Niyi joined Merkle over 10 years ago within the early growth stages of the agency and he has gained extensive experience across performance media in roles spanning delivery, strategy and client services. In his role as VP, Solutions he has helped develop the data and technology strategy that shapes the agency today. Niyi is an expert on the dynamics of the CPG, Retail, Finance and FMCG markets working with some of the agency’s most valuable and prestigious brands.
Niyi's Articles, Blog Posts, Webinars and More
Succeeding in the expectation economy: Brands' triple challenge from consumers, employees and partners
There are now greater expectations, not only for brands from their customers, but also for clients from their agencies, employees from their employers and agencies/partners from their providers/suppliers. We are in the expectation economy.
Building the adaptive organisation
A truly transformed, customer-centric organisation wins by delivering on the total customer experience. It’s about marketing, sales, commerce, and service no longer working separately, but in unison to foster a culture of innovation, agility, and shared goals.
The Customer Obsessed Approach To Media
Consumers believe that every interaction they have with a brand, direct or indirect, forms a part of their total customer experience with that brand. Most organisations have that understanding and incorporate it within their CRM communication with their customers but this approach rarely extends to Media.
Integrated Media must adopt CRM principles to drive the Total Customer Experience
For the majority of brands, media acts as a key communication touchpoint for their customers. However, all too frequently media channels are configured solely with the purpose of acquiring new customers and they sit in isolation of wider comms strategies. Consumers don’t see it that way.
