Breaking: MTN Group Drops Omnicom Group, Appoints M&C Saatchi Abel & Group As New Global Marketing Partner
After about eight years of doing business with the MTN Group as its global agency partner, the Omnicom Group and the global multinational brand will officially part ways.
After a longstanding partnership of about eight years, MTN Group, global telecommunications giant in, has decided to part ways with Omnicom Group, its global agency partner.
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.
The announcement, made on MTN Group’s website, heralds 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 January 1, 2025.
This information is contained in an announcement by the MTN Group on its website, where it revealed that the partnership “underscores our ongoing commitment to pioneering innovative and impactful marketing strategies across our diverse markets.”
In the announcement, MTN noted, “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.
“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.”
Jacques Burger, Group CEO of M&C Saatchi Abel and Group of Companies, shared their excitement about the alliance, saying, “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.
While acknowledging the contributions of the former agency network, TBWA Group – part of the OMNICOM network, MTN Group expressed gratitude for their service and significant contributions since 2017. The group wishes them continued success in their future endeavours.
This development raises questions about the fate of Yellow Brick Road, TBWA Concept, and DDB Lagos – the Omnicom creative advertising agencies in Nigeria handling the multi-million naira MTN Nigeria account, at least until the end of the year. The new agency partner for MTN Nigeria remains speculative, as M&C Saatchi Abel and group currently have no known agency partners in Nigeria, although there are rumors of possible ties with the Udeme Ufot-led SO&U agency, which had some form of affiliation with the global agency in the past.
Launched in 1994, the MTN Group is a leading emerging market operator with a clear vision to lead the delivery of a bold new digital world to its customers in 21 countries in Africa and the Middle East. Inspired by the belief that everyone deserves the benefits of modern connected life, The MTN Group is listed on the JSE Securities Exchange in South Africa under the share code “MTN”.