The integrated marketing communications industry is on the cusp of a revolution and in a bold move that’s set to disrupt the marketing landscape, Intense Group has undergone a transformation of epic proportions. Gone are the days of being just another marketing agency; today, Intense Group stands tall as a growth partner, committed to driving business success for its clients.
Founded in 2015 as a social media management company, Intense Group has evolved into a trailblazer in the MarTech space. Its journey to a global brand with operations in Nigeria and the United Kingdom reflects a steadfast commitment to innovation growth.
Intense Group is one of the independent agency groups showing that data-driven marketing can drive business growth. It has shown that revenue growth can be directly attributable to marketing efforts.
According to Makanjuola, the visionary leader behind the marketing technology company’s remarkable evolution during an exclusive chat with Brand Communicator recently, said “Intense Group is not just an agency; we’re a growth partner.”
“We are dependable growth partners to our clients and we know this inspires other agencies big and small to emulate our daring model to accept the responsibility for business growth as their core success metric. A lot of independent agencies have come and gone. We are now 10 years strong and have proven that you can turn knowledge into power and that innovation will never go out of style.” He added.
This repositioning has been driven by the group’s commitment to delivering tangible results for clients. In 2024, Intense Group achieved impressive results, including over 50% year-on-year customer growth for clients like Leadway Assurance and Smile 360, and a 120% increase in transaction value.
Makanjuola attributed the group’s success to its ability to adapt to changing market conditions. “The global economy is being disrupted by generative AI, and no industry is feeling the pinch more than marketing. But we’ve always looked at challenges as opportunities, and our adaptability has been our secret sauce.”
Over the next five years, he said the industry will be transformed beyond recognition, dominated by tech-savvy professionals who harness the power of artificial intelligence (AI).
Also, traditional heavy-task executions will give way to AI-driven automation, hyper-personalization, and real-time campaign optimization. This shift will enable agencies to become leaner, more strategic, and focused on creativity and business growth consulting.
To stay ahead of this curve, a key part of Intense Group’s strategy is the development of products that leverage AI to deliver conversion optimization and attribution, predictive analytics, and marketing automation. This innovative solution enables seamless, data-driven customer engagement. While there’s still much work to be done, the company is committed to succeeding in this fast-paced, tech-driven landscape.
According to Makanjuola, the last two years have been a transformative period for Intense Group. The company has expanded from a single digital agency into a group of companies, providing more value across marketing, technology, and media industries. This expansion has given rise to three distinct entities: Intense Digital, a growth marketing agency; Purple Stardust, a creative agency; and Palet, a marketing technology software-as-a-service company.
Intense Group’s growth has also been fuelled by its entry into the UK market. The company has been making significant inroads through technology and agency partnerships, leveraging the UK’s stable and mature business environment to tap into the high demand for innovative digital marketing solutions.
This move has enabled Intense Group to partner with global brands seeking to engage with African audiences, expanding its international footprint and diversifying its revenue streams. Notable milestones include Purple Stardust’s Pitcher Award for best use of media and Intense Digital’s elevation to Google Premier Partner status.
Reflecting on the business terrain of Nigeria’s marketing industry in 2024, Makanjuola described it as a “mixed bag of challenges and opportunities.” Despite the global economy being disrupted by generative AI and Nigeria experiencing double-digit inflation, Makanjuola chose to focus on the positives.
The industry’s resilience and adaptability were key factors in navigating these challenges. Agencies explored innovative and strategic marketing initiatives that yielded positive results for clients and the economy. For Intense Group, repositioning as a growth marketing agency proved beneficial. “Our clients don’t see marketing budgets channelled through us as a cost centre but as an investment that would drive revenue growth,” Makanjuola explained.
Sharing his optimistic outlook for Nigeria’s Integrated Marketing Communications (IMC) industry in 2025, Makanjuola said “We’re expecting more stability this year, with the naira appreciating and businesses becoming more confident to invest in growth.”
He also highlighted the opportunities presented by Nigeria’s growing tech-savvy youth population. “Media investments in digital transformation and marketing technologies will continue to grow, and digital agencies like ours are well-positioned to capitalize on this trend,” he explained. While acknowledging the persistent challenges facing the industry, Makanjuola emphasized the importance of navigating the ever-evolving economic and technological terrain to succeed in the Nigerian IMC industry.
Makanjuola reflected on the journey of Purple Stardust, the creative agency he launched just over a year ago. “It’s been an amazing journey, we’ve already won a Pitcher Award for use of media.” Makanjuola also highlighted the importance of company culture, noting that he’s proud of how happy his team is to work with Purple Stardust.
“We recently launched 2 major digital-first marketing campaigns to very positive reviews Leadway’s, “No loose guard” campaign and Honeywell’s Relaunch Campaign for their Noodles, Pasta, and Ball foods products. We also launched a podcast called “Culture Connect” which zooms into the business of marketing and how it’s driven by pop culture and trends. We have had Gracey Mae and Shaki Akinobi in the first 2 episodes. We worked on a bunch of campaigns late last year that we will soon start rolling out and we can’t wait for the industry to see what we have been working on. The future is very bright for Purple Stardust” he added.
Intense Group has undertaken several impactful campaigns and projects that have driven significant results for its clients. Notable examples include the Honeywell Noodles Bambalala campaign, which successfully reintroduced the brand into the market, enabling it to compete favourably with market leaders and gain market share. Other successful campaigns include Leadway’s Travel Campaign featuring Layi Wasabi, which drove exponential uptake of travel insurance products, as well as the Leadway Pensure switch campaign and the Smile 360 Invisalign campaign.
Looking ahead to 2025, Intense Group is poised to build on its momentum. According to Leye Makanjuola, “The industry should expect consistency and growth from Intense in 2025.” The group plans to continue innovating and driving growth for its clients and partners while expanding its presence in the UK market. With significant investments in talent, technology, and partnerships, Intense Group is well-positioned to make a meaningful impact in 2025.
Makanjuola offered sage advice to young professionals seeking to reach the pinnacle of their careers in Integrated Marketing Communications (IMC) or other industries. “Stay fluid in your minds; Be flexible in your thinking and open to superior reasoning. Never stop learning and focus on creating value everywhere you go. Maintain your integrity and professionalism as well and remember that success is due every day.”
As the marketing communications landscape continues to evolve, Intense Group is poised to stay ahead of the curve. With its focus on driving business growth through innovative marketing solutions, the group is confident that its repositioning will yield even greater results in the future.