The Code from dentsu Bulgaria won 3rd consecutive B2B Media Award

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The third edition of The Code in Bulgaria won first place in the category for “Best educational project in the field of business” at the annual B2B media awards held in Sofia, Bulgaria in July 2022.

The educational program directed towards incorporating students in the world of digital marketing and e-commerce was held for the third time in Bulgaria following the successful local launch in 2019.

The third edition of The Code was marked by many exciting new challenges – battling the global issue of food waste, establishing a brand-new partnership with the Global Shapers Community in Sofia and scaling the project to reach even more students in less serviced communities.

In the program we gave students a task and had mentors from dentsu and its clients partners, who coached the young to live a life of an advertising specialist.

Program with Moreni actualized into real marketing plans

70 students from 6 schools in 3 cities from all over the country participated in the third edition of The Code program and worked to create the most functional and effective social media strategy in favor of reducing food waste with the faithful partner from Mondelez product line, Moreni. 

Over the course of a week and entirely online, 13-18-year-olds were taught by mentors from global communications agency dentsu and e-commerce professionals from Merkle Bulgaria on how to turn their natural knowledge of social media into a professional media product for a public cause, with which the audience is ready to engage and even contribute to the sustainable initiative.

Three schools became finalists in the third edition of The Code and presented their green ideas live through a jury of representatives of dentsu Bulgaria, Global Shapers Community and Mondelez.

The client highly rated the quality of the communication proposals of all participants and gave the green light to proposals from all strategies to find a place in the brand's social networks. This allowed the children to see their work not only appreciated but also had a change to become real. 

Digital for Good as part of dentsu's key social impact pillars

Bulgaria was the first country in Europe, after the United Kingdom, where the social initiative was launched and since then, The Code has been an integral part of the company's local Social Impact activities.

Radoslav Nedelchev, Chief Operating Officer of dentsu Bulgaria and sponsor of the campaign, expresses his appreciation for the campaign and the results achieved each year.

‘We as a company are here for lasting good: lasting good for the people, society, our clients and our partners. Programs like The Code give us a change to give back to society, and are an integral part of our business. Our robust social impact strategy focuses in one of its pillars on using digital for good, and The Code program is the perfect example of that’, Nedelchev comments.

Ivana Popova, dentsu Bulgaria

Read more about dentsu’s global Social Impact strategy and how the The Code ties in with our three core pillars here.

Ivana Popova, dentsu’s project manager for The Code expressed her gratitude for the recognition and dentsu Bulgaria’s plan to continue with the project in the upcoming years. 

‘The award from B2B Media pushes us to go further and scale the project even more to support different groups of society during changing and intervening crises. We are extremely thankful to all our client Mondelez and our partners without whom this campaigns would not have been possible.’

Find out more about dentsu Bulgaria’s partnership with the WEF Global Shapers Community in Sofia here.

B2B Media Awards July 2022

The B2B Media Award is a respected sign of recognition for business-to-business communication in Bulgaria, showcasing companies, projects and personalities with innovative campaigns, projects and achievements by competing in over 30 different categories.

The awards mark the third time dentsu Bulgaria’s efforts are awarded for the Social Impact initiative. Read more about the win in 2020 for “Best Educational Campaign” here. More about the award The Code received in the "PR and Advertising Services" category in 2019 here.

More information:

Heli Ruotsalainen, dentsu Southeast Europe Business Development Officer