MTN’s headquarters in Johannesburg.

MTN Group has chosen M&C Saatchi Abel and its network of firms as its worldwide marketing partner.

Africa's largest telecom provider announced the partnership yesterday, stating that the appointment of M&C Saatchi Abel and Group of Companies, a pan-African marketing services firm, effective January 1, 2025, demonstrates MTN's ongoing commitment to developing impactful marketing strategies across its diverse markets.

MTN said in a statement that M&C Saatchi Abel was chosen after a thorough process due to their expertise in promoting growth and increasing brand value for multinational organisations.

It went on to say that their proficiency in digital transformation and customer engagement strategies perfectly aligns with MTN Group's forward-looking vision.

Bernice Samuels, MTN Group marketing executive, stated: "Their progressive perspective and achievements in the marketing domain are precisely what MTN requires to elevate our brand. We believe this partnership will not only redefine our brand presence but also enrich the experiences of our customers globally."

Jacques Burger, Group CEO of M&C Saatchi Abel and Group of Companies, stated, “We are dedicated to applying our comprehensive industry insights and marketing strategies to support MTN's growth ambitions and boost customer satisfaction. We are eager to achieve remarkable milestones together in the industry.