Troyka Enters Equity Partnership With Publicis | Independent Newspapers Limited
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Troyka Enters Equity Partnership With Publicis

Posted: Mar 24, 2016 at 3:00 am   /   by   /   comments (1)

Publicis   Groupe has announced   an   equity   partnership   with   the communications arm of The Troyka Group, the first wholly integrated marketing communications service provider in West Africa that includes Insight Communications, The Thiinkshop, All Seasons Media, Media Perspectives, The Quadrant Company, and Hotsauce. Publicis Groupe has continually invested in Africa over the last several years, taking advantage of the strong growth potential of this market. Through this equity acquisition, Publicis Groupe will launch its network in Nigeria from within the Troyka Group, creating a powerful communications entity that will allow for competitive advantage across all areas of operation in the West African landscape. Founded in 1989 the company has over 300 employees and six offices across the region. Troyka companies work with multi-national brands as well as local clients.

The Chief Executive Officer of Publicis Africa Group, Kevin   Tromp, while commenting on the partnership stated that the global agency was excited about the new relationship, stressing that the partnership would further boost the profile of both companies especially in the midst of the challenging time and markets.

Tromp said: “The   Troyka   Group   communication companies are the gold standard in Nigeria, with a range of long-term blue-chip client relationships, and a portfolio of multi-disciplinary   work that is world-class. We are very excited about the opportunities that this partnership presents for our clients, and believe that the combination, Publicis Groupe’s global expertise combined with the Troyka Group’s local strength will provide an unbeatable partnership in this challenging and fast developing market.”

The integration of Troyka companies together with Publicis Groupe’s media, public relations, and advertising networks will service a wide range of blue-chip local and multi-national brand. Insight Communications, the largest and most sophisticated agency in Nigeria, will trade as the representative of Publicis Worldwide in Nigeria. The agency will work closely with all other Publicis Worldwide network agencies as a fully-fledged network partner.

The Thiinkshop, one of Nigeria’s youngest agencies, with a knack for great work that truly moves people, will be aligned into a multi-door operation of Leo Burnett and Saatchi & Saatchi in the market. Leo Burnett will operate as a stand-alone entity representing the worldwide network in Nigeria. All   Seasons Media, Nigeria’s pioneer independent media agency,   will   be   aligned   with Zenith Optimedia. All Seasons Media leverages deep consumer insights to build and implement strategies that have given it the reputation for providing media efficiencies and strong ROI. Media Perspectives, one of the top three media advertising agency in billings in Nigeria, will be aligned with Starcom Mediavest Group. The agency uses Nigeria’s first and only cloud-based media ERP, leveraging tech-enabled operations to provide transparent processes for clients. The Quadrant Company is Nigeria’s first full service public relations agency, offering specialist services with coverage of the West African region, and was honored in 2012 as the Holmes Report Sabre Awards African PR Consultancy of the Year. The agency will be aligned with MSLGROUP.

Hotsauce is Nigeria’s most awarded digital marketing agency and has been named Digital Agency of the Year three years in a row by the Marketing World Awards. The agency will be aligned with Nurun, one of the world’s fastest growing digital networks.

According to the Chairman of Troyka Group, Mr. Biodun Shobanjo, “We are indeed excited with the opportunities being thrown open with this partnership. The choice of Publicis as an equity partner advents a new epoch in marketing communication services in Nigeria as it up-scales the value we currently deliver to clients. Being the first of its kind in the Nigerian environment, the Publicis/Troyka partnership, will avail us access to global tools, process and platforms while helping to redefine   route   to   market   for   the   brands   we   work   for, the   ultimate   consequence being better outcomes in terms of market expansion and growth.”

Nigeria is Africa’s most populous nation and is predicted to be a top 20-world economy by 2030, according to McKinsey Global Institute. The advertising market in Nigeria is worth approximately $1 billion and has seen a 21% compound annual growth rate in the last ten years. According to ZenithOptimedia, advertising expenditure is expected to generate a 3.9% growth in 2016 and reach 4.7% at current prices by 2017.