Publicis Groupe Africa Secures Airtel Africa Account Across 12 Markets
Airtel Africa has officially announced the appointment of Publicis Groupe Africa as its integrated marketing partner across 12 core markets, following its recent disengagement from Ogilvy Africa. This strategic partnership signals a new era of pan-African, insight-led marketing that is set to redefine how the telecoms giant connects with its vast and diverse customer base.
The partnership covers Congo Brazzaville, DRC, Niger, Chad, Gabon, Kenya, Uganda, Rwanda, Tanzania, Zambia, Malawi, and Madagascar, with further expansions under negotiation. At its core, the alliance represents more than a business contract; it reflects a shared ambition to craft culturally resonant, scalable campaigns backed by strategy, creativity, data, and storytelling.
“This partnership is not only a win for Publicis Groupe Africa but a testament to truly borderless, collaborative, and future-forward marketing across the continent,” noted Koo Govender, CEO of Publicis Groupe Africa.
With over 163 million customers across 14 countries, Airtel Africa continues to play a pivotal role in bridging Africa’s digital divide, providing access to mobile connectivity and mobile money services that empower underserved communities.
The Publicis Groupe Africa network, through its affiliate The Partnership Africa based in Nairobi, will provide end-to-end support, including media strategy, digital execution, data analytics, and integrated brand storytelling. This combination of local insight and global expertise is positioned to bring market-relevant, culturally attuned campaigns to life at scale.
Track Record of Excellence: Publicis Groupe’s African Success Stories
Publicis Groupe Africa’s portfolio includes work with global and African power brands such as:
- MTN, for whom they led campaigns in financial inclusion and youth engagement across multiple markets.
- Nestlé, where they created localised campaigns tailored to regional consumer behaviour in West Africa.
- Heineken, delivering continent-wide activations with local flavour and digital-first experiences.
- Toyota, with integrated brand-building and retail marketing strategies that span several African nations.
This history of performance, paired with a borderless operational model, makes Publicis Groupe Africa an ideal partner to help Airtel deepen consumer connection, drive digital transformation, and reinforce its leadership across the telecom landscape.
As Airtel doubles down on innovation, inclusion, and brand unification, the partnership with Publicis Groupe Africa is expected to set new benchmarks for how large-scale, integrated communications are executed on the continent.
