edcom Annual Report 2014–2015 We can look back at the past year with a strong sense of achievement.
.. edcom european institute for commercial communications education
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edcom Annual Report 2014–2015
Table of contents 3
10–11
Welcome
Summer School
Welcome messages
Introducing the Summer School and an overview of this year’s edition
4–5
Who we are Introducing edcom, the President and Board, its members and the benefits of an edcom membership
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Ad Venture An overview of the competition, finalists and winners
6–7
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Our year in numbers
Thesis Competition
An overview of this year’s projects, new members, meetings and social media figures
Introducing the Thesis Competition and an overview of the winners of this year’s edition
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Events
Also in edcom
A calendar of this year’s events
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An overview of other edcom projects and events that took place during the past year
In the spotlight
15
Arnoud Versluis and Dr Mădălina Moraru
Towards 2016 A calendar of next year’s edcom projects and events
edcom Annual Report 2014–2015
Welcome messages «Looking back on the past two years as edcom’s President, I am happy that, together with our stakeholders, we have begun the evolution of the edcom brand as a central educational body in our industry. What started as an academic network focused on its membership, is becoming a unique entity within Europe’s commercial communications community. I have enjoyed and learnt enormously from my involvement, and I wish Gresi Sanje the best of luck in further improving edcom’s educational standards within our industry.»
Frances Illingworth edcom President 2013–2015 Global Recruitment Director, WPP
«Following in Frances’ footsteps, I believe we need to set the direction towards further developing edcom’s uniqueness, in addition to increasing collaborative initiatives to expand the network’s brand recognition among academics, students and industry professionals. With the objectives I propose, I believe edcom will have a clear brand map from which the industry and its stakeholders will greatly benefit.»
Gresi Sanje edcom President 2015–2017 Head of the Communications Management Department, Istanbul Bilgi University
«We can look back at the past year with a strong sense of achievement. Once again, edcom has been able to offer many students the opportunity to improve their future prospects through a variety of projects that have provided them with hands-on experience and international exposure. Academics have also benefited from best practice sharing meetings and the European network, which continues to grow with the adhesion of two new members from Romania and the United Kingdom and more potential members applying to join. I would particularly like to thank Frances Illingworth for her
Dominic Lyle
great contribution in moving edcom forwards and I wish Gresi
Director General, EACA
a fruitful term as President during edcom’s new era.»
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edcom Annual Report 2014–2015
Who we are The European Institute for Commercial Communications Education (edcom) strives to promote excellence in commercial communications education and research and to enhance dialogue and co-operation between the European commercial communications sector and academic partners. edcom aims to facilitate cross-border education, employment and exchange of students, as well as to promote knowledge and understanding of innovative advertising and communication techniques and new use of media and other public platforms.
Our members edcom is composed of 47 academic members from 18 countries who teach commercial communications.
The Institute is managed by a Board of academics and advertising professionals in collaboration with the edcom Secretariat.
Benefits of belonging to edcom Networking and best practice sharing International exchanges Interactive workshops Conferences and events with industry experts Training for continuous development Opportunities and tools for your students
edcom Annual Report 2014–2015
President and Board
President
Gresi Sanje Istanbul Bilgi University
Academics
Agency representatives
Yvonne Koert
Isabelle Van Tomme
Jan Binar
Avans Hogeschool, NL
Howest, BE
McCann Prague
Monique Gerritsen
Alexandre Duarte
Micky Denehy
EPHEC, BE
IADE, PT
EACA School
Nenad Bogdanovic
Cliff Van Wyck
Frances Illingworth
College of Agora, HR Bournemouth University, UK
WPP
edcom Secretariat
Tamara Daltroff
Claudia Ortiz Reyero
EACA
EACA
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edcom Annual Report 2014–2015
Our year in numbers Projects Summer School
72
PARTICIPANTS
16
Ad Venture
300
EUROPEAN COUNTRIES
PARTICIPANTS
23 38 11
ADVANCED FOUNDATION DIGITAL
VENUE CEADE, SEVILLE
15
72 TEAMS
EUROPEAN COUNTRIES
Thesis Competition
13
PARTICIPANTS
10
PARTICIPATING SCHOOLS
8
EUROPEAN COUNTRIES
6
7
MASTER BACHELOR
edcom Annual Report 2014–2015
Meetings
MARCH 2015 BUCHAREST, ROMANIA
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PARTICIPANTS
