The MTN Group has finally 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 incumbent
WPP (through MetropolitanRepublic and
Aqua) — were invited to tender for the account in March 2016. Three (Omnicom,
Publicis and WPP) continued into a second round late last year.
The statement issued yesterday said three agencies proceeded
to the second round late last year, with Omnicom selected based on having met
the functional and commercial requirements. These requirements were scope of
work and specialisation, industry and geographic track record, proposed
resources (footprint, team and transformation agenda), and specified risk and
financial parameters.
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.
In Nigeria especially, this move will ensure the retention
of DDB and TBWA (being local affiliate of Omnicom Group in Nigeria) of the
patronage of the MTN brand.
Omnicom is an inter-connected global network of leading
marketing communications companies, whose portfolio provides quality talent,
creativity, technology and innovation to some of the world’s most iconic and
successful brands. Offering a diverse, comprehensive range of marketing
solutions spanning brand advertising, customer relationship management (CRM),
media planning and buying services, public relations and numerous specialty
communications services, the group aims to drive bottom-line results for their clients.
MTN group was launched in 1994, and within few years, it
became an emerging market operator, connecting subscribers in 22 countries in
Africa, Asia and the Middle East.
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