In a landscape where narratives shape nations and perception fuels progress, Lovelyn Okafor stands at the intersection of purpose and influence. As Country Head of The Newmark Group, she has been instrumental in driving the firm’s evolution from a homegrown agency to a Pan-African powerhouse in strategic communications.
On the occasion of Newmark’s 15th anniversary, I sat down with Lovelyn, as the Editor of Techeconomy, to reflect on the agency’s remarkable journey, the power of storytelling in shaping Africa’s future, and the shifting dynamics of trust, technology, and transformation in the world of PR.
With wisdom grounded in purpose and a passion for inclusive leadership, she shares insights on what it takes to build impact-driven brands in a poly-crisis world, and why the future of influence belongs to those who lead with clarity, courage, and heart.
TE: Congratulations on Newmark Group’s 15th anniversary! What does this milestone mean to you personally and professionally?
Lovelyn Okafor: Thank you for the kind words. This milestone is both humbling and deeply inspiring.
Personally, it’s a moment of reflection and immense gratitude to God for His mercy and Grace through the journey.
It is also a chance to honour the bold vision that was ignited fifteen years ago and brought to life through the unwavering dedication of our founders, Gilbert Manirakiza and Raissa Ahishakiye. Their commitment laid the foundation for what has become a powerful force in Africa’s strategic communications landscape.
Professionally, Newmark Group’s 15th anniversary stands as a testament to the transformative power of communications. It validates our belief that when purpose, people, and process converge, communications can do more than shape brands, it can shift mindsets, influence policy, and drive societal change.
This isn’t just a corporate milestone; it’s a moment that challenges us to dream bigger, lead bolder, and tell stories that reflect Africa’s complexity, resilience, and brilliance. For me, it’s a renewed call to amplify impact, deepen partnerships, and keep building narratives that shape a more inclusive and empowered future for the continent.
TE: Looking back, what would you say has been the biggest transformation in Newmark’s journey over the past 15 years?
Lovelyn Okafor: The most defining transformation has been our evolution from a homegrown communications consultancy in Kenya into a Pan-African powerhouse with the capacity to shape industries and inform public discourse across over 30 countries. We have moved beyond executing campaigns to architecting influence by crafting strategies that align public sentiment with institutional ambition, sector-specific goals with societal progress. What started as a local firm has evolved into an integrated communications and brand positioning company that can confidently compete on the global stage. That kind of transformation requires not just scale, but depth, an ability to understand cultural nuances, economic shifts, regulatory complexities, and digital behaviours across vastly different markets. This growth has redefined not just what we do, but who we are.
TE: What were some of the toughest challenges the agency faced in its growth journey, and how did you overcome them?
Lovelyn Okafor: Building across Africa demands more than operational agility; it requires cultural fluency, political wisdom, and an unwavering commitment to integrity. One of our most significant challenges as a team has been navigating the unpredictability of various regulatory and political climates while maintaining consistent value for clients.
Another has been the need to remain adaptable in the face of economic fluctuations, technological disruptions, and shifting consumer expectations. But we overcame these hurdles by anchoring ourselves in relationships and relevance.
We continually invest in local talent who bring context-rich insights. We built coalitions with government bodies, NGOs, and the private sector.
And most importantly, we never lost sight of why we exist: to help organisations earn trust, inspire action, and lead with purpose. That clarity has carried us through the storms.
TE: You unveiled The Influence Report at World PR Day 2025. Can you walk us through what this report is about and why it’s important now?
Lovelyn Okafor: The Influence Report is both a strategic blueprint and a cultural audit; it distils how influence is shaped, sustained, and weaponised in today’s multi-polar and poly-crisis world.
The Public Relations Global Network (PRGN) launched it in partnership with the Newmark Group Limited to provide clarity in a time when narratives are contested, attention spans are fragmented, and trust is under siege.
Based on insights from 546 senior business leaders across 40 countries, the report distils how trust, authenticity, and digital intelligence have become the new cornerstones of influence in the 21st century.
What makes this report timely is the clear consensus from global leaders: 89% say brand influence is critical to organisational success, and 67% believe its importance will only grow over the next 3–5 years. We’re witnessing not just a redefinition of influence, but a recalibration of how it is earned, moving from visibility to value, from messaging to meaning.
