MSLGroup owner Publicis moves into West Africa with Troyka Group tie-up

Publicis Groupe has announced an "equity partnership" with the comms arm of the Troyka Group to create an integrated marketing comms service in West Africa.

The partnership, in which Publicis has taken "a significant minority stake" in the Troyka Group, will involve Troyka agencies Insight Communications, The Thinkshop, All Seasons Media, Media Perspectives, The Quadrant Company and Hotsauce.

Publicis said it intended to use the new partnership to launch its network in Nigeria from within the Troyka Group, whose comms arm has 300 employees across six offices in the region.

As part of the deal, Insight Communications will be rebranded as Publicis Insight and will trade as the representative of Publicis Worldwide in Nigeria.

In addition, The Quadrant Company, based in the Nigerian capital Lagos, will align with Publicis-owned MSLGroup to operate as Quadrant MSLGroup, with Bolaji Okusaga remaining as MD. It will have 40 employees in Lagos and offer specialist services in West Africa.

MSLGroup said: "The Quadrant Company has worked together with us and our Publicis Groupe sister agencies for a number of years, and as such this is a natural next step."

Kevin Tromp, chief executive of Publicis Africa Group, 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 multidisciplinary work that is world class.

"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 and the Troyka Group’s local strength will provide an unbeatable partnership in this challenging and fast-developing market."

Earlier this month, Publicis-owned MSL Group announced its acquisition of Vietnamese PR agency Venus Communications.

In February, Publicis saw organic revenue growth accelerate to 2.8 per cent in a "better than expected" fourth quarter of 2015, leaving organic growth across the full year at 1.5 per cent.

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