The Dentsu Aegis Network will aim to cultivate teenage talent for an entrance into advertising and media industries with an initiative called The Code, which will touch down in 40 UK schools.
The ad network has pledged 50,000 hours to 40 UK schools, hoping to help train up and grant experience to 15,000 students between 14-18. It’s hoping to have hit this target by 2020, bringing 50% of its apprentices in through the programme.
4,000 of the company’s staff are currently offered two working days a year to volunteer for local communities and other social good programmes. 300 will lend their time to The Code, invited to host workshops, offer mentoring and inform teachers about industry opportunities which comes to a head with support for a mock advertising competition.
Tracy De Groose, chief executive of Dentsu Aegis Network UK and Ireland, said: “We all know that our industry has a talent problem. To profoundly change things, businesses need to revolutionise their approach to talent development and put 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. Sharing our own career experiences and expertise, encouraging new ways of thinking and the ability to adapt to change, will be hugely important for future talent and our business.”
She concluded: “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. I genuinely hope that we inspire others in the industry to do the same.”
Dentsu Aegis Network has partnered with MyKinda Future to drive more schools into the scheme.