Omnicom Group remains MTN’s global agency partner
Four years after an epochal global pitch, the second pitch process, which began in April this year, has culminated in Omnicom Group being chosen as MTN’s agency partner, consolidating a global partnership that began in 2017.
It would be recalled that in 2016, MTN, Africa’s telecom giant requested global network agencies with tentacles across African markets to apply for its business. It was arguably the first time a multinational brand would be committing the whole of its marketing and communications requirements to a range of agencies in a single pitch.
MTN Group Executive for Marketing, Bernice Samuels, who spoke pleasingly about the 2020 pitch result, said: “MTN is delighted with the outcome of the Global Marketing Services RFP. The calibre of submissions from all bidders was of an exceptional standard, despite the unusual circumstances we find ourselves in.”
She added: “Omnicom proved themselves not just as a creative powerhouse, but also demonstrated a solid commitment to partnering with MTN in achieving our common goal to contribute to Africa’s progress.”
Commenting on the appointment, Group Business Director, SPV Communication Solution, a representative of Omnicom, Saidat Lawal-Mohammed, said: “We’ve all had a tough year and this announcement couldn’t have come at a better time as a reward for the hard work and commitment of the team. We look forward to supporting the MTN Group as they achieve great feats over the next few years.”
In Nigeria, MTN extended a retainer to a member of the Omnicom network, DDB Lagos. Other network members such as TBWA and Yellow Brick Road were also appointed as partner creative agencies on building the MTN business.
Commenting on the new business, Koliko Olowole, MD/CEO, Yellow Bricks said the account win is a collective effort for all the agencies across Africa, adding that it’s a great feat for all parties involved.
“As you know, we have been handling the business for the past 3 years through the SPV vehicle we created. This has worked well for MTN. It is a collective effort for all the agencies across Africa, and it is a great feat for us all,’ he said.
MTN operates in several African countries, including South Africa, Nigeria, Ghana, Uganda, Zambia, Rwanda, South Sudan, Botswana (joint venture-equity), eSwatini (joint venture-equity), Cameroon, Ivory Coast, Benin, Congo-Brazzaville, Liberia, Guinea Conakry and Guinea Bissau. The telco giant also operates across the Middle East and North Africa region, including Iran (joint venture-equity), Syria, Yemen, and Afghanistan.
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