Publicis Groupe announces an equity partnership with the
communications arm of The Troyka Group, the first wholly integrated
marketing communications service provider in West Africa, including a
total of 6 agencies: 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 6 offices
across the region. Troyka companies work with multi-national brands as
well as local clients.
Kevin Tromp, CEO of Publicis Africa Group commented: “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 brands.
Insight Communications, the largest and most sophisticated agency in
Nigeria, and 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 Thinkshop, 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 ZenithOptimedia. 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.
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