OCTOBER 2014 HAMBURG, GERMANY
MAY 2015 PARIS, FRANCE
36
PARTICIPANTS
54
PARTICIPANTS
Social media
2706
WEBSITE USERS
7117 PAGE VIEWS
New members University of East London, UK
263
TWITTER FOLLOWERS
904
FACEBOOK LIKES
The National University of Political Studies and Public Administration, Romania
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edcom Annual Report 2014–2015
Events OCTOBER 2014 edcom members’ meeting in Hamburg aunch of L Ad Venture 2015
DECEMBER 2014
Simon Francis’s webinar
Launch of Summer School 2015
2014
Selection of the Thesis Competition candidates
NOVEMBER 2014
Richard Robinson’s webinar
FEBRUARY 2015 edcom members’ meeting and AGM in Bucharest Announcement of the Thesis Competition winners
2015
MARCH 2015 Jan Kürzinger’s webinar
MAY 2015 edcom members’ meeting in Paris
APRIL 2015 Announcement of Top 10 Ad Venture campaigns
nnouncement A of Ad Venture winners
Announcement of Top 3 Ad Venture finalists
Election of edcom’s new President and Board
JUNE 2015 Ad Venture winners at Cannes Lions International Festival of Advertising
JULY 2015 Summer School in Seville
edcom Annual Report 2014–2015
In the spotlight Arnoud Versluis
Lecturer, Academy for Digital Entertainment NHTV, Breda University (Netherlands)
edcom guarantees professionalism in connecting the industry, education and research in Europe. This is reflected in the variety of activities initiated and implemented. The interconnectedness of its partners results in strong cross-border activities, such as intensive programmes organised in Antwerp with students from different universities who work on a creative campaign for a commercial brand. edcom inspires, facilitates and motivates academia and the industry to keep the connection between them alive and transparent and always strives to set the bar high!
Dr Mădălina Moraru
Associate Professor, University of Bucharest (Romania)
edcom has given me a great opportunity to develop educational exchanges between the industry and academia. During the past academic year, teachers and professionals shared extraordinary ideas and, most importantly, we learned to be a strong European team and to do our best to remain diverse and cohesive at an educational level. Regarding my own work within the Research Committee, I believe that there is always room for further improvement to, for instance, approach research topics with students in a more thorough manner. After this recent edcom experience, I have higher expectations of myself as well as of my students.
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Summer School What is it? The EACA International Summer School is a week-long training programme which aims to inspire and challenge participants to improve their knowledge and skills in order to be successful in the communications industry.
Facts & figures 72 Participants from 16 european countries, 23 Foundation, 38 Advanced, 11 Digital participants, Venue: Ceade, Seville
The client Barbadillo is a sherry, wine and brandy producer located in the South of Spain. Besides being one of the biggest wine producers in Spain, Barbadillo also exports its products to over 50 countries.
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«As always, we heard very good feedback from our participants about the enthusiasm, experience and professionalism of our trainers as well as the challenge and fun of working on a pitch with a team of mixed nationalities. I personally believe that this year was the best Summer School; the students showed a great mix of motivation and teamwork which resulted in very impressive pitches.»
Micky Denehy Principal EACA International School of Advertising & Communications
Stephanie Pollak
Media Planner, OMD Nord, Switzerland «The summer school was an amazing experience and I think it is great that EACA founded it! Getting insights from successful people, such as the trainers, was so inspiring! Having won the competition makes it an unforgettable experience»
Paul Shinnors
Art Director/Graphic Designer, Irish Medical Times and MIMS, Ireland «It was a great week and while it was intense at times, overall I learned a lot, made great friends and found it very rewarding»
Almudena Clemente Albacete
edcom Thesis Competition Winner 2014–2015, IADE – Creative University, Portugal «After having won the Thesis competition, the Summer School was an amazing opportunity for me to polish my knowledge in advertising and to meet new people. I really enjoyed working in an international environment with other students from different cultures. In addition, it was inspiring to work on a real brief for a real client. I would highly recommend the course to other students in the commercial communications field, or to anyone working in advertising!»
The next Summer School will take place in Berlin on 4–8 July 2016. For more information please visit www.eacaeducation.eu
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Ad Venture CHALLENGE
The Ad Venture Competition 2015 challenge
CLIENT
European Space Agency (ESA)
PARTICIPANTS
was to raise awareness about the benefits which space exploration brings to the daily lives of European citizens.
