Publicis Groupe announced an equity partnership with Troyka Group Wednesday, the first wholly integrated marketing communications service provider in West Africa.
Publicis Groupe, which has spent years investing in Africa due to its strong growth, will use the partnership to launch a network in Nigeria. Through partnership with Troyka Group, Publicis Groupe will be able to develop a strong communications entity throughout West Africa.
“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,” Kevin Tromp, CEO of Publicis Africa Group, said. “We are very excited about the opportunities that this partnership presents for our clients and believe that the combination of 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.”
Troyka Group’s communications arm has existed since 1980, when it opened Insight Communications. The group now has 300 employees operating across six offices in West Africa. It provides marketing services for many major multinational brands, such as Heineken Shell, Samsung, Unilever, Google, Procter and Gamble, Microsoft, Ford and Axa.
Troyka Group includes six total agencies: Insight Communications, the Thinkshop, All Seasons Media, Media Perspectives, the Quadrant Company and Hotsauce.