Global marketing giant, dentsu, has expanded its revolutionary identity and data platform, Merkury, into Nigeria, Ghana and Kenya, in what industry leaders describe as a game-changing milestone for advertising in Sub-Saharan Africa.
Initially launched in South Africa, Merkury has already transformed marketing by harnessing over 20 million verified consumer identities and linking more than 48 touchpoints across offline, online and privacy-compliant data sources.
The platform enables brands to connect with real people, not just data points, offering precision, authenticity and measurable impact at scale.
Speaking on the expansion, Dawn Rowlands, CEO of dentsu Africa, said the platform is ushering in a new era for African brands.
“Merkury allows marketers to engage consumers with unprecedented accuracy, turning insights into actionable engagement,” she said.
In Nigeria, the platform is fully operational, providing access to over 28 million verified consumer identities, with Mastercard as its flagship client.
According to Emeka Chris Okeke, Group Executive Chairman and CEO of MediaFuse-Dentsu Nigeria, Merkury represents “a major leap in the country’s marketing communications industry.”
“With Merkury set to be fully operational in Nigeria, we are not just keeping pace with global marketing trends — we are setting the pace,” Okeke said.
“This platform puts brands in direct touch with the people who matter most, delivering precision, authenticity, and growth.”
Beyond Nigeria, dentsu has rolled out Merkury in Ghana and Kenya, empowering local brands with advanced tools for campaign targeting, personalisation, and optimisation.
Industry experts say Merkury is particularly crucial in today’s fragmented media landscape, where consumers interact with brands across multiple channels.
By consolidating diverse identity signals into unified profiles, the platform enables hyper-personalised brand journeys while ensuring strict compliance with data privacy regulations.
Dentsu says its unique blend of deep local market insight and global innovation ensures Merkury is not just a platform, but a strategic enabler for African brands navigating the complexities of modern marketing.
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