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Creative Firms Suffer Setback as MTN Group Appoints M&C Saatchi Abel
Raheem Akingbolu
The business relationship between the MTN Group and three Nigeria’s leading creative agencies; DDB, TBWA and Yellow Brick Road will end this year, THISDAY can authoritatively confirm.
According to a statement jointly issued by the Telco company and M&C Saatchi Abel, during the week, copy of which was sighted by THISDAY, MTN Group said it has embarked on a new era of innovation, which necessitated the appointment of M&C Saatchi Abel and Group of Companies as its global marketing partner.
The statement further indicated that the business would be executed in partnership with all the African affiliates of the pan- African marketing services firm across the continent. By this declaration, the three existing agencies on the business in Nigeria; DDB, TBWA and Yellow Brick Road, will quit, while SO&U, the M&C Saatchi’s affiliate in the country will come on board with effect from 1 January 2025.
The statement further stated that the partnership underscored the telco company’s ongoing commitment to pioneering innovative and impactful marketing strategies across its diverse markets.
It as learnt that M&C Saatchi Abel was selected following a meticulous process for their expertise in fostering growth and enhancing brand value for multinational corporations. The statement added that the firm’s proficiency in digital transformation and customer engagement strategies perfectly aligns with MTN Group’s forward-looking vision.
“We look forward to commencing this new chapter with M&C Saatchi Abel and their Group of Companies. Their progressive perspective and achievements in the marketing domain are precisely what MTN requires to elevate our brand. We believe this partnership will not only redefine our brand presence but also enrich the experiences of our customers globally,” remarked MTN Group Marketing Executive, Bernice Samuels.
Group CEO of M&C Saatchi Abel and Group of Companies, Jacques Burger, said, “It’s a great honour to partner with MTN Group, a distinguished leader in the telecommunications arena. We are dedicated to applying our comprehensive industry insights and cutting-edge marketing strategies to support MTN’s growth ambitions and boost customer satisfaction. We are eager to achieve remarkable milestones together in the industry.”
