Category: News

The European Association of Communications Agencies (EACA) and its European Institute for Commercial Communications Education (edcom) are excited to announce the finalists of the 14th annual advertising student competition, Ad Venture, in collaboration with Asahi.

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. The winning team goes to the Cannes Lions Festival.

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. For this year’s edition, Asahi wanted to challenge students to bring their creativity to a new level and create a campaign for their Asahi Super Dry beer, that perfectly envisions the idea of ‘Modern Japan’. Students were 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 international beer brands.

Our expert jury of 20 academics and 15 industry representatives have spoken. Out of 67 teams, 10 were selected to the second round of judging. Full list of finalists in alphabetical order:

Amaterasu, Hochschule Mannheim, Germany

Fontys C201, Fontys Hogeschool, The Netherlands

Idyll, Ecole Supérieure de Publicité (Lyon), France

Les Tartines, Panthéon-Assas, France

Made in France, Ecole Supérieure de Publicité (Lyon), France

Ryokou, New Bulgarian University, Bulgaria

TBD Team, Sup de Pub, France

The Ensos, New Bulgarian University, Bulgaria

Wabi-Sabi, New Bulgarian University, Bulgaria

Yellow Orange, University of Bucharest, Romania

The finalists have time until 25 April to create a video pitch of their campaign and prepare to answer the tough questions of our jury during an online session on 9 May. The winners will be announced on 10 May.

-ends-

For more information, please contact Kasia Gluszak, Project Manager at kasia.gluszak@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, 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.

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.