SO&U’s return to MTN Nigeria sparks high industry expectation
The return of the MTN Nigeria account to SO&U has ignited a wave of excitement and high expectation within the marketing communications industry. Top marketing executives and experts in Nigeria and beyond have extended their commendations and congratulations to SO&U, expressing their anticipation and confidence in the agency’s ability to deliver exceptional results once again.
Leading the chorus of well-wishers is veteran Public Relations expert, Calixthus Okoruwa, CEO of XLR8. Reflecting on SO&U’s past successes with MTN, Okoruwa remarked, “You did a great job on the brand in the early years. Will you be able to repeat that magic close to 20 years later? Or if, as they say, good wine gets better with age, will SO&U do a better job on this second coming? Fingers crossed… wishing you the best.”
Ikechukwu Kalu, a Marketing Consultant, praised the agency’s progress and wished the team at SO&U continued success, saying, “Impressive growth, guys. More grace to you.”
Dr. Charles O’tudor, Group Principal Consultant at Adstrat BMC Limited, extended his congratulations, stating, “Congratulations are in order. Go higher.”
Uche Osoka, a Brand Design & Content Specialist, added, “Onward upward, congratulations to the team.”
Benson Yomi, MD/CEO of Culture Communications Limited, simply but warmly remarked, “Congrats.”
Walter Erara, a Digital Marketing Expert, noted the exciting times ahead, saying, “Exciting times. Onward team.”
A Chief UI/UX Writer, Scriptwriter, and Content Creator also expressed admiration, “Amazing strides.”
Following the announcement by MTN Group of appointing M&C Saatchi Africa as its marketing communications partner across all MTN Group Operating Companies, SO&U Group, as M&C Saatchi’s Nigerian affiliate, will handle the business in Nigeria. This significant win underscores SO&U’s longstanding commitment to professional excellence and its pivotal role in the industry.
Udeme Ufot, Group Managing Director of SO&U, expressed his enthusiasm about this development, noting that the return of MTN to SO&U is a testament to the agency’s resilience and continued relevance in the Nigerian market. “We are really excited about the return of MTN and look forward to raising the bar on this second coming. MTN has always been a most inspirational client, fun to work with, highly professional, and well known for creating an enabling environment for mould breaking work. With our partnership with M&C Saatchi Africa, we are poised to embark on a new era of creativity, collaboration, and success,” Ufot stated.
Over its three-decade history, SO&U has distinguished itself with high-impact creativity, transforming brands and entrenching innovative ideas. The agency is renowned for its iconic campaigns, including the launch campaign for Guaranty Trust Bank, the brand-transforming bullet train concept for Access Bank, and the Guinness Stout (FES) campaign that elevated the brand’s popularity. SO&U’s award-winning campaigns, such as MTN Life is Beautiful, played a crucial role in establishing the MTN brand in Nigeria between 2001 and 2006. Still within the telecoms industry, SO&U’s eight year impactful tenure on the Globacom business after exiting MTN cannot be ignored. Industry watchers will be expecting to see the Agency demonstrate its mastery of the telecom sector in this return of MTN.
Udeme Ufot encapsulated the agency’s vision moving forward: “We deliver solutions that work and see our partnership with M&C Saatchi on the MTN engagement as an opportunity to restate our credentials as Nigeria’s foremost brand transformation agency.”
As SO&U embarks on this renewed partnership with MTN Nigeria, the agency is poised to redefine industry standards once again, driven by a legacy of creativity and a commitment to excellence. The positive reactions from industry leaders reflect the high expectations and confidence placed in SO&U’s ability to continue delivering groundbreaking work and inspiring the market.
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