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 our 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 worldclass
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
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”
With the acquisition completed and integration process well underway, the Founder and
Executive Chairperson of Mawal Group, Mrs. Mareme Malong 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 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 Group 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.All these competencies will be available in every country in which the group operates, thereby
ensuring better synergies between markets for clients like MTN.
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 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”.
Established in 1987, Casers is a strategic marketing communication and media investment
company with interest in a diverse portfolio of businesses in the integrated marketing
communication industry. The Group is committed to achieving its growth aspirations by
continually identifying, investing in and nurturing high potential communications and media
properties across sectors and geographies.
Casers Group’s impressive portfolio of global and regional brands includes Diageo, Visa,
Unilever, Pernod Ricard, MTN, The Global Fund, GCB, NHIS amongst others.
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