Following the appointment of M&C Saatchi Abel & Group as the global marketing agency for telecommunications giant, MTN Group, it has now being confirmed that the Udeme Ufot-led creative powerhouse, SO&U, will once again, take charge of MTN Nigeria’s lucrative multi-billion naira account, effective from January, 2025.
Until this announcement, MTN Nigeria’s account had been exclusively handled by Omnicom Group agencies in Nigeria – TBWA Concept, DDB Lagos, Yellow Brick Road (YBR), and their coordinating agency, SPV Communications, for about eight years.
In a letter sent to its agencies across the markets where MTN operates, including Nigeria’s SO&U, Jacques Burger, Group CEO of M&C Saatchi Abel & Group of Companies, expressed excitement about the new partnership, stating, “We are exceptionally excited about this opportunity to partner all of you in delivering world-class solutions to this incredible brand and business.”
The letter which was signed by Jacques Burger, Group CEO M&C Saatchi Abel & Group of Companies, added, “We will be in touch with each company individually shortly to outline next steps and proposed timing for us to get together and plan for how we onboard this significant new client, but for now, I wanted to say THANK YOU for all your hard work to date and a MASSIVE CONGRATULATIONS to each of you,” it read.
Industry experts believe that SO&U is well-prepared to handle an account of this magnitude, as this is not the agency’s first time working with MTN. Previously; SO&U was one of the agencies that worked on MTN’s account when the telecom company initially entered the Nigerian market. Additionally, SO&U has substantial experience in the telecommunications sector, having previously worked with Globacom, another major telecom company, for about eight years.