Celtel Pan-African Account Goes to McCann

NEW YORK A consortium of agencies in McCann-Erickson WorldGroup pitched and won the $40 million pan-African Celtel account last month, the agency confirmed. Sources said the other contenders for the business were Ogilvy & Mather, Leo Burnett and Publicis, all Johannesburg.

The Amsterdam-based client, Mobile Systems International Cellular Investments, provides cellular service through Celtel to 12 African countries.

McCann WorldGroup will run the business from its London and Johannesburg offices. Ben Langdon, chairman & CEO of McCann-Erickson WorldGroup Europe/ Middle East/ Africa said in a statement, “This important win for our African offices proves once again that WorldGroup is an important structural and operational concept for integrated communications, which marketers, across categories and geographies, are finding increasingly attractive.”

The WorldGroup companies that pitched the business were its advertising agency McCann-Erickson, Universal McCann, Momentum, NDI.Momentum (POS and merchandising), FutureBrand , Weber Shandwick, and McCann Relationship Marketing units Zentropy Partners and VDBJ Netherlands for online projects and custom publishing, respectively.

Ashish Banerjee, vp, McCann WorldGroup’s EMEA, and director of telecommunications practice area, will manage the Celtel account across all disciplines. He is based in London.