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Dentsu X Nigeria MD, Chike Oputa Speaks On Business Resilience At MIPAN Business Outlook Session

Leadership, Strategy Expert, and Cluster MD of Dentsu X and Dentsu Location Services Nigeria, Chike Oputa, is set to speak at the highly anticipated 2025 Business Outlook Session organized by the Media Independent Practitioners Association of Nigeria MIPAN NG. Taking place on Tuesday, November 5th, 2024, at the Radisson Blu Hotel, Lagos, Chike will delve into the theme, “Navigating the Cost of Doing Business in Nigeria: Value Delivery in a Tough Economic Climate.” Chike’s insights, grounded in his leadership experience and innovative approach, are expected to provide attendees with strategic frameworks for sustaining value delivery, fostering resilience, and driving long-term success in a demanding business environment. A passionate strategy and marketing professional, Chike is experienced in managing complex projects and campaigns across different product categories and jurisdictions. Currently, he is leading innovation, locations services among other integrated marketing services at Dentsu X and Dentsu OOH respectively. The Dentsu X MD has successfully led strategy efforts for a portfolio of companies. Chike, an outstanding business leader, has experience in corporate strategy, business development, account management and multi-channel engagement with a proven track record for developing new business opportunities.

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Dentsu Creative Nigeria MD, Funke Adekola to speak on AI and Advertising Industry at 2024 National Advertising Conference in Abuja

Dentsu Creative Nigeria MD, Funke Adekola to speak on AI and Advertising Industry at 2024 National Advertising Conference in Abuja

Funke Adekola, dynamic business leader and Managing Director of Dentsu Creative Nigeria, a part of leading advertising agency network, MediaFuse Dentsu, is billed to deliver an insightful presentation on AI and the advertising industry at the 2024 National Advertising Conference. The Conference themed, “Navigating the Shifts: Technology, Culture and New Business Models,” will be taking place in Abuja between November 13th and 15th, 2024 at the Abuja Continental Hotel. A strategic marketing communications and brand management expert, Funke will be speaking on “Myth vs Reality: Generative AI and the Advertising Industry” at a breakout session on Thursday, 14th November 2024. The session is expected to run from 12.50pm to 01.20pm. In this session, Funke, will share insights on how generative Al is shaking up the advertising world, as she demystifies the myths and realities and uncovers how Al can truly revolutionize advertising in Nigeria. Funke is a profound strategic marketing communications and brand management guru with vast experience in project management, business growth and development, creative business director, which has seen her deliver landmark projects that gained recognitions globally. She enjoys ideating as much as monetizing creativity. He first stint in advertising was strategy, having successfully worked as executive producer and project manager. The last decade-plus has afforded Funke enough varied experiences that define her as a unique generalist. The Dentsu Creative Nigeria MD picked up competencies on varying ends of the advertising and marketing business: insights mining, brand building and route-to-market strategic rollout for brands across various categories. She has delivered remarkable projects for brands across diverse industries, from entertainment (Multichoice, Netflix) to Telecommunications (MTN, Airtel) to FMCG (Indomie, Peak Milk) and alcoholic beverages (Smirnoff, Orijin). Funke is skilled in identifying consumer connection opportunities and creating ideas that stick. Conversely, she is dedicated to building and nurturing creative teams, with the sole purpose of telling great brand stories that resonate globally and building successful brands.

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Dentsu Agyle Nigeria MD, Marian Ogaziechi To Speak On Influencer Marketing 2.0 At 2024 National Advertising Conference

Dentsu Agyle Nigeria MD, Marian Ogaziechi To Speak On Influencer Marketing 2.0 At 2024 National Advertising Conference

