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ISSUE: q406
01/11/2006
Young & Rubicam look set to continue local work
Phone company MTN Group issued a tender for its advertising account. Ten major advertising agencies were invited to pitch for the MTN account in October, which incorporates the strategic lead and implementation agency role for the MTN Group, MTN South Africa and MTN Swaziland. MTN’s existing agencies regionally – the company uses Young & Rubican in Zambia - will remain in place, although the new global lead agency will be used for global campaigns that will run across all operations.
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 of marketing for the MTN Group, said: ‘’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.” The group is striving to entrench its position as the leader in telecommunications in developing markets, in Africa and the Middle East. Over the last year, MTN has grown to become one of the leading mobile operators in developing markets since the acquisition of Investcom LLC earlier in 2006. Now operating in 21 countries across Africa and the Middle East, MTN covers about 500 million people and enjoys a total subscription base in excess of 31 million.
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 happen where three agencies will be selected for a full strategic and creative presentation. The intention was to complete the full pitch process before December 14. (bizcommunity.com)
Date: q406
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