Safaricom parts ways with Gina Din

March 16, 2012
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Bob Collymore, the Safaricom Chief Executive Officer
NAIROBI, Kenya, Mar 16 – Telecommunications solutions firm Safaricom is currently shopping for a new agency to handle its public relations after it ended it 13-year relationship with Gina Din Corporate Communications (GDCC).

The contract with GDCC officially ends on April 30 by which time a new agency will be on board.

GDCC owner and founder Gina Din-Kariuki said the conclusion of their ‘business relationship’ came after they decided not to pitch for the ‘Safaricom’ business.

“Although our current business relationship may be over, we have developed personal relationships and a strong brand affiliation with the Safaricom team during our tenure as their communications agency,” Gina Din-Kariuki said.

“And we part ways in the very best of circumstances, with nothing but satisfaction and pride in what we have accomplished together,” she added.

Safaricom has arguably been the the biggest client that GDCC has had over the years.

The company’s advertising budget accounts for more than 11 percent of its overall spend which it has used to maintain its market leadership position in the increasingly competitive telecoms sector.

The PR agency has seen the transformation of Safaricom from a department of Kenya Posts & Telecommunication Corporation to being the largest mobile operator in Kenya and one of the most profitable companies in East Africa.

“GDCC has been an integral part of this growth, playing a key role in the communication of the company’s milestones such as the launch of M-PESA, the setting up of the Safaricom Foundation and the successful execution of East Africa’s biggest Initial Public Offer bid,” the founder pointed out of their acheivements.

Gina Din-Kariuki however seemed to downplay the impact that the loss of Safaricom will have on her company, instead pointing to the other ‘big’ clients that it has on its fold.

“The GDCC team has recently taken on a number of new clients including selected Unilever brands, GSK, L’Oreal and Siginon and will soon begin working with their newly signed telecoms client, Orange Kenya,” she added.

The partnership has however been one of the most formidable and had played a major role in enabling Safaricom to become and retain its position as the most valuable Kenyan brand.

GDCC was involved in the ‘Niko na Safaricom’ campaign launched in late 2010 and which is believed to be the biggest brand commercial ever executed in the country.

From the Safaricom relationship, Gina Din said they take away exposure and experience that she believes will be valuable for them going forward.

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