Dentsu Kenya has launched a new AI-driven platform, Merkury, to help brands navigate shrinking marketing budgets and consumer spending power by enabling precise consumer targeting.

• The platform features the "Consumer in Your Pocket" COPO AI model for more accurate campaign planning and execution across channels.
• Key individuals involved include Dentsu CEO Joel Rao and Eva Muita, head of data and insights at Dentsu.
• Merkury aims to unify fragmented data signals into a single customer view, addressing data gaps faced by both large and small enterprises in sectors like financial services, telecommunications, and retail.