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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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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.