Dentsu Aegis Network empowers the next generation to rise up and help build a better society


Dentsu Aegis Network UK has launched Rise Up, a new digital challenge designed to unlock the emerging marketing potential in young people.

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Rise Up is open to 15 to 18 year olds, offering them the chance to develop a marketing campaign that tackles an issue in society which is close to their heart. Open for eight-weeks, budding marketers will be able to access a host of online resources to help shape their thoughts into a viable marketing campaign and have the chance to see their work brought to life.

It forms part of the UK network’s wider The Code Programme, which strives to foster creativity, identify opportunities for future talent, encourage diversity and empower young people. By 2020, Dentsu Aegis Network UK has pledged to recruit 50% of its apprentices through The Code. This month they welcomed the first cohort of 20 apprentices to the London office. The Code also encourages its UK employees to donate their time, skills and expertise and has pledged to donate 50,000 community hours to schools over the next three years. 

The challenge is backed with a 60-second launch spot which has been developed by Dentsu Aegis Network creative agency, mcgarrybowen. It features a host of respected urban artists including Feven EM, Malachi Alfred Lecky, and Bea Svist, who deliver a spoken word piece that they have co-created to camera. In it they invite their peers to think big and come up with a world-changing idea.

The spot will be backed with direct mail, online display and social media advertising targeting schools across the UK. Dentsu Aegis Network will also offer specific workshops with its 13 partner schools to help drive engagement and further entries to the online challenge.

Entries are open until 10 November for Rise Up and can be submitted through a dedicated hub, Submissions will be judged by a panel from across the industry. The shortlist will then be invited to an Awards event hosted by media partners Channel 4 on 12 December. The winning campaign will be brought to life early in the New Year.

Tracy De Groose, Chief Executive, Dentsu Aegis Network UK & Ireland said: “For a long time the industry has been grappling with two big challenges; how do we encourage greater diversity in our profession and how to foster the next generation of talent. 

“Rise Up and The Code are designed to help open doors to young people who wouldn’t normally consider a career in our industry and give them the tools and practical advice to give them a head-start with their careers.  We’re really excited to see what ideas come out of the challenge and how tomorrow’s marketers Rise Up to help society.”

This article first appeared on Dentsu Aegis Network


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