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Edelman Africa extends Nigerian presence with new strategic partner

By our African Marketing Confederation News Team | 2025

Public relations giant says it wants to provide more on-the-ground presence for its current and potential client base in Nigeria.

Edelman Africa has expanded its presence in Nigeria through a partnership with long-standing advisor and integrated communications company, The Holding Opinion and Public (THOP).

The Nigeria announcement comes on the heels of the recent rollout of Edelman Africa’s Regional Advisory team, comprised industry veterans and senior communications advisors spread across North, East, West, Central and Southern Africa.

“This move reinforces our firm’s ambition to provide more on-the-ground presence for our current and potential Nigeria client base,” says Karena Crerar, CEO of Edelman Africa.

“By deepening our partnership with a veteran strategist and trusted voice in Francophone, West and Central Africa, we have taken another step in expanding our reach into Nigeria – and can confidently provide localised expertise across public affairs, crisis and issues management, and corporate and integrated brand positioning.”

Tactical support in Nigeria

Kwame Senou, Executive Director of THOP, will guide Edelman’s communications strategies across broader West Africa and will lead tactical support in Nigeria.

Lagos, Nigeria. Photo: Nupo Deyon Daniel on Unsplash

Comments Senou: “Nigeria’s global influence – from cultural leadership and diplomacy to its vast natural resources – combined with one of the world’s most entrepreneurial populations, projected to exceed half a billion by 2050, positions the country at the heart of opportunity in a world grappling with trade tensions and shifting global paradigms.”

Edelman’s reach into Nigeria comes at a critical moment. Across the world – and particularly in Africa – communities are navigating growing distrust in institutions. The 2025 Edelman Global Trust Barometer points to a global “crisis of grievance” driven by perceived inequality and disillusionment with institutional leadership.

The Nigeria-specific edition of the Trust Barometer reveals increasing economic anxiety and a deepening sense of frustration among citizens. Over half of the population, 52%, now view hostile activism – including online attacks, disinformation and property damage – as viable methods to express their grievance and effect meaningful change.

Crerar adds: “In this context, building trust between stakeholders is not just valuable – it is essential to unlocking Nigeria’s full potential. Africa’s complexity requires insight-led approaches tailored to each country’s socio-political and economic realities.”

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