Listed advertiser, WPP Scangroup, has confirmed the end of the 15-year engagement between its flagship agency, Ogilvy Africa, and telecoms operator Airtel Africa, as the marketing group contends with wider restructuring following its full-year loss.
- •The termination of the contract, disclosed in an announcement by the Capital Markets Authority (CMA) on Tuesday, marks the conclusion of one of Africa’s longest-standing advertising relationships.
- •Although the details of the disengagement are still scanty, the move complicates ongoing efforts by WPP Scangroup to reposition its operations after a challenging financial year.
- •The NSE-listed group posted a KSh 507.6 million net loss for the year ended December 2024, attributed to foreign exchange losses.
“Ogilvy Africa is proud to have operated this model with the highest standards of integrity, transparency and governance in some of the most challenging markets in the region, contributing to the growth of both organisations,” WPP Scangroup announced.
Ogilvy Africa first announced the news on LinkedIn on Tuesday, saying the two companies had “decided to part ways.” The split adds to the list of headwinds facing the parent company, which is navigating increased volatility across African markets, tightened client budgets, and rising competition from digital-first agencies.
Ogilvy contributes a significant chunk of the WPP Scangroup business alongside other agencies like Scanad, JWT, and Squad Digital.
Internationally, WPP Scangroup’s parent company WPP has moved its agency, Grey, under the leadership of Ogilvy in a leadership restructuring move. The move is part of ongoing shifts following the exit of Ajaz Ahmed, who served as CEO of subsidiary AKQA, and the overhaul of media investment arm GroupM that includes staff cuts.