Launching a joint venture media agency in Nigeria

Dentsu Inc.'s overseas headquarters, Dentsu Aegis Network, has agreed with shareholders of Nigerian media agency Media Fuse Ltd. (hereafter "Media Fuse") to invest in the company and expand business as a joint venture with Dentsu Aegis Network. This move aims to expand operations in Africa and strengthen presence in West Africa.

The Dentsu Group has previously advanced its business in Africa through its own offices in five countries—Algeria, Egypt, Morocco, South Africa, and Tunisia—and a network of partner companies spanning over 20 countries. However, it determined that establishing its own service base in West Africa was necessary to respond more flexibly and swiftly to clients' global and regional expansion. With the joint venture, the company name will be changed to Media Fuse Dentsu Aegis Network, strengthening collaboration with other brands under the Dentsu Group umbrella.

Media Fuse provides not only mass media advertising services but also comprehensive offerings including digital media optimization and social media management. It excels in integrated advertising communication services, serving global corporations operating across Africa and leading regional companies. While the company itself is new, its executives have built strong relationships with key media outlets through years of advertising business experience. Following the rebrand, Media Fuse Dentsu Aegis Network will play a key role as a media agency across West Africa (Nigeria, Ghana, Cameroon, Senegal, Côte d'Ivoire, Sierra Leone, The Gambia, Liberia).

Nigeria has Africa's largest population and is seeing increased foreign capital inflows. Its GDP growth has reached 6-7% annually in recent years, and its 2013 GDP, announced this April, surpassed South Africa's to become the largest in Africa.

[Media Fuse Ltd. Overview]
Company Name: Media Fuse Ltd.
Headquarters: Lagos, Nigeria
Established: August 2013 (incorporated), January 2014 (commenced operations)
Representative: Emeka Okeke (CEO)
Number of Employees: 25
Business Description: Integrated advertising communication services

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/0805-003795.html