MediaFuse-Dentsu Nigeria Champions AI-Powered Integrated Growth Solutions for Future of Marketing Communications

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

On Day 2, industry experts 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.

Embracing Machine Learning and Hyper-Personalization

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.

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

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.

AI’s Transformative Role in the Industry

Paul Stemmet, Chief Data Officer of Dentsu Sub-Saharan Africa, reinforced AI’s growing influence in the industry. “Generative AI will be the biggest game-changer in the next few years. Every agency and employee must grasp its implications and integrate it into their strategy,” he said.

Stemmet commended the interactive nature of the MediaFuse-Dentsu 2025 Management Strategy Conference, which facilitated direct client engagement. “For the first time, we brought in clients to articulate their needs, enabling us to align our offerings more effectively. This alignment will be critical in driving real business impact,” he added.

On a global scale, Stemmet highlighted Dentsu’s focus on localization, ensuring that AI models and data remain relevant to regional markets. “The strength of our network lies in diversity, and we are working to introduce locally relevant AI models in Nigeria,” he revealed.

Unpacking Merkury, Gen CX, and CCS

MediaFuse-Dentsu is preparing to introduce Merkury, Gen CX, and reintroduce CCS—innovative solutions designed to elevate the industry’s AI maturity. These platforms will enhance data-driven decision-making and real-time insights, empowering brands to optimize their strategies.

“As we roll out these technologies, expect a new era of technology-driven marketing. With Gen CX powering large language models, Merkury offering deep audience insights, and our CCS platform enabling real-time competitive analysis, we are setting a new standard in the industry,” Stemmet explained.

A Call to Action for Brands

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.”

She also hinted at the launch of Merkury in Nigeria, following its successful deployment in South Africa. “With 20 million unique audience insights, Merkury allows brands to target real people with precision. Coupled with Gen CX, our generative AI assistant, this ecosystem will redefine audience engagement,” she said.

Redefining Growth Solutions in Nigeria

As demand for integrated growth solutions surges globally, Rowlands reaffirmed Dentsu’s mission. “Growth solutions define us. We collaborate, innovate, and drive transformative business outcomes. The Nigerian business community should expect us to challenge conventional approaches and push for impactful change,” she concluded.

MediaFuse-Dentsu Nigeria’s strategic reinvention underscores its commitment to leading the marketing communications industry into a new era. By embracing AI, hyper-personalization, and data-driven insights, the agency is not just keeping pace with change—it is setting the agenda for the future.