What GDM Group does

GDM Group, founded in Lagos in 2009, operates as an integrated marketing, management, and technology company serving primarily multinational FMCG brands (Nestle, Unilever, Guinness, PepsiCo, Reckitt), alongside telecommunications (Airtel), automotive (Yamaha), pharmaceutical (Pfizer), fintech (Interswitch), government (Lagos State Government), and NGO (UNICEF) clients across Nigeria and West Africa. The company's revenue engine rests on three divisions: a marketing services line (experiential marketing, brand strategy, digital integration, event curation, PR); a marketing management line (salesforce recruitment, training, outlet management, payroll management) executed through a 7,000+ permanent and contract field workforce; and a technology line offering proprietary platforms including Tingtel (mobile/airtime services), Flexdeals (online marketplace), Flexmonie (live-video social commerce), ScanX (QR engagement), PlayPro (digitized brand engagements), Alpha Geek (field-force and distribution monitoring), D'Aggregate (data aggregation/analytics), and IMeet (video collaboration).

Commercial delivery is anchored by 13 offices across Nigeria, Cote d'Ivoire, Kenya, Ghana, and London (the latter via the GDM Consult UK affiliate), with operational reach into 110,000+ retail outlets (notably under the Nestle portfolio) and an execution cadence of roughly 600 projects annually across 207+ brand relationships. Pricing is non-public and project-based, reflecting a B2B professional services model with managed-services pass-through. GDM complements its core agency work with the MarkHack conference and hackathon platform — run since 2024 in partnership with Eko Innovation Centre and Brand Communicator — and in June 2026 co-launched Ad-Agency GPT with TVC Labs and ABAN, marketed as Africa's first generative AI platform purpose-built for marketing and advertising agencies.

Name

GDM Group

Legal name

GDM Group

Website

https://gdmgroup.com.ng

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

GDM Group is a Lagos-based, founder-led integrated marketing, management, and technology company that delivers experiential campaigns, outlet activation, and proprietary martech to multinational FMCG, telecom, and government clients across Nigeria and West Africa.

Ownership category

akta.pro rank

Product category

Marketing & Advertising Services

NAICS

Advertising Agencies (541810), Marketing Consulting Services (541613), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Management Services (8741), Services-Management Consulting Services (8742)

akta.pro primary industry

Pricing, Revenue Growth Management (RGM) & Promo Analytics Services (CRAOAOAE)

akta.pro secondary industry

Customer Experience (CX) QA, Analytics & Voice-of-Customer Operations (BPAAABAN)

Keywords

• Integrated marketing services
• Experiential marketing
• Brand activations
• Marketing technology
• Field force management

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Integrated Marketing Services: Full-service marketing agency providing experiential marketing, brand strategy, digital integration, event curation, public relations, and channel development for enterprise clients
2. Marketing Management Solutions: End-to-end marketing management including salesforce recruitment, training, outlet management, payroll management, and marketing asset management with 7000+ staff
3. Technology Products: Proprietary martech tools including Alpha Geek, ScanX, Flexdeals, Flexmonie, Tingtel, IMEET, PLAYPRO, and OYA GAMES offered to clients

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

GDM Group provides full-service integrated marketing services for enterprise brands across Nigeria and West Africa, encompassing brand strategy, experiential marketing, digital integration, public relations, and event curation. It complements these services with end-to-end marketing management—salesforce recruitment, training, outlet management, payroll, and asset management—delivered by an in-house workforce of over 7,000 field staff. Its proprietary martech portfolio (Alpha Geek, ScanX, Flexdeals, Flexmonie, Tingtel, IMEET, PLAYPRO, OYA GAMES, D'Aggregate) is offered to clients and consumers for engagement, monitoring, and commerce.

Product overview

GDM Group is Nigeria's Premier Marketing and Media Technology Agency operating as a full-service marketing agency with three core divisions: Marketing (experiential marketing, brand strategy, digital integration, PR, analytics), Management (salesforce recruitment, training, outlet management, payroll management), and Technology (proprietary marketing tech solutions). The technology portfolio includes a suite of proprietary products: TINGTEL (mobile services/airtime management), FLEXDEALS (online marketplace), FLEXMONIE (social commerce via live video), SCANX (QR code engagement), PLAYPRO (digitized brand-consumer engagement), OYA GAMES (gamification), ALPHA GEEK (market/distribution monitoring), and IMEET (video conferencing). Additionally, the company organizes MarkHack, Nigeria's leading marketing technology hackathon/conference platform, and operates sub-brands including Retailar (B2B e-commerce) and GDM Consult (UK-based strategy consultancy for Africa market entry).