Marian Ogaziechi, a quintessential marketing communications specialist and accomplished Managing Director of Dentsu Agyle, a part of leading advertising agency network  MediaFuse-Dentsu, is billed to deliver an insightful presentation on a crucial topic, Influencer Marketing at the 2024 National Advertising Conference. The Conference themed, “Navigating the Shifts: Technology, Culture and New Business Models,” will be taking place in Abuja between November 13th and 15th, 2024 at the Abuja Continental Hotel. Marian will be speaking on “Influencer Marketing 2.0: Harnessing Digital Voices for Tomorrow’s Brands” at a breakout session on Friday, 15th November 2024. The session is expected to run from 10.10am to 10.40 am on Stage A. In this session, Marian, will share insights on building authentic relationships with influencers and maximizing your brand’s impact in the digital landscape. Don’t miss the chance to learn from an industry leader and prepare your brand for the future. An accomplished advertising professional with a can-do spirit, collaborating with cross-functional teams to provide exceptional results, Marian has about two decades of experience in marketing communications. She has proudly delivered several successful initiatives in content production, media sales, brand management, media buying, trading and investment management. Over the years, Marian has risen to become an expert in providing solutions to meet clients’ objectives. With a deep understanding of market dynamics which has seen her lead DentsuAgyle to enviable heights, Marian takes pride in delivering value, improving efficiency, and fulfilling returns on investment for clients. Always brimming with ideas, she is determined to deploy her leadership and resources at Dentsu Agyle to redefine the advertising landscape in the next few years with media innovative real-time solutions that drive efficiency and clients’ profitability through the leverage of technology. Marian, a seasoned integrated marketing specialist, enjoys driving media innovations, exploring untapped and unconventional media offering and providing marketing communication solutions to meet our client’s objectives. She holds a degree in Theatre and Communications art from the University of Jos and also attended several leadership and executive programs at the London and Lagos Business Schools. Professionally, Marian is passionate about driving efficiency and improving clients’ ROI, which has been her guiding principle as a media innovations expert. Apart from empowering her team, she has an unrivalled dedication for development of women and support for special needs children.

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Exploring Retail Media Opportunities For Black Friday Success

