MTN appoints M&C Saatchi Abel as new marketing partner across Africa

By our African Marketing Confederation News Team | 2024

Proficiency in digital transformation and customer-engagement strategies among the key reasons for new lead agency’s appointment.

Mobile communications group MTN has announces the appointment of M&C Saatchi Abel, a pan- African marketing services firm, as its new marketing partner from the beginning of 2025.

Photo: MTN + M&C Saatchi Abel


“M&C Saatchi Abel was selected following a meticulous process for their expertise in fostering growth and enhancing brand value for multinational corporations,” MTN says in a statement. 


“Their proficiency in digital transformation and customer-engagement strategies perfectly aligns with MTN Group’s forward-looking vision.” 


M&C Saatchi Abel replaces TBWA Group, part of the Omnicom network, as lead agency at MTN after an eight-year relationship. Prior to that, TBWA had worked with MTN in South Africa since 1994.  


Commencing new chapter with M&C Saatchi Abel 


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


“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.” 


Adds Jacques Burger, Group CEO of M&C Saatchi Abel and Group of Companies: “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.” 


In its own statement, TBWA says it isimmensely proud” of the work it delivered for MTN across the continent. 


In 2023, MTN was named by Brand Africa as the number one African brand that is doing good for people, society and the environment. Brand Africa also named MTN as the most admired African brand recalled spontaneously.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.