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MTN Group is Parting Ways With TBWA For M&C Saatchi as its Global Marketing Partner

MTN Group's partnership with M&C Saatchi underscores the telco's ongoing commitment to pioneering innovative and impactful marketing strategies across their diverse markets.

MTN Group is ditching TBWA for 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, starting 1 January 2025.

According to the announcement made by the mobile network operator on its website, this partnership “underscores our ongoing commitment to pioneering innovative and impactful marketing strategies across our diverse markets.”

The operator further revealed that M&C Saatchi Abel was selected following a meticulous process for their expertise in fostering growth and enhancing brand value for multinational corporations. Their proficiency in digital transformation and customer engagement strategies perfectly aligns with MTN Group’s forward-looking vision.

“We look forward to commencing this new chapter with M&C Saatchi Abel and their Group of Companies,” said MTN Group Marketing Executive Bernice Samuels. “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 also shared their excitement about the alliance, saying, “It’s a great honor 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.“ Burger added.

MTN Group also appreciated TBWA Group – part of the OMNICOM network, for their service and significant contributions towards the global multinational brand over the years. The telecommunications giant said the agency’s dedication and performance have been instrumental in shaping the MTN brand, wishing them continued success in their future endeavors.

The telecom giant concluded the announcement by noting that this partnership is marking a new phase for MTN Group, focused on delivering unparalleled value to its customers and stakeholders.


Winnie Nantongo

Winnie is a tech reporter with a passion for digital media & communications.
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