Exploring Retail Media Opportunities For Black Friday Success

By Wilfred Emmanuel World-wide retail media spend will hit $140 billion this year, according to eMarketer’s December 2023 forecast, with a growth of 21.8%, retail media is growing faster than almost any form of ad spend. Jumia Advertising ranked third (and first in Africa) in Digital Ad Revenue Growth in 2022 in the world’s top 10 fast-growing digital advertising players, by e-marketer -Insider Intelligence. Retailers are taking ownership of their advertising by creating retail networks within the retail eco-system. Retailers like Jumia (and Konga) have enabled programmatic ads on their platforms which has enabled advertisers to reach over 27 million unique visitors per month across multiple African countries and optimize campaigns in real time, offering huge opportunities for brands to grow in Africa. What is Real Media?Retail media is digital advertising that appears on website or apps that are primarily engaged in retail ecommerce and operated by retailers who act as media channels by publishing ads through their own media or demand-side platform (DSP). It also includes ads that may not appear on e-commerce sites or apps but powered by the retailer’s first-party shopper data. Key Growth Drivers of Retail Media in NigeriaRetail media benefits from growth in both retail commerce and digital advertising – Nigeria internet population is around 40% of the total population, and only 30% of Nigerian internet users purchased a product online weekly and 12.9% have ordered groceries via an online store. (WeAreSocial Report, 2024) – A sizeable number of Nigerians have left the markets and supermarkets and turning to their mobile and retail commerce. Jumia’s Q1 earnings report that although quarterly active customers fell slightly by 5% (well-done T-pain!), total orders increased by 2%; Jumia’s first year-over-year growth over the past 5 quarters. Furthermore, this growth is compounded by the growing digital ad spend, over 9% from 2023 and currently at 33.9% against traditional advertising.Nigeria retail media is growing steadily; seeing dominant player like Jumia Advertising expand its offering and welcoming new entrants like Chowdeck. Black Friday: Trends in the Past Years.Black Friday sale plays an important role not only in terms of e-commerce turnover but also the activity of shoppers. Lastly year, Jumia witnessed over 50% increase in new customers from October to November, driven by Black Friday: thus, presenting brands a significant opportunity to maximize reach and impact during this decisive shopping period. In the beginning, Black Friday used to be a one-day happening in the United States. However, over the past few years, the event has grown into a shopping marathon that lasts for several days. For Jumia, starting November, every Friday is Black Friday (deals, promotions); an attempt to grab consumers’ attention. This year, they are starting presales as early as 1st of November. Nevertheless, in Nigeria, the peak of shoppers’ interest falls on the Black Friday day. Google trend data from 20-26th November 2023 shows that 100% queries related to Black Friday sales were recorded on Friday, November 24th and faded immediately on Saturday. Giving the above, it furthers buttresses Techcabal’s report that Nigerians don’t care about Black Friday. With the purchasing power of Nigerians significantly eroded because of rapidly rising inflation this year, discounts on goods make little difference as people are prioritising their spending. However, what if they’re conserved their spend for what they needed to buy on Black Friday, hence the spike in queries. Jumia’s consumer spend data for Black Friday 2023 saw interests in phones (28.50%), electronics (16.43%), appliances (15.68%), fashion (13.36%), and beauty (9.67%).Brands must be positioned to capture these sales opportunities and revenue through targeted advertising and targeted promotions customized for the influx of motivated shoppers. Retail Media Opportunities and Formats For your Brand SearchRetail media search ads are so powerful, with ROAS going up as high as 311.57%, i.e., 28k spent to generate over 9M naira (Dentsu Performance Case Study for a Personal Care Leader). For brands who want to sell their products amongst their category, retail media search brings you closer to the point of sale. A consumer searching for NIVEA deodorants on Jumia, for example, can be served an ad for the specific product when they are more inclined by buy. ProgrammaticAs retailers scale extensive and high-quality audience, brands are presented a huge opportunity to reach more online shoppers. What sets retail media programmatic ads apart is the use of first-party shopper data, which is increasingly valuable as consumer-centric advertising incorporates personalization at or near point of sales. Programmatic retail media ads enable advertisers to control their targeted audiences, budget spends and enhance the performance of their campaigns through a real-time dashboard, either through a “Preferred Deal” or “Private Auction” On-siteOn-site retail media ads refer to any ad that appears on a retailer’s website or app. These advertisements are divided between search and display. Examples of on-site retail media advertising include:Sponsored products: Listings within search for relevant productsSponsored brands: Banner ads within search resultsDisplay ads: Banner ads that follow customers across the website, like on the homepage Off-siteOff-site retail media advertising refers to advertisements that leverage retailer data but not served in places owned by the retailer. Instead, they are served through partnerships with the retailer. It is retailer-managed here in Nigeria due to data privacy. Examples of off-site includes third- party sites/apps like META, audio, digital video, digital OOH, and in-game advertisements. CTVCTV is one of the retail media formats to watch. CTV campaigns already deliver over 67.02% against mobile phones at 19.74% (Dentsu Performance Agency Intelligence). Retail media advertisements are served on CTV through partnerships, like leveraging Jumia’s audience data to serve via YouTube. Leveraging retail media for CTV results in timely, engaging and precisely targeted ads. Because CTV advertising can be shoppable or have calls to action that allow viewers to purchase, these ads go beyond traditional TV ads’ brand marketing capabilities by shortening the path to purchase. In-storeIn-store retail media includes product displays, digital signage, and video screens in brick-and mortar stores. There’s also physical retail media opportunity outside of the store, through DOOH ads in

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Dentsu Unveils 2025 Media Trends Report, Offers Survival Strategies for Nigerian Media And Advertising Industry

Dentsu Unveils 2025 Media Trends Report, Offers Survival Strategies for Nigerian Media And Advertising Industry

