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PR company Edelman unveils new pan-African regional advisory service

By our African Marketing Confederation News Team | 2025

New business offering to be steered by senior executives in four regions and will provide high-level support to clients.

PR company Edelman has launched an Africa-wide Regional Advisory team to provide high-level support to clients on public affairs and crisis communications, as well as deliver regional insights.

To build upon Edelman Africa’s already established teams in both Southern and East Africa, the regional advisory team will be co-led by two external advisors from other regions on the continent: Kwame Senou, Executive Director of The Holding Opinion and Public (THOP) in Cote d’Ivoire, and Kamal Taibi, founder and CEO of Stratëus Group in Morocco.

Karena Crerar, Edelman Africa CEO. Photo: LinkedIn

Other executives who will steer the team are Corazon Sefu, Edelman Kenya Managing Director (East Africa Advisor) and Geraldine Mamburu, Edelman Africa Business Development Director (Southern Africa). Heading the business offering is Karena Crerar, Edelman Africa CEO.

A focus on increasing optimism

“As our Trust [Barometer] research has shown, when institutions can’t be trusted to do what is right, levels of grievance arise. That’s why we must focus on increasing optimism, helping organisations cultivate and rebuild trust in local communities where they operate. This is especially true for those building their presence in Africa,” says Crerar.

“Multinational corporations and other institutions can no longer afford to be out of touch. Nuanced, regional strategies must be in place to reflect Africa’s complex socio-economic environments. You can’t transplant multinational business and communication models into a given country and hope they’ll stick. You need a top-down understanding of every market.”

Adds Justin Westcott, COO of Edelman EMEA: “This launch marks a significant step forward in how we support our clients’ ambitions across Africa. It’s a strategic move that reflects both the growing importance of Africa in global growth plans and our commitment to being a trusted partner on that journey.”

The 2025 Edelman Global Trust Barometer, launched early this year during the World Economic Forum in Davos, highlighted increasing market volatility, institutional failures pushing people to the brink, and growing mistrust of leaders in government, business and media.

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