Dentsu Nigeria’s Group Chief Executive Officer, Mr. Emeka Okeke, has stated that technology would continue to change the global marketing communications environment, particularly as Artificial Intelligence alters advertising trends and dynamics.
According to Satoday.news, during the Dentsu Africa Summit 2024, which had the subject “NOW” and was recently held in Lagos, Okeke made this statement.
He explained that “The summit’s main goal was to address the major changes and trends that are occurring in the advertising sector, with an emphasis on how to adjust and keep up with them.
“Access to market data has been transformed by Dentsu’s strong consumer connection system, which has expanded from TV and radio diaries to more than 60 touchpoints. The conference shapes the future narrative by establishing the agenda for the next years.
“Prior to today, customers were usually the ones speaking with companies and making decisions but because of technology which has greatly empowered them, the consumer now has a place of their own.
“Now, consumers are in charge of what they eat. But as facilitators, companies only need to pay attention to what customers have to say in order to know what to do next,” he clarified.
In that regard, he said, content and technology were also very important.
“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. Both the development of artificial intelligence and the shift from linear to mobile media consumption have been observed,” stated, General Manager/Chief Operating Officer of Dentsu Agyle Nigeria, Marian Ogaziechi.
Ogaziechi claims that the conference will cover the current state of advertising and how AI might help.
The company was concentrating on how operators would handle the transition, she continued.
“It’s not just about us as an organization using AI or technology; it’s also about developing the ongoing ability to adapt to changes and go beyond what we have done today and create more” she said.