300 participants, 72 teams, 15 countries
Finalists 01 BECAUSE. Because we care Pantheon University, France 02 VIRALITE Viralite Leeds College of Art, UK 03 SPACEGIRLS Your Everyday Astronaut Aarhus University, Denmark 04 MAAD One Day University of Leeds, UK 05 OPEN SPACE #WHATIF Ecole Supérieure de Publicité, France 06 SPACE RANGERS Was it really better before Ecole Supérieure de Publicité, France 07 GAME MAKERS The Space Games Howest, Belgium 08 GERT LUSH Gert Lush Bournemouth University, UK 09 ALLOY Closer Than You Think Bournemouth University, UK 10 MIND CHEF Invisible Heroes Istanbul Bilgi University, Turkey WINNER TEAM BECAUSE. represented by Lola van den Berg, Florian Jeusset, Natacha Hannothiaux and Johana Pallas. PRIZE CANNES LIONS INTERNATIONAL FESTIVAL OF CREATIVITY PARTNER ADFORUM
For more information, please visit www.adventure-competition.eu
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Thesis Competition The Thesis Competition rewards the best Bachelor and Master theses focusing on commercial communications among edcom member schools. Each edcom member is eligible to select one finalist in the Bachelor and one in the Master category. Each finalist receives an edcom Certificate. The winners will receive free participation, accommodation and travel to the EACA International Summer School. In 2015 the competition was entered by 13 participants from 8 countries and 10 schools.
WINNING BACHELOR THESIS
Setting Trends: Library as Retail Space in a Contemporary Urban Situation by Sara Hovdsveen Westerdals, Norway
WINNING MASTER THESIS
Branded Content in shape of a Story as the Advertising Formula for the Web By Almudena Clemente Albacete IADE – Creative University, Portugal
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Also in edcom Webinars Simon Francis «Integrated Marketing» Richard Robinson «What the Client Wants» Jan Kürzinger «Freelance or employed?»
Interactive workshops Several speakers are invited to provide a short session on a trending topic in communications. Academics discuss them in small groups and then share it with the big group. This new format was tested in the May meeting in Paris and was warmly welcomed by edcom members.
Working groups These three working groups were born from the interactive workshops and are comprised of three or four members who will research and collaborate to further develop these topics. WG1: European Exchanges WG2: Academia + Industry Connections WG3: Blended Education
European exchanges Avans Hogeschool Collaboration of students and professionals; international exchange programmes, teacher mobility and more. Ephec University College International marketing week on «Packaging Design and Sustainable Development». Artesis Plantijn Hogeschool Antwerpen Summer courses, competitions, group workshops, exhibitions and more. IADE – Creative University International exchange programmes for lecturers.
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Towards 2016 OCTOBER 2015 Launch of Ad Venture 2016 SEPTEMBER 2015
2015
Announcement of Summer School 2016
Launch of Thesis Competition 2016
21 OCTOBER 2015
edcom meeting in Breda
EACA 2020 Vision Seminar & Euro Effie Awards Gala
JANUARY 2016
edcom meeting in Brussels
18/19 FEBRUARY 2016
20 OCTOBER 2015
2016
Launch of EACA Inspire!
EARLY 2016 Launch of the career guidance platform
EACA Inspire! is EACA’s new umbrella structure that
19/20 MAY 2016 edcom meeting in Zagreb Ad Venture final
4–8 JULY 2016 Summer School for students and young professionals in Berlin
will integrate all our education and training projects. EACA Inspire is aimed at academics, students, young professionals and senior agency professionals. edcom will remain an independent institute but will be a part of a big network that will bring more opportunities to collaborate with agency professionals. EACA Inspire! will be officially launched at the beginning of 2016. So stay tuned for all updates.
Contact Claudia Ortiz Reyero European Education & Training Manager
Claudia.Ortiz-Reyero@eaca.eu +32 2 740 07 16
Tamara Daltroff Director of European Affairs
Tamara.Daltroff@eaca.eu +32 2 740 07 15
.. edcom european institute for commercial communications education
Brand Whitlock 152, 1200 Brussels, Belgium +32 2 470 0716 www.eacaeducation.eu info@eaca.eu edcom
@EACA_edcom