In late 2020, MTN Group named Omnicom Group as MTN's lead agency partner across its footprint, cementing a partnership that commenced in 2017.

Prior to this, Omnicom agency TBWA\ had worked with MTN at the dawn of democracy in 1994 to launch its brand in South Africa.

"We are immensely proud of the work that our teams across the continent have consistently delivered for MTN during our second run, driving them to the number one brand in Africa," says Luca Gallarelli, group CEO of TBWA \ South Africa.

"This is a testament to the talent, commitment and endurance of our entire network in every market they operate in and the work they have done in helping reposition and relaunch MTN as its evolution from telecommunications company gathered pace," adds Gallarelli.

"That was a mammoth task in itself, and I am extremely proud of what our collective managed to achieve. Together with MTN, there is no doubt we have made a huge impact on the continent in multiple markets," Gallarelli says.

In 2022, the TBWA\ Group walked away with the Partnership of the Year Award for its working relationship with MTN and the overall Agency of the Year title at the FM AdFocus Awards. In 2023, TBWA\ South Africa won both the Group of the Year Award and the African Impact Award, further cementing the work the agency does in South Africa and across the continent, says the agency.

Omnicom's work for MTN contributed to the technology company being named the 'Most Valuable and Strongest South African Brand' by Kantar and Africa's 'Most Admired Brand' by Brand Africa. 

"We have had an incredible run with MTN, and it is now someone else's chance to take up the baton. We are grateful for the opportunity to help build one of Africa's largest and most loved brands, and we continue to do that for all our clients. This opens up a new chapter for both as we explore opportunities independently of each other. We wish MTN the very best as they embark on their new partnership," concludes Gallarelli. 

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*Image courtesy of contributor