Farida Idris
Founder & Lead Strategist, FID & Co.
Farida Idris is a communications strategist, entrepreneur and brand architect with more than a decade of experience operating at the intersection of media, business, culture and public engagement across African markets.
She is the Founder and Lead Strategist of FID & Co., a Nairobi-based strategic communications and brand experience firm supporting governments, multinational brands, hospitality groups, healthcare institutions and social impact organisations in shaping narratives, building reputation and engaging audiences across complex and evolving markets.
Farida began her career in media, where she developed a deep understanding of audience behaviour, storytelling, commercial communication and the dynamics of public perception. This foundation continues to shape her strategic approach today — enabling her to design communications that are not only visible, but credible, culturally relevant and commercially aligned.
In 2010, she founded FID Public Relations Ltd, which has since evolved into FID & Co., reflecting the firm’s expanded role as a full-service strategic communications and experiential agency operating across multiple sectors and markets.
Under her leadership, FID & Co. has delivered communications programmes, brand campaigns and experiential platforms for organisations including the Executive Office of the President – Kenya, LC Waikiki Sub-Saharan Africa, Kansai Plascon Paints Kenya, Woolworths Kenya, Columbia Africa Healthcare, Gertrude’s Children’s Hospital Foundation, UNHCR and The Amahoro Coalition, among others.
Her work spans industries including government, retail, hospitality, manufacturing, healthcare, finance, culture and lifestyle — sectors where communication plays a critical role in shaping public understanding, stakeholder engagement and market positioning.
Farida’s approach combines strategic insight, cultural intelligence and strong execution, ensuring communications initiatives translate into meaningful visibility, audience connection and long-term reputation building.
Through her leadership, FID & Co. continues to operate as a strategic boutique firm bringing together storytelling, media engagement, digital strategy and experiential platforms to support organisations navigating modern African markets.
Beyond client work, Farida has also led the development of owned cultural and conversation-led platforms including The Tribe Vibe, Suhba Series and The Capital Room — initiatives designed to foster community, cultural engagement and meaningful dialogue across lifestyle, leadership and business spaces.
Farida remains deeply engaged in conversations around communications, culture and inclusive economic participation across Africa, reflecting her belief that strategic storytelling can play a meaningful role in shaping both markets and societies.