MediaFuse-Dentsu Has Made Indelible Impacts on Nigerian Marketing Communications Ecosystem -Emeka Okeke

Olufemi Adeyemi 

The Group Chief Executive Officer, MediaFuse-Dentsu Nigeria, Emeka Okeke has said that the integrated marketing communication firm has embraced new technologies, fostered talent, and championed ethical practices with indelible impacts on the Nigerian marketing communications ecosystem.

Okeke said this during The Dentsu 'NOW' Africa Summit 2024 held on Thursday February 29, 2024, at Marriott Hotel Ikeja, Lagos, Nigeria. 

The conference, The Dentsu 'NOW' Africa Summit 2024 which coincided with MediaFuse-Dentsu Nigeria’s ten years anniversary, a decade of transformation, innovation, and celebration of the collective spirit of people, clients who entrusted their brands and custom with the company also the media owners and partners who collaborated with the company on innovative solutions; and the individuals who poured out their hearts and minds into making Dentsu Nigeria the success it is today.

In his welcome address, Okeke explained why 'NOW' is chosing as this year's theme. 

"Choosing NOW as this year's summit theme, underscores Dentsu’s unwavering commitment to shaping the future of African marketing communications, knowing that we are at a pivotal moment, where technology is rapidly evolving, audiences are diversifying, and the global marketing landscape is undergoing a seismic shift."

According to him Dentsu Africa, understand the complexities and nuances of the Sub-Saharan African market and have a long-standing commitment to the region, with a deep understanding of its diverse cultures, consumer preferences, and media landscape. The global network and expertise, combined with our local knowledge and agility, empower the media company to deliver unparalleled marketing solutions tailored to specific needs.

He, however, recall that MediaFuse-Dentsu Nigeria has grown into a leading force in marketing communications, consistently pushing boundaries and exceeding expectations since its humble beginnings in January 2014. 

Okeke stated that it's remarkable to note that MediaFuse challenged the status quo in 2014 when it became the first indigenous media agency to launch total communication services that cuts across creative services, production, digital marketing, original content development, influencer marketing, data and technology against the established norm of these services being launched by full-service creative agencies. From a solo media agency in 2014 to diversified marketing communications services managed out of eight client-facing entities across media and creative (Carat ICP, dentsu X, iProspect, Dentsu OOH, Red Star International, Dentsu Performance, Dentsu Creative, Dentsu Agyle). 

MediaFuse-Dentsu Nigeria now stands tall as a leading integrated marketing communications network, consistently recognised for dreaming loud, inspiring change, innovating without limits, and being a force for good. 

Over the years, MediaFuse-Dentsu have created a viable platform for many young Nigerians to develop their careers in media, creative, content, and digital marketing among others and become one of the leading integrated marketing communications networks with significant global, regional, and local client relationships as well as partnerships across media, production, content, data, tech and the creative economy supporting clients across financial services, brewed beverages, banking, carbonated soft drinks, cosmetics, dairies, NGOs and other fast moving consumer goods and services to mention a few. "We have a track record of setting the pace in the industry with so many groundbreaking “FIRSTS” and initiatives that have earned us awards and recognitions across our corporate service lines and as individual professionals." He said.

He added that MediaFuse-Dentsu is consistently innovative, collaborative, pioneering, agile and ambitious in its approach. And its pioneering and innovative footprints are also visible in research, service delivery and innovation.

"As pioneers in shaping the marketing communications landscape, we have embraced new technologies, fostered talent, and championed ethical practices with indelible impacts on the Nigerian marketing communications ecosystem. We are the first to attract foreign direct investment in equity participation, active board representation, management, and full integration with a global network dating back to August 2014 – I am not aware of any relationship with such landmark involvement in the Nigerian marketing communications industry prior to this date."

The media company in 2016 launched M1 (formerly Consumer Connection System), a game changer in the Nigerian marketing communications industry expanding measurable touchpoints from just four via TV and radio audience measurement (RAMS+TAMS) as well as AMPS to sixty plus (60+) touchpoints covering over 20 commercial cities in Nigeria today. Also, redefined the location services and digital marketing with the launch of Dentsu OOH (formerly Posterscope) and Dentsu Performance (iProspect); thus, leveraging and bringing science, robust data, and technology to bear in these critical areas in the industry. Through collaboration, MediaFuse-Dentsu have worked on over 100 international and national brands from notable companies.

"As we celebrate the past, we are embracing the future with confidence through investment in human resources, technology, and data to chart a new path in customer and brand experience. We are well-positioned to not only keep pace but to drive positive changes in the market. Innovation, integrity, and client-centricity will continue to be the guiding principles that define us without reneging on ethical practices and responsible advertising. We hope we can continue to count on your support as we embark on this journey," he concluded.

“The summit have in its attendance leading integrated marketing communications experts from Europe, the Middle East and Africa, including representatives from global media channels like Google, TikTok, and Meta among others. 

February 29, 2024