Dentsu Announces Joint Venture Agreement with Nigerian Media Agency
OREANDA-NEWS. Dentsu Inc. announced today that its global business
headquarters Dentsu Aegis Network Ltd. has reached an agreement with the
principal shareholder of Media Fuse Ltd., a media agency located in
Nigeria, to enter into a joint venture with the company with a view to
increasing the Dentsu Group's presence in West Africa.
The
Dentsu Group has established business bases in five countries in
Africa-Algeria, Egypt, Morocco, South Africa and Tunisia-along with a
network of partner companies in more than 20 other African markets. The
new joint venture company, which will operate under the name Media Fuse
Dentsu Aegis Network, will work closely with other Group companies in
West Africa in order to allow the Group to respond more flexibly and
quickly to the needs of clients who are pursuing regional and global
expansion.
Media Fuse provides multiple services such as the
optimization of digital media and the management of SNS media that go
beyond mass media advertising services. The company has strengths in
integrated advertising and communication services, and counts among its
clients several leading global and regional companies that do business
on the African continent. Although Media Fuse itself is a relatively new
company, the company's CEO Emeka Okeke has developed a good
relationship with several of the major media outlets in the West African
countries of Nigeria, Ghana, Cameroon, Senegal, Cote d'Ivoire,
Sierra-Leone, Gambia and Liberia through his many years in the
advertising business in the region, and he fully expects the rebranded
Media Fuse Dentsu Aegis Network to play an important role as a media
agency going forward.
Nigeria is the most populous country in
Africa, and the flow of foreign capital into the country is increasing.
The country's GDP has been growing at a rate of 6-7% over the last few
years, and in April this year Nigeria's economy surpassed South Africa's
as the largest on the continent.
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