In an era of misinformation, cultural flux, and heightened stakeholder expectations, this report serves as a strategic compass for communicators who must now shape perceptions with precision, responsibility, and relevance.
TE: What were the most surprising or significant findings in this year’s Influence Report?
Lovelyn Okafor: Perhaps the most eye-opening insight was the sheer pace of change: 87% of respondents say their approach to building influence has evolved significantly in the past 2–3 years. We’re witnessing a profound transformation in mindsets, where influence is no longer defined by reach, but by resonance, relationship and trust.
What stood out most was the rise of trust and reputation as dominant drivers of brand value, with 65% and 61% respectively, ranking them as extremely important.
Surprisingly, traditional metrics such as media buzz and revenue were surpassed by customer loyalty (81%) and brand equity (53%).
This signals a deep shift in how influence is measured, not by how loud you are, but by how deeply you are trusted.
Equally compelling was the data showing that employees and customers are now the most trusted brand stakeholders, while political leaders ranked lowest at just 15%. Influence has moved into the hands of peer communities and internal advocates. For brands, this is a call to look inward as much as outward when cultivating influence.
TE: How do the insights from the report inform how communicators should shape strategy in today’s media and digital ecosystem?
Lovelyn Okafor: The data tells a compelling story: to be influential, brands must be digital-first, values-led, and emotionally intelligent.
Social media (76%) and digital platforms (78%) emerged as the most impactful channels, with 72% of leaders reporting that they are actively leveraging these tools to drive influence.
However, what’s equally important is how these platforms are used to build emotional connections, align with values, and sustain authenticity.
The findings underscore that communicators must evolve from content creators to trust architects. Influence strategy today must be integrated, agile, and insight-driven. It’s not enough to post; you must engage. It’s not enough to be seen; you must be believed. The future belongs to those who can combine technological reach with human relevance, who can use data to listen, not just track, and who know that reputation is not built in campaigns, but in consistency.
TE: This report was created in collaboration with the Public Relations Global Network (PRGN). What does this partnership bring to the table for Newmark and for the Nigerian PR industry?
Lovelyn Okafor: Partnering with PRGN brought both scale and depth to the Influence Report. With over 70 member agencies worldwide, PRGN provided us with access to a rich and diverse pool of insights and real-world data from 40 countries, reflecting how influence is shaped not just globally, but also contextually. This strengthens our ability at Newmark to offer strategies that are globally informed but locally effective.
For the Nigerian PR industry, this collaboration is catalytic. It elevates the local conversation on influence to a global stage, providing our practitioners and clients with data-backed benchmarks that go beyond anecdotal trends.
It also enables cross-border learning, allowing us to bring home best practices in digital transformation, stakeholder trust, and purpose-driven influence while also contributing uniquely African narratives to the global canon of communications thought leadership.
We are helping to redefine what global influence looks like, whether it’s shaped in Lagos, Nairobi, Accra, Lusaka, or not just London or New York.
TE: What global trends identified by PRGN do you see gaining traction in Nigeria and Africa?
Lovelyn Okafor: Several key global trends highlighted in the report are rapidly gaining traction across Nigeria and the broader African markets.
First is the increased focus on purpose-driven branding, where influence is not just about visibility, but about values.
The report shows 76% of leaders prioritise alignment on values, and this is resonating locally, as consumers increasingly expect brands to take meaningful stands on social, cultural, and environmental issues.
Another powerful trend is employee advocacy and internal brand alignment. With 63% of respondents citing employees as high-trust stakeholders, organisations in Nigeria are beginning to recognise that influence starts from within. Internal communications, culture-building, and leadership visibility are becoming strategic priorities.
And finally, digital fluency and emotional intelligence are becoming non-negotiable. From fintech to public policy, Nigerian communicators are realising that platforms alone don’t create influence; people do. As we continue to bridge data and storytelling, tech and trust, we’re seeing a new model of African influence emerge, which is bold, local, and globally relevant.
TE: In what ways is Newmark Group reshaping perceptions of public relations and communications in Nigeria?