Dentsu International, global leader in advertising and marketing communications unveiled the 15th edition of its annual Media Trends Report, offering valuable business, investment insights and survival strategies for the Nigerian media and advertising industry. The 49-page Dentsu Media Trends Report highlighted the ten key trends driving the algorithmic era in 2025, according to a statement by the Corporate Communications Manager, MediaFuse-Dentsu Nigeria, Olalekan Raji. This thought leadership initiative explores how businesses can leverage emerging technologies to create meaningful consumer experiences, boost their bottom lines, and contribute to societal growth. The report, titled “The Year of Impact,” offers practical considerations for brands navigating the rapidly evolving media landscape, which is becoming increasingly powered by artificial intelligence and data-driven content. Key insights from the report include the integration of generative AI in media planning, the rise of connected television, and the critical need for brands to embrace niche storytelling and quality media investments. As Nigeria’s mainstream media grapples with the growing challenges of a fragmented digital landscape, these trends offer critical guidance on how local media organizations can adapt and thrive. The key insights benefiting the Nigerian media and advertising industry include: AI Integration for Media Optimization: Nigerian media organizations can enhance operational efficiency and audience targeting by integrating AI-powered tools across the media value chain. The report highlights how AI will help streamline budget planning, audience segmentation, and real-time campaign optimization, delivering greater ROI. Connected Television and Local Content: The report outlines the increasing importance of connected television as streaming platforms expand their ad-supported services. For Nigerian broadcasters and content creators, this presents a significant opportunity to tap into new revenue streams while reaching a broader audience through multiscreen storytelling. Data-Driven Content Planning: Nigerian media companies must rethink how they plan and distribute their media. With scientific planning, brands can enhance relevance and engagement by using AI to predict consumer behavior, personalize content, and drive better business outcomes. Power in Niche Communities: In Nigeria’s diverse media landscape, there is immense potential to leverage niche communities and subcultures. By tapping into passionate interest groups, media companies can create targeted campaigns that resonate with highly engaged audiences and drive deeper connections. The Quest for Quality: As digital content grows exponentially, quality becomes paramount. Nigerian media outlets must focus on delivering high-quality, relevant content to capture audience attention and drive sustainable growth. This includes adopting retail media solutions that provide integrated shopping experiences and leveraging first-party data for better audience insights. As Nigeria’s media and advertising industries navigate the global shift toward data-driven content and AI, Dentsu’s 2025 Media Trends Report serves as a crucial roadmap. It not only provides strategic insights for media owners but also empowers brands to align their content with the evolving preferences of Nigerian consumers. In an era where audience attention is fleeting and competition is fierce, Dentsu’s report emphasizes the importance of agility, innovation, and storytelling as key drivers of media success. Nigerian media businesses stand to benefit greatly by incorporating these global trends into their local strategies, ensuring long-term growth and relevance in an increasingly analytical world.

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Carat Media, Dentsu Agyle Shine As MediaFuse-Dentsu Emerges Outstanding Marketing Communications Group Of The Year

Carat Media, Dentsu Agyle Shine As MediaFuse-Dentsu Emerges Outstanding Marketing Communications Group Of The Year

