Welcome to the 2016-2017 edcom annual report




Welcome messages

Year in numbers


edcom meetings

Social media

Year in events

Summer school

Ad Venture

Thesis Competition

Who we are

What’s in it for you?

edcom members

President & Board


Welcome Messages

Jan Binar, edcom President 2017-2019

In my role as a President I would like to focus on three main pillars. Value, monetization and the number one priority is strengthening the academia/industry cooperation. It is now time to look and reflect. Where is the true value? How to amplify what works? Could more value be brought to life? How to go about creating it? Can some of that value be monetized? Those are some questions we want to get answers to over the next two years. Not to the subject closest to my heart. The role of the industry in day to day edcom is solid. Could it be even stronger? I believe so. We live in times, where the ability to understand what is coming and preparedness to succeed in that future is more important than ever. Academia have a lot to offer in terms of research, brain power, and human capacity. The industry is transforming, making continuous changes and pioneering in new ways, to be ready for the market of the future. I want to see how to make the mutual cooperation on readiness for the future even stronger. So both sides could benefit more and ultimately European communications industry and professionals get a competitive advantage on global level.”

Dominic Lyle, EACA Director General

Our mission for the next ten years will be to offer students valuable opportunities to apply their skills in our competitions and to build more bridges between academics and the industry. I am extremely proud of what we have achieved so far and I am confident that we will grow even stronger in the next ten years.”

Our year in numbers


Thesis Competition

September 2016-January 2017

8 Bachelor submissions

9 Master submissions

10 countries

Ad Venture

September 2016-June 2017

83 team registrations

60 submitted campaigns

14 countries

Summer School

3-7 July 2017

20 students

48 young professionals

16 countries

edcom Member Meetings

18-19 October 2016, Brussels


17 March 2017, online


18-19 May 2017, Lisbon


Social Media





Our Year In Events

edcom meetings

edcom organises three meetings a year to discuss the latest developments of student projects and trends and developments in the industry. In addition to the members’ meetings, the Board and Research Committee meet also three times a year.

Brussels, 18-19 October 2016

In addition to the annual October members’ meeting, edcom members were invited to attend Evolution Lab 2016 to learn about identifying and meeting future skills needs for agency talents, and in the evening, celebrate the most effective campaigns at the Euro Effie Awards Gala. 

Online meeting, 17 March 2017

For the very first time, edcom organised its members’ meeting online. Members were invited to join the webinar and engage with each other through the online platform, allowing them to ask questions and debate topics. The new format was welcomed with enthusiasm by all members.

Lisbon, 18-19 May 2017

The edcom May meeting was organised in parallel to the IP Week, bringing together over 40 edcom members and 50 students. The meeting also included the Ad Venture Student Competition final and a member networking dinner.

Summer School

This year, the EACA International Advertising Summer School 2017 took place in Prague, Czech Republic. 68 students and young professionals worked on creating a campaign for client McDonald’s while being guided through the world of advertising and commercial communications by industry professionals.

The choice is yours

The winning team, Penguins, impressed the jury with their campaign “The choice is yours”. Making a distinction between younger generations, team Penguins identified their target audience as "centenials", namely boys and girls currently aged 15-18. Their idea was to fight bullying among teenagers in cooperation with Linka bezpečí, a local organisation which provides support for victims of bullying.

Play Video
"Not only did I learn how to pitch and how to create a campaign within a short amount of time, I also realised it is worth the effort for a student to get involved in as many things as possible to gain the knowledge and gratitude for this industry and to make friends for life"
Helene Colijn
Student, Thomas More, Belgium

Marek Hlavica

AKA, jury

To see the crowd of highly motivated and skilled young professionals is just a fascinating experience. Their return to the agencies means a rocket attack on the daily routine. The EACA summer school provides the participants with a great volume of energy and inspiration. It is not only a personal benefit for each participant but also a fresh kick for the organisation.

Ladislav Dolezal

McDonald's, client

As the client, I was very impressed to see how young people from different nation and backgrounds responded to McDonald’s needs as a brand. Everyone was really positive and dying to learn, it was a very positive atmosphere and experience to be part of it.




Richard Robinson


This year’s summer school was one of the best yet. Motivated, dynamic and diverse students coming together to learn the practical and professional skills that will improve their confidence & competence to thrive in today’s marketing and creative jobs. 

