Dentsu Aegis Network, a global media buying and planning agency, has entered the market through a joint venture agreement with a full-service media agency, Media Fuse Ltd.
In a statement from its global office, the agency said its entry is in line with Dentsu Aegis Network’s expansion and investment into the African market and it expects Media Fuse to operate in Nigeria under a trademark, Media Fuse Dentsu Aegis Network.
With this, Media Fuse will be joining the strong network of Dentsu Aegis Network brands in Sub-Saharan Africa: Carat, iProspect, Isobar, Posterscope and Vizeum.
Media Fuse is led by immediate past Managing Director of Media Perspective, Emeka Okeke, as its Chief Executive Officer.
Media Fuse Dentsu Aegis Network, having worked in some West African countries, including, Ghana, Cameroon, Senegal, Cote D’Ivoire, Sierra-Leone, Gambia and Liberia.
“With its buoyant economy and the largest population and consumer market in Africa, Nigeria offers great growth potential and business opportunities for Dentsu Aegis and our clients. This investment further expands our reach into the Nigerian market and strengthens our business and capability in the region,” the CEO of Dentsu Aegis Network Americas and EMEA, Nigel Morris, said.
“With this development, Nigeria and indeed, the West Africa sub-region are set for fresh impetus in brand building and communication experience with global access to tested tools, capacity building processes and the fiscal discipline that the Dentsu Aegis Network is known for on the global stage,” said Okeke.