New Managing Directors for South Africa and Africa Network


JOHANNESBURG 18 February 2020 WE Communications (WE), a leading global communications firm, today announced two key leadership changes in its African operation. Sarah Gooding has been named managing director of WE South Africa, and James Wilson has been named managing director of WE’s Africa Network. These appointments position the agency to drive continued growth across the African continentSouth Africa remains WE’s core business hub for the Middle East & Africa (MEA) region. 

Globally we are seeing clients benefit from our expanding international footprint, and both the South African business and our African operation through our global alliance programme form an integral part of WE’s global growth programme,” said Kass Sells, WE’s Global COO and president of International. “We are confident that this newly dedicated leadership will further develop these respective areas of the business. 

Commenting on the appointmentsGlobal CEO and Founder Melissa Waggener Zorkin said, “Africa is a place of innovation and transformation. Our business in South Africa, now in its 10th year, continues to grow and evolve. Now is the right time for us to accelerate our investment in the broader region. 

Sarah Gooding brings nearly 20 years’ experience as a communications consultant with experience leading successful corporate communications campaigns across the EMEA region. She has worked with clients including Microsoft, Discovery Channel, Coca-Cola, P&G, Dimension Data, Mercedes, BankServ Africa and many othersIn her new role, Gooding will focus her marketing acumen on serving as a strategic communications counsellor for clients such as Microsoft Middle East and Africa, Vodacom and FlySafair. She will also be responsible for overseeing the development of talent, culture, new business and operations of WE’s South Africa operation.  

James Wilson too has nearly 20 years’ experience in the communications industry, having worked with some of the world's and South Africa's most-respected blue-chip brands. Before joining WE, he was the PR lead for Microsoft in Africa. As managing director, Wilson will focus on developing and strengthening WE’s existing Africa network 

WE South Africa has an enviable and diverse portfolio of both local and international clients across a broad range of industries,” said Gooding. “Critical to our ongoing success is ensuring we leverage all the resources, support and learning available to us through our global network, as well as continuing to nurture the local talent that help us tap into this unique market.  

We work in a relationship-based industry and economy, and nowhere is this truer than on the African continent,” said Wilson. One size does not fit all, and with an estimated 2,000 languages spoken across 54 countries, we need a dedicated approach and understanding per market to best serve our clients, which we can best achieve through our network and global alliance programme. 


About WE 

WE is one of the largest independent communications and integrated marketing agencies in the world. We’re all about people — both our clients and employees — and we believe in the power of communications to move audiences to positive action. Female-founded, female-led, and fiercely independent, WE has spent more than three decades helping world-class brands tell technology-led transformation stories that shift perceptions and change behaviour. 

Our global reach includes offices in 24 cities, partner networks that expand our footprint and client capabilities, and a team of more than 1,200 media and content strategists, creatives and data scientists across our technology, health and consumer sectors. Our work with global brands like Microsoft, Honeywell, McDonald’s, and Volvo has been recognized by Cannes Lions, The Holmes Report SABRE Awards and PRWeek Awards, just to name a few. 

For more information, press only:

Kara Kraft, WE Communications, +1 (503) 443-7143,

Michael Drapper, WE Communications,+44 7590 362 814,

James Wilson, Managing Director, Africa Network, +27 (011) 550 5400,