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“MTN Group’s Appointment Of M&C Saatchi Abel Deals Blow To Creative Firms”

In a significant development, the MTN Group has announced the appointment of M&C Saatchi Abel as its global marketing partner, marking a shift from its previous collaboration with three of Nigeria’s top creative agencies: DDB, TBWA, and Yellow Brick Road.

This decision, revealed in a joint statement by MTN Group and M&C Saatchi Abel, signals a strategic move towards innovation and transformative marketing approaches. Effective from January 1, 2025, the existing agencies in Nigeria will step aside, making room for M&C Saatchi Abel’s affiliate, SO&U, to take charge.

Emphasizing the rationale behind the change, the statement highlights M&C Saatchi Abel’s track record in driving growth and enhancing brand value for multinational corporations. Their expertise in digital transformation and customer engagement aligns seamlessly with MTN Group’s vision for the future.

Bernice Samuels, MTN Group Marketing Executive, expressed optimism about the partnership’s potential to redefine the brand and enhance customer experiences on a global scale. Meanwhile, Jacques Burger, Group CEO of M&C Saatchi Abel, expressed enthusiasm for collaborating with MTN Group, envisioning remarkable milestones ahead.

This transition underscores MTN Group’s commitment to pioneering innovative marketing strategies across diverse markets, setting the stage for a dynamic and impactful partnership with M&C Saatchi Abel.

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