Casers Group and Mawal Group have announced a definitive merger agreement under which Casers Group acquires Mawal, the leading marketing communications network in French West and Central Africa.Both parties announced the deal in a press briefing in Lagos. They said the deal is the biggest ever in advertising history in West Africa.
Enyi Odigbo, Chairman and Chief Executive Officer of Casers Group, explained that the acquisition of Mawal demonstrates the company’s commitment to prudently deploy resources that will deliver unassailable value to existing and prospective local and multinational clients.”
Casers Group is now 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.
This merger has 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.
Joel Nettey, MD of INNOVA DDB and President of the Advertising Association of Ghana said “The opportunity to partner with 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.” Source Bloomberg