How Dentsu Nigeria Dominated Advertising Space In 10 Years – Emeka Okeke

Dentsu Nigeria At 10: No compromise on local content promotion, ARCON DG tells advertisers

10th anniversary: ARCON DG, Dentsu CEOs, Clients Hail MediaFuse-Dentsu Nigeria

A leading integrated marketing communications network, MediaFuse-Dentsu Nigeria marked a decade of driving innovation and growth for its clients in the dynamic Nigerian market.

The momentous occasion coincided with the Dentsu Africa regional conference which brought together industry leaders, visionaries, and changemakers to explore the evolving marketing landscape and unlock future opportunities for the African continent.

The celebration, at Mariott Hotel, Ikeja, Lagos reflected a playful wink at MediaFuse-Dentsu’s penchant for turning the ordinary into extraordinary.

Laughter hung heavy in the air, fuelled by captivating cocktails and an endless buffet of culinary delights. Clients, partners, journalists, and media owners mingled freely, swapping stories of successful campaigns.

In attendance were the Director General of the Advertising Regulatory Council, Dr Lekan Fadolapo; 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, as well as representatives from global media channels like Google, TikTok, and Meta, business partners, clients, members of the media and other stakeholders in the industry.

The ceremony also witnessed some members of staff bagging the Long-Service Award. They are the Managing Director of Carat Nigeria, Igwe Okeke; the General Manager of Dentsu Agyle, Marian Ogaziechi; the Chief Operating Officer of dentsu X Nigeria, Kemi Alegbeleye; Group Head of Media, Saidi Odefunsho; Senior Media Planning Manager, Fidelia Igwe; Senior Digital Compliance Executive, Teresa Oluwatona; Associate IT Director, Roberta Edu, and a deputy manager, George Odibeli.

Recall that MediaFuse started operations on January 6, 2014, before Dentsu bought equity in the firm in August 2014, making MediaFuse, which was founded by Emeka Okeke, the first to attract foreign direct investment in equity participation, active board representation, management, and full integration with a global network in Nigeria.

10th anniversary: Dentsu Nigeria now leading force in advertising, says Emeka Okeke

The Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Chris Okeke, expressed delight at the progress made by the company in the past 10 years.

He noted that the company had broken many grounds and pioneered many initiatives in the Nigerian market.

The marketing communications expert said, “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.

“We challenged the status quo in 2014 when we 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.

“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.

“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.”

The Dentsu Nigeria GCEO hinted that the company would deepen its investment in human resources, technology, and data to chart a new path in customer and brand experience.

“As we celebrate the past, we are embracing the future with confidence. 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 added.

10th anniversary: ARCON DG, Dentsu CEOs, Clients Hail MediaFuse-Dentsu Nigeria

The Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr Lekan Fadolapo, clients and advertising experts have commended MediaFuse-Dentsu Nigeria for its milestones in 10 years.

While speaking at the Dentsu Africa 2024 Now Summit, they described MediaFuse-Dentsu Nigeria and its founder, Emeka Okeke, as trailblazers.

“I congratulate Dentsu Nigeria for its achievements in this industry. I am proud to be a part of this journey and I wish Emeka and his team the very best,” the ARCON DG said.

He also promoted local content and cautioned advertisers against flouting advertising rules.

While wooing advertising experts from across Africa, Fadolapo explained that Nigeria’s advertising industry has huge growth potential.

“We are open to partnership and recommendations that would develop our advertising industry, but we won’t compromise on promoting local content,” Fadolapo added.

On her part, the Dentsu Africa Chief Executive Officer, Dawn Rowlands, described the 10-year existence of Dentsu Nigeria as “incredible”.

While fielding questions from journalists, Rowlands, said the decision to invest in Nigeria through MediaFuse-Dentsu was informed by the entrepreneurial talent, growth potential and scalability of Nigeria’s economy.

She reiterated that MediaFuse-Dentsu’s deep local knowledge coupled with Dentsu’s global expertise and networks enable the agency to craft customised, context-specific communications solutions for brands across the region.

She said, “Right from the beginning, we decided we wanted to be the best in Nigeria and world-class. Today, Nigeria is one of our biggest hubs in performance and creativity.

“The important keyword we have built over the years is trust, which is paramount. We will be focusing heavily on how we grow our craft to deliver results and win awards.”

Also, the CEO of Dentsu Europe, Middle East and Africa (EMEA), Andre Andrade, hailed MediaFuse-Dentsu Nigeria for driving positive changes in Nigeria.

“I am proud of the achievements of Dentsu Nigeria so far. We can assure our clients that this is just the beginning. We will continue to develop human capacity and improve our service,” Andrade noted.

Emeka commended clients for trusting MediaFuse-Dentsu Nigeria, including partners and members of staff.

He said, “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.”

About MediaFuse-Dentsu Nigeria

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 part of the Dentsu International network, one of the world’s largest marketing and media groups.