Quadrant bounces back, hauls 5 new mega businesses

One of Nigeria’s leading Public Relations agencies, The Quadrant Company, has responded in the best way possible to reports making the rounds that its business was on a decline, by announcing five freshly won mega PR businesses.

The newly won accounts are Lafarge Cement, one of the biggest cement makers in Nigeria, Jagal, a major oil and gas servicing firm, Neslte Foods, Procter & Gamble Nigeria (P&G) and Fidelity bank.

Indeed, these acquisitions nullify the report of a slide in the agency’s fortune; it also reinforced TQC’s impetus as a leader in the PR segment, as well as gives it a strong business footing in the FMCG, cement and oil and gas industries.

It is noteworthy to add that this massive change in fortune for TQC have largely been made possible by its recent equity partnership with Publicis Groupe, one of the biggest agency networks in the world with operations in over 202 cities in 105 countries.

Now, following the consummation of the deal which gave the Paris based global agency network a quarter of Troyka Holdings, and paired TQC with MSL Group, Publicis’ PR company, a realignment of accounts naturally took effect, leading to the warehousing of several of the new businesses including Nestle, Larfarge and P&G.

Though the worth of the deal could not be verified by MARKETING EDGE, but sourced within the company noted that it was indeed a mega business and all on retainership basis.

MARKETING EDGE also gathered exclusively that while the scope of most of the other businesses are limited to Nigeria, the Nestle businesses cuts across Nigeria and West/ Central Africa markets.

The report of Quadrant’s decline began circulating following the loss of some major accounts in quick succession. Some of the accounts lost are Etisalat, Guinness, Skye bank and a couple of others. But with the new acquisition, the agency seems to have more than made up for its slip.



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