By Aminu Adamu
Lagos, Nigeria
Global communications firm Edelman has taken a significant step in deepening its African footprint by entering into a strategic partnership with Nigeria’s integrated communications leader, The Holding Opinion and Public (THOP). The announcement, made on June 10, marks Edelman Africa’s formal entry into Nigeria, a move positioned to enhance its support for clients within the country and across the wider West African region.
The partnership, which builds on a long-standing advisory relationship between the two firms, comes at a time when trust in institutions is rapidly eroding across the continent. Edelman’s decision to bolster its presence in Nigeria aligns with its broader Africa ambition, signaled earlier by the launch of the Edelman Regional Advisory (ERA) team—an elite network of senior advisors covering all five regions of the continent.
“This move reinforces our firm’s ambition to provide more on-the-ground presence for our current and potential Nigeria client base,” said Karena Crerar, CEO of Edelman Africa. “By deepening our partnership with a veteran strategist and trusted voice in Francophone, West and Central Africa, we can confidently provide localised expertise across public affairs, crisis and issues management, and integrated brand positioning.”
THOP Executive Director Kwame Senou, who will spearhead Edelman’s efforts across West Africa and lead tactical operations in Nigeria, described the country as pivotal. “Nigeria’s global influence—from cultural leadership and diplomacy to its vast natural resources—positions it at the heart of opportunity in a world grappling with trade tensions and shifting global paradigms,” he said.
The move comes amid the sobering findings of the 2025 Edelman Global Trust Barometer, which highlights a global “crisis of grievance,” particularly acute in African markets. According to the Nigeria-specific edition, 52% of respondents now consider hostile activism, including disinformation and online attacks, as acceptable means of expressing discontent. Rising economic anxieties and widespread frustration are also reshaping the communications landscape.
“In this context, building trust between stakeholders is not just valuable – it is essential,” Crerar noted. “Africa’s complexity requires insight-led approaches tailored to each country’s socio-political and economic realities.”
Nigeria, with its population projected to surpass 500 million by 2050 and its status as Africa’s largest economy, remains a complex but promising frontier. While inflation appears to be slowing, persistent socio-economic challenges continue to test institutional credibility. However, fast-growing sectors like tech and digital innovation are attracting renewed international interest.
“Companies can no longer rely on legacy approaches,” Crerar added. “In markets like Nigeria, where opportunity and volatility coexist, trust must be earned through relevance, empathy, and action.”
The partnership underscores Edelman’s long-term commitment to the continent. With Nigeria serving as a vital node for West African expansion, the collaboration with THOP signals more than market penetration—it is a strategic bet on Africa’s future.
“This isn’t just a market entry,” Crerar concluded. “It’s a signal of intent. As a trusted communications advisor across Africa, we’re here to shape meaningful change – helping our clients lead with purpose, earn trust, and contribute to Africa’s growth story.”
