Dentsu Aegis Network pledges 50,000 hours to inspire the next generation through new schools programme, The Code

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7th March 2017

Dentsu Aegis Network today announces the launch of The Code, a UK schools programme delivered by its own employees and aimed at making a positive impact on the next generation of talent.

The Code is a three-year programme launching in March across 40 UK schools, delivering a series of talks and workshops to 14-18 year old students from a broad range of backgrounds, providing first-hand experience of the advertising and media industry.  By 2020, Dentsu Aegis Network is aiming to have donated 50,000 hours to schools, helped 15,000 young people, and to have recruited at least 50% of all apprentices through The Code providing group agencies with a more diverse range of young talent.

Dentsu Aegis Network currently offers all 4000+ employees two working days a year to make a difference to local communities through volunteering programmes, and has already seen over 250 employees committing their time to The Code.  Staff are invited to host workshops for students either in schools or across the group’s agencies, offer mentoring to students both in the classroom and online, inform teachers about the types of opportunities within the industry, and support a prize-winning competition for students to tackle a mock advertising challenge.

The Code, which stands for Creativity, Opportunity, Diversity and Empowerment, will also incorporate wider activity by Dentsu Aegis Network around early careers recruitment, with group-wide work experience and apprenticeship schemes also forming part of the programme later this year. It is also the first scaled social purpose and talent programme of its kind to run across all Dentsu Aegis Network UK agencies and offices.

Tracy De Groose, CEO, Dentsu Aegis Network UK & Ireland said: “We know our industry has a talent problem. To profoundly change things, businesses need to revolutionise their approach to talent development and put a future workforce strategy at the heart of their business. Over 65% of young people entering school today will end up in jobs that don’t yet exist, therefore encouraging new ways of thinking, inspiring creativity and the ability to adapt to change will be hugely important for future talent and our business. Through the Code, we aim to bring to life the power of our people and our network, to make a positive impact on society and the next generation of talent. By sharing our own career experiences, enthusiasm and expertise I genuinally hope that we inspire others in the industry to do the same.”

Dentsu Aegis Network has partnered MyKinda Future, a fast-growing innovator revolutionising the way young people connect with employers, to help engage and encourage schools across the UK to take part in the programme.

MyKinda Future Founder and MD, William Akerman said: “I’m excited to take The Code out to schools across the UK. I truly believe the only way to create a diverse workforce is to engage directly with students from a range of backgrounds to empower them and bring different career routes to life. We’ve being working with a number of businesses who are investing in their future talent and it’s great to see Dentsu Aegis coming on board from the adversting industry. The Code programme will help provide a new perspective, break down barriers and bring new recruits into an industry that is not well known within Education. I can’t wait to hear the feedback from the students and mentors who take part, and longer term seeing the positive difference a programme like this will make.”

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