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.

It was a celebration with purpose. World PR Day 2025, hosted by The Newmark Group Limited in partnership with the Public Relations Global Network (PRGN), was more than a calendar event, it was a clarion call for brands, leaders, and professionals to embrace strategic communication as a tool for unity in an increasingly polarised world.

And at the heart of this event, a landmark revelation: 89% of business leaders worldwide now consider brand influence critical to their organization’s success.

This insight came from the PRGN Influence Insights Report, unveiled by Bill Southard, president and CEO of Southard Communications.

Drawn from responses by 546 marketing, sales, and business leaders across more than 40 countries, the report painted a powerful, global picture, from Africa to Asia, North America to Latin America, of just how rapidly the public relations landscape is evolving.

“This isn’t just a shift in strategy,” Southard told the audience. “It’s a transformation of purpose. In a time when noise drowns out nuance, and division grows louder than dialogue, brands must become beacons of trust.”

The Influence Revolution

The findings were both compelling and urgent:

• 67% of leaders expect brand influence to grow even more important in the next 3–5 years.
• 87% say their approach to influence has already changed significantly in recent years.
• Trust and reputation remain the core drivers of brand value.
• Digital presence (78%) and social media (76%) now hold the greatest sway in shaping brand influence.
• And perhaps most tellingly: employees are the most trusted voices, far more than politicians or influencers.

In an era driven by algorithms, the human voice still matters, especially when it comes from within.

A Brand is only as Strong as its Story

Brands like Apple (30%), Nike (13%), and Coca-Cola (9%) topped the global admiration list, not just for their products, but for their storytelling, consistency, and cultural resonance.

Yet, the real takeaway was this: the need for authenticity is non-negotiable. 57% of respondents want deeper insights on how to leverage digital tools effectively, not just to broadcast, but to build meaningful, measurable engagement.

Southard offered a word of caution:

“Don’t hand the reins of your brand story to someone who doesn’t understand the stakes. Influence lives at the top. If content drives reputation, then leadership must drive content.”

A Triple Celebration in Lagos

For Lovelyn Okafor, country lead for Newmark Nigeria, the event held triple meaning:

1. World PR Day
2. The African launch of the PRGN report
3. Newmark’s 15th anniversary

She said, “Today is not just another date on the calendar; it’s a day of significant celebrations for us at Newmark.

She explained that the company is marking three important moments: World PR Day, the African launch of the PRGN Influence Insights Report, and Newmark’s 15th anniversary.  “Together, they powerfully demonstrate the evolving strength of communication and the vital role we all play in shaping a more connected, trustworthy, and inclusive world.”

“This year’s World PR Day theme, “Building Bridges and Navigating Polarization,” resonated deeply with Newmark’s core philosophy. We live in an era where division often seems louder than dialogue, and mistrust can overshadow truth. At Newmark, we believe communication is not just a tool but a force. When wielded responsibly, it can open minds, align values, and ignite change”, she said

A Call to Action for African PR

When Gilbert Manirakiza, CEO of Newmark Group, stepped forward, the message turned personal — and political.

“Strategic communication is no longer something you apply after a decision,” he said. “It’s how decisions should be made.”

He urged African communicators to reclaim the narrative, define influence on their own terms, and anchor it in culture, data, empathy, and vision.

“If we don’t tell our stories, someone else will,” he warned. “And we can’t afford for them to get it wrong.”

Manirakiza concluded with three bold imperatives for the future of PR in Africa:

1. Redefine influence as a unifying force.
2. Demand more from leaders, in word and action.
3. Raise the bar with strategy, ethics, inclusion, and courage.

As the world grows more divided, World PR Day 2025 reminded us that influence is not just about visibility, it’s about responsibility.

In the words of the day’s speakers, communication has the power to bridge divides, restore trust, and reshape the future.

*The message is clear: In a polarised world, the true leaders are those who communicate with clarity, courage, and conscience.

In partnership with the Public Relations Global Network (PRGN), Newmark will host a high-impact World PR Day 2025 event in Lagos on Wednesday, July 16, themed: “Building Bridges & Navigating Polarisation.”

