The stage is clear for Casers Group, an advertising firm to take the leading position as the largest advertising firm in West Africa.
Less than two weeks ago, the news landed on screens that MTN Group had appointed Omnicom Group as its global marketing agency.
The Nigerian marketing communications landscape will witness another shit with this development as Insight Publicis Groupe will lose its coveted number one position as the largest advertising group in West Africa to CasersGroup.
MTN Group said in its decision statement that “The appointment of Omnicom Group spans the areas of brand, media, digital, public relations, internal communication and sponsorships, across MTN’s functional areas of marketing, consumer, enterprise business, digital services, corporate affairs, human resources and investor relations at a group level, as well as the company’s operations in 22 markets.”
CasersGroup is the global affiliate to Omnicom Group, the winner of the highly contested pitch. Omnicom will henceforth use its global presence to deliver marketing services to MTN Group. This situation confidently favours CasersGroup in Nigeria.
CasersGroup has also had its fair share of loss when in 2013 Capital Media, its media buying business lost MTN media account in Nigeria to Media Perspectives, one of the media operations of Insight Publicis Groupe.
After getting MTN media business into its group and to consolidate its position in the Nigerian market, Insight Communications went to sell 25% equity ownership to French Publicis Groupe which made it the largest group in marketing communications in West Africa.
However, it is not all going to be rosy for CasersGroup and Omnicom. There are caveats along the line. MTN Group is not ‘finding it funny’. The company is going to declare a full year loss for 2016. While it is largely attributed to the 330 billion fine MTN Nigeria is paying, the company is facing a slowing growth in South Africa and other markets where it operates.
CasersGroup will be tasked with working with MTN Group in its trying times. The company has already cut its marketing budget beyond recognition. The new agency will be working with less to deliver more.