Brands & Advertising
Where does MTN Nigeria stand on media global re-alignment?
by Daniel Obi
June 13, 2017 | 12:20 am| | | Start Conversation
Media agencies that are working for MTN, Nigeria but are not part of Omnicom Group, are on the side-lines waiting for the decision of the telecom giant on the media global re-alignment.
Under the global media re-alignment, the telecom company with about 60million subscribers in Nigeria is expected to switch media accounts, even in other markets, to those agencies that are aligned to the new global media network that won its account.
Early this year, MTN Group confirmed the appointment of the Omnicom Group as its integrated global agency dropping WPP, the incumbent that was handling the account. This means that media agencies that are internationally affiliated to Omnicom are expected to handle MTN media briefs in all markets.
This development may therefore affect some agencies in Nigeria that have been handling some aspects of the media business unless MTN Nigeria insists and convinces its global group that it is comfortable with its agency partners in Nigeria. But, according to a media communication practitioner, this may not be easy as it could stir things up.
Presently Brooks & Blakes and DKK Associates who are not part of Omnicom group are on the MTN PR account while Media Perspectives which is affiliated to Publics is handling the media buying business of the telco company.
BusinessDay gathered that PHd network which is a media buying company and JSP, a PR agency are affiliated to Omnicom. The Nigerian office of PHd became operational in 2010 and serves as its hub for W/ African market. According to its Website “being part of Omnicom Media Group (OMG) gives us world-class purchasing power to meet the tough buying demands of the world’s biggest advertisers. Having access to sophisticated research resources and advanced business intelligence tools through the group allow us to deliver the very best strategic expertise”. BusinessDay could not reach Phil Osagie, the CEO of JSP for comments.
Those close to Brooks and Blakes and DKK and others currently handling MTN said that the firms have crossed their fingers waiting for any decisions from MTN, the telco firm they have successfully managed its PR account over the years.
Early this year, MTN said Omnicom was selected as its media partner based on having met “the functional and commercial requirements” of the pitch, according to MTN. These requirements were scope of work and specialisation, industry and geographic track record, proposed resource (footprint, team and transformation agenda), and specified risk and financial parameters.
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