Co-founder and chief imagineer, Graham Rothschild puts the agency’s success down to “effective work” from a “fully rounded professional team” consistently delivering a combination of good service and creative product that achieves a client’s marketing objectives. “Think hard, dream wild, execute” is the Troika mantra and he describes the company as a post-industrial creative factory (hence “imagineering”), where everyone rolls up their sleeves and gets on with crafting a solution that gets the job done. “There’s no creativity for its own sake.”

He also ascribes Troika’s longevity to the fact that all three owner-partners get involved in every project at some point, to contribute their individual and collective experience to keeping creativity on target and relevant .

Cross-pollination of capabilities is seminal to the way the agency is run, particularly as the majority of staff members are under the age of 30 while the founders jointly have some 80 years of working experience across all types of client, whether B2B or B2C. Rothschild describes the company culture “keeping a young head on old shoulders”, retaining freshness and dynamism in a tightly-run business.

In addition, the founders have anticipated changing trends in marketing communications. From the outset, they understood that above-the-line was never going to get better than it had been in advertising’s heydays in the 1960s, 70s and 80s, and in any case, was of limited use in B2B situations. So, they set about developing not just below and through the line capabilities but also expanding, into PR, exhibitions (management, theming, and design), online and employee brand communications . Troika could write the text book for integrated brand communications.

Still picking its trends intelligently, the company developed a digital arm years before the hype kicked in – and was one of the first to wrap social media into its cohesive offering. Troika’s overall recipe for success is hand-crafted. It’s no global network formula. And it’s not start-up guesswork. Clients will find Troika’s imagineered view of brand communication thought-provoking.

About Troika

Troika Imagineering Works is one of South Africa’s top independently owned integrated brand communication agencies. A healthy mix of youth and experience, the company prides itself in the troika of strong client services, great creative and effective communication campaigns. Troika’s secret to 20 years of success is professionalism and building strong partnerships with clients to grow brands.