This archive report was first published on 30 June 2021.
June 30, 2021 - In a significant move, Dentsu International has decided to integrate the Posterscope brand into Amplifi and its media brands in various regions, while rebooting it to dentsu location services (DLS) in Nigeria, Kenya, and Ghana.
The decision to reboot Posterscope in these regions is driven by the significant revenue generated by the Out-Of-Home (OOH) business, which accounts for 40% of the combined revenue.
According to Dawn Rowlands, CEO of dentsu SSA, the reboot will not affect Posterscope's award-winning credentials or the day-to-day running of the business. Under DLS, the company will continue to deliver world-class, best technology-driven solutions to clients, focusing on growing capabilities and talent across the region.
The leadership team for DLS in Africa will be led by Livia Brown, former General Manager of Posterscope SA, who will be supported by regional location experts in each market. Alex Muiruri, Managing Director for DLS Kenya, Bismark Odoom, Business Director for DLS Ghana, and Yetunde Adegbite, General Manager DLS Nigeria, will also play key roles in the team.
Speaking about the reboot, Livia Brown, DLS Africa Lead, expressed her excitement about working closely with colleagues across Africa, citing the ripe landscape for meaningful growth and numerous opportunities in the evolving OOH landscape.
Alex Muiruri, DLS East Africa Lead, added that the reboot presents a perfect opportunity for OOH to showcase the power of location by tapping into the evolving landscape, focusing on innovation and collaboration within the region.
As part of the reboot, dentsu Africa Hub will launch Liveposter, a Dynamic Digital OOH platform, across Nigeria, Ghana, and Kenya in Q3 2021. The platform enables clients to make the best use of their OOH investments through relevant messaging that can be adapted to time of day, weather changes, live score updates, and more.
ECOS, dentsu's proprietary location intelligence and OOH planning tool, is currently operational in South Africa, Kenya, Ghana, and Nigeria, with a rollout imminent across the rest of the region. ECOS enables the assessment and visualization of various data sources to ensure strategic OOH solutions for dentsu clients that are rooted and informed by data.
The company is also exploring the growth and advantages of Programmatic Digital OOH (PrDOOH) across Africa, with phenomenal results. The growth and functionality will allow dentsu to offer clients a new way of buying DOOH effectively using data to target specific audiences at the right time.
