Casers Group and Mawal Group have merged, in a deal in which Casers acquired Mawal, a marketing communications network in French West and Central Africa.
Enyi Odigbo, Casers Chairman and Chief Executive Officer (CEO), said the acquisition demonstrates commitment to prudently deploy resources that will deliver unassailable value to existing and prospective local and multinational clients.
Casers offers solution for any multinational brand looking for world class service delivery throughout West and Central Africa – to launch or expand.
“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 said.
This merger developed out of the DDB-led partnership of Casers, Mawal, 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 four years throughout the region provided the learning curve needed to drastically reduce the teething problems associated with deals of this nature.”
MTN Nigeria Chief Marketing Officer, Bayo Adekanmbi, added 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.”
With the acquisition completed and integration process well underway, Mawal Group founder and Chairperson, Mareme Malong, will retire but will continue to serve as adviser to the board.
She and her team members, she said, “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.”
Casers through this acquisition now offers services in advertising (DDB and BBDO); media (Capital Media, NEXUS and Space); digital communications (Mobius); production (WOW); experiential marketing (ACTIV8); and design and brand consultancy (MAGENTA).
The operations traverse Nigeria – Cameroun – Cote D’Ivoire – Benin – Guinee Conakry – Congo Brazzaville – Ghana – Liberia – Guinea Bissau.
“All these competencies will be available in every country in which the group operates, thereby ensuring better synergies between markets for clients like MTN,” Odigbo said.
DDB President (Middle East & Africa), Patrick Ehringer, explained that “with this unprecedented investment in West and Central Africa, DDB is now uniquely positioned to develop its footprint across the African continent.
“We are delighted to further extend and invest in our close relationship with Odigbo’s team at Casers.
“This development is not just positive for existing local and regional client partners but also for any prospective global brands who are serious about investing in Africa, as their next growth frontier.”
