In December 2023, INMA and Google News Initiative (GNI) awarded their fourth annual Elevate Scholarship to 50 news media professionals from 31 countries. This series features these impressive media professionals who are shaping our industry.

With over 15 years of experience, Anthony Makokha’s career exhibits his expertise in multimedia content production, innovation, and strategic leadership.

In his current role as audiovisual managing editor at The Standard Group Plc in Nairobi, Kenya, Anthony has been instrumental in establishing usage guidelines for multimedia content across platforms, ensuring top-quality photographs and videos.

Since joining the company in 2021, his leadership skills have fostered a collaborative approach among designers, Web developers, and content creators, while his commitment to staying updated on the latest tools and technologies has led to the continuous improvement of visual models and design principles.

Anthony’s contributions build upon his background, including being a mobile journalism trainer and communication consultant, where he shared his expertise through presentations and projects that emphasise the integration of mobile phones and social media in newsrooms.

At Royal Media Services and Kenya Broadcasting Corporation, his editorial and leadership skills stood out as he managed teams of video editors, produced news bulletins, and contributed to the rebranding of media stations.

In his current role, Anthony is intricately engaged with various aspects of the news media business, with a particular focus on subscriptions, product development, data utilisation, advertising, and the efficient operation of newsrooms.

“To drive audience engagement and revenue generation, I collaborate closely with cross-functional teams to develop multimedia content that appeals to diverse audiences,” he said. “This includes overseeing the production of premium text stories, podcasts, TV shows, radio programmes, and infographics that cater to subscribers and broader audiences alike.”

His strategic utilisation of data has enabled him to refine content strategies, optimise engagement metrics, and tailor offerings to cater to specific audience segments. In the advertising realm, Anthony works collaboratively to ensure that multimedia content provides value to advertisers and sponsors:

“By ensuring high-quality visuals and engaging storytelling, I contribute to the effectiveness of advertising campaigns across platforms, enhancing revenue streams for the organisation,” he said.

He also works on the operational side to streamline workflows and coordinate the efforts of designers, developers, and content creators.

“This integrated approach ensures that the final products align with our brand identity and resonate with our audience, further driving engagement and revenue,” he said. “In essence, my role bridges the gap between editorial content, audience engagement, and business strategies.”

As an Elevate Scholar, Anthony said he is looking forward to expanding his current skills and acquiring new ones: “I aim to acquire a comprehensive set of business skills that would enable me to excel in the dynamic landscape of news media.”

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