Dentsu X expands into Africa to redefine consumer engagement across borders
By Seun Johnson
Dentsu X has announced its expansion into South Africa, Nigeria, and Kenya with a view to bringing its game-changing approach to experiential marketing across the continent.
In a statement jointly released by Dawn Rowland, CEO Dentsu Africa and Rosana Ravjee, CEO, Dentsu South Africa on LinkedIn Wednesday, the expansion marks a major milestone in the corporation’s journey to create transformational experiences that go beyond events, culture, and borders.
The statement revealed that dentsu X does not just create experiences but it crafts moments that matter. By leveraging the full power of media, creativity, technology, data, and content, it redefines how brands connect with consumers.
With South Africa, Kenya and Nigeria joining other sub-Saharan Africa (SSA) markets, Dentsu X is expected to bring a deep understanding of the region’s diverse cultural fabric while pushing the boundaries of engagement.
The statement also disclosed Dentsu’s partnership with a leading digital engagement company.
It reads, “As part of this collaboration, dentsu X will manage and execute all creator events across South Africa, Nigeria, and Kenya. This strategic partnership enables us to scale across the continent while reinforcing our position as a leader in innovative consumer engagement.”
While expressing her excitement on the initiative, Roxana Ravjee, CEO of Dentsu South Africa stated that, “Managing such a significant project speaks volumes about our capability to deliver impactful, culturally relevant experiences at scale.
“This is a key moment in our journey in Africa, and we look forward to pushing the boundaries of engagement with brands across the continent.
“Dentsu X has a singular purpose– to architect personalised experiences that go beyond and deliver business results for our clients. By integrating diverse capabilities from across the dentsu network, we challenge industry standards and focus on innovation. We create transformational experiences that drive business growth.”
Also sharing her thoughts on the development, Dawn Rowlands, CEO of Dentsu Africa, explains: “In Africa, where the digital landscape is rapidly evolving, our ability to combine creativity, technology, and cultural insight is key to driving success. Dentsu X allows us to bring all this together in a way that is truly transformative for brands across the continent.”
The statement identified integration as Dentsu’s X approach, noting that it will fuse media, creative, technology, data, and content into a cohesive force that drives impactful experiences.
It emphasised that the synergy will enable Dentsu X deliver personalised solutions that resonate deeply with consumers, ensuring that brands harness each component to create meaningful interactions throughout the consumer journey.
According to the two Dentsu African leaders, the conventional approach is no longer enough.
“At Dentsu X, we go beyond media, beyond expectations, and beyond borders. Our approach is designed to drive stronger, more authentic growth for our clients, helping them exceed their goals and shape the future of engagement,” they stated.
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