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We are happy to present edcom's annual report from 2014 to 2015! Have a look at our achieved projects, events, meetings and more!
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european institute for commercial communications educationedcom..
We can look back at the past year
edcomAnnual Report2014–2015
with a strong sense of achievement.
Table of contents
3
WelcomeWelcome messages
4–5
Who we areIntroducing edcom, the President and Board, its members and the benefits of an edcom membership
6–7
Our year in numbersAn overview of this year’s projects, new members, meetings and social media figures
8
EventsA calendar of this year’s events
9
In the spotlightArnoud Versluis and Dr Mădălina Moraru
10–11
Summer SchoolIntroducing the Summer School and an overview of this year’s edition
12
Ad Venture An overview of the competition, finalists and winners
13
Thesis CompetitionIntroducing the Thesis Competition and an overview of the winners of this year’s edition
14
Also in edcomAn overview of other edcom projects and events that took place during the past year
15
Towards 2016A calendar of next year’s edcom projects and events
2 edcom Annual Report 2014–2015
«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.»
«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.»
«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
great contribution in moving edcom forwards and I wish Gresi
a fruitful term as President during edcom’s new era.»
Frances Illingworthedcom President 2013–2015Global Recruitment Director, WPP
Dominic LyleDirector General, EACA
Gresi Sanjeedcom President 2015–2017
Head of the Communications Management Department, Istanbul Bilgi University
Table of contents
Welcome messages3edcom Annual Report 2014–2015
4 edcom Annual Report 2014–2015
Who we are
The Instituteis managed by a Board of academics and advertising professionals in collaboration with the edcom Secretariat.
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 membersedcom is composed of 47 academic members from 18 countries who teach commercial communications.
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
5edcom Annual Report 2014–2015
President and Board President
Academics
Gresi SanjeIstanbul Bilgi University
Agency representatives
Jan BinarMcCann Prague
Micky DenehyEACA School
Frances IllingworthWPP
Yvonne KoertAvans Hogeschool, NL
Nenad BogdanovicCollege of Agora, HR
Isabelle Van TommeHowest, BE
Alexandre DuarteIADE, PT
Monique GerritsenEPHEC, BE
Cliff Van WyckBournemouth University, UK
Tamara Daltroff EACA
Claudia Ortiz Reyero EACA
edcom Secretariat
6 edcom Annual Report 2014–2015
300PARTICIPANTS
72TEAMS
15EUROPEAN COUNTRIES
Ad Venture
Summer School
Thesis Competition
10PARTICIPATING
SCHOOLS
13PARTICIPANTS
8EUROPEAN COUNTRIES
72PARTICIPANTS
16EUROPEAN COUNTRIES
38
23
11
VENUE CEADE, SEVILLE
ADVANCED FOUNDATION DIGITAL
Our year in numbers
Projects
MASTER BACHELOR
6 7
7edcom Annual Report 2014–2015
22PARTICIPANTS
36PARTICIPANTS
OCTOBER 2014 HAMBURG, GERMANY
54PARTICIPANTS
MAY 2015 PARIS, FRANCE
MARCH 2015 BUCHAREST, ROMANIA
New members
Meetings
University of East London, UK
The National University of Political
Studies and Public Administration, Romania
Social media
7117PAGE VIEWS
904FACEBOOK LIKES
2706WEBSITE USERS
263TWITTER FOLLOWERS
8 edcom Annual Report 2014–2015
OCTOBER 2014
edcom members’ meeting in Hamburg
Launch of Ad Venture 2015
Launch of Summer School 2015
Events
2014
2015
DECEMBER 2014
Selection of the Thesis Competition candidates
Richard Robinson’s webinar
MARCH 2015
Jan Kürzinger’s webinar
NOVEMBER 2014
Simon Francis’s webinar
FEBRUARY 2015
edcom members’ meeting and AGM in Bucharest
Announcement of the Thesis Competition winners
APRIL 2015
Announcement of Top 10 Ad Venture campaigns
Announcement of Top 3 Ad Venture finalists
MAY 2015
edcom members’ meeting in Paris
Announcement of Ad Venture winners
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
9edcom Annual Report 2014–2015
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.
In the spotlight
Summer School
10 edcom Annual Report 2014–2015
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.
The clientBarbadillo 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.
Facts & figures72 Participants from 16 european countries, 23 Foundation, 38 Advanced, 11 Digital participants, Venue: Ceade, Seville
The next Summer School will take place in Berlin on 4–8 July 2016. For more information please visit www.eacaeducation.eu
11edcom Annual Report 2014–2015
«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.»
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»
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»
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!»
Micky DenehyPrincipal EACA International School of Advertising & Communications
12 edcom Annual Report 2014–2015
CHALLENGE The Ad Venture Competition 2015 challenge was to raise awareness about the benefits which space exploration brings to the daily lives of European citizens.
CLIENT European Space Agency (ESA)
PARTICIPANTS 300 participants, 72 teams, 15 countries
Ad Venture
For more information, please visit www.adventure-competition.eu
Finalists01 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
13edcom Annual Report 2014–2015
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 MASTER THESIS
Branded Content in shape of a Story as the Advertising Formula for the WebBy Almudena Clemente AlbaceteIADE – Creative University, Portugal
WINNING BACHELOR THESIS
Setting Trends: Library as Retail Space in a Contemporary Urban Situationby Sara Hovdsveen Westerdals, Norway
Thesis Competition
Also in edcom
Webinars Simon Francis «Integrated Marketing» Richard Robinson «What the Client Wants» Jan Kürzinger «Freelance or employed?»
Interactive workshopsSeveral 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 groupsThese 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.
14 edcom Annual Report 2014–2015
15edcom Annual Report 2014–2015
JANUARY 2016
Launch of EACA Inspire!
Towards 2016
2015
2016
21 OCTOBER 2015
edcom meeting in Brussels
20 OCTOBER 2015
EACA 2020 Vision Seminar & Euro Effie Awards Gala
OCTOBER 2015
Launch of Ad Venture 2016
Announcement of Summer School 2016
18/19 FEBRUARY 2016
edcom meeting in Breda
EARLY 2016
Launch of the career guidance platform
19/20 MAY 2016
edcom meeting in Zagreb
Ad Venture final
4–8 JULY 2016
Summer School for students and young professionals in Berlin
SEPTEMBER 2015
Launch of Thesis Competition 2016
EACA Inspire! is EACA’s
new umbrella structure that 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.
european institute for commercial communications educationedcom..
Contact
Tamara DaltroffDirector of European Affairs
+32 2 740 07 15
Claudia Ortiz ReyeroEuropean Education & Training Manager
+32 2 740 07 16
Brand Whitlock 152,
1200 Brussels, Belgium
+32 2 470 0716
www.eacaeducation.eu [email protected] edcom @EACA_edcom