Today, technology is rapidly evolving, audiences are diversifying, and the global marketing landscape is undergoing changes, brand handlers who progress with the times will reap the gains.
Making this known are the executives at Dentsu Africa that said leveraging technology has helped the organization positioned itself far above other agencies. This they said have brought them closer to the numerous clients and brands they work with by providing tailor made solutions to their client’s needs.
According to them, the opportunities that today’s technology is offering is such that any organisation that is not taking advantage of it may be shortchanging itself.
According to Joel Rao, CEO Dentsu Kenya, irrespective of the industry any one is playing today, technology has provided the platform to stimulate brand and bring high level of engagement leading to huge transactions.
Rao spoke at a panel discussion on commerce at the 2024 Dentsu Africa Now Summit, held on Thursday, February 29, 2024 at the Marriott Hotel, Ikeja, Lagos.
“I want to state boldly that if you are a brand and you are not considering commerce irrespective of the sector you play, you are missing out on a potential opportunity to be able to get closer to your customers,” Rao said.
He noted that, for those in the service offering, providing financial services like banks and insurance, “you can still take advantage of some of the e-commerce platforms to position your product.
“It is easy to position your credit card offering on ecommerce stores especially with the heavy purchases that such platform command. All that is needed is to think out of the box to get the many potential opportunities that e-commerce platforms provide,” he affirmed.
Andre Andrade, CEO Dentsu Europe, Middle East and Africa (EMEA) said “Dentsu has since leveraged on technology with AI changing the way agencies and clients look at consumers and make the most of our successful businesses which are home to many global brands”.
Speaking earlier in his welcome address, Group Chief Executive Officer, MediaFuse- Dentsu Nigeria, Emeka Okeke said the Now summit was aimed at creating avenues for deliberations that would benefit Nigeria’s marketing communications industry as experts would delve into critical industry topics, including the evolving consumer journey, the rise of automation, the power of creativity, and the future of media measurement.
The 2024 Now summit coincided with MediaFuse-Dentsu Nigeria’s ten years anniversary and Okeke said it has been a decade of transformation, innovation, and celebration of the “collective spirit of our people, our clients who entrusted us with their brands and custom; the media owners and partners who collaborated with us on innovative solutions; and the individuals who poured out their hearts and minds into making Dentsu Nigeria the success it is today”.
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.
At Dentsu Africa, we understand the complexities and nuances of the Sub-Saharan African market. We have a long-standing commitment to the region, with a deep understanding of its diverse cultures, consumer preferences, and media landscape. Our global network and expertise, combined with our local knowledge and agility, empower us to deliver unparalleled marketing solutions tailored to specific needs.
Permit me to recall how MediaFuse-Dentsu Nigeria has grown into a leading force in marketing communications, consistently pushing boundaries and exceeding expectations since our humble beginnings in January 2014.
It is 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. We have over the years 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.
We are consistently innovative, collaborative, pioneering, agile and ambitious in our approach. 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.
