African Excellence Awards 2022 26 Branded Equity Firm of the Year 2022 - Nigeria For some of the largest companies in sub-Saharan Africa, Troyka Holdings is an essential resource. With a mindset that sees the potential of powerful corporate brands working together, it’s little surprise that in MEA Markets’ African Excellence Awards 2022, the firm was celebrated for its incredible achievements. We take a closer look at the firm to discover more about how they’ve achieved so much over the years. Troyka Group has built its success on an approach which unites while still offering operational flexibility. The private equity firm mindset at the heart of the business allows some of the region’s most powerful corporate brands to work together, at the same time as being projected and managed independently. The group is made of three different companies, each with their own unique skills and advantages. Redefini is a leading business transformation and marketing communications company, Serengeti OOH Limited, an out-ofhome company, and Halogen Security Company Limited acts as an enterprise security risk business. As a diverse set of businesses, this allows the Troyka Group to specialise in a range of industries. While the companies behind the Troyka Group work in a variety of different ways, the united front presented by the firms ensures the highest possible return for investors. Working together has created an environment wherein there is always a team that is exploring ways of differentiating their clients’ products and brands from the competition. In a rapidly shifting and fast-paced business environment, the capacity to achieve this has only become more important in recent years. Nowhere is this better shown than in the firm’s reaction to the COVID-19 pandemic. This major challenge to the way in which we lived our lives saw an incredible shift in how everyone worked. Nigeria’s business environment was changed significantly, with the pandemic changing the country’s macro and micro economic indices forever. As more businesses have faced up to the difficulties of increased physical and cyber security, the Troyka Group have had to look again at their own risk and security solutions. Since 2020, technology adoption has been the primary driver for business growth. With so much potential in what they do, it’s little wonder that the leadership at the Troyka Group has invested heavily in creating a workforce that stands apart from the crowd. Every successful business is driven by the quality of people behind it. By carefully choosing the right talent, the Troyka Group has been able to grow from an 18-man team in 1980 to over d18,000 direct employees throughout Nigeria. Not content with simply hiring the brightest and best, the Troyka Group has favoured a mentoring atmosphere, preparing people to take on greater responsibilities within the business. As such, the Troyka Group is a leading light when it comes to the advertising and marketing communications industry in Nigeria today. This human-centric approach has proven to be crucial to how the team operates, with everything they do is designed to solve human problems. This approach has cascaded across companies and functions. The team work as partners with clients, allowing them to facilitating their understanding of the market and their way of working as effectively as possible. The world has changed over the last forty years, but the Troyka Group has continued to go from strength to strength. They are leaders in thinking, pushing the boundaries of what is usually on offer. It’s little surprise they’ve earned the title of Branded Equity Firm of the Year 2022 – Nigeria, as they are without a doubt West Africa’s undisputed number one name in integrated end to end enterprise security risk management solutions. Company: Troyka Group Name: Oluwarantimi Olaniyan Email: [email protected] Web Address: troykanigeria.com
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