BU advertising graduate Jono Shaw has been declared the winner of the highly prestigious 2021/2022 EDCOM European Graduation Competition.
Each year, higher education institutions across Europe (and beyond) can select their top advertising dissertation submitted by a student to compete in the competition. There are two categories: one for Master’s students, and one for undergraduates.
Jono's dissertation, entitled 'Exploring millennials’ asymmetric brand attitudes held towards brands that practise brand activism', was selected as BU's best in the undergraduate category. In the first round of judging (conducted by an international panel of leading academics), Jono's entry impressed the judges and was selected as one of the top three entries. He then faced rival submissions from the University of Bucharest (Romania) and the University of Navarre (Spain) in the final round. This final took place at the beginning of March, with Jono's entry judged as best overall.
“I feel massively honoured to be awarded by the EACA (European Association of Communications Agencies) and EDCOM,” he said. “It´s something I´m very proud of and will take with me through my career.
“My advice for students transitioning into their careers is to give it 100%, whatever you do. Be enthusiastic about what you do and don’t go in there thinking you are God’s gift to the world – just get your head down, work and have a good time beside it. Adapt wherever you can, be open, and prepare yourself for the opportunities that are coming.
“And enjoy it! Life´s too short to not enjoy what you do – don´t ever get yourself into something that you won’t like, because you´ll spend most of your time working.”
Cliff Van Wyk, Senior Lecturer in Advertising and Marketing Communications, said of the astounding achievement: “Jono, we thank you for the application and diligence you displayed throughout your studies at Bournemouth University, and the honour this achievement brings to BU.
He added: “Huge congratulations are also extended to Stuart Armon, who supervised Jono in his dissertation project. I know that Jono would readily admit that Stuart, in his inimitable fashion, provided the support and guidance that played a big part in the development of this outstanding project.”
Find out more about BU’s Advertising course on the BU website.