…Group CEO, Emeka Chris Okeke bags Lifetime Achievement Award in Media Advertising …Carat MD, Igwe Okeke bags Outstanding Media Advertising Personality of The Decade Award Leading advertising agency network powerhouse, MediaFuse-Dentsu, has reinforced its leadership status in the marketing communications in industry as it emerged as the most Outstanding Marketing Communications Group in Nigeria for the year 2024. Incredibly, leading media agencies and senior media advertising personalities within the group, who won awards were honoured at the National Marketing Stakeholders Summit and Awards 2024 organised by the popular Marketing Edge Magazine in Lagos on Saturday, 27th Septemeber, 2024. Top in the list was the Group Chief Executive Officer of MediaFuse Dentsu, Emeka Chris Okeke, who won a Lifetime Achievement Award in Media Advertising. A leading media advertising agency within the group, Carat Nigeria won Outstanding Advertising Media Agency Network of The Year, while its counterpart, Dentsu Agyle brought home the Outstanding Production Agency of the Year Award. Meanwhile, the Managing Director, Carat Nigeria, Igwe Okeke emerged as the Edge Outstanding Media Advertising Personality of The Decade, while a senior media manager at Carat Nigeria, Fidelia Igwe won the Outstanding Young Advertising Personality of the Year Award. Speaking on the awards, Okeke, the Managing Director of Carat Nigeria said the innovative agency remains as a significant force, redefining media and setting the standards for the advertising industry. He noted that the recognition was reflects that Carat Nigeria is driven by its commitment to craft innovative media solutions that deliver real results for our clients. “Our exceptional work and expertise in creating impactful and performance-driven campaigns. Our recognition at the Edge Awards signifies the collective effort and relentless drive of our team members and unfettered commitment to deliver value and quality job to our clients while setting standards in the advertising industry,” Okeke said. The award-winning media advertising expert, however, expressed his pride in the leadership of Emeka Chris Okeke, the Group Chief Executive Officer of MediaFuse-Dentsu, the Carat team and the achievements of the agency. “This recognition highlights the value of our work, the outstanding talent and commitment of our team at Carat Nigeria. I’m incredibly proud of how we have consistently maintained our status as leader in the industry. This has continued to motivate us to deliver excellence for our clients.” Okeke said this personal individual achievement further reinforce our position as leaders in media innovation. “As we continue to navigate the evolving media landscape, Carat Nigeria remains committed to setting new standards in media excellence. Congratulations to the entire team for their hard work, dedication, and the remarkable success at the Edge Awards 2024,” Okeke said. Recall that over the years, Carat Nigeria has maintained the status of a pacesetter in the for other agencies in the industry to follow and the agency has continued to build on its consistent success story. The Carat Nigeria success story will continue to inspire other agencies to strive for excellence and showcase their works on the global stage.

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MediaFuse-Dentsu Doubles Down On Employee Wellbeing With More Comprehensive Support Programs

In an era where employee well-being is paramount, MediaFuse-Dentsu stands out as an organization that is deliberate about the well-being of its employees. MediaFuse-Dentsu, in alignment with the Dentsu Global Network, has implemented a range of initiatives designed to support and enhance the well-being of its staff, ensuring a balanced and productive workplace environment.

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2024 Pitcher: Dentsu Creative Nigeria Emerges Advertising Agency Of The Year

