Edelman Africa extends presence in Nigeria with strategic partner THOP 

Edelman Africa is proud to announce the expansion of its presence into Nigeria through a partnership with long-standing advisor and leading integrated communications company, The Holding Opinion and Public (THOP). This move marks a pivotal step in Edelman’s Africa ambition and strengthens connections within Nigeria to meet the growing needs of clients based both in Nigeria and those operating across West Africa. 

The Nigeria announcement comes on the heels of the recent rollout of Edelman Africa’s Regional Advisory (ERA) team, comprised of senior industry veterans and communications advisors spread across North, East, West, Central and Southern Africa.

“This move reinforces our firm’s ambition to provide more on-the-ground presence for our current and potential Nigeria client base,” says Karena Crerar, CEO of Edelman Africa. “By deepening our partnership with a veteran strategist and trusted voice in Francophone, West and Central Africa, we have taken another step in expanding our reach into Nigeria – and can confidently provide localised expertise across public affairs, crisis and issues management and corporate and integrated brand positioning.”

“Nigeria’s global influence – from cultural leadership and diplomacy to its vast natural resources – combined with one of the world’s most entrepreneurial populations, projected to exceed half a billion by 2050, positions the country at the heart of opportunity in a world grappling with trade tensions and shifting global paradigms,” says Kwame Senou, Executive Director of THOP, who will guide Edelman’s communications strategies across broader West Africa and will lead tactical support in Nigeria.

Edelman’s reach into Nigeria comes at a critical moment. Across the world – and particularly in Africa – communities are navigating growing distrust in institutions. The 2025 Edelman Global Trust Barometer points to a global “crisis of grievance” driven by perceived inequality and disillusionment with institutional leadership. The Nigeria-specific edition of the Trust Barometer reveals increasing economic anxiety and a deepening sense of frustration among citizens. Over half of the population, 52%, now view hostile activism – including online attacks, disinformation, and property damage – as viable methods to express their grievance and effect meaningful change.

Crerar adds: “In this context, building trust between stakeholders is not just valuable – it is essential to unlocking Nigeria’s full potential. Africa’s complexity requires insight-led approaches tailored to each country’s socio-political and economic realities.”

Nigeria, Africa’s most populous country and largest economy, continues to play a central role on the continent. While inflation shows signs of easing, economic growth remains sluggish and socio-economic pressures persist. At the same time, sectors such as technology and digital innovation are drawing significant international investment – offering pathways to solve deep-rooted local challenges.

For multinationals, governments, and development partners entering Nigeria or expanding across West Africa, building trust will be essential. The need for trusted communications partners who understand both the regional complexity and the global stakes has never been greater.

“We’re seeing a fundamental shift. Companies can no longer rely on legacy approaches. They must earn trust by demonstrating relevance, empathy, and action,” adds Crerar. “In markets like Nigeria, where opportunity and volatility coexist, this means showing up with clarity, cultural intelligence, and long-term commitment.”

Crerar concludes: “This isn’t just a market entry. 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.”