MediaFuse-Dentsu Nigeria Sets to Reinvest Marketing in Nigeria With AI
As the marketing communications industry undergoes rapid transformation driven by Artificial Intelligence (AI), data science, and digital innovation, MediaFuse-Dentsu Nigeria is taking bold steps to stay ahead. With a firm commitment to sustainability and technology, the agency is redefining advertising and brand engagement in Nigeria.
At the 2025 MediaFuse-Dentsu Management Strategy Conference, key industry leaders gathered to explore the future of AI-driven marketing, hyperpersonalization, and data analytics. The event reinforced the agency’s position as a trailblazer in AI-powered advertising solutions.
“AI is Reshaping the Future of Marketing” — Emeka Chris Okeke
Speaking at the conference, Emeka Chris Okeke, Group CEO of MediaFuse-Dentsu Nigeria, highlighted the need for businesses to adapt:
“The pace of change is phenomenal, and Nigeria is not exempt. AI, data science, and platform development will shape the next era of marketing communications. Brands that fail to evolve risk being left behind.”
The conference’s theme, “Driving Through a Sustainable Data & Technology Strategy,” emphasised the role of AI in optimising consumer engagement and driving business impact.
Industry Experts Weigh in on AI and Data Science
On Day 2, experts shared critical insights on the intersection of AI, data, and marketing communications:
- Dr. Bayo Adekanmbi, CEO of Data Science Nigeria (DSN) and EqualyzAI, explored how AI can drive sustainable marketing strategies in Nigeria.
- Russell O. Irechukwu, Managing Partner at OR & C Consultants, analysed Nigerian tax law changes and their implications for businesses in 2025.
- Kayode Oladapo, Head of Business at Godrej, provided a client’s perspective on evolving expectations in AI-powered marketing.
Hyper-Personalization: The Future of Consumer Engagement
With AI reshaping marketing strategies, MediaFuse-Dentsu Nigeria is investing in hyperpersonalization.
“We are transitioning from generalised data capture to AI-driven hyperpersonalization. Our new AI-powered tool, set for market launch, will redefine consumer engagement,” Okeke announced.
This move will help brands move beyond traditional targeting to behavioural and interest-based advertising.
Paul Stemmet (Chief Data Officer, Dentsu Sub-Saharan Africa) on AI’s Potential
“Generative AI will be the biggest game changer in marketing. Agencies and brands must understand its implications and integrate it into their strategy,” he emphasised.
Stemmet also highlighted Dentsu’s localisation strategy, ensuring AI models are tailored for Nigeria’s market needs.
As part of its AI expansion, MediaFuse-Dentsu Nigeria is rolling out:
- Merkury: A deep audience insights platform that enables brands to target real people with precision.
- Gen CX: A Generative AI-powered assistant set to transform marketing strategies.
- CCS: A reintroduced platform for real-time competitive analysis and decision-making.
“These tools will set a new standard for AI-driven marketing in Nigeria,” Stemmet stated.
A Call to Action for Brands: Adapt or Be Left Behind
Dawn Rowlands, CEO of Dentsu Sub-Saharan Africa, urged Nigerian businesses to embrace AI and data investment:
“Post-COVID, we witnessed rapid digital transformation. Now, brands must invest in AI and data-driven strategies or risk falling behind.”
She also confirmed the upcoming launch of Merkury in Nigeria, following its success in South Africa:
“With 20 million+ unique audience insights, Merkury will redefine audience targeting for Nigerian brands.”
As demand for integrated growth solutions surges, Rowlands reaffirmed Dentsu’s mission:
“We challenge conventional approaches and drive transformative business outcomes. Nigerian brands should expect bold, innovative solutions from us.”
Want to stay ahead in AI-powered marketing?
Visit MediaFuse-Dentsu Nigeria’s website
