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

“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 is “immensely 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.