Dentsu Aegis Network UAE has announced the launch of The Code, an initiative that aims to equip local students with the relevant skills to succeed in the advertising industry and broader digital economy.
Founded in the UK and launching recently in Poland, Bulgaria, Singapore, Canada, Mexico, Denmark and the USA, the UAE has become the latest market to launch the schools and early careers programme. The initiative is being rolled out through Dentsu Aegis Network globally following findings from the 2018 Digital Society Index, which showed that people are concerned about the impact of digitisation on future jobs and worry about not having the relevant digital skills to succeed.
The Code aims to tackle this by empowering the next generation to reap the benefits of the digital economy and will see 30 members of the Dentsu Aegis UAE team lending their time to host immersive workshops, mentoring, work experience opportunities and apprenticeships.
Delivered in partnership with Injaz UAE and Junior Achievement Worldwide, 300 students from 6 schools will participate in The Code workshops throughout 2020, where they will take part in a 3-hour workshop to gain exposure to the advertising industry and get the opportunity to work on a brief to promote one of the United Nations’ Sustainable Development Goals in the UAE market.
Tarek Daouk, CEO of Dentsu Aegis Network MENA, said: “This is an initiative that is close to my heart and I am excited to bring the power of our people and network together to make a positive impact on the next generation of talent and wider society. We all know that our industry has a talent problem, and by inviting students to experience what it’s like to work in media we are not only helping them get career ready but also building a pipeline of future talent for our business.”
He concluded: “Over 65% of young people entering school today will end up in jobs that don’t even exist yet. We want to encourage the youth of the UAE with new ways of thinking and the ability to adapt to change, something I believe will be vital for the success of future talent and of our business.”
Razan Bashiti, CEO of INJAZ UAE commented “We are truly excited for this partnership with Dentsu Aegis Network UAE on a newly untapped subject for our students. This experience will enable them to journey across media platforms and discover fresh interests and potential career opportunities they had not yet realised. Our students are eager to learn more about this industry and discover everything it has to offer as they start preparing for their own futures”.
The launch of The Code in UAE is a key milestone in Dentsu Aegis Network’s journey towards achieving its global target of improving the digital skills of 100,000 people by 2020.
