Why Insight lost Gulder account

Few months after Publicis Groupe announced an equity partnership with the communications arm of The Troika Group, the first wholly integrated marketing communications service provider in West Africa, including a total of six agencies: Insight Communications, The Thiinkshop, All Seasons Media, Media Perspectives, The Quadrant Company, and Hotsauce. analysts believe that such a partnership will open more business doors to Troika Group, but the opposite seems to be the case now.

Daily Times gathered that the reason for this was the fact that, Insight Communications, the creative arm of Troika Group has lost one of its major accounts (Gulder) from the stable of Nigerian Breweries to JTW Concepts, a South African company.

While some stakeholders are yet to comprehend the reason for which Nigerian Breweries, one of the giants in the Nigerian beer sector will settle for a South African company for the creative brief of one of its brands (Gulder), others are of the opinion that the said South African company has an affiliation with some advertising companies in Nigeria such as TBW Concepts currently under the leadership of the immediate past president of the Association of Advertising Agencies of Nigeria (AAAN), Mr Kelechi Nwosu.

Meanwhile, Daily Times finding also reveal that Insight communication did not only loss Gulder brief, but also techno creative brief, but this time around to an advertising agency in Nigeria that is not well known. A prognosis that has become a subject of debate for brands and marketing analysts. Some of these analysts are of the opinion that, the chairman of Troika Group, Biodun Shobanjo is of age and has decided to sell the equity of his company; he is less concern of whatever happen to the business. On the other hand, others believe that the advertising Icon has shifted most of his businesses to the outdoor sector thus, his major concern for now. As a matter of fact, he is the owner of most of the billboards on Nigerian airport sites.
In all this, advertising practitioners in Nigeria believe that, there is no champion forever. In business there are times to win accounts and there  are times to loose accounts. Therefore, the fact that Insight Publicis has loss two accounts under its kitty is not a new development to followers of event. This is because; insight has held sway not only in Nigeria advertising landscape, but in Africa at large.
In addition, one the issue that appear to be a source for concern, is the fact that one of the account that insight has loss is now handled by a South African company. Though, Daily times gathered that the company has an affiliate company in Nigeria, but this seems not to have gone down well with industry watcher. However, all this can be tied down to the challenges of APCON reform.