Troyka Holdings unveils experiential marketing agency

Despite the recession in Nigeria, Troyka Holdings has continued to raise its investment profile within the integrated marketing communications industry in the country.

The agency network founded by Biodun Shobanjo, recently unveiled an experiential marketing agency called The Creative Counsel (TCC) Nigeria, to further its footprint and dominance of the IMC sector in Nigeria.

The brand new agency which is headed by Ifeanyi Konwea began skeletal operations last year but was officially launched at the weekend in Lagos.

Though TCC has great hopes for the future, it has however, yet to secure any major business.

Konwea has assured that TCC’s success will be based on its unique approach to the experiential marketing business. He said that TCC has come to raise the bar of creativity in the experiential marketing business.

“TCC is a new way to actually make brands human,” he said. “We are telling brands lets be partners. We want to take ownership of client’s brands and make it a success.”

Coming at a time when recession has forced clients to drastically cut budget and many agencies are teetering, Troyka is leaving nothing to chance. The network has already secured a partnership for its new baby with one of South Africa’s biggest experiential marketing agencies, Creative Council South Africa.

Council Creative South Africa, which has a workforce of about 1500, was co-founded by Mr. Ran Neu-Ner, who was the guest lecturer at the conference held at Intercontinental Hotel to launch the TCC Nigeria.

Speaking further on TCC plans as an experiential marketing agency, Konwea declared that creativity will be the watchword at the agency. “The difference is our thinking process and how we intend to use technology to humanise the ideas we have,” he said, adding that another thing is every spend clients make they will see return on investment.

According to Konwea, with the establishment of TCC, Troyka is now a complete group and it’s now a one-stop agency that is ready to take client’s brands to any height.

In the last 10 years, the experiential marketing industry in Nigeria has witnessed fast growth. The growth has been partly inspired by clients who are increasingly devoting more of their marketing budget to below-the-line advertising.

Due to the fast growth of the experiential marketing sector, practitioners have formed themselves into a pressure group called Experiential Marketers Association of Nigeria (EXMAN). The industry according to the President of EXMAN, Dr. Rotimi Olaniyan is worth about N30 billion