Breaking News: X3M Ideas Resigns Mouth-watering 9Mobile Ad. Business
November appears to be the month of drama and intrigues in the telecommunications and marketing communications space as development around the mouth watering 9Mobile ad. business is brewing to the consternation of many industry watchers.
Just as we are still trying to wrap our fingers round all the realignments happening at MTN, it appears there’s even more going on at the recently-rebranded 9Mobile business and its leading agency of record, X3M Ideas. Findings suggest that the popular Lagos agency may have jolted the client with its unexpected resignation of the 9Mobile ad. business, Brandcrunch can reveal.
Following the request for proposals which came shortly after its rebranding, many industry watchers believed the telco’s move as ‘ill advised’. As a source said: ‘How do you throw the business open for a pitch, when all your agencies have just worked with you to survive such uncertain period?’
Yet, while the pitch is yet to hold, another source close to the business confirmed that at least one of the agencies handling the account may have thrown in the towel.
Although, there have been no official confirmations yet, but close watchers are saying X3M Ideas, the popular creative agency led by Steve Babaeko may have jolted the client and the industry with its unbelievable decision to resign the mouth-watering 9 Mobile ad. business.
There are no specific details as of this time, but it is highly likely the agency has informed the client of its decision to ‘move on’.
X3M Ideas have been one of the two creative advertising agencies for 9Mobile since about 5 years ago. The other agency is 141 Worldwide which has had the business since the business’ inception in the country as Etisalat about 9 years ago.
The Country’s fourth largest GSM provider and innovative network, 9Mobile became apparently troubled when a $1.2 billion loan from a consortium of banks became crippling, causing the government and other parties to intervene. The UAE owners of the Etisalat brand soon pulled out, leading to change in management and a rebranding, even as a possible sale is reportedly underway.
Newly-appointed CEO, Boye Olusanya has said his mandate is to save funds. “Our mandate is to make sure the business runs as profitable as it can. What is most important now is to ensure that the business runs and meets its obligations”, the CEO said in a statement released to the media by the PR Agency, Chain Reactions.
Efforts to speak with Babaeko on this development proved abortive as at time of filing this report. Still a developing, updates on the 9Mobile ad. business and X3M Ideas’ purported resignation will be published as soon as we get comments from parties concerned.