Biodun Shobanjo defies recession, sets up 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 which was founded by Biodun Shobanjo, recently unveiled an experiential marketing agency called The Creative Counsel 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 on 2 September, 2016 at the Intercontinental Hotel in Lagos.

And though TCC has great hopes for the future, it has however, yet to secure any major business. For the moment, the new agency has been kept busy with a number of small accounts.

Konwea has assured that TCC’s success will be based on its unique approach to the experiential marketing business. Speaking exclusively to MARKETING EDGE at the venue of the launch, 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. We are telling brands lets be partners. We want to take ownership of client’s brands and make it a success,” he said.

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 there 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 staff. was co-founded by Mr. Ran Neu-Ner. Neu-Ner 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 intent to use technology to humanize the ideas we have. 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 that is ready to take client’s brands to any height.

In the last ten 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 N30billion


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