The MTN Group on Thursday issued a tender for its marketing advertising account as the group strives to entrench its position as the leader in telecommunications in developing markets in Africa and the Middle East.
Ten major advertising agencies have been invited to pitch for the MTN account, which incorporates the strategic lead and implementation agency role for the MTN Group, MTN South Africa and MTN Swaziland.
The two incumbent agencies, Y&R (brand) and TBWA (retail), have also been asked to pitch. At this point, MTN has not decided whether the two accounts in South Africa will remain split or be consolidated into a single advertising agency.
Santie Botha, executive director: marketing at the MTN Group, says: “Y&R and TBWA continue to give credible and creative credence to MTN as a brand in the marketplace. Both are hard at work in delivering our exciting Y’ello Summer campaign and we look forward to further creative vigour when they pitch for the upscaled account.”
Over the past year, MTN has grown to become the leading mobile operator in developing markets since the acquisition of Investcom earlier this year. Now operating in 21 countries across Africa and the Middle East, MTN covers about 500-million people and enjoys a total subscription base of more than 31-million.
The existing agencies in these countries will remain in place, although the global lead agency will be used for global campaigns that will run across all operations.
Botha added: “Given that the tremendous growth potential of our operations will be accompanied by significant increases in competition, MTN requires an agency partner that will enable us to truly live up to our vision as the leading brand in emerging markets.”
Following the credentials pitch process, a final pitch process will see three agencies selected for a full strategic and creative presentation.
The intention is to complete the full pitch process before December 14 this year. — I-Net Bridge