Dentsu Aegis Network Bulgaria launches The Code

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6th March 2019, Sofia: Following two successful years in the UK, Dentsu Aegis Network Bulgaria has become the second market to launch The Code, our flagship schools and early careers programme equipping the next generation with skills for the digital economy.

Launched at Bulgaria's Digital Camp in February 2019, the initiative is a collaboration between Dentsu Aegis Network Bulgaria and Isobar Commerce Bulgaria, with support from Junior Achievement – our global charity partner committed to getting students career-ready.

Throughout March, 300 students aged 14-15 in seven schools within Sofia will take part in the digital marketing competition Rise Up. A third of the student teams will work with our client Mastercard, who will task them with raising awareness of the bank's Teen Debit Card through the development of a marketing campaign. Another third will be assigned to maintain the leadership position of Moreni on the Bulgarian waffle market by maintaining high levels of brand engagement and interaction. As part of the response to brief, students will learn the importance of data insight in solving marketing problems, through drawing on market research from their peers. The remaining teams will work with Isobar Commerce to design a digital journey for a social cause of their choice.

All students will take part in Innovation Camps, where volunteers from Dentsu Aegis Network and Isobar Commerce will run inspiring workshops to give the young people the tools and insight to create their own campaigns and digital designs. Following the Innovation Camps, mentors from our business will support teams with their competition entries and those shortlisted will be invited to a finale event. Students will vie for great prizes, including the chance to see their campaigns brought to life by our Bulgarian agencies. 

Radoslav Nedelchev, COO of DAN Bulgaria and Social Impact Champion said "This is a great opportunity for us to show in practice how the digital economy can work for betterment of society. For us, social impact is not the "icing on the cake" but instead a must-do that empowers the future of our business. The Code is our stake we put in the ground to become a local leader in the area that we claim we care most about – digital disruption!"

Claire Davey-Gerrard, Senior Manager of Global Programmes, said; "Bulgaria has always been pioneering in their Social Impact work and again they are leading the way in being the first market to launch The Code outside of the UK. Their work with Mastercard on the Rise Up challenge highlights the real opportunity to deepen our commercial relationships through The Code".

To date, The Code has supported 9,000 young people across 100 schools in the UK with skills for our digital industry through immersive workshops, work experience placements and apprenticeships. By 2020, our goal is to reach 100,000 young people by launching the programme into markets around our global network.


For further information contact:

Rumiana Yakimova
Corporate Communications
Dentsu Aegis Network
26-30 Bacho Kiro Str.
2nd floor
Sofia 1000
T: +359 (2) 981 99 17

About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, dentsu X, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 40,000 dedicated specialists.