Following the global pitch for MTN creative account that was won by the Omnicom group, the MTN Nigeria account which had been the exclusive preserve of DDB Lagos has being unbundled and shared among two other agencies affiliated to the global group.
The account is now being shared among DDB Lagos, Redbrick and TBWA Concept. It will be recalled that the first agency to handle MTN Nigeria’s creative account was the Kelechi Nwosu-led TBWA Concept; an account it lost to DDB Lagos ten years back.
It will be recalled that earlier in the year, the MTN Group confirmed the appointment of the Omnicom Group as its integrated global agency. Six global agency networks — Dentsu Aegis Network, Havas, Interpublic Group, Omnicom, Publicis and former incumbents, WPP were invited to tender for the account in March last year. Three (Omnicom, Publicis and WPP) continued into a second round late last year.
Omnicom was selected based on having met “the functional and commercial requirements” of the pitch, according to MTN. These requirements were scope of work and specialisation, industry and geographic track record, proposed resource and specified risk and financial parameters.
In a statement issued by MTN, the telecommunication giants said, “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.”