Ad Venture

In response to a brief by client European Women’s Lobby, students from across Europe were asked to create a campaign around the topic of gender equality and women’s rights. After two rounds of judging, the top three finalists presented their campaigns at the edcom May meeting in Lisbon.

What are you laughing at?

The winning campaign of Team Tortoise focused on denouncing micro-sexism, with the objective to highlight the ever-present inequalities that women have to deal with on a day-to-day basis, which can often seem ‘small’ in comparison to other larger scale wrong doings to women in society, but which, according to this team, are at “the root of more serious inequalities”. The juxtaposition between the initial light-heartedness of the campaign with the grounding reality of the actual message forces the audience to rethink their stance on gender equality.

"When we were announced as the winners it was a great feeling, and we felt extremely proud of what we had produced as the standard of the competition is so high. The opportunity to go to Cannes Lions Festival is a fantastic prize for our hard work, and we can’t thank all the organisers and jury members enough for this opportunity"
Team Tortoise
Leeds College of Arts, United Kingdom


Team Brilas

“Together Means More”
Leeds College of Art (UK)

Team Baguette

“Another Story”
Pantheon University (France)


“No Zeros, Just Heroes”
Howest (Belgium)


“Be a Game Changer”
Artevelde Hogeschool (Belgium)


“Stamps of our History”
Leeds College of Art (UK)


“How Strong Are You?”
Pantheon University (France)


“Take Off His Pants”
Artevelde Hogeschool (Belgium)


“Buffering Society”
University of Bucharest (Romania)

Gender Equality Media

“#HERstory: what’s yours?”
Hochschule Anhalt

Thesis Competition

The edcom Thesis Competition rewards the best Bachelor and Master theses on advertising or commercial communications among edcom member schools. This year, 17 entries were assessed by the Research Committee in three rounds. The winners were awarded with travel, accommodation and a seat to the EACA International Summer School 2017.

2016-2017 Winners


"After graduating with honors from my university, I received an e-mail from the edcom representative of my school. He asked if I was interested in submitting my thesis to the edcom thesis competition. I obviously said yes. Even though I didn't have many expectations in the beginning, I got more and more excited every time I received a message that I made it through to the next round. I was absolutely over the moon to find out that I won first place in the Bachelor's category: it means that I will be attending the EACA International Summer School in Prague! I am very happy and thankful for the opportunities edcom has provided me, and the experience has taught me that hard work always pays off. I am excited to see what the future holds!"

Rebecca Hamers, NHTV, Netherlands


"I was very pleased to have been selected as representative of my University to participate in the edcom Thesis Competition and it was exciting to proceed further and further in the selection process. I am really proud to receive recognition for my work on a European level and I believe that the most important thing is for everybody to believe in themselves."

Ida Foerster, FH Wien, Austria


edTalks are 30 min online sessions which introduce issues, perspectives and new trends of the advertising industry. They are given by leading practitioners of the commercial communications industry.


Measuring Effectiveness

Paul Arnold

Storytelling: a brand new world deserves brand new stories

Alexandre Duarte

Digital Video Advertising: great opportunities and some over-promising

Oliver Gertz

How is virtual reality revolutionizing marketing and communication?

Lara Rincón

Virtual Reality: big buzz or real added value?

Oscar Bastiaens

Who we are?

The European Institute for Commercial Communications Education (edcom) strives to promote excellence in commercial communications education and research.

Its aim is to establish a co-operation between academia and industry professionals, as well as facilitating cross-border education and exchange of students.


For Students

edcom organises the Ad Venture Student Competition, the edcom Thesis Competition, the EACA International Advertising Summer School and a series of edTalks (webinars) on an annual basis.


For Academics

edcom promotes excellence in commercial communications education and research and aims to bridge the gap between the European commercial communications sector and academic partners. It also facilitates European exchanges between academics and students.

What's in it for you?

edcom Members

edcom is comprised of 47 European higher education institutes from across 20 countries. Edcom members meet three times a year to discuss the latest projects, trends and industry developments during the edcom meetings and networking dinners.

President & Board

The institute is managed by a Board of academics and advertising professionals in collaboration with the edcom Secretariat.

And finally, a look at 2017-2018

Stay in touch!