Edelman Africa has launched a new Regional Advisory (ERA) team to help global and local institutions navigate Africa’s complex and rapidly evolving markets.
Announced today, May 13, 2025, the initiative brings together seasoned advisors from across North, East, West, Central, and Southern Africa to offer strategic communications support rooted in regional insight.
The ERA team includes high-profile figures such as Kwame Senou, executive director of The Holding Opinion and Public (THOP) in Côte d’Ivoire, and Kamal Taibi, founder and CEO of Stratëus Group in Morocco.
Together, they will co-lead the advisory effort, drawing on their decades of experience in public affairs, crisis communications, and regional policy to guide institutions seeking to establish or grow their footprint in Africa.
The move comes at a critical time, as Edelman’s 2025 Global Trust Barometer has identified a rising crisis of grievance, driven by institutional failures, economic volatility, and public mistrust in leadership.
Read also: NAHCO shareholders excited by dividend payout
“When institutions can’t be trusted to do what is right, levels of grievance arise,” said Karena Crerar, CEO of Edelman Africa. “Our aim is to help organisations earn trust by building culturally sensitive, regionally tailored communication strategies.”
The ERA structure will be led by Crerar and includes Corazon Sefu (East Africa), Geraldine Mamburu (Southern Africa), alongside Senou and Taibi. Edelman’s expanded advisory capacity is supported by its network of vetted partners in all 54 African countries, ensuring both strategic and tactical implementation on the ground.
Justin Westcott, COO of Edelman EMEA, emphasised the strategic importance of the launch. “Africa plays an increasingly central role in global growth strategies. This initiative ensures our clients are equipped with the insight and guidance needed to navigate these markets and build trust.”
Senou highlighted the opportunities in West and Central Africa, describing the region as “ripe with opportunities,” while Taibi pointed to North Africa’s position as a trade hub linking Europe, the Middle East, and sub-Saharan Africa.
Clients will receive tailored advice aligned with their organisational goals and market plans. “We go beyond public relations,” Crerar explained. “We help clients adapt their strategy to local realities—economically, culturally, and politically.”
The ERA team will focus on long-term, sustainable communication strategies that align with both business goals and social impact. As Africa’s prominence in global affairs rises, Edelman is positioning itself as a key partner for institutions aiming to build trust, drive growth, and deliver meaningful change on the continent.
