Author: edcom Team

Brussels, 1 March 2022: The winners of 2021/2022 Graduation Competition have been chosen! The Competition rewards the best Bachelor and Master Graduation work in advertising or commercial communications among students from edcom member schools.

edcom institute strives to promote excellence in education in commercial communication and research and to further exchanges between the European commercial communications sector and academic partners; and was founded by the European Association of Communications Agencies (EACA) together with the founding academic partners in 2007.

Following 2 rounds of rigorous judging, the jurors have decided that the following two papers stood out the most:

• In the Bachelor category, Jonathan Shaw, a student from Bournemouth University won with his thesis ‘Exploring Millennials’ asymmetric brand attitudes held towards brands who practise brand activism.’
• In the Master category Rosie Slayter from Breda University of Applied Sciences won with her work ‘Augmented reality marketing: A quasi-experimental study evaluating the influence that interactivity has on brand attitude.’

The Competition rewards the best Bachelor and Master theses on advertising or commercial communications among edcom member schools with a €400 cash prize.

Jonathan Shaw, said: “As we see more and more brands getting involved in social issues, there was a need to understand how Millennials reacted to such activism. The amalgamation of Millennials’ willingness to voice their opinions and their awareness of social issues has been overlooked in previous studies. This study looked at their opinions towards brand activism to understand what factors catalyse asymmetry in their attitudes, with the aim of assisting brands in mitigating any negative effects. To be awarded by edcom and the EACA for this paper is a great honour, and something I’ll take with me throughout my career. I’d encourage any student to get involved with the competition.”

Besides the winning paper, the jurors awarded the second & third place. Andreea Tudor, University of Bucharest with her thesis on ‘The hedonistic perspective on Romanian consumer behaviour’ won the second place. Marta Tudela from University of Navarra scooped a third place with her paper on ‘Communication in Open Innovation Processes: The X Factor. Understanding The Role of the Communication Function.’

Rosie Slayter, said: “Writing my Master thesis is a period of time that I look back on very fondly. I am so grateful to have had the opportunity to further explore the research field of Augmented Reality Marketing with my supervisor, Milena, supporting me every step of the way. This field one that I am so incredibly passionate about, and researching it changed my career goals, and refined what I am passionate about. To have my work not only recognized, but also appreciated on a European level is something that I did not expect, and I could not be more thrilled about. This competition is a phenomenal initiative that shines a bright light on and rewards students who put all of their thought, time and energy into their research.”

In the master category, the jurors also awarded the second & third place. Melanie Karlinger, from FH Wien with her thesis on ‘External and internal factors influencing impulse buying in online grocery retailing’ won the second place. Niamh Marshall from TU Dublin scooped a third place with her paper entitled ‘An exploratory investigation into Irish consumers understanding and response to the marketing and consumption of gender-neutral children’s clothing.’

Winners, alongside with all finalists will be invited to present their research to edcom members. Here you can access the winning papers’ summaries and posters. For more information, please visit the competition’s website.

-ends-

For further information, please contact Kasia Gluszak, Project Manager at kasia.gluszak@eaca.eu.

Notes to Editors

About edcom

edcom (The European Institute for Commercial Communications Education) strives to promote excellence in commercial communications education and research. Its aim is to establish co-operation between academia and industry professionals, as well as facilitating cross-border education and exchange of students. edcom is comprised of 43 university members across 14 countries, that meet bi-annually to share the best practices during members’ meetings and networking dinners. edcom also organizes competitions for students, such as Ad Venture and Graduation Competition. Find us on Twitter, Facebook, and LinkedIn.

@edcom_eu

#WeAreEdcom

Brussels, 29 September 2021:

The European Association of Communications Agencies (EACA) and its European Institute for Commercial Communications Education (edcom) have launched a call for entries for its 14^th annual advertising student competition, Ad Venture, in collaboration with Asahi.

Asahi, established in 2017, are the European business of the Asahi Group Holdings. They are custodians of a range of admired local brands, some of which became national icons. With pride, they also manage a portfolio of global brands such as Peroni Nastro Azzurro, Pilsner Urquell and Kozel. With over 9,000 people, they operate 15 breweries across 7 European countries with an annual volume of 42 million hl.

For this year’s edition, Asahi wants to challenge students to bring their creativity to a new level and create a campaign for their new Asahi Super Dry beer, that perfectly envisions the idea of ‘Modern Japan’. Students are encouraged to mix their marketing creativity with academic insights, in order to live up to the long-term brand ambition to become a distinct icon of modern Japan and one of top 10 international beer brands by 2030. The target markets for this campaign are UK, France and Hungary.

The submitted entries will be assessed by a broad base of judges, comprised of academics, advertising professionals and client representatives from across Europe. The winning team will be rewarded with travel, accommodation and tickets to the Cannes Lions International Festival of Creativity in June 2022.

On the 12^th October 2021, between 2PM-3:30PM CET, the client will present the brief to students and answer any questions they might have. You can register for the webinar here.

The deadline for registering the teams is 13^th December 2021, and the deadline for submitting the campaigns is 14^th March 2022. If you would like to keep up to date with news about Ad Venture 2021-2022, please visit project’s website or follow edcom on Facebook & Twitter.

