MTN Drops TBWA Group, Appoints M&C Saatchi as Global Marketing Firm

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MTN Group has ended its partnership with TBWA Group, a member of the Omnicom network, and has selected 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.

TBWA Group has served as MTN's partner for approximately eight years. The announcement regarding M&C Saatchi Abel and Group of Companies was posted on the MTN Group website.

MTN Group stated that this partnership underscores their ongoing commitment to pioneering innovative and impactful marketing strategies across diverse markets.

“We look forward to commencing this new chapter with M&C Saatchi Abel and their Group of Companies,” Bernice Samuels, MTN Group marketing executive, said.

“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.

“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.”