With decades of professional experience between them and having worked alongside a variety of blue-chip corporates across Africa, the three new senior strategic appointments bring to Edelman a wealth of industry knowledge spanning various disciplines including advisory, brand management, human resources and strategy.
Veteran brand builder Lerato Moleko, previously at Wunderman Thompson, has been appointed as head of strategy, Edelman Africa. Moleko has worked alongside blue-chip brands across the continent, delivering impactful and tangible campaigns which continue to reverberate in the market.
‘My focus is on building a positive narrative around Africa and the capabilities of Africans. This is the type of work Edelman focuses on, building brand reputations which have a net positive effect on changing peoples’ perceptions and understanding of the continent. Telling these stories in new and innovative ways is where strategy is key,’ said Moleko.
The COVID-19 pandemic was a critical lesson in proactive, coherent communications in the health sector. Recognising the sector’s potential in Africa’s developmental agenda, the firm has appointed Busi Roberts as head of its Health practice in Africa. Having held operational roles in the medical aid and health insurance industries as well as an extensive background in communications, Roberts is tasked with further developing the company’s expertise in the sector.
‘Trust is a key determinant of health, central to both individual and public healthcare decisions. We need to foster partnerships that speak to peoples’ values and real concerns, recognising and bringing to bear the social determinants of health and realising that health and healthcare are embedded in our households and local communities,’ said Roberts.
With 19 years of experience in human resources, the majority in the marketing, advertising and communications industries, Kelly Smith also joins Edelman to lead Edelman Africa’s People team. Smith believes harnessing data and digitisation will be the next frontier for the talent landscape and intends to leverage new technologies in implementing Edelman’s people-centered initiatives.
Following the appointments, Karena Crerar, CEO of Edelman Africa, said: ‘With a vision to further expand growth across Africa, these moves are an important step in Edelman Africa’s journey. Building our capacity in strategic areas of the business is part of our mission to sustain long-term, rewarding partnerships that bring meaningful value to our clients and encourage professional development internally. I am excited to work alongside our new colleagues, who join Edelman’s robust teams in South Africa and Kenya, as well as our network of partners and affiliates in more than 50 African countries.’
EDELMAN
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