MTN Nigeria has appointed XLR8, a leading communications consultancy to handle its content development and management brief. According to an inside source, five agencies from different backgrounds, including the winner pitched for the account. Others are DDB, Anakle, and eMagination Limited. Mitee, the incumbent agency on the business also participated but lost. The participating agencies were drawn from Advertising, Digital Marketing and Public Relations agencies.

The telco company was said to have expressed satisfaction with XLR8’s presentation during the exercise and having worked on the brand before as a PR consultant, it is believed that the agency would deliver perfectly.

Confirming his agency’s victory in the exercise, Calisthus Okoruwa told THISDAY on telephone that his team was humbled to have been chosen from a very distinguished and formidable list of agencies. He admitted that other organisations that lost in the exercise must have equally put forward compelling presentations.

XLR8 was one of the two PR agencies that lost the Public Relations business of the telecom company last year. It was on the business from 2007 to 2015 alongside Marketing Mix.

Early last year, MTN reviewed the business and invited nine agencies for presentation. The invited agencies include, JSP Communications, Mediacraft and Associates, Black House Media, Brooks and Blakes and Leap Communications. Others are; Soulcom Communications, a subsidiary of Udeme Ufot’s SO & U, DKK Associates, and of course the then incumbents –Marketing Mix and XLR8.

In May, 2015, the result came out and DKK and Brooks and Blakes won.

With the new appointment and other businesses won by XLR8 in the last few months, observers are beginning to see the agency as one of the Marketing Communications companies that will shape the industry this year.