By Ntia Usukuma.
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. Enyi Odigbo,Chairman and Chief Executive Officer of Casers Group, explained that the acquisition of Mawal demonstrates his company’s commitment to prudently deploy resources that will deliver unassailable value to existing and prospective local and multinational clients”
[ad id=”187″]In Odigbo’s words,“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”Odigbo.Explains further.
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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 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 that “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”Withthe acquisition completed and integration process well underway, the Founder and Executive Chairperson of Mawal Group, Mrs. MaremeMalong will retire but will continue to serve as adviser to the board. She said that she and her team members “are excited at this development because it is the coming together of likeminded Africans to form a more formidable entity that will outperformour 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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Mr. Patrick Ehringer, President DDB MEA said “With this unprecedented investment in West and Central Africa, DDB is now uniquely positioned to develop its footprint across the African continent” He added, on DDB’s relationship with Casers, that “we are delighted to further extend and invest in our close relationship with Enyi’s teamat Casers. This development is not just positive for existing local and regional client partners but also for anyprospective global brands who are serious about investing in Africa’s their next growth frontiers.