In an ever-changing and fast-paced business environment, to differentiate our clients’ brands and products from competitors, we are driven by a passion to continually discover
What does Troyka represent?
Troyka Holdings is the Holding Management Company for a group of companies with interlocking business relationships. It includes the largest, most innovative, integrated marketing communications group, and professional security solutions provider in sub-Saharan Africa. We have four operating companies in our stables, namely Redefini, a business transformation and marketing communications company; Serengeti OOH Limited, an out-ofhome company; and Halogen Security Company Limited. Troika Holdings Limited represents excellence, leadership, and human-centered solutions, which allow us to evolve and innovate quickly to meet the demands of the market.
In a nutshell, Troyka is a combination of 3 corporate brands. How this is made possible?
As a branded equity company with a private equity firm mind set, it expresses its aspirations and ambitions through very powerful corporate brands by working together. While ensuring the highest return to investors, Troyka is projected and managed independently.
In an ever-changing and fast-paced business environment, to differentiate our clients’ brands and products from competitors, we are driven by a passion to continually discover new ideas.
We employ a collective power of the individual consulting companies within Insight Redefini, which provides a more holistic approach to solutions for the benefit of clients. This puts our clients at the centre in order to facilitate access to all our services in a fluid and modular way.
What does each company (Insight REDEFINI, OPTIMUM Exposures, and HALOGEN Group) of Troyka do?
REDEFINI is a business transformation and marketing Communications Company. It harnesses the collective power of six Solution hubs to deliver advisory and execution services that help consistently grow our clients’ businesses.
PTIMUM Exposures is our out-ofhome company, which provides worldclass advertising media platforms by using modern technology at premium locations of Nigeria. It ensures increased economic, aesthetic, and environmental value, which are matched with unprecedented returns to stakeholders.
Halogen Security Company Limited is an innovation led and technology centred security risk solutions group, which combines deep knowledge of security risk management and global best practice asset protection. It helps protect individuals, businesses, and other vital assets from every security threat.
How do these holding companies collaborate with each other for doing great things in order to reach the successful mission of the company?
All the subsidiary companies share one backbone and purpose fuelled by the vision and mission of Troyka, though they operate and exist independently.
We employ the collective power of the holding companies within Troyka to provide a more holistic approach to solutions for the benefit of clients. This puts our clients at the centre in order to facilitate access to all our services in a fluid and modular way.
What are your specialties?
Founded in 1989, located at Lagos, Nigeria, Troyka specialises in Integrated Marketing Communications, Media Buying, Digital marketing, Consumer Engagement Consultancy, Out of Home Advertising, Public Relations, Property Development, Security and Protection, and Concession Management. We have an equity partnership agreement, signed between Troyka and Publicis Groupe- -the third largest communications group in the world.
What forms the crux of your ways of working?
Troyka creates value that helps products and services deliver meaningful and worthy of life, while consistently providing superior security solutions using the most modern technology.
Our view of business begins with a human purpose, which is, if we treat our people well and consistently do great work, automatically fame and fortune would follow.
Our foundation is on the core values of Professionalism, Honour, Integrity, and Passion. Our priority is to give solutions that are not disjointed from the human consumer in a fused age and this fusion of disciplines must be brought together at the outset of solving a problem.
List a few success stories of businesses after partnering with you.
Since the first company was established in 1980s, we have worked with indigenous, global organisations, and corporate brands with the same mission–create value that delivers meaning for the organisations, their brands, and the stakeholders with whom they interact.
For example, for global beverage alcoholic and non-alcoholic brands, Heineken and Pepsi, we have delivered creative services that helped the brands connect with their local audiences while maintaining their global ethos.
Through our work, the Pepsi brand is now synonymous with music and resonates with consumers across Africa, who trusts it to deliver excellently crafted experiences and expressions. On the other hand, Heineken is another example of a storytelling masterpiece. We have continuously delivered a locally relevant campaign that showcased Heineken’s internationality, traditional values, and natural ingredients.
Our security solutions and services can be found in almost every corporate organisation across the nation. We work with companies to ensure that their most valued assets and resources are protected, by mitigating security risks and establishing the right partnerships for security intelligence.
If Troyka could inspire and deliver a life of worth to people and society in Nigeria /around the globe, what would that be?
A life of worth would be a life of meaning, built on insight into human behaviour and an understanding that humans have the capacity to solve problems if solutions are human-centred.
Everything we do is built around solutions to human problems. Our commitment is human-design thinking. This approach has been cascaded across companies and functions.
Company name: Troyka
Business Lead / Lead Consultant
+234 (0)803 539 7374
Contact ID: firstname.lastname@example.org