MediaFuse-Dentsu Nigeria has announced its groundbreaking initiative to redefine the future of marketing communications through artificial intelligence-powered integrated growth solutions. The revelation came during the agency’s recently concluded three-day 2025 Management Strategy Conference, themed ‘Driving Through a Sustainable Data & Technology Strategy,’ held in Lagos. The event underscored the company’s commitment to leveraging data-driven innovation and positioning itself as a leader in industry transformation.
The Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Okeke, highlighted the critical need for adaptation in an increasingly digital world. “Marketing communications is evolving from traditional methods to AI, data science, and platform-driven solutions. Those who fail to embrace this shift risk being left behind,” he stated. The conference delved into the transformative impact of AI, machine learning, and hyper-personalisation in marketing, with industry experts sharing insights on the future of the sector.
Dr. Bayo Adekanmbi, CEO of Data Science Nigeria, delivered a keynote address on building a sustainable data and technology strategy for marketing communications. He emphasised the role of AI in optimising marketing decisions and driving efficiency. Russell Irechukwu, Managing Partner at OR & C Consultants, provided a detailed analysis of regulatory changes, particularly how evolving tax laws could impact Nigerian businesses.
From a client’s perspective, Kayode Oladapo, Head of Business at Godrej, stressed the importance of aligning agency strategies with modern client expectations. He urged agencies to embrace data and technology to remain competitive in a rapidly changing landscape.
MediaFuse-Dentsu Nigeria also unveiled its investment in hyper-personalisation, marking a shift from broad data capture to AI-powered consumer engagement. Okeke revealed plans to launch a new AI tool designed to redefine audience targeting and enhance marketing precision. Paul Stemmet, Director of Data Science at Dentsu Data SSA, echoed this sentiment, stating, “AI will be the biggest disruptor in the industry. Every agency must integrate AI into its strategy to revolutionise content, targeting, and engagement.”
The agency is also set to introduce advanced technologies such as Merkury, Gen CX, and an upgraded CCS platform. These tools aim to deepen audience insights and enable real-time competitive analysis, further solidifying MediaFuse-Dentsu’s position as an innovator in the marketing space.
Dawn Rowlands, CEO of Dentsu Africa, projected a rapid digital transformation in Nigeria over the next three years, urging businesses to accelerate AI adoption. “The post-COVID era has brought unprecedented change. Now is the time to invest in data and understand consumer behaviour,” she said. Rowlands also announced plans to launch Merkury in Nigeria, following its success in South Africa, to enable brands to target real people with precision.
MediaFuse-Dentsu Nigeria’s strategic focus on AI-powered growth solutions signals a bold step toward reshaping the marketing communications landscape. With a commitment to innovation and transformative change, the agency is poised to lead the charge in Nigeria’s digital future.
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