Edelman Africa Expands Presence into Nigeria
Edelman Africa has announced its expansion into Nigeria through a strategic partnership with The Holding Opinion and Public (THOP), a leading integrated communications company in the region. This move signifies a significant step in Edelman’s Africa ambition, enhancing connections within Nigeria to cater to the growing needs of clients in the country and across West Africa.
The expansion into Nigeria follows the recent establishment of Edelman Africa’s Regional Advisory (ERA) team, comprised of seasoned industry professionals and communications advisors spanning North, East, West, Central, and Southern Africa.
Karena Crerar, CEO of Edelman Africa, emphasizes the importance of providing localized expertise to the Nigerian client base. By strengthening the partnership with THOP, a respected voice in Francophone, West, and Central Africa, Edelman aims to deliver specialized services in public affairs, crisis management, and corporate branding tailored to the Nigerian market.
With Nigeria’s prominent global influence and rapidly growing population projected to exceed half a billion by 2050, the country presents abundant opportunities amidst global challenges. Kwame Senou, Executive Director of THOP, will lead Edelman’s communication strategies in West Africa, guiding the firm’s endeavors in Nigeria.
The timing of Edelman’s entry into Nigeria aligns with a critical juncture globally, marked by increasing distrust in institutions. The 2025 Edelman Global Trust Barometer highlights a growing “crisis of grievance” driven by perceived inequality and disillusionment with leadership, particularly evident in Nigeria.
Crerar underscores the importance of fostering trust in Nigeria’s socio-political and economic landscape to unlock the country’s full potential. As Africa’s most populous nation and largest economy, Nigeria plays a pivotal role on the continent, attracting international investments in sectors like technology and digital innovation.
In navigating Nigeria’s complex business environment, multinationals, governments, and development partners must prioritize building trust. Edelman’s entry into the market signifies a shift towards establishing meaningful connections through relevant, empathetic, and action-driven communication strategies.
Crerar emphasizes the need for companies to adapt to evolving market dynamics by demonstrating cultural intelligence and long-term commitment. Edelman’s presence in Nigeria signifies a commitment to driving positive change, fostering trust, and contributing to Africa’s growth narrative.