As one of Africa’s most influential integrated marketing communications firms, The Newmark Group is leading a timely conversation on how public relations must evolve from mere reputation management into a force for truth, trust, and transformation.

Why This Matters: Communication in Crisis

From political tension to digital misinformation, the global communications landscape is increasingly fractured.

According to the World Economic Forum’s Global Risks Report 2024, societal polarisation ranks among the top ten global threats.

Meanwhile, UNESCO warns that disinformation is becoming a systemic risk, eroding public trust in media, governance, and business.

Against this backdrop, this year’s World PR Day shines a spotlight on a critical question: Can public relations help rebuild what society has lost?

“We are living in an era where perception shapes policy, and influence often moves faster than truth,” said Gilbert Manirakiza, CEO of The Newmark Group. “If we’re going to restore trust, PR must evolve from noise amplification into a tool for cultural healing and psychological alignment. This is the true role of neuroinfluence—meaningfully building authentic connections.”

What to Expect at the Event

• Theme: Building Bridges & Navigating Polarisation
• Date: Wednesday, July 16, 2025
• Format: Hybrid (In-person in Lagos + Virtual participation across Africa)
• Host: The Newmark Group, in partnership with PRGN
• Special Launch: African unveiling of the 2025 PRGN Influence Insights Report
• Key Presenter: Natacha Clarac, Managing Director, Athenora Consulting (France)
• Panel Discussion: Top business and communication leaders will explore how to foster unity through ethical and emotionally intelligent PR
• Anniversary Milestone: Celebrating Newmark’s 15th Anniversary as a Pan-African influence leader

2025 PRGN Influence Insights Report Launch

A key highlight will be the African launch of the PRGN Influence Insights Report, a global study examining how people perceive trust, influence, and reputation across government, media, and corporate spaces. This report offers a deep dive into how communication professionals can reposition their strategies in today’s shifting public trust landscape.

Voices from the Frontlines of African Storytelling

Lovelyn Okafor, country lead at Newmark Nigeria, emphasized the importance of the location:

“Nigeria is a storytelling powerhouse. Hosting World PR Day in Lagos underscores the power of African narratives in shaping global communication ethics. In today’s fast-paced digital age, it’s not just about speed, but about substance, truthful, human-centered communication.”

A Global Mission, An African Lens

Born in Nairobi and now operating across Nigeria, Kenya, Ghana, South Africa, Zambia, and Burundi, The Newmark Group has grown into one of Africa’s most respected communications brands.

From advising governments to driving campaigns for global brands, Newmark has become a beacon of African storytelling, influence, and strategic insight.

The 2025 edition of World PR Day also marks a defining moment in Newmark’s 15-year journey, spotlighting its role in bridging divides, strengthening institutions, and amplifying African voices on the global stage.

Repositioning PR as a Bridge, Not a Battleground

This year’s World PR Day doesn’t just celebrate the profession, it redefines it. As disinformation, polarisation, and distrust challenge every institution, the event calls on PR professionals to lead the charge in restoring coherence to communication.

It’s a call for PR to become more than a function, it must become a force for unity, truth, and collective progress.

Join the Conversation

The event is free to attend, but registration is required.
Register now using the link here.

• The Newmark Group emerged victorious in two categories, solidifying its position as a leader in the integrated marketing communications 

• This double win at the SABRE Awards adds to Newmark Group’s impressive track record of success. In the past year alone, the company has garnered five major awards, including honors at the IPRA Golden World Awards, the PRGN Awards, and the World Public Relations and Communications Awards.

The Newmark Group, a Pan-African strategic communications and brand positioning firm, has secured two prestigious awards at the 2024 SABRE Awards ceremony, held recently in Côte d’Ivoire.

The accolades were awarded in recognition of the company’s outstanding public relations campaigns for Zipline and Qi Group’s FinGreen program.

Zipline’s communication campaign was recognized in the Corporate Image category for its outstanding execution and impactful results.

The campaign was designed to enhance Zipline’s corporate image, emphasizing its innovative approach and commitment to improving logistics and healthcare delivery through drone technology.

Newmark formulated a comprehensive communication strategy, encompassing media relations, social media interactions, Executive Profiling, events, and public relations for the organization in Ghana, Kenya, and Nigeria.

