In 2023, MTN Uganda launched a thematic campaign dubbed “Together, we’re unstoppable,” anchored on celebrating the resilience and creativity of Ugandans and providing a platform for them to showcase their skills. For Twaha Kakaira, a budding entrepreneur building his profile within the marketing communications world through his advertising agency, CTA Space, this campaign spoke directly to his mission of supporting brands and businesses in maintaining a firm rooted in consumers’ minds. His passion led him to partner with M&C Saatchi Abel during the pitching process for the MTN account across the continent.
In April 2024, MTN Group announced M&C Saatchi Abel as its new marketing partner across all operating companies on the continent. For Twaha, this was a David and Goliath situation, as the advertising behemoth TBWA, which had implemented MTN’s marketing activities globally (including in Uganda), was set to hand over to new partners, with CTA Space taking over within the Ugandan market. However, Twaha’s excitement and strategic plans were short-lived when he learned that CTA Space had been rejected by MTN’s procurement and the local Ugandan business unit.
The communication from Nival Maharaj, a new business project director at M&C Saatchi Abel, read, “As we have now had the opportunity to engage directly with the MTN OpCo, concerns were raised about the scale of CTA Space and current capability and quality to deliver against 360-degree work. Even with the willingness to scale up the agency and skills for MTN, MTN wants to start with an agency that is more established in this regard.”
David Case, Founding Partner of TBWA Uganda (former MTN Uganda advertising agency) and majority shareholder of Creatabuzz Communications.
When Twaha reached out to Jacques Burger, CEO of M&C Saatchi Abel, to seek redress and inquire about the decision-making process, he was met with a stark clarification. Jacques stated explicitly, “The MOU doesn’t commit to any obligations from ourselves beyond putting yourselves forward as our affiliate partner in the Uganda market. It does not guarantee a contract or success, nor does it make any financial commitments.”
Jacques further added, “With regards to the pitch itself, you contributed or delivered no work in terms of strategy or creative development. You submitted a rate card that had to be updated several times due to incorrect information and a credentials document. It is important to note this as you have not invested any creative or strategic pitch hours towards the pitch opportunity.”
Jacques Burger, CEO of M&C Saatchi Abel.
MTN Uganda had thoroughly reviewed CTA Space’s credentials and deemed the agency unsuitable for the Ugandan market. However, Jacques noted that “We have spent time understanding MTN Uganda’s point of view and following our additional assessment based on our experience around your rates submission, market research, and reviewing your credentials again, we are aligned to their view. Please note, we are not saying that you are not a good agency, but you are not an ideal partner for MTN in Uganda.”
As Twaha sought to understand the situation and save his dream fully, he learned that M&C Saatchi Abel had instead contracted Creatabuzz Communications, an outfit previously called Limelight and an affiliate of TBWA. This agency had previously handled the MTN account in Uganda and across the continent.
