About FID & Co.
Communication as influence.
What sets us apart
What sets FID & Co. apart.
Strategic Thinking
We approach communications with a clear understanding of the broader business, cultural and reputational environment in which organisations operate.
Cultural Intelligence
Operating in African markets requires an understanding of social dynamics, local narratives and evolving cultural trends. Our campaigns are designed with these insights at the centre.
Integrated Delivery
By combining public relations, digital storytelling, influencer engagement and experiential marketing, we ensure communications strategies are translated into tangible audience engagement.
Regional Perspective
Through cross-border campaigns and partnerships, FID & Co. supports organisations operating across East and Southern Africa.
Execution Excellence
From concept to on-ground implementation, we deliver campaigns with precision, professionalism and attention to detail.
Our philosophy
Communication is not noise — it is intentional, contextual and powerful.
At FID & Co., we approach every engagement with a deep understanding of the client's objectives, the operating environment, the audience and cultural context, and the reputational and commercial implications. This allows us to design solutions that are strategic, relevant and sustainable, rather than reactive or trend-driven.
- —The client's objectives
- —The operating environment
- —The audience and cultural context
- —The reputational and commercial implications
Founder
Farida Idris
Founder & Lead Strategist
“Communication is not simply about visibility. It is about shaping understanding, building credibility and connecting organisations with the people and communities they serve.”
Farida Idris founded FID & Co. with a conviction that African organisations deserve communications that are strategic, culturally grounded and genuinely effective. With over 15 years of experience spanning government mandates, lifestyle brands, multinational retail and social impact work, she has built an agency that leads with insight and delivers with precision.
Cedric
Cedric
Creative Director | Digital Strategist | Storyteller
“A seasoned creative director with over 14 years of experience shaping compelling digital narratives, developing high-impact creative strategies, writing for screen and digital platforms, and driving audience growth.”
With a strong track record across entertainment, media, and brand storytelling, he has contributed to Netflix productions including Mpakani and Mission to Rescue, bringing together creative vision, strategic thinking, and audience-first storytelling. Previously the Digital Strategy Lead at Capital Digital Media, he has led digital campaigns and content strategies designed to build brands, engage audiences, and deliver measurable impact. His work sits at the intersection of culture, creativity, digital innovation, and storytelling, with a focus on creating ideas that resonate, move audiences, and build lasting brand relevance.
African footprint
Operating across 8+ markets
Kenya
Uganda
Rwanda
Ethiopia
South Sudan
Zambia
Ghana
Tanzania
Next step
Let's build something meaningful.
Share your brief and we'll shape the route.