Nigeria, Ghana join dentsu’s Influencer Movement
Nigeria and Ghana are now at the forefront, joining the dentsu School of Influence, a programme founded in South Africa and later launched in Spain and Kenya, designed to train and empower creators who connect deeply with local communities, cultures and languages.
Influencer marketing is surging worldwide, but Africa is rewriting the rules. With over 1.1 billion people and a median age under twenty, it is the fastest growing digital market on the planet. The African creator economy is projected to reach US $17.84 billion by 2030, rising at an annual rate of 28.5 per cent.
“With Nigeria at the forefront of dentsu’s Influencer Movement, we are unlocking a new era of storytelling powered by authenticity and community,” says Emeka Chris Okeke, Group Executive Chairman & CEO, MediaFuse-Dentsu Nigeria.
According to him, “In Africa, influence is not about celebrity alone, it is about cultural resonance — and Nigerian creators are already proving that they can shape conversations, shift perceptions, and drive impact at scale”.
Okeke emphasized that the programme is timely, given Nigeria’s young, mobile-first population and thriving creator economy. He noted that the dentsu School of Influence will not only elevate the voices of Nigerian creators but also provide them with tools for long-term success — from monetisation and brand partnerships to data literacy and community building. He added that this initiative reflects dentsu’s broader commitment to innovating to impact by equipping the next generation of African storytellers to compete and thrive on the global stage.
Speaking on the initiative, Marian Ogaziechi, Managing Director of Dentsu Agyle, who has led successful influencer marketing projects in Nigeria, expressed her delight that dentsu is formalizing and scaling the fast-growing creator economy in Africa.
“Influencer marketing in Nigeria is evolving rapidly, from one-off collaborations to structured, insight-led partnerships that deliver measurable impact,” she said.
She added that through the School of Influence, dentsu will equip creators with global best practices, data-driven insights, a clear understanding of the global landscape, and the structure they need to thrive. “This initiative is not just about brand campaigns; it is about building an ecosystem where Nigerian voices can lead conversations locally and globally.”
Nigeria and Ghana have some of the youngest populations globally, with median ages of 18 and 21. These mobile first generations value economic empowerment, social mobility and community recognition. They are prolific creators and consumers, shaping trends that travel far beyond their borders.
According to dentsu Africa, 72 per cent of African Gen Zs trust brands more when influencers come from their own communities, favouring relatability over aspiration alone. Nigerians spend an average of 3 hours 41 minutes daily on social platforms, with Ghanaian usage similarly high.
Why the dentsu School of Influence Matters
The programme, according to a statement from Dentsu Nigeria develops skills beyond content creation, covering brand partnerships, monetisation, data literacy and community building. It addresses challenges such as brand safety, ROI measurement and the underrepresentation of grassroots voices.
Research shows that, in Kenya, programme-trained influencers outperform standard campaigns by about 60 per cent while in South Africa, the uplift is 17 per cent.
*Photo shows Emeka Okeke.
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