MTN has signed up Omnicom Group as its integrated global agency. This is the culmination of an evaluation process, which began in March 2016, after six major global agency networks submitted their bids for the tender.
According to MTN Group, three agencies then 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.
The MTN Group was launched in 1994 and currently has operations in 22 countries in Africa, Asia and the Middle East. The group’s subsidiaries are found in Afghanistan, Benin, Botswana, Cameroon, Ivory Coast, Cyprus, Ghana, Guinea Bissau, Guinea Republic, Iran, Liberia, Nigeria, Republic of Congo (Congo-Brazzaville), Rwanda, South Africa, Sudan, South Sudan, Swaziland, Syria, Uganda, Yemen and Zambia. As of 30 September 2016, MTN recorded 234.2 million subscribers across its operations.
US-based Omnicom Group is a global network of marketing communications companies providing a range of marketing solutions spanning brand advertising, customer relationship management (CRM), media planning and buying services, PR and specialty communications services for clients.
The Omnicom includes three global advertising agency networks – BBDO, DDB and TBWA – while two of the world’s premier providers of media services – OMD and PHD – form part of Omnicom Media Group. The firm also manages a global diversified group of agencies, under the DAS Group of Companies which includes over 200 brands across numerous marketing disciplines: public relations, medical and pharmaceutical marketing, customer relationship management, entertainment and events, shopper, branding and design, and research.