Troyka, Publicis Groupe partnership to deliver added value to clients – Shobanjo    

Biodun Shobanjo, chairman of Troyka Holdings, has said that the equity partnership between Publicis Groupe and the marketing communications arm of Troyka Holdings would deliver added value to the group’s clients. He said this, Thursday, while announcing the partnership to a press conference in Lagos.

“We are extremely excited about the added value that our clients will derive as a result of this partnership and look forward to deploying the full suite of Publicis Groupe tools and proprietary processes for the benefit of our clients’ brands by way of even more creative, effective, integrated marketing communication and public relations solutions,” Shobanjo said.

Recounting the story of Troyka Holdings, Shobanjo said that about 38 years ago some 18 enterprising young men and women set out on a journey to redefine marketing communications practice in Nigeria, an effort which birthed Insight Communications. With some diversification plus expansion of the marketing communications unit, that effort has further, with six companies in the marketing communications arm servicing some of the best local and international brands.

As the company has grown, Shobanjo said, clients’ needs have also evolved, requiring more extensive and acute range of skills, knowledge and global best practices.

“This has led us to the point where we can today announce that Publicis Groupe, the third-largest communications holding company in the world, has entered into an equity partnership with the marketing communications arm of Troyka,” he said.

“In line with APCON guidelines, they now hold 25 percent of the company’s stocks. This, in effect, makes us part of the Publicis Groupe – a global leader in marketing, communication and business transformation, with offices in 108 countries and more than 76,000 marketing communications professionals. This makes us the first Nigerian marketing communications group to have foreign equity partnership,” he added.

The chairman also announced that the management of the group’s unit companies – Insight/Publicis, All Seasons Media/Zenith Optimedia, Quadrant/MSL, MP/Starcom Mediavest, Hotsause/Nurun, and The Thiinkshop/Leo Burnett – would remain unchanged, with Jimi Awosika as group managing director and himself as chairman of the Board.

Recall that Kevin Tromp, CEO of Publicis Africa Group, had, earlier in a press release announcing the equity partnership with Troyka Holdings, expressed confidence that the combination of Publicis Groupe’s global expertise with the Troyka Group’s local strength would provide an unbeatable partnership in Nigeria’s challenging and fast developing market.