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Staff Writer

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Edelman Africa launched its Regional Advisory (ERA) team, comprised of senior industry veterans and communications advisors spread across North, East, West, Central and Southern Africa to assist existing and potential clients build their businesses and navigate the continent. This move, together with Edelman’s established network of vetted partners that span the entire African continent and offer on-the-ground tactical support across all 54 countries, positions Edelman Africa as the most connected communications advisory on the African continent and the leading provider of communications advisory across the regions. 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 handpicked for their decades of experience across their respective regions: Kwame Senou, Executive Director of The Holding Opinion and Public (THOP) in Cote d’Ivoire and Kamal Taibi, Founder & CEO of Stratëus Group in Morocco. Increasing market volatility, institutional failures pushing people to the brink, and growing mistrust of leaders in government, business, and media. The 2025 Edelman Global Trust Barometer Data identified these symptoms as part of a crisis of grievance: a sense of unfairness and a lack of confidence in our institutions to improve our world, continent, and respective countries. For governments, multinational corporations and NGOs hoping to expand their presence into Africa, building trust will be crucial to offsetting this sense of grievance. “As our Trust 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 Karena Crerar, CEO of Edelman Africa. “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 socioeconomic 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,” she says. “This launch marks a significant step forward in how we support our clients’ ambitions across Africa. By bringing together deep regional expertise with the global reach of Edelman, we’re equipping institutions with the insight and guidance they need to navigate complex markets, earn trust, and drive impact at scale. 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," says Justin Westcott, COO of Edelman EMEA. From public affairs influencing local policy to crisis communications, on-the-ground presence to regional analysis, this team will focus on not only tactical implementation in each country, but also strategic regional advisory for clientele operating in multiple African markets. “This is a pivotal moment, where our role is to navigate the complexities and deliver tailored solutions. West and Central Africa presents a dynamic landscape ripe with opportunities. Through this unique strategic alliance, we are well-positioned to support the ambitions of both global players and regional champions, driving meaningful impact across the region,” says Senou. North Africa also offers compelling prospects, says Taibi: “The region’s strategic location bridging Europe, the Middle East, and sub-Saharan Africa creates a hub for logistics and trade. Countries like Morocco and Egypt have become focal points for industries such as automotive manufacturing, energy transition, and agribusiness.” Organisations working with Edelman on the continent will receive ongoing, bespoke advice based on their current organisational strategy and market expansion plans. They will then work alongside the advisors in understanding all aspects of the market, region, neighbouring markets, and overall context. “Our advisors will then guide clientele on a strategic approach, going beyond Public Relations and tactical implementation, rather helping to tailor organisational goals into a regionally nuanced, culturally sensitive communications programme focusing on the stakeholders they want to reach. They will then work with our partner network across more than 50 African countries to implement these strategies and create the greatest possible positive impact for both the organisations and the communities in which they work,” says Crerar. The ERA Structure: Steering this advisory team will be Karena Crerar, Edelman Africa CEO, with the following advisors overseeing each region:  Kwame Senou, Executive Director, THOP, Cote d’Ivoire (West and Central Africa)  Kamal Taibi, Founder & CEO, Stratëus Group, Morocco (North Africa)  Corazon Sefu, Edelman Kenya Managing Director (East Africa Advisor)  Geraldine Mamburu, Edelman Africa Business Development Director (Southern Africa) Karena Crerar, Edelman Africa CEO, says: “As a leading communications consultancy in Africa, and a global leader in Trust, now is our moment to spearhead the African growth agenda for our industry, our people, and our clients – both on the continent and in international markets where interest in our dynamic continent remains high.” She continues: “We aim to advise our clients on the nuances of Africa through a country- specific, regional, and continent-wide lens, ensuring their communications create positive economic and social impact. This alongside access to the Edelman’s global capabilities, allowing us to design communication strategies for clients that drive meaningful change while fostering sustainable growth – helping us to push back against the crisis of grievance,” says Crerar.
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Edelman Africa launches Regional Advisory to support global institution growth in...

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Leading property developer Superior Homes Kenya has today signed a Memorandum of Understanding (MOU) with KCB Bank Kenya that will see the two institutions bridge the gap between property development and financing to boost uptake of real estate products in Kenya. The partnership will enable Superior Homes Kenya investors to access tailor-made mortgage products from KCB Bank, specifically designed to support the mid-income and premium housing market segments, which aligns with their shared vision of empowering more Kenyans to achieve homeownership while driving sustainable urban growth. This partnership comes at a time when Kenya’s real estate sector continues to experience significant economic growth, currently contributing 6.7 per cent to the country’s Gross Domestic Product (GDP), up from 4.1 per cent in 2020. Despite this growth, majority of Kenyans (88.6 per cent) still construct their homes over a long period, relying on personal savings rather than mortgage financing, due to limited access to structured financial solutions. This collaboration aims to bridge that gap by unlocking flexible financing for existing and potential homeowners looking to buy into Superior Homes developments. Speaking during the event, Superior Homes Kenya Chief Executive Officer Shiv Arora noted that the partnership marks a transformative milestone in the company’s mission to offer communities of value to their investors. “Our goal as a company is to create and drive the uptake of sustainable master-planned communities. Whether you are a first-time buyer, an investor, or living abroad, this partnership brings you one step closer to being a homeowner in a financially sustainable way, while also contributing meaningfully to the country’s housing agenda,” said Superior Homes Kenya Chief Executive Officer Shiv Arora. Under this deal, KCB Bank will offer competitive mortgage financing for Superior Homes Kenya’s pipeline of mid-tier and premium housing projects. This includes structured repayment plans, longer tenure options, and dedicated customer support to guide homebuyers through the application and approval process. “This partnership cements our relationship with Superior Homes in terms of being able to provide affordable housing for the populations in Kenya. Superior Homes has delivered timely and quality products over the last 20 years. Through this partnership, we are looking to offer the Kenya Mortgage Refinance Company (KMRC) mortgage facility which allows for 105 per cent borrowing. Not only are we will be offering loan facilities but also cover some of the closing costs which allow investors ease in their transition into homeownership,” said KCB Group Head of Projects and Investments Kenneth Luusa.
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