MTN's Larry Annettes Moves Back to South Africa as CMO of MTN SA

Larry Annettes

MTN's Larry Annetts, who heads up marketing for MTN Nigeria, is heading to South Africa where he will be the new Chief Marketing Officer of MTN SA.

MTN tells us that Anetts is no stranger to the world of marketing, consumer strategy and product development. “An accomplished marketer and strategist, Annetts started his career in 1995 as product manager at MTN SA,” reads a communique from the telecommunications company. ” This was followed by serving in the start-up team that was responsible for setting up MTN Uganda and Rwanda consecutively,” it continues.

MTN says that during his term in Nigeria Annetts inspired and led the most talked about advertising campaign in Nigeria (Saka’s I don port) which earned a global positive sentiment rating of 86%, over 8 million unique mentions and a total earned media value of 4 billion naira in 23 days.

The mobile operator writes: “Under his leadership, MTN Callertunez hit the 30 million subscriber mark, witha library of over 12 000 Callertunez from various artists, making MTN the largest distributor of music and related content in Nigeria. He also initiated the first of its kind branded music CD containing music of all MTN ambassadors. This is in addition to the successful launch of MTN Nigeria AfriNolly app, which is now the most downloaded app developed in Africa, boasting over two million downloads, which has generated over 24 million viewing minutes across all its content category.”