It may not be among the media independent agencies that come to mind readily when you need to search for one, but this relatively young, fast-rising and dynamic agency – Media 100 has become a shining example of Nigerian ingenuity, rewriting the rules of media engagement with creativity and precision.
Under the visionary leadership of Ayodeji Ajayi as General Manager, Media 100 has carved a distinct identity, blending traditional expertise with digital innovation. Nestled within the X3M Group, Media 100 marries the agility of a boutique firm with the robust resources of a larger network, positioning itself as a trailblazer in Africa’s dynamic media landscape.
The year 2024 marked a defining chapter for the agency, as it executed campaigns that not only dominated Nigeria’s media sphere but also laid the groundwork for disruptions that will shape 2025. From leveraging multilingual storytelling during the FIFA World Cup to pioneering 3D outdoor installations for reality TV, Media 100 demonstrated that its expertise could rival any global benchmarks.
The DNA of Media 100
Media 100 operates as a specialist media independent agency whose philosophy centres on challenging industry norms while delivering measurable outcomes for clients. Unlike traditional agencies that compartmentalize digital and traditional media, Media 100 adopts a holistic approach, seamlessly integrating both to craft campaigns that resonate across demographics.
An organization is only as good as its team, and that is one thing Media 100 boasts of – a great team of professionals with wide-ranging competencies, marshaled by Ayodeji Ajayi whose leadership ethos prioritizes empowerment, innovation, and accountability. Together with his team, they have cultivated a culture of excellence, driving the agency’s expansion across six African markets: Nigeria, Kenya, Rwanda, Tanzania, Zambia, and South Africa. This pan-African footprint enables Media 100 to harness regional insights while tailoring campaigns to local nuances.
Regular workshops led by industry veterans keep staff abreast of global trends, from AI-driven adtech to Gen Z consumption patterns. A “fail-forward” culture encourages experimentation, exemplified by the audacious 3D OOH campaign for RHOL. This ethos empowers employees to take calculated risks, knowing that innovation often springs from bold ideas.
2024 Campaigns: A Year of Unmatched Impact
Media 100’s 2024 portfolio was a masterclass in turning challenges into opportunities. Two campaigns, in particular, stood out for their creativity and strategic brilliance, which has become a feather to the agency’s proverbial cap and a boost to its fast-growing reputation.
One of the campaigns, which is a high talking point for 2024 was the unforgettable DStv/GOTV African Cup of Nations (AFCON) campaign. That campaign, beyond stoking the flames of rivalry, patriotism, and the distinct Naija love for football, it was so hugely successful, it could easily pass for the most impactful campaigns during AFCON. This is no surprise as this agency also worked on the FIFA World Cup Campaign in 2022. When Nigeria’s Super Eagles failed to qualify for the 2022 FIFA World Cup in Qatar, DStv faced a daunting challenge: sustaining viewer interest and subscription rates in the absence of national team participation. Media 100 was tasked with crafting a campaign that would not only retain existing subscribers but also attract new ones.
Armed with a budget, the agency deployed a multi-channel strategy that blended radio, print, outdoor, and digital media. Radio became a cornerstone of the campaign, with sponsored programmes on top stations featuring On-Air Personalities (OAPs) dissecting past World Cup matches, analyzing team strategies, and building anticipation for upcoming games. This narrative-driven approach kept fans engaged, changing the absence of the Super Eagles into an opportunity for broader football storytelling.
A groundbreaking innovation was the introduction of multilingual commentary in Yoruba, Hausa, and Pidgin, which resonated deeply with local audiences. This strategy drove an increase in rural subscriptions, tapping into markets often overlooked by competitors. Outdoor advertising played a big role, with billboards showcasing iconic World Cup moments and countdowns strategically placed in high-traffic areas like Lagos’ Lekki-Epe Expressway and Abuja’s city center.
Digital channels were equally critical. Targeted social media ads on Twitter, Facebook, and Instagram, coupled with the hashtag #DStvWorldCup, generated millions of impressions and a spike in app downloads. The campaign’s success was evident in its results: an 81% reach among Nigeria’s urban population, 100% compliance with budget and timelines, and a 9 growth in DStv subscriptions—a feat that defied industry expectations.
Another campaign is the Showmax’s Real Housewives of Lagos (RHOL). This campaign presented a different challenge: positioning a reality series as a must-watch show in a saturated entertainment market. Media 100’s mandate was to drive awareness, active viewership, and subscriptions.
The agency crafted a campaign that blended traditional and avant-garde tactics. Radio ads aired during prime morning and evening slots, capitalizing on Nigeria’s commuter culture. However, the standout innovation was the deployment of 3D outdoor installations. Lifelike models of RHOL cast members were erected on street poles in Lagos and Abuja, transforming urban landscapes into interactive selfie hotspots. These installations sparked organic social media buzz, with fans sharing photos and videos tagged #RHOLagos.
Beyond this, the agency is also the force behind some of the biggest brands and events 2024 and beyond has witnessed. These include the viral Big Brother Naija reality TV show, and campaigns for brands like Fidelity Bank, Jameson whisky, Flutterwave, Showmax, Pernod Ricard, British Council, FCCPC ‘Don’t Burn their Future’, Nigerian Idol, and Risevest, among others.
The Power of Media Raised To 100
Media 100’s success is rooted in its proprietary “Trainage” framework—a trifecta of transparency, talent development, and data-driven decision-making. The agency prioritizes accountability, offering clients real-time access to campaign metrics through IMOD, its in-house scheduling and monitoring tool. Monthly compliance reports ensure that every naira is accounted for, a rarity in Nigeria’s media-buying landscape. This transparency builds trust, fostering long-term client relationships.
For the agency, data analytics form the backbone of every campaign. Mediastar, the agency’s proprietary tool, identifies optimal TV and radio programs, time bands, and GRP (Gross Rating Point) targets. For the DStv World Cup campaign, Mediastar pinpointed prime football analysis slots on radio, maximizing audience reach. Meanwhile, ESPRI, a research tool, maps competitors’ strengths and audience demographics. During the World Cup planning, ESPRI revealed untapped demand for local-language sports content, shaping the multilingual strategy that became a campaign hallmark.
2025 and beyond
With the second quarter of 2025 about to commence, it is evident that Media 100 is poised to disrupt its industry and not around to make up the number of media-independent agencies in Nigeria. Indeed, the agency is poised to redefine Nigeria’s media ecosystem through technology, cultural insight, and sustainability.
While the agency’s 2024 triumphs show that it has indeed impacted and asserted some measure of dominance in Nigeria’s media landscape, its 2025 roadmap signals a bold leap into uncharted territory where it is marrying data-driven precision with cultural fluency. Indeed, the agency isn’t just adapting to change—it’s spearheading it. As Ayodeji Ajayi aptly declares: “The future of media isn’t in London or New York; it’s being written right here in Lagos.”
For brands seeking a partner that combines local insight with global ambition, Media 100 stands unrivaled. As the agency continues to innovate and expand, one thing is clear: the world should be watching.