THE frontiers of the Nigerian advertising industry got a boost last weekend with the announcement of a strategic partnership between a Nigerian agency, Media Fuse and a London based agency, Dentsu Aegis network.

According to the promoters of this partnership, the essence is to create within the advertising industry, a niche based organisation with sharper focus on digital performance and increased technology.

The affiliation, which was unveiled in Lagos, promises to take the Nigerian advertising industry to a new level in terms of digital communication and advertising.

Stakeholders present at the unveiling include Andres Andrade, Chief Executive Officer, Dentsu Aegis Network, Iberia and Sub-Saharan Africa; Dawn Rowlands, Chief Executive Officer, Dentsu Aegis Network Africa; Emeka Okeke, Group Chief Executive Officer, Media Fuse Dentsu Aegis Network Nigeria, Bevis Hoets, COO Dentsu Aegis Network Sub-Saharan Africa; and other top executives and senior divisional leaders in the group in Nigeria.

Speaking at the event, the Group CEO, Emeka Okeke gave a vivid illustration of the history and activities of Media Fuse. He explained that the company launched its business operation 18 months ago as an indigenous national media agency, with a national operating license from APCON.

Okeke also revealed that with the determination to be different in the industry, Media Fuse within four weeks of operation, in a keenly contested media pitch, broke its first campaign with the launch of Swedish on-line classified ads service called transtable.com.