For more information, please contact Miruna Gutu, Project Management Assistant at miruna.gutu@eaca.eu.

Notes to Editors

About Ad Venture Student Competition

Organised by European Institute for Commercial Communications Education (edcom) and The European Association of Communications Agencies (EACA), Ad Venture is the first Pan-European competition which gives students the opportunity to experience what it is like to work in advertising by creating their own campaign in response to a brief from a real client.

About edcom

edcom is the European Institute for Commercial Communications Education. It strives to promote excellence in commercial communications education and research and to further exchanges between the European commercial communications sector and academic partners. Edcom was founded by EACA together with the founding academic partners in 2007. Find us on Twitter and Facebook.

About EACA

The European Association of Communications Agencies (EACA) represents more than 2 500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. For more information, visit www.eaca.eu. Connect with us on Twitter, Facebook & LinkedIn.

edcom is delighted to announce the winners of the 2020-2021 Ad Venture international student  competition. This year’s competition saw 63 high-quality entries from 19 universities in 10 countries. After two rounds of judging, video presentations and a live online Q&A, Sara Perche Ti Amo from Paris University 2 Panthéon-Assas were declared the winners. 

This year’s brief came from Asahi, who challenged the teams to create a communications campaign to launch a mid-strength Peroni beer in the UK, Romania and the Netherlands. 

Ysé Grégoire Sainte Marie, Emmanuelle Lignon, Yanis Mahlous and Léa Meynardier impressed the jury with their brand insights and a bold proposal that used Italy’s artistic heritage to launch the new product. The winning team are awarded travel, accommodation and tickets to the prestigious Cannes Lions International Festival of Creativity. 

Team Kuckoo from Bournemouth University was given a special mention for their research work and Whoosh Agency from Sup de Pub in Paris for their creative ideas. 

In the last stage of the competition, the finalist teams’ work was seen by jurors representing the client, industry and academia. Asahi was represnted by Grant McKenzie (CMO), Richard Ingram (Global Brands Director) and Stefan Teodorescu (Head of Marketing Capability). The other jurors were Paolo Cesarini (formerly at the European Commission), Julie Frédérickx (Senior Strategic Planner, Ogilvy Social.Lab), Heini Hussam (Marketing Strategist, SOK), Alexandre Duarte (IADE), Kirstie Riedl (FHWien), and Paul Springer (Falmouth University). The jury was chaired by Leonard Savage, Senior Creative Director at McCann Prague. 

“In the last few years, marketing and advertising has become increasingly complex and multilayered. Developing marketing plans is no easy task. But the students professionalism, rigor, passion and creativity stood up to the challenging task set for them. We were delighted, surprised provoked with each idea presented, even in their raw forms. They took honest feedback and strenuous direction like seasoned pros. If these students are any indication, the future of our industry is in good hands,” said Leonard Savage.

“I enjoyed the Ad Venture experience very much from a personal and professional point of view. We gained insights and perspectives from potential consumers and were thrilled to see the passion and professionalism from the young leaders in the teams. Although my expectations were quite high, I am pleased to say that they were exceeded and my fellow judges and I were given quite a task.  A few of the teams convinced me to hire them, and that’s not easy,” said Grant McKenzie.

The winners were initially rendered speechless by their victory, but we caught up with them later. Emmanuelle Lignon said: “It is quite difficult to summarise our journey, because we have experienced so many things, exchanged with different people and professionals, had the opportunity to imagine and create as a united team, competing with schools from all over the world. We are really proud to have won this great competition, but even more so because we truly enjoyed this adventure and working together on a really exciting subject!” Léa Meynadier added: “I learned two important things, the first one is to believe in a creative idea anyway and the second is to have a great team to make it happen. Many thanks to edcom and Asahi!”

Jack Donaldson from Team Kuckoo said: “This is not an opportunity to be overlooked. It has been great to see so of the amazing talent across Europe with their incredible campaigns.” 

Teammate Francesca Smith added: “I will always remember this experience and make use of the advice given to enhance my future career.” 

Team Whoosh said: “This competition was the highlight of our year, such a challenging and stimulating opportunity! This experience taught us to stick together and stay motivated even though the road was sometimes bumpy.”

The organisers, edcom and the European Association of Communications Agencies would like to thank all the student teams and the jurors who took part in this year’s Ad Venture competition.

Notes to Editors 

About Ad Venture 

Organised by European Institute for Commercial Communications Education (edcom) and the European Association of Communications Agencies (EACA), Ad Venture is the first Pan-European competition which gives students the opportunity to experience what it is like to work in advertising by creating their own campaign in response to a brief from a real client.

About edcom 

edcom is the European Institute for Commercial Communications Education. It strives to promote excellence in commercial communications education and research and to further exchanges between the European commercial communications sector and academic partners. Edcom was founded by EACA together with the founding academic partners in 2007. Find us on Twitter. 

About EACA 

The European Association of Communications Agencies (EACA) represents more than 2500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. For more information, visit www.eaca.eu. Connect with us on Twitter, Facebook & LinkedIn.