Big lessons for creative firms as MTN Group appoints M&C Saatchi Abel

Creative agencies in Nigeria have demonstrated their ability of creating high-quality and innovative works that can compete with the best in the world.

However, for the agencies to take their place on the global stage and obtain larger international contracts, marketing experts suggest that it may be necessary for the agencies to form consortiums to bid for pan African and global businesses.

This was the view of marketing experts following the appointment of M&C Saatchi Abel by MTN Group as a business partner.

”Nigerian agencies can form a consortium, become bigger and expand into Africa network and global market. With this approach, they will bid for global business” in the likes of Saatchi Group, a strategic advertising, marketing and communications consultancy firm based in Cape Town and Joburg, says a marketing expert who prefers anonymity.

It is believed that a consortium strategy would also permit the agencies to share experiences, learn from each other and build on their collective strengths.

With the appointment of M&C Saatchi Abel, represented by SO&U in Nigeria, nothing much has changed, the expert said. He recalled that three creative agencies – DDB, TBWA and Yellow Brick Road worked on the account when Omnicom Group handled the account.

Another top marketing communication expert with office in Ikeja said the appointment of Saatchi Abel by MTN Group is a kind of business decision that will continue to happen. He said agencies can be part of such network alignment to leverage the opportunity when it happens.

Others who spoke on the issue, called for a strategic global focus of Nigerian creative agencies.

Following the recent announcement by MTN Group of the appointment of M&C Saatchi Africa as its marketing communications partner across all MTN Group operating companies, M&C Saatchi’s Nigerian affiliate, SO&U Group, will be responsible for the business in Nigeria.

SO&U worked with other in-market agencies across the continent led by M&C Saatchi Africa, anchoring the Nigerian content of the pitch. The appointment covers creative, media and digital services.

According to Udeme Ufot, Group Managing Director of SO&U, this win affirms SO&U’s commitment to professional excellence and an attestation of its resilience and continued relevance in the Nigerian marketing communications industry.

“We are really excited about the return of MTN and look forward to raising the bar on this second coming. MTN has always been a most inspirational client, fun to work with, highly professional, and well known for creating an enabling environment for mould breaking work. With our partnership with M&C Saatchi Africa, we are poised to embark on a new era of creativity, collaboration, and success”.