Activities of MTN have in the recent time attracted public attention and the fresh board appointment of the telecommunication firm is no exception.
Presently, there are different interpretations of the latest board appointment by the telecommunication giant but marketing and brand building professionals who assessed the issues arising over the development said the appointment of the reputable individuals is a move to continue to place the telecom giant in an excellent brand position.
They said that the MTN board has over the years been built on quality people like the outgoing chairman, Pascal Dozie and others and the new board appointment of accomplished individuals is in that tradition of maintaining a board of people with substance.
Recent media reports have listed Ernest Ndukwe, one- time executive vice chairman of Nigerian Communication Commission as the MTN’S chairman designate. Others nominated on the board are Muhammad Ahmad, former Chairman of the Technical Committee of the Nigerian Code of Corporate Governance; Andrew Alli, a chartered accountant; Omobola Johnson, a former Minister of Communication; Ifueko Omogui-okauru, former executive chairman of the Federal Inland Revenue Services (FIRS).
In justifying the appointment of former public officers and other individuals in the private sector who have carved a niche for themselves, a brand builder and CEO of Absolute PR, Akonte Ekine said the new board members are expected to guide the telecom firm appropriately in terms of strategic direction in compliance to rules.
“No matter what anybody says, the thinking of MTN is to appoint people who are respected in the society as such reputation will continue to rub off on the brand quality”
In his assessment, the Managing Director of TBWA, an integrated marketing communication firm, Kelechi Nwosu said from feedback he received, analysts have commended the appointment of the individuals in the board as well chosen.
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“There are very well respected Nigerians and professionals who are nominated on that board, and there is diversity, not just gender as well as experience on the board. These individuals have been available in the market and if MTN has been sagacious enough to get them, this is fine. As a management, you are looking at a board that will grow the business and these are men and women of integrity. I think there is nothing wrong with the appointment”, Nwosu said.
He said as a country “we need to move away from the habit of grumbling and complaining at every issue and begin to build.
Another top marketing professional who wants his name not mentioned said what is required today is a new thinking in running business. He said these days, organisations need to compose board members that are dynamic and future thinking that will bring value to the table.
According to Lekan Fadalopo, executive secretary of Association of Advertising Agencies of Nigeria, AAAN said every business has its strategic focus and MTN has reasons for appointing those individuals on its board. He said most organisations set up government regulatory departments and the reason is to further enhance their relationship with the government or the regulatory agency. “Ernest Ndukwe was former vice chairman of NCC and if that will make MTN to comply with the laws, it will better for the entire industry”
He said the appointment of the former government officials may make MTN communicate better with regulatory agencies and government.
Recently, a rights group, Human and Environmental Development Agenda, HEDA queried the appointment of some individuals on the new board and gave Nigerian Securities and Exchange Commission, SEC 14 days to delist some of the members of the newly constituted board or face legal action.
The body argued that the former public officials are said to have been appointed to offer MTN undue advantage in Nigeria’s political and economic environment.
In a published report, the protesting rights group said the retention of the board members who were former public officers undermines best practices in corporate governance.
It will be interesting to see how this development evolves, but marketers who spoke to Businessday maintained that the appointment of the board members will rather promote cordial relationship between government and the telecommunication firm and the industry, the economy will be the ultimate beneficiary.