Differentiator

Problem solved

Functional benefit

Brands

• Tingtel: Mobile services platform for airtime conversion, bill payment, and mobile money (MTN MoMo and Airtel SmartCash)
• Flexdeals
• Flexmonie
• ScanX
• PlayPro
• Alpha Geek
• IMeet
• OYA Games
• Retailar
• GDM Consult

Products and services

• Integrated Marketing Services Full-service marketing agency offering experiential marketing, brand strategy, digital integration, event curation, public relations, and channel development for enterprise brands across Nigeria and West Africa.
• Marketing Management Solutions End-to-end marketing management including salesforce recruitment, training, outlet management, payroll management, and marketing asset management delivered by an in-house workforce of over 7,000 staff.
• GDM Consult UK-based strategy consultancy providing services to global organizations seeking to enter or expand across African markets.
• Tingtel Mobile services platform that enables users to buy airtime, transfer airtime, convert airtime to cash, pay bills with airtime, and fund mobile money wallets such as MTN MoMo and Airtel SmartCash.
• Flexdeals Online marketplace offering quality products at discounted prices, targeting consumers seeking affordable goods and a seamless shopping experience.
• Flexmonie Social-media-based commerce platform where brands sell products through live video while shoppers interact with the brand in real time.
• ScanX QR-code direct-to-consumer engagement platform enabling data collection, engagement monitoring, and insights into customer buying decisions for brands.
• PlayPro

Quantifiable outcome

• 135% of sales target achieved for Unilever Sunlight activation across 107 outlets
• +6 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature10 records

Partnerships

Four partnerships are on record, tiered core and strategic.

• Eko Innovation CentrecoreStrategic or Co-development Partner · 5 June 2026Co-organizer of MarkHack conference series (4.0, 5.0) - Nigeria's premier marketing and media technology events. Eko Innovation Centre is a trailblazing startup accelerator that partners with GDM to foster innovation in Nigeria's marketing technology ecosystem.
• Brand CommunicatorcoreGTM or Marketing Partner · 5 June 2026Co-organizer of MarkHack conference series and Nigeria MarTech Awards. Brand Communicator is a marketing industry publication that supports the events through media coverage and industry reach.
• TVC LabsstrategicStrategic or Co-development Partner · 5 June 2026Co-introducer of Ad-Agency GPT - Africa's first generative AI platform built specifically for marketing and advertising agencies. Tomi Davies of TVC Labs and ABAN collaborated with Dr. Victor 'Gbenga Afolabi of GDM Group for this initiative.
• ABAN (African Business Angel Network)strategicStrategic or Co-development Partner · 5 June 2026Tomi Davies representing ABAN co-introduced Ad-Agency GPT platform with GDM Group for Africa's marketing and advertising industry.

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• WPP: World's largest advertising holding company with WPP/GroupM Africa presence. Competes for the same multinational brand marketing budgets and can offer one-stop global-to-Africa contracts.
• Publicis Groupe: Global advertising holding company with significant Africa operations (Publicis Africa). Comparable as a broad-based marketing services provider competing for the same multinational FMCG accounts in West Africa.
• Interpublic Group (IPG): Global advertising holding company (parent of McCann, FCB, Mediabrands) with Africa presence. Competes for global FMCG and tech clients' West African marketing budgets.
• Omnicom Group: Global marketing services holding company with African operations. Comparable as a broad incumbent pursuing the same multinational client roster as GDM.

Emerging players

• Terragon Group: Nigerian/African marketing technology company focused on data-driven mobile marketing and consumer engagement. Comparable as a regional martech player with overlapping data and consumer-engagement capabilities.

Direct peers

• SO&U: One of Nigeria's leading indigenous advertising and marketing communications agencies. Direct peer serving similar FMCG and multinational clients with brand strategy and creative services in West Africa.
• MediaReach OMD: Nigerian media agency (part of OMG/Omnicom Media Group). Comparable in serving FMCG brands with integrated marketing and media services across Nigeria.
• DDB Lagos: DDB's Lagos office (part of DDB Worldwide/Omnicom) is a creative agency in Nigeria. Comparable in serving similar FMCG and multinational clients with creative and brand activation services.

Regional players

• Scanad: East African (Kenya-headquartered) advertising and marketing communications agency. Comparable as a regional integrated marketing agency serving multinational brands in Africa.

Others

• Brand Communicator: Nigerian marketing industry publication and co-organizer of MarkHack and the Nigeria MarTech Awards. Adjacent ecosystem participant and partner, not a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gdmgroup1
• LinkedInlinkedin.com/company/gdmgroup
• Instagraminstagram.com/gdmgroup
• Facebookfacebook.com/gdmgroupng

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GDM Group