MediaFuse Dentsu reinvents Nigeria’s marketing with AI
By Seun Johnson
Dentsu Nigeria has blazed the trail in the marketing communications space with its recent AI-powered integrated growth solutions, aimed to revolutionize the industry and define the future of brand engagement.
Themed ‘Driving Through a Sustainable Data & Technology Strategy’, the event served as a catalyst for redefining industry standards and innovation.
While reaffirming its commitment to data-driven innovation, the company positions itself at the forefront of industry transformation.
According to the Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Okeke, Marketing communications is shifting from traditional methods to AI, data science, and platform-driven solutions. He warned that those who fail to embrace this change risk falling behind.
He further noted that the discussions focused on the impact of AI, machine learning, and hyper-personalisation in marketing.
The CEO of Data Science Nigeria, Dr Bayo Adekanmbi, delivered an insightful keynote on Building a Sustainable Data and Technology Strategy for Marketing Communications, highlighting AI’s role in optimising marketing decisions.
Also, the managing partner at OR & C Consultants, Russell Irechukwu, provided a critical analysis of regulatory changes, shedding light on how evolving tax laws could affect Nigerian businesses.
While speaking on second day of the event, the Head of Business at Godrej, Kayode Oladapo, shared a client’s perspective on data and technology in marketing, urging agencies to align with modern client expectations.
Also reaffirming MediaFuse-Dentsu’s commitment to AI, Okeke revealed the agency’s investment in hyper-personalisation.
“We are shifting from broad data capture to AI-powered consumer engagement. Our new AI tool, set for market launch, will redefine audience targeting,” he said.
Okeke further mentioned the agency’s plan to localise AI’s impact and also set to introduce Merkury, Gen CX, and an upgraded CCS platform—technologies designed to deepen audience insights and enhance real-time competitive analysis.
The Director of Data Science at Dentsu Data SSA, Paul Stemmet, emphasised that AI will be the biggest industry disruptor in the coming years.
“Every agency must integrate AI into its strategy. Generative AI will revolutionise content, targeting, and engagement,” he asserted.
On her part, the CEO of Dentsu Africa, Dawn Rowlands, projected rapid digital transformation in Nigeria over the next three years, urging businesses to accelerate AI adoption.
“Post-COVID, we have seen unprecedented change. Now, the focus must be on data investment and understanding consumer behaviour,” she stated.
Rowland further announced plans to launch Merkury in Nigeria, following its success in South Africa, enabling brands to target real people with precision.
“Our mission is to drive impactful business outcomes. Expect MediaFuse-Dentsu to challenge conventional strategies and push for transformative change in Nigeria’s marketing landscape,” Rowlands concluded.
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