Mr. Emeka Okeke, the Group Chief Executive Officer if Dentsu Nigeria, stated that the marketing communications ecosystem globally will continue to involve with technology, especially with Artificial Intelligence changing the dynamics and advertising trends.
Okeke made this known during the Dentsu African Summit 2024, tagged “NOW”, held in Lagos recently.
Okeke stressed that the objective of the summit is to tackle the predominant trends and shifts within the advertising industry, with major focus 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 said that technology and content were also play major roles in that aspect.
More so, Marian Ogaziechi, the General Manager/Chief Operating Officer of Dentsu Agyle Nigeria, noted that, “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’s topic is artificial intelligence’s potential benefits for the modern advertising industry.
She emphasized that the company was concentrating on how the operators would handle the transition.
“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.
