The new operating entity will aim to provide greater scale across the continent in order to best service it's client base of established and fast-growing brands.

Edelman Africa CEO Jordan Rittenberry has assumed an expanded role of chairperson MEA, while continuing in his capacity as CEO for Africa.

In addition, the firm has recognised that to continue concentrating its efforts on growing its presence in Africa, broadening its in-market leadership team will be critical to building on the significant growth achieved over the last few years.

As part of its continued commitment to growing local talent, a group of the firm's veterans have been appointed to new executive positions at Edelman's offices in Johannesburg.

After several years of expanding the firm's Advisory Practice, Karena Crerar will be taking on the role of managing director for South Africa, where she will oversee the firm's business across South Africa.

Reputation practice lead Caroline Carstens has been promoted to chief operating officer in Africa, where she will continue formalising efficiencies in each of the markets within which we operate.

Brand practice lead Mpumelelo Zondi will be leading the expansion and scale of this practice across Africa, as well as overseeing the growth of Edelman's regional creative hub of integrated solutions.

Additionally, Kgomotso Moalusi will be taking the reigns of the advisory team as the new practice lead, where she will have oversight of the firm's crisis capabilities as well as its public affairs, investor relations and employee engagement counsel for clients.

"We have been so fortunate to have such a concentrated group of talented people who have proven they have what it takes to make a real impact in an emerging market space," says Rittenberry.

"We're always particularly delighted when we can grow and develop that talent from within Edelman. Under this new leadership, we expect to continue to reach new heights as we grow our client base, who all deserve the absolute best we can give," Rittenberry adds.

"As we expand into West Africa in the coming year, we'll bring together six offices under our new structure that will play an increasingly important role in Edelman's global strategy and make our mark as we support African brands and international players who can see the wealth of opportunities available here," concludes Rittenberry. 

For more information, visit www.edelman.com or contact chloe.payne@edelman.com. You can also follow Edelman Africa on Facebook or on Twitter.