Brussels, 20 July 2016: During the week of 4th July 2016, over 60 advertising & commercial communications students and young professionals from 15 countries took part in the 7th edition of the EACA International Advertising Summer School at edcom member Design Akademie Berlin in Germany.
The participants attended two workshops a day while being challenged to create a campaign in international multidisciplinary teams for this year's client Deutsche Telekom, one of the world's leading integrated telecommunications companies.
University students took part in the Foundation Programme, where they were trained in the main disciplines of advertising, such as strategic planning, the future of digital creativity, interactive video and mobile advertising, presentation skills, and understanding the relationship between agencies and clients. Young professionals participated in the Advanced Programme, which focused on workshops such as effective communication, applying behavioural economics to brands, connecting your content to an audience and a digital boot camp.
Inspired by these workshops delivered by leading industry professionals, the participants created a campaign in response to a brief they received from the client in co-operation with creative agency DDB Berlin. The challenge was to increase brand preference and brand advocacy by creating an emotional relationship with consumers that goes far beyond rational matters like products and prices.
The jury consisted of Tamas Kovacs (Marketing Communications Expert, Deutsche Telekom), Matthias Rech (Senior Planner, DDB Berlin), Ralf Nöcker (Director General, GWA), Dörte Schultze-Seehof (Rectrice of Design Akademie Berlin), Micky Denehy (Principal, EACA International School of Advertising and Communications) and Dominic Lyle (Director General, EACA).