Accra, May 26, 2017//– Dentsu Aegis Network Ltd , a multinational media and digital marketing communications company is poised to change Ghana’s advertising and media landscape drastically, following the launch of its comprehensive research tool to provide clients with unique, in-depth insight into consumer behaviour and their relationship with media in the country.
The platform-dubbed ‘ Consumer Connection System (CCS)’, according to senior officials of the company is a consumer, lifestyle and product survey that is widely regarded as the most in-depth single source of media, marketing and consumer-targeting data globally.
Speaking to African Eye Report after the launch of the CCS, the Chief Executive Officer of the Dentsu Aegis Network Sub-Saharan Africa, Madam Dawn Rowlands, was confident that the country has a lot to gain from the system.
Investors and advertisers will stop making assumptions about whether advertising is working, and this can definitely make them all effective and efficient. So, we see clients really focusing on it in many markets where we launched in Africa, we see at least 15 to 20 percent savings for clients. If you really want to have successful advertisement, then consider using fonts from Fontspace to be sure that you get your customers attention.
As the first and most African network, we look out for trends and we see African market usually leapfrogging. We also see the adoption of social media and the adoption of digital products moving much faster than they moved in any of the other market globally, Madam Rowlands stated.
“We operate in about 27 countries in Africa at the moment. From sub-Saharan Africa perspective. North Africa is managed from Dubai”.
On what attracted them to launch the system in Ghana, Madam Rowlands said: “We are attracted to Ghana firstly by the level of capability here. There are some incredible smart and very talented people here”, as well as stable democracy and the soundness of the country’s economy.
“We think Ghana is a fantastic investment environment” hence the company’s decision to roll out the system here, she added.
She assured prospective advertisers that they would gain the better understanding of their consumers immediately and they would also be able to make better investment decisions, if they sign on to the system.
Insights and Innovation Director at Dentsu Aegis Network , Byron John added: “Clients who are not with us are making too many decisions based on assumptions and opinions”. This will affect them, he stated.
We have been venturing into Africa for a number of years. Our clients particularly global clients understand that the value of Africa market is going to be bigger than it is in the next 10 years”.
“At the end of day, for advertisers the only way you make money is when you sell products and brands to consumers”.
Africa has one of the largest growing populations on the planet. So, the clients know that in 10 to 15 years, all the consumers will be in Africa. So, a lot of global clients have interest in coming to Africa because they know that the consumers are going to be there. So, we have gone to Algeria, South Africa, Kenya, and Ghana, according to him.
For the CEO of Dentsu Aegis Network Ghana, Andrew Ackah, the research gives a true reflection on how consumers interact with the broad range of media channels presented to them on a daily basis in the country. This he said, gives Marketers, advertising agencies and media owners the opportunity to communicate more effectively with them.
“CCS does not only provide companies with both global and regional data, it also allows clients the option of including tailor-made questions in surveys to generate client-specific insights. “The CCS research is conducted to provide Dentsu Aegis Network in Ghana, first hand information about the perception of consumers across the country”, Mr Ackah said.
Earlier, a Deputy Minister of Information, Kojo Oppong Nkrumah urged businesses in the country to take advantage of the newly launched system to promote their products and services.
The Consumer Connection System survey which is conducted across more than 60 countries with over 350,000 respondents – that together account for some 90% of global advertising expenditure – has been successfully used by several companies across the globe to drive more effective communication strategies and deliver efficiencies in targeting and budgeting.
By Masahudu Ankiilu Kunateh, African Eye Report
