MTN returns to SO&U Saatchi & Saatchi in latest global account review

By Ralph Tathagata

In a new era of innovation, the MTN Group has announced the appointment of M&C Saatchi Abel and Group of Companies, a pan- African marketing services firm, as its new marketing services partner across all MTN Group operating companies. Effective 1 January 2025, the partnership underscores MTN’s ongoing commitment to pioneering innovative and impactful marketing strategies across diverse markets.

The partnership will focus on creative, media and digital.

A close source at SO&U Saatchi &Saatchi Nigeria hinted that the agency would be having a network leadership meeting later this week to clarify expectations.

It would be recalled that in Nigeria, SO&U Saatchi & Saatchi, a global advertising and media agency, has produced some of the most memorable brand campaigns that Nigerians have ever experienced. Having served many notable and respectable businesses across Africa and the world, the agency has created disruptive marketing masterpieces for brands such as Guinness, Diageo, MTN, Unilever, PZ, Akwa Ibom State Government, Ibom Icon Hotel and Golf Resort, Globacom, Access Bank, Malta Guinness, Polo Luxury, Captain Morgan, and Guaranty Trust Bank amongst others.

According to the MTN Group, M&C Saatchi Abel was selected following a meticulous process for their expertise in fostering growth and enhancing brand value for multinational corporations.

“Their proficiency in digital transformation and customer engagement strategies perfectly aligns with MTN Group’s forward-looking vision,” the company said in a statement.

“We look forward to commencing this new chapter with M&C Saatchi Abel and their Group of Companies,” remarked Bernice Samuels, MTN Group Marketing Executive. “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,” the statement added.

Commenting on the new business partnership, Jacques Burger, Group CEO of M&C Saatchi Abel and Group of Companies, 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.“

Also, the MTN Group extended its deepest gratitude to TBWA Group, part of the OMNICOM network, for their service and significant contributions over the years.

“Their dedication and performance have been instrumental in shaping the MTN brand, and we wish them continued success in their future endeavours.

“This partnership marks a new phase for MTN Group, focused on delivering unparalleled value to our customers and stakeholders,” the tech and telecom giant said.


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