MediaFuse-Dentsu Nigeria reinvents strategies, champions AI-powered integrated growth solutions

Leading integrated growth solutions agency network, MediaFuse-Dentsu Nigeria, is proactively reinventing its strategies, as the marketing communications industry undergoes a seismic shift driven by Artificial Intelligence (AI) and dynamic creativity.

With a firm commitment to sustainability and innovation, the agency is positioning itself at the forefront of transformation.

Speaking at the recently concluded 3-Day 2025 Management Strategy Conference, Emeka Chris Okeke, Group Chief Executive Officer, MediaFuse-Dentsu Nigeria, emphasized the need for adaptation in an evolving landscape. “The pace of change is phenomenal, and Nigeria is not exempted from these shifts. The marketing communications industry is transitioning to a future where AI, data science, and platform development will play pivotal roles,” Okeke stated.

This year’s theme, MediaFuse-Dentsu: Driving Through a Sustainable Data & Technology Strategy, underscores the agency’s dedication to leveraging data and cutting-edge technology to revolutionize advertising in Nigeria. The conference attracted key leaders from Dentsu Sub-Saharan Africa, including CEO, Dawn Rowlands and Chief Data Officer, Paul Stemmet.

Industry experts also shared valuable insights on key topics shaping the future of marketing communications and business strategy in Nigeria.

Dr. Bayo Adekanmbi, CEO of Data Science Nigeria (DSN) and CEO/Co-Founder of EqualyzAI, delivered an insightful presentation on Building a Sustainable Data and Technology Strategy for Marketing Communications in Nigeria, highlighting the critical role of AI and data-driven decision-making in the industry.

Russell O. Irechukwu, Managing Partner at OR & C Consultants, presented a critical paper on Risk Management: Changes in Nigerian Tax Laws and Their Implications for Business in 2025, providing a comprehensive analysis of regulatory shifts and their impact on business operations.

Additionally, to gain valuable insights from a client’s perspective, Kayode Oladapo, Head of Business at Godrej, delivered a thought-provoking presentation on Data & Tech in Marketing Communications: Expectations of a Contemporary Client, offering a deep dive into evolving client needs and expectations in today’s dynamic digital landscape.

Reaffirming the agency’s commitment to driving innovation, Okeke highlighted MediaFuse-Dentsu’s investment in AI-driven personalization. “We are transitioning from generalized data capture to hyper-personalization. Our new AI-powered tool, set for market launch soon, will redefine how brands engage with consumers,” he said.

Okeke urged stakeholders to embrace the changing dynamics even as he said that, “Marketing communications is shifting from traditional methods to data-driven solutions. Skills in data engineering, prompt engineering, and AI-driven creativity will become indispensable”.

The agency’s 360-degree solutions approach will enable brands to connect with audiences on a more granular level, moving beyond conventional media targeting to behavioural and interest-based engagement.

Dawn Rowlands, CEO of Dentsu Sub-Saharan Africa, projected rapid industry evolution over the next three years. She encouraged Nigerian businesses to accelerate their AI adoption.

“Post-COVID, we witnessed a record transformation in the industry. Now, the focus must be on data investment and understanding people better,” she stated.

Rowlands urged brands to experiment boldly. “Success comes from testing, learning, and iterating. If companies don’t measure their AI maturity and digital transformation, progress will stall. Nigeria’s market is poised for a resurgence, and those who move fast will reap the benefits.”

Photo shows (Front Row Middle): Paul Stemmet, Chief Data Officer, Dentsu Sub-Saharan Africa (third left), Emeka Chris Okeke, Group Chief Executive Officer of MediaFuse-Dentsu Nigeria (fourth left) and Dawn Rowlands, Chief Executive Officer, Dentsu, Sub-Saharan Africa (middle) flanked by delegates and business heads from the eight divisions within the MediaFuse-Dentsu Group during the MediaFuse-Dentsu Nigeria’s 2025 Management Strategy Conference in Lagos. Photo: MediaFuse-Dentsu Nigeria.

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