Edelman

South Africa, Kenya

Edelman—still the world’s largest public relations firm—entered the African market relatively recently, with its 2013 acquisition of longtime South African affiliate Baird's Renaissance, a 20-person firm that worked throughout the region. Since then, under the leadership of Jordan Rittenberry and more recently Karena Crerar firm has enjoyed an impressive growth trajectory, having picked up our African Consultancy of the Year award in 2020—the same year it expanded to Kenya with the acquisition of renowned local agency Gina Din Communications.

The organization is deeply committed to the belief that “Africa Can Lead,” a philosophy that permeates every aspect of its operations and client engagements and has driven significant investment in new tools—particularly in the area of artificial intelligence, including mandatory AI training for all employees—and thought leadership, with the expansion of the global Edelman Trust Barometer to include both of the agency’s African markets as well as Nigeria and Morocco (added for the first time this year).

Over the past 12 months, Edelman Africa has welcomed industry giants such as ABSA—arguable largest and most coveted tender of 2024—and Haleon to its impressive roster of clients, while deepening long-standing partnerships with established clients such as Unilever and DP World. The establishment of the Edelman Africa Impact division in Kenya, meanwhile, added a new dimension to the firm’s work in East Africa, supporting clients such as the AIG-Imoukhuede Foundation, the Mastercard Foundation, and Salvation Army. Other areas of expertise include strategy, financial communications, public affairs, and content creation, with a strong focus on digital innovation.

Strategic hires like Kate Kelly as head of corporate, Wandile Cindi as head of strategy, and Samantha Van Zyl as director of integration and the firm’s creative studio have strengthened capabilities. And the firm’s work continues to deliver real results: the Dove Real Beauty campaign challenged AI’s beauty standards and reached with 100% positive sentiment; DP World’s Beyond Boundaries Initiative picked up awards; and for Haleon, the firm leveraged cutting-edge data and analytics to reveal the significant socio-economic impact of its South African operations, spotlighting its contribution to public health on a grand scale.

All of that is underpinned by a vibrant and inclusive culture and a hiring strategy that focuses on finding leaders who can inspire talent and drive impact. The firm allocates $80,000 to employee study programs and 30% of employees are enrolled in a voluntary mentorship program. The organization offers leadership training at Regenesys Business School and an Africa Exchange Programme that provides global opportunities for employees to visit African offices.—Paul Holmes