TBWA Uganda to continue as lead agency for MTN Uganda as MTN Group awards Omnicom another 3-year contract Since taking over the MTN account, TBWA Uganda has in the last three years run a number of market-shaking campaigns for MTN, the largest telco in Uganda.

South African-based communications giant, MTN Group on November 23^rd, 2020 named Omnicom Group as its lead advertising agency partner across its 21-country footprint in Africa and the Middle East.

The deal means that TBWA Uganda, which is the lead agency partner for Uganda, will continue handling one of the most lucrative communications accounts, said to be in hundreds of millions in monthly retainer revenue.

TBWA Uganda, which is part of the Omnicom Group, started working on the MTN account on 1st July 2017, inheriting the account from South Africa headquartered Metropolitan Republic.

In a media statement sent to this website, Luca Gallarelli, the Group Chief Executive Officer, TBWA South Africa and Bernice Samuels, the MTN Group Executive for Marketing confirmed the development.

“We are thrilled by this announcement which is certainly reflective of the hard work and dedication of our entire team. MTN is one of the world’s leading brands for a good reason, and we look forward to working with them to achieve their business ambitions in the coming years,” said Gallarelli.  

“MTN is delighted with the outcome of the Global Marketing Services Request for Proposals (RFP).  The calibre of submissions from all bidders was of an exceptional standard, despite the unusual circumstances we find ourselves in,” commented Bernice Samuels, Group Executive for Marketing.  

“Omnicom proved themselves not just as a creative powerhouse, but also demonstrated solid commitment to partner with MTN in achieving our common goal to contribute to Africa’s progress,” she concluded.

Peter Magona, the TBWA Uganda Managing Director said the renewal was a continuation of what has become a strong agency-client relationship, and more.

“It means we retain a really big and important client – one with which we’ve built not just a strong rapport with but a great record of creative and effective campaigns. We have 3 more years to build on this legacy and even as we know we have to adapt, grow and seek new frontiers to give MTN a larger share of the future, we are as excited as the first time to dig in,” Magona said.

He however declined to share the details of the contract.

“The details of the contract are being thrashed out as we speak between Omnicom and MTN teams, so I don’t have authoritative details,” he said. 

Under the current arrangement that runs until the end of December 2020, TBWA Uganda is the lead agency running strategy, account management, creative and production component of the contract, while Mediage PR runs Public Relations, Kinaya Advertising Agency Digital Communications and Saladin Media does the media buying.  All the agency resources running the MTN account sit at TBWA Uganda, the first of such agency arrangements in the Ugandan Market.

An elated David Case, Founding Partner for TBWA Uganda in a WhatsApp chat with CEO East Africa said: “I think ultimately it is reflection/testimony to TBWA African network’s capabilities, as Uganda is only one piece of the puzzle when such a large account such as MTN is involved.”

Omnicom, CEO East Africa understands, edged out other global advertising agencies- WPP and Publicis in the finals. Initially Interpublic and Dentsu Aegis Network were also in the race but fell out at an earlier stage.

Since taking over the MTN account, TBWA Uganda has in the last three years run a number of market-shaking campaigns for MTN, the largest telco in Uganda.

In a recent interview with CEO East Africa, Wim Vanhellepute, the MTN Uganda CEO said the company has managed to beat off stiff competition from Airtel and even regained lost market share.

“A few years back when two of our biggest competitors merged, we came under pressure and lost about 10 points market share, down from about 65%. But over the last 5 or so years, we have gained back lost points and consolidated our market share. As a result, last year (2019) we had a solid 30 per cent revenue growth which put us among the best performing telecoms on the continent as not many on the continent  reported this level of growth in revenues,” said Wim.