Maximedia Clinches MTN Nigeria’s Multi-Billion Naira Media Business As Digital Moves To Vyrus

Your darling Brand Communicator can authoritatively confirm that the global alignment of MTN Group’s marketing business that has seen M&C Saatchi Abel & Group appointed as global marketing agency for the telecommunications giant will further unfold locally in Nigeria with the movement of MTN Nigeria’s multi-billion naira media account from PHD Nigeria to Maximedia Global Communications, effective January 2025.

The MTN Nigeria account which is regarded as a highly coveted and juicy marketing business in the industry has moved quite significantly over the years from Capital Media which use to be an affiliate of DDB Lagos, to Media Perspective before its sojourn at PHD Nigeria, which is itself, an affiliate of Omnicom Worldwide and now at Maximedia.

As at the time of writing this report, no clear mention of the worth of the account was revealed, however, Media monitoring agencies and other industry professionals have said that the account will turn Maximedia around to become one of the biggest media agencies in the industry, by billing.

The agency which is marshalled by Femi Adefowokan as Managing Director, commenced operations in April 2010 as a media independent agency specializing in media strategy, planning, and buying, prides itself on a strategic tripod of ingenuity, integrity, and immersion.

In a related development, MTN Nigeria’s digital account will will also find a new home at Vyrus Digital Engagement, a digital agency led by Ayodeji Atunwa as Chief Operating Officer, also effective, 2025. Vyrus, with a vision to be the unrivaled agency for ambitious brands seeking growth, profitability, and a lasting impact, will be tasked with helping MTN achieve its digital marketing objectives and driving exceptional value.

Both Maximedia and Vyrus are subsidiaries of the SO&U Group in Nigeria, which announced a corporate restructuring last year to accelerate its strategic transformation for the future. These changes, according to the group, will enhance its strategy, capabilities, and culture to drive growth, meet customer needs, and provide superior solutions in the rapidly evolving marketing communications industry.

Udeme Ufot, the Group Managing Director of SO&U, emphasized the importance of demonstrating a deeper understanding of clients’ businesses, connecting better with their consumers, and providing trustworthy solutions. “To win and retain the confidence of our clients, we must demonstrate a deeper understanding of our clients’ businesses, connect better with their consumers, and provide solutions that they can trust,” he stated.