Please permit me to start this address by welcoming the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, our esteemed clients and partners from across our service delivery chain in Africa, and particularly Nigeria, to this year’s Dentsu Africa 2024 Now Summit.
Before I continue, I’d like to recognise the presence of the Chief Executive Officer of Dentsu Europe, Middle East and Africa, Andre Andrade; the CEO of Dentsu Africa, Dawn Rowlands; the dentsu EMEA CFO, Helena Gamez, and all the participants seated here today who have flown in from different parts of Africa, Europe, and Middle East to join us in this conference.
This conference coincides with MediaFuse-Dentsu Nigeria’s tenth anniversary. It’s 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.
As we gather here today in the vibrant city of Lagos, surrounded by a community of passionate industry leaders, it is with pride that we reflect on the incredible strides we have taken together for the past 10 years.
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 cut 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 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 before this date.
Our pioneering and innovative footprints are also visible in research, service delivery and innovation. The launching of M1 (formerly Consumer Connection System) in 2016 was 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. We 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, we 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.
Over the next few hours, you will be presented with insights from industry experts. We’re confident you would find the sessions enriching and valuable. We encourage you to participate actively, ask questions, and share your feedback. Together, let’s leverage the power of collaboration and innovation to unlock the full potential of marketing in this vibrant and dynamic region; and NOW is the time to do that.
Thank you once again for joining us. We look forward to a productive and inspiring time with you!
Emeka Chris Okeke,
Group Chief Executive Officer,
MediaFuse-Dentsu Nigeria