In this episode of the Change Africa Podcast, host Isaac Aboah is joined by guest Claudine Moore, a trailblazer in global PR and communications, to explore how branding, cultural intelligence, and the diaspora can shape Africa’s future.

Claudine shares her personal and professional journey, from growing up in the UK with strong Pan-African values to founding C. Moore Media and eventually leading it to acquisition by global firm Allison. Her work has centered on amplifying authentic African narratives and building bridges between the continent and its global communities.

The conversation delves into how tourism and sports can drive economic growth, foster cultural pride, and reshape Africa’s global image. Claudine emphasizes the role of storytelling and branding in addressing skewed Western perceptions of Africa, highlighting that many of the continent’s challenges are rooted in how it is framed to the world.

This episode also touches on the significance of the Africa Business Cultural Intelligence Report, an inaugural topline report for global and pan-African businesses and organizations with the business cultural intelligence and local market knowledge required to thrive in Africa’s dynamic and rapidly growing markets. We explore the promise of intra-African trade and the importance of corporate social responsibility. Claudine highlights the untapped potential of the African diaspora, the need for investment in Africa's youth, and why Africa must prioritize people over profit in its development strategies.

From the DRC’s mineral wealth to the rise of African talent in global sports, this conversation paints a powerful picture of how culture, business, and identity intersect in the continent’s growth story.

Chapters

00:00 – Introduction to Change Africa Podcast

01:02 – Claudine Moore: A Journey of Connection to Africa

03:08 – The Impact of the African Diaspora

08:40 – Starting Seymour Media: A New Chapter

13:23 – Navigating Acquisitions in PR

22:26 – Allison: Expanding Horizons

25:29 – Africa Business Cultural Intelligence Report

30:07 – Tourism and Sports: A Cultural Connection

33:18 – The Impact of Sports on African Culture and Economy

37:43 – Education and Technology: Preparing Africa's Youth for the Future

41:28 – Opportunities and Responsibilities in the Democratic Republic of Congo

49:01 – US-Africa Relations: The Role of the Diaspora

55:08 – Intra-African Trade: Bridging Gaps and Building Connections

Further Reading and Resources

• Learn more about Claudine Moore’s work and initiatives at C. Moore Media and Allison.
• Read the Africa Business Cultural Intelligence Report here.

This podcast is a production of Nexa Media.

Do you have a question for our hosts? Email us at [email protected]

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