ESCS hosted, between 20 and 24 April 2026, Professor  Cevdet Panayirci, a lecturer from Yeditepe University, within the framework of the Erasmus+ programme. This European initiative aims to promote academic mobility and strengthen international cooperation between higher education institutions.

The institutional hosting was ensured by Professor Helena Figueiredo Pina, coordinator of the Bachelor’s Degree in Advertising and Marketing, with Professor João Garrido acting as the main liaison.
A specialist in Brand Management, Advertising, and Marketing Communication, Cevdet Panayirci develops his research activity in the areas of brand strategy, advertising semiotics, and the sociocultural impacts of media representations, combining his academic background with relevant professional experience.

During his stay, the lecturer delivered two sessions open to the academic community. On 20 April, he led the workshop “Brand Architecture in Action: From Strategy to Impact”, integrated into the course Creative Advertising Lab, part of the second year of the Bachelor’s Degree in Advertising and Marketing, taught by Professors Helena Figueiredo Pina and João Garrido. The session focused on building coherent brand platforms, bridging strategy and practice through the analysis of real-world case studies.

On 22 April, the seminar “Creative Synchronies: Innovating through Resonance and Meaning” took place, integrated into the course Innovation and Entrepreneurship in the third year of the Bachelor’s Degree in Advertising and Marketing, taught by Professor Paulo Tinta. The session explored innovation as a process of value creation through meaningful connection with audiences, highlighting the importance of insight and engagement in the contemporary context.

The visit of  Cevdet Panayirci reinforces ESCS’s commitment to internationalisation and to promoting learning experiences enriched by diverse academic and cultural perspectives.

Text and photographs by the coordination of the Bachelor’s Degree in Advertising and Marketing (PM).