BrandArena: CASERS Goes Bullish, Acquires Nine Agencies Across African Markets

Wednesday 17 June 2015

CASERS Goes Bullish, Acquires Nine Agencies Across African Markets

Casers group, custodians of the DDB Brand in Nigeria has strengthened its presence on the continent as a media and marketing network  by riding on the MTN ‘horse’ to acquire equity interests  in an unparalleled acquisition spree in the African Advertising  and Marketing communications space.

 The Group led by its Chairman, Mr. Enyi Odigbo flanked by his top management  from across the markets, and Mawal Group’s Chairperson, Mrs. Mareme Malong,  announced a definitive merger agreement under which Casers Group acquires Mawal, the leading marketing communications network in French West and Central Africa.
L-R: Managing Director/CEO, Capital Media, Tony Udenze; Executive Chairperson, Marwal Group, Mareme Halong; Chairman, Casers Group, Enyi Odigbo and Chief Executive Officer, Innova DDB Ghana, Joel Nettey, at a press conference to announce the acquisition of  Marwal Group West Africa and Innova DDB Group by Casers Group in Lagos on Tuesday
The merger developed out of the successful DDB led partnership of Casers Group, Mawal Group and Innova DDB in partnering MTN, the largest mobile telecoms operator in the Middle East and Africa. DDB currently manages MTN in Nigeria, Ghana, Liberia, Cameroun, Cote d'Ivoire, Republic of Benin, Guinea Conakry, Guinea Bissau and Congo Brazzaville.

Odigbo, Chairman and Chief Executive Officer of Casers Group, explained that “the acquisition of Mawal demonstrates our commitment to prudently deploy resources that will deliver unassailable value to existing and prospective local and multinational clients”.

With this development, Casers Group becomes an unmatched solution for any multinational brand looking for world-class service delivery throughout West and Central Africa – to either launch or extend within the region. “This strategic combination eliminates the need for businesses who require a regional marketing communications solution to seek partners on a country by country basis, which often results in disparate service levels, in terms of quality and resource deployment” said Odigbo.

Joel Nettey, MD of INNOVA DDB and President of the Advertising Association of Ghana said,
“The opportunity to partner on MTN for the past 4 years throughout the region provided the learning curve needed to drastically reduce the teething problems associated with deals of this nature”.

Reacting to this development, Bayo Adekanbi, Chief Marketing Officer, MTN Nigeria said:
“This is a commendable feat in Casers’ quest to deliver solutions to the increasing market opportunities, in West and Central Africa. Casers’ experience with MTN will be an added advantage and significant leverage in leap-frogging the challenges of the region, with speed, precision and effectiveness”

Mrs. Malong said that she and her team members “are excited at this development because it is the coming together of like-minded Africans to form a more formidable entity that will outperform our individual operations. I cannot wish for a better retirement confident that I have left Mawal in the hands of partners I have come to trust”.

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