted by Sup de Pub with the privilege to have the Eiffel Tower as a constant source of inspiration and reminder of where we are.

We were excited to have The Economist as this year’s client. They challenged the participants to create a campaign to help The Economist grow its awareness and relevance among younger people in the UK. 

The participants were a mix of students in the field of commercial communications and young professionals working in media, creative and digital agencies. They were split into international and multidisciplinary teams- 5 foundation and 8 advanced depending on their level.

Over the course of the week the participants attended brilliant workshops delivered by some of the best trainers in the industry, targeting both soft and hard skills. From mastering client meetings to digital storytelling, each session was actively preparing them for the pitch day on Friday.

At the end of the week all 13 teams presented their pitches in from of the jury- Jamie Credland from The Economist, Gilles Nakhle from Sup de Pub, Maxime Trenton from Havas Paris and our very own Micky Denehy.

The winning Foundation team Cartoon (Belgium, Czech Republic, France, Greece) impressed the jury with their campaign “Not only Economist”.

From Advanced, the winners came from team Disrept (France, Greece, Germany, Ireland, Switzerland). They were extremely happy about their win, saying that it has been wonderful working on the brief and in their team.

 

 

 

 

 

 

 

 

 

 

 

 

 

The jury panel was truly impressed by the creativity, passion and presentation skills of the teams. As Jamie Credland from The Economist said “The amount of work the teams have done is incredible. It is crazy inspirational to see intellectually engaged people to come up with ideas to change the world”.

The next edition of the Summer School will take place in July 2020.

For more information please contact Sibylle Stanciu at sibylle.stanciu@eaca.eu

The edcom Talent Roundtable, in partnership with Kantar, brought together professionals with different backgrounds from across Europe to discuss what skills and qualities are required from the next generation of talent and what the challenges in recruiting talented young people are. Today, edcom published the results of this discussion.

Brussels, 27. June 2019 – Despite offering exciting, interesting and rewarding career opportunities, the advertising industry is struggling to attract the depth and diversity of talent it needs to thrive. Changing priorities of Generation Y and Z, the need for greater diversity and inclusion as well as the competition of the media giants are the main challenges the industry is facing. While ad agencies are taking steps to address these challenges, universities that teach commercial communications are also striving to adapt their curricula to the changing needs of the industry to better prepare students for a job in an agency.

The White Paper distils the discussion and the outcomes of the Roundtable providing insights for both universities teaching commercial communications as well as for advertising agencies.

Dan White, Head of Expertise at Kantar stated: ‘This whole project has been fascinating from start to finish!  It is clear that people entering the workforce today have very different priorities and expectations from previous generations and that the communications industry needs to adapt quickly if it wants to continue attracting the brightest and the best. Our roundtable provided clear direction on how universities and employers can work together to attract and develop future talent that will re-energize the industry’.

edcom would like to thank all the contributors and Kantar for the partnership. For more information please contact Sibylle Stanciu at Sibylle.stanciu@eaca.eu

About edcom

edcom was created by the European Association of Communications Agencies (EACA) and its academic partners to promote excellence in commercial communications education and research and to further exchanges between the commercial communications sector and academic partners. The institute now gathers 53 members from 19 countries. You can find out more about edcom’s initiatives on the Inspire! by EACA website.

edcom launches the 7th edition of the Thesis Competition, which rewards the best Bachelor and Master theses on Advertising or Commercial Communications among edcom member schools. Each member can nominate one student in each category (Bachelor and Master) to send in their abstract. Since its launch in 2013, the competition has seen over 100 entries from 15 countries across Europe, having rewarded 12 students for their research and academic excellence.

The academic works will be assessed by the edcom Research Committee in three judging rounds based on their research, relevance, novelty and scale. In February 2020 the winners will be announced, each receiving a €400 cash prize and the participating school a €400 EACA voucher, which can be spent on the edcom and EACA initiatives.

Interested students should contact their edcom coordinator and send their abstract by 21 October 2019 to inspire@eaca.eu. You can find more details about the competition and requirements here.