edcom takes the stage at Hungary’s EMOK conference
edcom is on a continuous mission to spread its value across Europe – connecting universities, educators, and industry professionals to shape the future of commercial communications education. On 24 August, that mission took a significant step forward in Hungary, as edcom was presented at theEMOK International Conference. Integrated into one of the conference’s workshops, organized by the Consumer Behaviour Research Committee of the Hungarian Academy of Sciences, the session brought together around 30 professors and researchers representing all 10 major Hungarian universities.
A Prize Beyond the Competition
The presentation was delivered by Szabolcs Pronay, Fulbright Scholar at UC Berkeley and Associate Professor at the University of Szeged, who has been actively championing edcom’s presence in Central Europe. Speaking to the audience, Szabolcs highlighted the network’s unique collaborative model:
“edcom offers a unique opportunity for collaboration in Europe, bringing together not only different countries, but also industry professionals, university lecturers, and students. It is already present at 46 universities across 16 countries, but Hungary is still missing from the map. Let’s make sure that changes in 2027!”
His presentation concluded with an open invitation for interested academics to connect directly, creating a clear pathway for Hungarian institutions to join the edcom network.
Be edcom’s voice in your country
Stories like Szabolcs’ show how a single advocate can open doors for an entire academic community. If you’ve been a spokesperson for edcom – whether through a conference talk, a university event, or a local partnership – and you have an interesting story to share, we’d love to hear from you. Contact us and help us map the next chapter of edcom’s growth across Europe!
The first Edcom‑branded Blended Intensive Programme (BIP) officially launched on 24 April, as the Fontys AI Campaign Hackathon brought together students from across Europe for a unique, hands‑on learning experience at Fontys Economie in Tilburg.
Organised by five Edcom members and hosted by Fontys University, the programme welcomed participants from several partner institutions, including Prague University of Economics and Business, the Faculty of Journalism and Communication Studies – University of Bucharest, CEU – Cardenal Herrera University, and Sup de Pub Lyon.
The result was a dynamic, international environment where collaboration, experimentation, and innovation were truly at the heart of the experience.
A real brief from KLM Royal Dutch Airline
At the heart of the week was a real client challenge provided by KLM Royal Dutch Airlines. Students were tasked with developing campaign solutions using emerging technologies such as AI, vibe coding, and virtual humans.
The teams focused on the following challenges:
the introduction of tagless luggage
bringing a brand book to life through a virtual human
enhancing the premium lounge experience and driving app downloads
This direct engagement with a leading international brand allowed students to move beyond theory and actively contribute to solving real industry challenges.
Throughout the week, participants and partners highlighted the value of the experience from different perspectives, underlining both the learning intensity and the impact of collaboration between academia and industry.
Exploring the BIP through students’ words:
“It gives you more of a feeling of success after you’re done, compared to just presenting a school project in front of other students.” – Team Dream Team
“It’s not just a great experience to get to know AI and learn about it -especially since it’s such an amazing tool right now – but also to meet so many people from different cultures. It’s really cool to make friends from all over the world.” – Team Sky
“In BIPs you have ups and downs, left and right. You have to be adaptive. You need the spirit to improvise, you know, to become better.” -Andrei Predescu
“The best part is that we’re used to doing things in a certain way in Spain, in our university, and here you see how other people work on the same thing but in a different way. It really gives you perspective.” -Team Juanbas
“If I had to say one thing I enjoyed the most, it’s the networking – the fact that we met a lot of interesting people here and we keep in touch with them, maybe even collaborate in some way. That’s really nice.” – Team Group 1 (Challenge 1)
As Joep Peeters, Senior Lecturer & Course Manager Creative Advertising at Fontys Hogescholen, explains, the added value of such initiatives and of being part of the Edcom network is clear:
“These initiatives are really powerful because they challenge students on so many levels in a one-week pressure cooker format, culturally, technically and cognitively. It really is a playground for everybody involved, where we can work with the latest technologies and developments without having to consider how they fit into the curriculum, which is normally quite time-intensive and sensitive. Edcom provides the perfect network of universities with a similar mindset, and we can harness the innovation power of multiple universities.”
He also highlights the programme’s role in bridging academia and industry: “It takes away the gap altogether, as we are quite literally moving forward on a brief together.”
From the industry perspective, Jordie Knoppers from KLM Royal Dutch Airlines emphasised the importance of engaging with young talent and gaining fresh insights:
“I think we can learn a lot from this new generation because the ‘aha’ moments are there. We are developing all kinds of customer propositions, mainly based on customer profiles or segments. And as we are quite a premium airline, we are not automatically focused on younger generations. But these are, of course, the new premium travellers, right? So I think that’s the biggest aha moment: gaining insights into what is running in their minds as a generation.”
By bringing together students, universities, and industry partners, the Edcom BIP demonstrates how collaboration can turn learning into real impact, equipping the next generation with the mindset and skills needed to shape the future of the industry.
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.
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