The campaign successfully highlighted Zipline’s contributions to society, positioning it as a leader in healthcare and technological innovation.

“Fingreen,” Qi Group’s flagship financial literacy program, won in the Diamond category for “Company of the Year,” demonstrating Newmark Group’s prowess in creating impactful and meaningful campaigns.

FinGreen is an educational initiative aimed at promoting financial literacy among underserved communities.

Through workshops, seminars, and interactive sessions, the program has empowered individuals with the knowledge and skills needed to manage their finances effectively.

The programme had a coverage of 1,000 trainees or trainers focusing on key topics in a bid to reduce poverty and support economic development while promoting financial inclusion and stability in disadvantaged populations.

This award recognizes the program’s positive impact on communities and its role in fostering economic empowerment.

“We are incredibly proud of our achievements at the SABRE Awards this year,”  said Gilbert Manirakiza, CEO of The Newmark Group. “This recognition is a testament to our team’s dedication, creativity, and commitment to excellence. The success of the two campaigns reflects our ability to create impactful communication strategies that resonate with diverse audiences.  We are proud to lead in the integrated marketing communications industry and will continue to push the boundaries of innovation and deliver outstanding results for our clients and communities.

The Superior Achievement in Branding and Reputation (SABRE) Awards, which recognizes exceptional achievements in public relations, marketing, and communications, is a benchmark of excellence in the PR industry.

Winning these awards is a significant accomplishment that underscores Newmark Group’s dedication to delivering exceptional and innovative communication strategies.

This double win at the SABRE Awards adds to Newmark Group’s impressive track record of success. In the past year alone, the company has garnered five major awards, including honours at the IPRA Golden World Awards, the PRGN Awards, and the World Public Relations and Communications Awards.

These accolades highlight Newmark Group’s consistent excellence and leadership in the field of public relations.

With these prestigious awards, Newmark Group is poised to continue its trajectory of excellence in the public relations industry.

The company remains committed to delivering top-tier communication strategies that drive results and make a positive impact on society.

These wins will further solidify the firm’s reputation as a trusted and innovative player in the integrated marketing communications sector.

Currently present in over 30 countries in Africa and a client portfolio spanning various sectors from healthcare to aviation to agriculture, the company has been a key driver of Public Relations initiatives for numerous organizations in Africa and the World.

The announcement was made in a press release on March 22, 2023, during a ceremony in London.

The Newmark Group joins the network, boosting the number of member agencies to 54 and strengthening PRGN’s activities in five Sub-Saharan African countries.

According to Gilbert Manirakiza, Founder and CEO, The Newmark Group’s ideas and expertise in strategy design and execution, stakeholder mapping, thought leadership, media training, and content production, make it a formidable client partner.

“From Newmark’s inception in 2010, our profound objective has been to contribute to creating a world that promotes inclusive prosperity for everyone.” This is a world where people and communities are liberated to realise their full potential and pursue their ambitions. “Joining PRGN increases our capacity to achieve this because it allows us to go even farther in connecting, enabling, and activating businesses to become a force for good, not only in Africa but internationally,” Gilbert Manirakiza said.

The Newmark Group, founded in 2010, is a Pan-African communications and brand positioning agency that uses the power of brand trust to help companies and organisations flourish. The Newmark team develops communication strategies that enable customers to engage their stakeholder ecosystems while growing as leaders in their fields, with a presence across the African continent. Over the last 10 years, the company has built a local agency group that regularly produces mission-critical insights, strategies, narratives, and execution.

According to David Fuscus, president of PRGN, “The Group is one of Africa’s fastest-growing independent brand and communications consultants located in Nairobi, Kenya, with a professional presence in Nigeria and 30 other African nations.”

He noted that the awarding of full membership “signals the growth of PRGN into critical African markets, with the potential to reach over 1.4 billion people”.

With roughly 800 experts in more than 70 locations, PRGN is one of the world’s biggest multinational networks of independent public relations and communications companies.

Members are independent, local, owner-operated public relations and marketing communications organisations that share experience and resources while offering customers globally with broad-based comprehensive communications strategy.