June 25, 2024

With the announcement by MTN Group of the appointment of M&C Saatchi Africa as its marketing communications partner across all MTN Group, M&C Saatchi’s Nigerian affiliate, SO&U Group, will be responsible for the business in Nigeria.

SO&U worked with other in-market agencies across the continent led by M&C Saatchi Africa, anchoring the Nigerian content of the pitch. The appointment covers creative, media and digital services.

In a statement, the Group Managing Director of SO&U, Udeme Ufot, said this win affirms SO&U’s commitment to professional excellence and an attestation of its resilience and continued relevance in the Nigerian marketing communications industry.

“We are excited about the return of MTN and look forward to raising the bar on this second coming. MTN has always been a most inspirational client, fun to work with, highly professional, and well-known for creating an enabling environment for mould-breaking work. With our partnership with M&C Saatchi Africa, we are poised to embark on a new era of creativity, collaboration and success,” Ufot said.

The firm said in over three decades of operation, it has distinguished itself for high-impact creativity that has transformed brands and entrenched ideas and philosophies. Fuelled by its desire to inspire the world with its passion and ideas, the agency, founded by three creatives, is renowned for its iconic launch campaign for Guaranty Trust Bank and its brand-transforming bullet train concept for Access Bank.

Its brand campaign for Guinness Stout (FES) raised to new heights the love of Guinness drinkers for the brand and not forgetting the award-winning campaigns like MTN Life is Beautiful among others which helped establish the MTN brand in Nigeria between 2001 and 2006

“We deliver solutions that work and see our partnership with M&C Saatchi on the MTN engagement as an opportunity to restate our credentials as Nigeria’s foremost brand transformation agency,” Ufot noted.



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