.Carat Nigeria dominates media category as Dentsu Nigeria Wins 60 Awards .RedStar, Dentsu OOH make historic debuts with 12 medals .Night Vision Wins Two Medals Dentsu Creative Nigeria has solidified its position as a powerhouse in the marketing communications industry by emerging as the Advertising Agency of The Year at the highly competitive 2024 Pitcher Festival of Creativity. This is as MediaFuse-Dentsu Nigeria’s divisions went home with a cumulative 60 awards and medals across various categories at the festival whose results were announced virtually. MediaFuse-Dentsu Nigeria’s dominance spanned the entire creative spectrum, with their various divisions, Dentsu Creative, Carat, RedStar and Dentsu Out-Of Home (location services), all contributing to the historic win. While Dentsu Creative Nigeria won 39 awards, including two Grand Prix, Carat secured eight, Dentsu OOH had three and Red Star bagged nine, according to a press statement by MediaFuse-Dentsu Nigeria’s Senior Manager, Sodiq Oyeleke. Dentsu Creative, one of the youngest agencies in Nigeria, walked home with the Advertising Agency Of The Year 2024, the most-rated and biggest award in the Pitchers Festival of Creativity, having secured two Grand Prix wins, three gold, 14 silver, and 19 bronze medals. Also, on the night celebrating the best in Nigerian creativity, Carat triumphantly emerged as the Media Agency Network of the Year in Africa. Igwe Okeke-led Carat Nigeria’s impressive showing also saw the agency winning a commendable haul of eight medals –  six gold and two silver – across various media categories. In a historic first, RedStar International, led by Ugochukwu Maduagwu in Nigeria, also had an impressive outing at the 2024 Pitcher Awards, bringing home a whopping nine medals – four silver and five bronze. The winning streak continued with Chike Oputa-led Dentsu Location Services Nigeria etching its name in the Pitcher record books with a groundbreaking and unique real-time digital billboard campaign. The out-of-home agency announced its first entry into the Pitcher Awards by winning three silver medals. Dentsu Africa’s technological innovation, Night Vision, also won big at 2024 Pitchers, securing gold and silver medals for the use of data, insight and strategy. “This remarkable feat marks an unprecedented level of success for an advertising network at the prestigious Pitcher festival,” the Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Chris Okeke, noted. He also hailed clients for trusting the advertising agencies, assuring them that “this will spur us to keep pushing boundaries and delivering outstanding results. “These wins further established MediaFuse-Dentsu Nigeria and its divisions (Dentsu Creative, Dentsu Agyle, Dentsu OOH, Carat, dentsu X, RedStar, Dentsu Performance and iProspect) as frontrunners in the competitive marketing communications space.” Recall that six talented young staff of MediaFuse-Dentsu Nigeria will be representing Nigeria on the global stage at the prestigious Cannes Lions to be held in France after their victorious performance at the Young Cannes Lions contest. The agency said its talents from Dentsu Creative, Dentsu Agyle, Dentsu Performance, and Dentsu Out of Home secured top honours across multiple categories. At the Cannes Young Lions contest, Dentsu Performance’s Stephanie Ume, and Joseph Uwandu of Dentsu OOH Nigeria triumphed in the media category with their groundbreaking campaign concept, showcasing their expertise in crafting strategic media solutions. Also, MediaFuse-Dentsu’s Film team members, Esther Usoro and Adaora Muoh of Dentsu Agyle, won after captivating the jury with a compelling and impactful short film, demonstrating their exceptional storytelling capabilities that create awareness about Club Foot. The design category also saw Adebimisola Sotade and Sheriff Oyejobi of Dentsu Creative Nigeria securing the top prize with their innovative design thinking concept and exceptional execution.

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MediaFuse-Dentsu Nigeria Boosts Reading Culture, Sponsors Uyo Book Club Reading Session

A leading integrated marketing communications network, MediaFuse-Dentsu Nigeria, has announced its sponsorship of the Uyo Book Club, a vibrant community of book lovers based in Akwa State, Nigeria. The event, aligned with MediaFuse-Dentsu Nigeria’s commitment to fostering creativity and knowledge, will be held on [Date] at [Time] at Shakespeare’s Hall, Watbridge Hotel and Suites, Opposite Ibom Hall, IBB Way, Uyo. The Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Chris Okeke, described the sponsorship as another way of supporting initiatives that foster reading culture and promote literacy. This is coming a few months after the company donated computers to Army Children Senior High School in Ikeja, Nigeria to empower students with the necessary tools for the digital age and improve their chances of success. He said, “MediaFuse-Dentsu Nigeria is excited to partner with the Uyo Book Club and help them continue to provide a platform for people to connect and explore the literary. “At MediaFuse-Dentsu Nigeria, we believe in the power of stories to inspire and educate. We support initiatives that foster creativity, education, and community engagement.” Responding to the sponsorship, the Founder and Father of the Book Club Initiative in Akwa Ibom State, Dr Udeme Nana, commended MediaFuse-Dentsu for sponsoring the book reading session. He said, “Uyo Book Club, a community service initiative based in Akwa Ibom State, South-South Nigeria, to bridge the yawning gap observed in the reading habit of Nigerians. We are delighted to have MediaFuse-Dentsu Nigeria on board in the mission to re-awaken the culture of reading.” MediaFuse-Dentsu Nigeria is a leading integrated marketing communications agency, offering a comprehensive range of services including media planning and buying, creative and content development, digital performance, location services, and public relations. The agency is a member of the Dentsu International network, one of the world’s largest marketing communications groups with a presence in over 65 countries around the world. The Uyo Book Club is a platform for passionate readers to connect, discuss literature, and share their love of books. The club hosts regular meetings, author events, and other literary activities.

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