Afua will now be responsible for ensuring client work not only has its desired commercial impact, but also that it has a wider societal impact
RAPP UK has promoted Afua Basoah to the new role of head of health and social impact. In the new role Afua, who is RAPP UK’s former head of health strategy, will be strategic lead and consultant lead on health with a laser focus on social impact.
Alongside her role leading RAPP’s Health strategy, Afua will now be responsible for ensuring client work not only has its desired commercial impact, but also that it has a wider societal impact, helping to drive more purpose into the brands’ customer experience.
Afua reports into RAPP UK’s CSO Caroline Parkes and will sit on the senior leadership team.
Caroline Parkes said, “As the agency that stands up for individuality, we believe that brands who behave responsibly and act with societal purpose are more likely to succeed. Afua is at the forefront of positive change and will drive the agenda in helping our clients bring more purpose into their customer experience to benefit people and society, not just profits.”
Afua Basoah said, “Our RAPP value proposition is anchored in our ability to SUPERCONNECT to the things that matter most – for clients, partners and customers. It is more important than ever that customers feel that brands both represent them and their values, so timing of my expanded role is perfect. We focus on connections beyond conversion to really supercharge brand equity and resilience. Driven by our ambition to uproot barriers that exclude high-quality brand experiences reaching as many individuals as possible, I’m excited to help shape and deliver data-driven inclusive experiences that super connect People, Planet and Performance”.
Afua Basoah joined RAPP UK last year as Head of Health Strategy and her extensive experience includes over four years at sister Omnicom agency, Rabin Martin, where she was Vice President. She has also had senior positions at Apothecom, Ogilvy, Healthworld and Hill+Knowlton Strategies.
Afua’s career also spans DE&I and she has worked as a former co-chair of Omnicom’s Disability Business Resource Group, OPEN DisAbility UK + Allies. She is also non-executive director for the non-for profit membership organisation, the Healthcare Communications Association; is listed in the 2020 and 2021 IPA iList; and was elected as the chair of the UK Board of Trustees for the international NGO Mothers2Mothers, an organisation dedicated to eliminating paediatric AIDS through female empowerment.
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