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Media Fuse to boost economy through digital advertising

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The Chief Executive Officer, Dentsu Aegis Network, Dan Iberia and Sub-Sahara Africa, Mr. Andre Andrade, at the weekend in Lagos said that his organisation’s entry into the Nigeria market through an investment partnership programme with Media Fuse was borne out of wanting to be part of the development of Nigeria knowing fully well that the advertising sector is a key element for any economy.

Speaking in Lagos during a media briefing to formally announce the partnership that gave birth to Media Fuse dentsu AEGIS Network, Andrade said that it is exciting for them entering the Nigeria market, considering the growth of the country’s advertising market and Gross Domestic Product (GDP) are massive.

He said that his company would be bringing in hundred years experience into the partnership, with the aim of further deepening the marketing communication practise in Nigeria.

On her part, the Chief Executive Officer, Sub-Sahara Africa, Dawn Rowlands, said that the Nigeria market represents a huge opportunity for them as the largest economy on the continent.

She also noted that the opportunity in the market for digital is huge from the interaction they have had with critical stakeholders arguing that digital marketing is going to be taking eighty percent of the market.

Rowlands said that the cutting edge they would be bringing on board would be challenging conventions.

Commenting on the partnership, she said that besides they are pioneering and ambitious, not only for themselves but also for their clients, they like working with like minds who have the same character traits.

According to her, their entry into Nigeria is also driven by the clients’ interest who had been pushing to follow them to where the clients are investing.

She said that they do not hope to parrot ideas from its other regions to be imposed in the Nigeria market as only 40 percent of creative work done globally and transferred to Africa that worked. This, to her, does not make sense, which is why local intelligence is critical in their work and the partnership not meant to exploit but for mutual benefits.

The Chief Executive Officer, Media Fuse dentsu AEGIS Network, Emeka Okeke, who provided some insight into how Media Fuse started out in September 2013, got its first job in January 2014 and started and concluded the partnership couples of months later, maintained that the partnership is different from all relationships that had existed before now.

Okeke, who stated that the Nigerian public are the major stakeholder, said that 75 percent of the stakes in the company is owned by Nigerians while only twenty five percent goes to the foreign partners.

He narrated the company’s successes in the about eighteen months it started operation saying that they are humbled about the things they have done in the market. He promised that the organization would be different in the positive sense.


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