Allison CEO, Scott Allison stated that Moore will work to expand Allison’s capabilities in African markets and oversee the firm’s diversity, equity and inclusion efforts for clients.
Allison+Partners is one of the industry’s fastest growing agencies, and this acquisition expands their capabilities into African markets and allows all the clients to benefit from A+P’s global footprint and international network, which will now have a stronger African flavour.
Founded in 2010, CMM specializes primarily in the U.S., U.K. and African markets, but over the past five years, the New York-based firm has become increasingly involved in the African technology space, with major public relations accounts in Nigeria, Ghana, Kenya and Uganda.
Claudine Moore said, “this is TRULY a dream come true for me and the team. As many of you know, I launched this agency a decade ago focusing on African markets, in addition to our work across US and UK general markets.”
“We will provide current and future Africa-focused clients with the same senior-level counsel and hands-on team expertise while leveraging A+P’s global footprint, and extensive resources to support the growing African market.”
“A big thank you to Matthew Della, Croce Scott, Allison Thomas Smith and Frank Sommerfield for the opportunity to partner in this awesome new chapter for all of us.”
How it may affect the public relations market in Nigeria and Africa?
The billings of some of the biggest traditional public relations agencies have dropped sharply in the last few years.
The decline has been due to the changing business landscape, entry of nimble boutique agencies, and inadequate resourcing.
But a bigger reason for the drop in revenue in dollar terms, is the sharp decline of most currencies in Africa notably Ghana in Nigeria.
The Ghana Cedi is reported to now be the second worst-performing currency in the world after Sri Lanka’s Rupee. Nigeria also has seen the Naira exchange rate nosedive from about 360-1 in 2018 to the present rate of N705 – $1.
The entry of Allison and other global PR agencies into Africa will impact the market in several ways:
- Inject fresh energy into the African public relations market.
- Usher in some constructive competition in the pr industry.
- Likely increase in the practice of digital public relations, influencer. marketing, thought leadership, market analytics, and data-driven PR.
- Encourage greater cooperation or strategic partnerships among public relations agencies in Africa.