Omnicom appointed as MTN’s integrated global agency

After an intense pitch contest that was followed by another long wait, the suspense is finally over as Omnicom has been chosen as MTN’s integrated global agency. This puts an end to the dreams of Publicis and WPP, two agencies that made it to the final round of the contest.

This outcome of course has a big implication for the Nigerian market, but the full picture may take days or maybe weeks to get clearer, because whilst DDB Lagos is a part of Omnicom, the MTN Group integrated tender was done at a holding company level. However it is important to note that DDB Lagos has been the custodian of the mega MTN creative account for several years.

According to MTN, Omnicom was selected based on having met “the functional and commercial requirements” of the pitch. These requirements were scope of work and specialisation, industry and geographic track record, proposed resource (footprint, team and transformation agenda), and specified risk and financial parameters.

According to a statement issued by MTN, “The appointment of Omnicom Group spans the areas of brand, media, digital, public relations, internal communication and sponsorships, across MTN’s functional areas of marketing, consumer, enterprise business, digital services, corporate affairs, human resources and investor relations at a group level, as well as the company’s operations in 22 markets.”

Six global agency networks — Dentsu Aegis Network, Havas, Interpublic Group, Omnicom, Publicis and incumbent WPP (through MetropolitanRepublic and Aqua) — were originally invited to be part of the pitch process which began in March, 2016, but Dentsu Aegis Network, Interpublic, Group and Havas lost out in the first round, leaving Omnicom, Publicis and incumbent WPP to slug it out in the winner-takes-it-all contest.


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