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Lewis Silkin advises Publicis Groupe on Troyka Group deal in Nigeria

17 March 2016

Lewis Silkin has advised Publicis Groupe on its equity partnership with the communications arm of The Troyka Group, the first wholly integrated marketing communications service provider in West Africa. The deal involves a total of 6 Nigerian agencies: Insight Communications, The Thinkshop, All Seasons Media, Media Perspectives, The Quadrant Company, and Hotsauce.

Lewis Silkin has advised Publicis Groupe on its equity partnership with the communications arm of The Troyka Group, the first wholly integrated marketing communications service provider in West Africa. The deal involves a total of 6 Nigerian agencies: Insight Communications, The Thinkshop, All Seasons Media, Media Perspectives, The Quadrant Company, and Hotsauce.

This was an important deal for Publicis Groupe. Following several years of investment in Africa, this deal allows Publicis Groupe to launch its network in Nigeria from within the Troyka Group, creating a powerful communications entity that will allow for competitive advantage across all areas of operation in West Africa.

The deal was also an important one for the Lewis Silkin corporate team, as it further demonstrates our ability to engage in new territories, and work effectively on transactions in non-UK jurisdictions.

As long standing advisers to the Publicis Groupe this was also the first substantial transaction outside of the UK which we have acted on, and shows our corporate deal team’s strength in navigating sizeable international deals through to successful completion.

There were numerous intellectual property aspects to the transaction and the corporate team worked very closely with our trademark team to ensure these were dealt with seamlessly. Our trademark team are well placed to assist in intellectual property elements of deals, which may involve protecting or transferring assets in jurisdictions outside of the UK.

The Lewis Silkin deal team was led by corporate partner Paul Rajput, supported by senior associate Barnaby Stokes and the trademark team was led by managing associate Aaron Newell. Lewis Silkin is one of the leading M&A practices in the advertising and communications sector. The team has an enviable track record in buy and sell side transactions, advising international advertising and marketing services businesses across the spectrum from creative agencies to data analytics and covering all forms of digital media, user experience technologies, media buying and planning and out-of-home.

Paul Rajput, Corporate Partner at Lewis Silkin said:

“We are delighted to have successfully advised Publicis Groupe on this exciting growth transaction in a new African region. We look forward to working with Publicis Groupe on more international deals in the future. This Nigerian transaction reinforces our corporate team’s ability to support a variety of different sized companies operating in the creative economies, including those with an international outlook on growth and M&A and is another example of the firm’s market leading M&A advice to existing and potential buyers in the sector.”

For further information please contact:
David Lawrence
Marketing & Business Development Manager, Lewis Silkin
Tel: 020 7074 8260
Email: david.lawrence@lewissilkin.com

Scott Addison, Anna Younger or Tal Donahue
Infinite Spada
Tel: 020 7269 1430
Email: lewissilkin@infinitespada.com

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