WPP Scangroup PLC announced on May 13, 2025, that its subsidiary, Ogilvy Africa, has concluded its longstanding partnership with Airtel Africa, marking the end of a nearly 15-year collaboration.
In a joint statement, both companies expressed mutual appreciation for their shared journey, showing their collective achievements in building the Airtel brand across the African continent.
While the specifics of the separation remain confidential, the companies emphasized their commitment to integrity, transparency, and governance throughout the partnership.
Airtel and Ogilvy Africa Partnership
The conclusion of this partnership marks the end of a long-standing relationship between Airtel and Ogilvy Africa, which began in 2010.
That year, Airtel officially announced the appointment of Ogilvy Africa as its marketing services partner for the African continent.
This strategic collaboration was established shortly after Airtel completed its acquisition of Zain Group’s mobile operations in 15 African countries in June 2010, a move that significantly expanded Airtel’s presence across the region.
Overtime Airtel has registered growth in the Kenyan market, with the Communications Authority (CA) announcing that Airtel’s GSM business and Airtel Money market recorded positive and sustained growth in the last quarter of 2024.
Out of the 42,302,833 mobile money subscribers in Kenya between October and December 2024, Airtel Money held a market share of 8.9%, translating to 3,764,952 customers.
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This marked an increase from the previous quarter, where Airtel Money had a market share of 7.6% of the 40,633,292 mobile money subscribers.
According to CA, the number of SIM subscriptions in Kenya during the said period was 71,375,093, which represents a penetration rate of 138.5%.
Out of this, Airtel had 21,517,842 subscribers, giving it a market share of 30.15%. This is an increase from the previous quarter (July – September 2024), where Airtel had 20,740,558 subscribers.
About WPP Scangroup
WPP Scangroup, a subsidiary of global communications powerhouse WPP plc, operates under a multi-agency structure throughout sub-Saharan Africa.
With a footprint in 25 countries, the group includes prominent agencies like Ogilvy Africa.
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Its service offerings span several key areas including, Brand Strategy & Communications, Customer Experience, Tech, Commerce, and Advisory, Media Investment, Content, and Technology Management and Public Relations, Influence, and Government Affairs.
This diverse structure allows WPP Scangroup to deliver integrated solutions across multiple channels and markets.
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