MagnaCarta Communications hires former Edelman Africa chairman François Baird

MagnaCarta Communications has appointed communications management leader François Baird as non-executive chairman.

Baird is founder and chairman of Baird’s US LLC and of British headquartered international communications management consultancy, Baird’s CMC. MagnaCarta is a member firm and directors Denise Gee and Simon Hardie are also partners in Baird’s CMC, the agency with 34 partners in 17 countries who employ approximately 500 people.

Baird was Chairman, Africa at Edelman, the world’s largest public relations firm, as well as founder and former chairman of Baird’s Renaissance, a communication management consultancy based in Johannesburg, which was acquired by Edelman in 2013.

Gee said: “This appointment will drive the growth of MagnaCarta and will help deepen its expertise in strategic communications management consultancy for the global banking and financial technology marketplace.

“The global market for financial technology is valued at over $480 billion with rapid anticipated growth in the years ahead. In an increasingly fragmented media and marketing landscape, communicating the purpose and visualising the benefits of your product or service – to both customers and stakeholders – is critical to success.

“Traditional sales, marketing and engagement are changing as rapidly as commerce. François’s appointment brings to MagnaCarta a wealth of international experience, strategic leadership and a deep understanding of the financial services environment.”

Baird said: “Fintech is mission-critical for the future of the financial world. However, if ever an industry needed to persuade people of its benefits, and demonstrate the value it creates, it’s fintech, where innovation is often a heady mix of new thinking and opportunity, but difficult to explain and understand.

“MagnaCarta is therefore critical to the mission of fintech, in helping organisations and companies across the spectrum to transform their engagement, sales and communication strategies, at a very exciting time for the industry.”