April edcom Members’ Meeting | Summary

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:

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 Referencing theorist Michael Luhan, he noted that we often misjudge emerging media by applying outdated frameworks to understand them.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.

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:

  1. edcom Podcast
  2. Membership Engagement & Growth
  3. 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).

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 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.

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.

After an intense first day of insightful discussions, we kicked off the second day with the presentations of the Top 3 Ad Venture Teams.

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 Waithere, for ‘Obviously Britishhere and for the team ‘We have wine, you have teahere.

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.

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.

Team “Worth the Wait” from Fontys University Wins 2024–25 Ad Venture Student Competition

Brussels, 2 May 2025

The European Institute for Commercial Communications Education (edcom) and the European Association of Communications Agencies (EACA) are delighted to announce that Team “Worth the Wait” from Fontys University of Applied Sciences, the Netherlands, has won the 2024–25 Ad Venture Student Competition. This year’s competition was conducted in partnership with Taylors of Harrogate, the renowned British tea and coffee brand.

Over 85 student teams from across Europe participated in this year’s competition, responding to a comprehensive brief that challenged them to conduct market research, identify a target consumer group, position the brand accordingly, and develop a creative execution and media plan for a communications campaign.

As reported by Marketing Beat, the competition saw next-generation agency talent pitch “fast and punchy” campaign ideas to Taylors of Harrogate, showcasing the creative prowess of students from universities across Europe.

The final round took place in The Hague, the Netherlands, where three finalist teams presented their campaigns live to a jury comprising academic and industry professionals, including representatives from Taylors of Harrogate.

Beccie Hannaway, Senior Brand and Activation Manager – International at Taylors of Harrogate, shared: “It has been a pleasure and a privilege to take part in this year’s Ad Venture competition. We feared we were asking for too much—but we were absolutely blown away by the responses. The strategic thought and creative energy poured into the submissions were unbelievable. Some of the insights uncovered were above and beyond anything we could have ever anticipated of a student competition.”

Jo Booth, Co-Founder of The Reckoning and Chair of the Jury, commented on the quality of submissions:
“Participating in the final in-person round is always a delight. All three teams delivered with unique flair and presence. They challenged the brief with thoughtful, well-argued ideas—reminding us once again of the remarkable innovation and talent possessed by the next generation of storytellers.”

The runners-up in this year’s competition were:
– 2nd place: Team “Obviously British”, ESP University, France
– 3rd place: Team “We Have Wine, You Have Tea”, Panthéon-Assas University, France

A special acknowledgment goes to Richard Robinson, whose behind-the-scenes efforts were crucial in facilitating the partnership with Taylors of Harrogate.acknowledgement

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.

Charley Stoney, CEO of EACA, said:
“What an absolute joy to witness the energy, creativity and sheer brilliance of the students who took part in this year’s Ad Venture competition! These students didn’t just answer a brief: they challenged it, reimagined it, and reminded us all why giving young people space, relevance and trust in our industry is so vital.  At EACA, I feel very privileged that through edcom, we have a connection with the brightest and best future talent across Europe. Together with edcom and the EACA Young Board, we are building a community where young talent is seen, heard and celebrated. To all the participants: Keep going. We need you!”

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

edcom x Taylors of Harrogate: Ad Venture Student Competition – The Shortlisted Campaigns of the 2024-2025 Edition have been announced!

The European Institute for Commercial Communications Education (edcom) and the European Association of Communications Agencies (EACA) are pleased to announce the shortlist of the 17th annual advertising student competition, Ad Venture, in collaboration with Taylors of Harrogate.

Ad Venture is the first pan-European competition that empowers over 300 communication students from across Europe and beyond to tackle real-life cases presented by actual clients. The winning team will enjoy an extraordinary opportunity to attend the Cannes Lions International Festival of Creativity!

Rooted in a rich heritage of craftsmanship and quality, Taylors of Harrogate has been dedicated to the art of exceptional tea since its founding. With a deep respect for tradition and a passion for sustainability, Taylors® stands for excellence, authenticity, and innovation. Every blend is carefully crafted to deliver a refined and flavourful experience, ensuring that each cup is a celebration of taste, community, and the natural world.

In a fast-paced digital world where Gen-Z spends more time engaging on social media, Taylors of Harrogate is challenging students to harness their creativity and insights to connect with this new generation. The goal? To craft a fresh, standout, and culturally relevant brand identity through an innovative and stylish campaign that resonates with modern audiences.

The finalists of the 2024-2025 edition

Our jury of academics and industry representatives has evaluated the submitted projects. Out of 80 teams that entered the competition, only 10 were initially set to advance to the final stage. However, due to the exceptionally high level of entries and a tie in the evaluation, we have decided to include one additional project, bringing the total number of finalists to 11. Here is the complete list of finalists:

A sip of Britain a Smile from Austria, University of Applied Sciences Wiener Neustadt, Austria


Break the Etiquette, ESP Paris, France


Brewing a Better Person, University of the Arts London, UK


Experience the present one sip at a time, New Bulgarian University, Bulgaria


Me Time? Tea Time!, Howest University of Applied Sciences, Belgium


Obviously British, Panthéon Assas, France


Reconnecting with the True Meaning of Life, New Bulgarian University, Bulgaria


TeaTime Machine, New Bulgarian University, Bulgaria


Trust your sip, Fontys Hogeschool Tilburg, The Netherlands


“We have wine, you have tea”, ESP Paris, France


Worth the Wait, Fontys Hogeschool Tilburg, The Netherlands


What is happening next?

Ten jurors will be invited to an online session on March 20th, moderated by our Jury Chair, Jo Booth. Jurors will assess the 11 projects and select the three best works that will advance to the final stage of the competition. The three finalists will pitch in front of our jury and the client on April 25th in the Hague (The Netherlands), hosted by our member The Hague University of Applied Sciences.

The top three teams will be announced on Monday, 24 March.

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For more information, please contact Francesco, Project Officer at Francesco.bottegal@eaca.eu

Notes to Editors

About Ad Venture Student Competition

Organised 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 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, Facebook and LinkedIn.

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.