Lovelyn Okafor: With our presence in over 30 countries, we are not just practitioners, we are architects of narratives that drive national progress, social cohesion, and economic inclusion. Our approach is rooted in the belief that communication is not a supporting function, but a central pillar of transformation.
From designing and implementing strategic campaigns across sectors, to leading financial literacy programs that empower underserved communities, to helping tech brands articulate and activate their ESG commitments, our work shows that PR is not just about visibility; it’s about value creation.
One of our most pioneering tools in this effort is our NeuroInfluence strategy, which leverages behavioural science to craft messages that not only inform but inspire action. This innovation reinforces our view that public relations is how the future is shaped, one message, one movement, and one mindset shift at a time.
In Nigeria, we’re proud to be leading a new era of communications, one that’s purposeful, data-informed, and powerfully African.
TE: How has Newmark’s approach to influence and brand reputation evolved in the era of AI, misinformation, and digital disruption?
Lovelyn Okafor: In this new era, we have adopted a layered, evidence-based, and anticipatory approach to influence. We are building digital resilience into every campaign and leveraging the principles of neuroscience to enhance our approach.
We continually train teams and clients to understand how narratives can be manipulated and how trust must be proactively built, not just defended.
We use technology to gather insights and enhance efficiency, but our most powerful asset remains our ability to create authentic human connections.
We have been able to understand how people think and identify the best ways to capture, connect, and convert loyal audiences for our clients. Our strategies are no longer linear; they are dynamic ecosystems designed to evolve in tandem with conversations.
TE: How is the agency helping clients align PR and communication strategies with social impact, ESG, and stakeholder trust?
Lovelyn Okafor: We don’t just align our work with ESG principles, we design campaigns that live and breathe them. Today, performance is no longer enough; clients are expected to prove their impact and earn their place in the hearts of communities and stakeholders alike.
Through stakeholder mapping, social storytelling, and purpose-driven engagement, we help brands articulate their values with clarity and credibility. We support clients in measuring impact, communicating transparently, and co-creating change with the people they serve.
A great example is our award-winning FinGreen campaign, which empowered over 1500 youth through financial literacy and inclusion. It shows how communication, when rooted in empathy and evidence, becomes more than a message, it becomes a movement for change.
TE: As a female leader in Nigeria’s PR space, what unique perspectives do you bring to the table?
Lovelyn Okafor: I lead from the understanding that influence is never neutral. It is shaped by identity, access, and lived experience. As a woman, I bring a perspective grounded in intersectionality, where gender, culture, and representation intersect to shape how stories are told and received.
I lead with intentionality, and empathy, always mindful that inclusive communication is not just a value, it’s a necessity. For me, leadership means creating space, sharing power, and lifting others as you rise. It’s about ensuring that the next generation of women sees not just the ceiling, but the sky.
TE: What advice would you give young communication professionals, especially women, looking to make a mark in the industry?
Lovelyn Okafor: Be unapologetically bold, and relentlessly purpose-driven. Learn the craft, understand the context, and refine your voice. Don’t just aim to be seen, build platforms that reflect your values and invite others in.
To young women especially: Find your identity and be confident. In every room, at every table, in every conversation that matters, own your platform. Take up space, speak with clarity, and lead with courage. Influence begins with presence, but it’s sustained by consistency, strategy, and heart.
TE: What does the future hold for Newmark Group in the next 5 years? Any new frontiers you’re exploring?
Lovelyn Okafor: The future is bold, borderless, and deeply purposeful. Over the next five years, our focus is on expanding our influence across emerging markets, pioneering our NeuroInfluence methodology at scale, and developing digital-first strategies that champion inclusive innovation.
We’re exploring frontiers in public diplomacy, stakeholder capitalism, and reputation recovery, areas where trust and influence intersect with governance, policy, and impact.
Our ambition is clear: to be recognised not just as a communications firm, but as Africa’s leading influence and impact agency, rewriting the narrative from the inside out.
TE: Finally, in one word or sentence, how would you define influence in 2025?
Lovelyn Okafor: Influence in 2025 is the ability to shape reality through trust, clarity, consistency and collective action.
