Yomi Olaniwun
APO Group has appointed Libby Allen as Vice President: Brand & Creative, a newly created executive role that reflects a strategic move to elevate brand and creative leadership within its Senior Leadership Team. This appointment underscores the organisation’s commitment to strengthening brand capability as it expands its integrated communications offerings across Africa and globally.
In her role, Libby Allen will lead APO Group’s brand strategy and creative direction, encompassing marketing, digital content, and visual identity. Her mandate includes shaping how the company presents itself in different markets, building coherence and consistency at scale, and developing the Brand & Creative function to support the Group’s expanding services and ambition. She will work closely with public relations, commercial, and senior leadership teams to ensure strategic alignment between brand decisions and business execution.
APO Group CEO Bas Wijne noted that elevating brand and creative leadership to the executive level enhances alignment between strategy, execution, and market perception, a pivotal priority as the Group enters its next growth phase. Allen joined APO Group during a period of rapid expansion and has already played a key role in structuring the company’s brand and marketing approach.
