Generation converting promoting tendencies, says Dentsu Nigeria

The Group Chief Executive Officer of Dentsu Nigeria, Mr Emeka Okeke, has said that the marketing communications ecosystem globally will continue to evolve with technology, especially with Artificial Intelligence changing the dynamics and advertising trends.

Okeke said this at the Dentsu Africa Summit 2024, with the theme “NOW”, which was held recently in Lagos.

Okeke stated that the summit aimed to tackle the predominant trends and shifts within the advertising industry, focusing on how to adapt and synchronise with them.

“Dentsu’s robust consumer connection system has revolutionised access to market data, expanding from TV and radio diaries, covering four touchpoints to over 60. The conference sets the agenda for the next few years, shaping the future narrative.

“Before now, it is always the brands speaking to the consumers, making choices from the consumers but with technology that has empowered consumers so much, it is now the consumers’ space. Consumers can now decide what they consume. However, brands are enablers and simply must listen to the consumers to understand what next to do,” he explained.

He added that technology and content were also playing a lot of roles in that respect.

Also, General Manager/Chief Operating Officer of Dentsu Agyle Nigeria, Marian Ogaziechi, said, “The summit is about addressing the trends and the major changes that advertising has faced in the last five years after the COVID-19 outbreak. We have seen the evolution of Artificial Intelligence and have also seen the changes in media consumption going from linear to mobile.”

According to Ogaziechi, the summit is about what advertising is now, and how it can be aided by artificial intelligence.

She added that the firm was focusing on how operators would cope with the change.

“It is not just us as an agency leveraging technology or AI, it is all about creating the constant capacity to keep evolving as the changes come, to move past what we have done today and create more,” she noted.