Kenya’s leading media monitoring and analytics firm, Globetrack, has been recognized with three prestigious awards at the 2025 International Association for the Measurement and Evaluation of Communication (AMEC) Awards, a global platform that honors excellence in data-driven communication and impact measurement.
The triple victory — which includes two project-based awards with the National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA) and the Kenya Civil Aviation Authority (KCAA), alongside an individual honor for Globetrack’s founder and Managing Director, Esther Kagiri — firmly positions the company as a continental trailblazer and global leader in communication measurement and evaluation.
Historic Moment for Africa
The 2025 ceremony, held at Church House, London, marked a watershed moment for Africa’s communication industry. Globetrack became the first African company to win at the AMEC Awards since their inception 23 years ago — and the only African firm recognized among winners from over 40 countries this year.
“Together with NACADA, we set out to do things differently — to measure not just activity, but impact,” said Esther Kagiri, Founder and Managing Director of Globetrack. “We mapped the measurement journey, set baselines, and used insights to guide improvement in their mandate to curb alcohol and drug abuse.”
This year’s recognition builds on Globetrack’s growing global footprint, having earned AMEC honors in 2023, 2024, and 2025 for its work with leading Kenyan institutions, including the Kenya Revenue Authority (KRA), Kenya Human Rights Commission, and the Association of Kenya Insurers (AKI).
Award-Winning Projects: Measuring Impact Beyond Communication
In the first category, Globetrack was honored for its data-driven collaboration with NACADA, which redefined how public health campaigns are measured and evaluated in Kenya.
Working closely with NACADA, Globetrack developed a comprehensive measurement framework that set baselines, piloted insights, and enabled tracking of behavioral and perceptual change. The project directly supported NACADA’s alcohol and drug abuse prevention mandate, providing the institution with a scalable evaluation model that measures real-world impact.
“The project established a new standard for measuring public education effectiveness,” Kagiri noted. “It demonstrated how strategic communication analytics can drive measurable change in public health behavior.”
The NACADA project earned praise from AMEC judges for linking communication data to social outcomes, setting a benchmark for government communication evaluation frameworks in Africa.
Turning Insight into Action for Aviation Safety
Globetrack’s second award recognized its partnership with the Kenya Civil Aviation Authority (KCAA) in the category “Most Impactful Client Recommendations Arising from a Measurement Study.”
The project showcased how insight-led evaluation can inform real operational decisions. Through deep analysis of aviation-related media and stakeholder data, Globetrack identified gaps in post-certification communication and public perception around aviation safety and compliance.
A key recommendation from the study — the launch of a post-certification mentorship program for newly approved maintenance organizations (AMOs) — was adopted by KCAA to enhance regulatory compliance and stakeholder confidence.
“Our recommendations went beyond generic insights,” said Kagiri. “They were business-aligned and outcome-driven. For KCAA, that meant connecting communication directly to its mission of aviation safety and compliance.”
The study demonstrated the power of communication measurement in strengthening institutional credibility and delivering measurable public value, aligning communication outcomes with organizational performance.
Global Recognition for Leadership Excellence
The third accolade — AMEC Executive Professional of the Year 2025 — went to Esther Kagiri, in recognition of her visionary leadership and outstanding contribution to advancing global standards in communication measurement.
Kagiri made history as the first African ever to win the award, and the first African woman to serve on the AMEC Global Board. The award celebrates her decade-long effort to position Kenya and Africa as serious players in the global insights and analytics space.
“This recognition is not just for me or for Globetrack,” Kagiri said. “It is for every African professional proving that we can lead, innovate, and set new global standards in measurement and evaluation.”
Kenya at the Forefront of Data-Driven Communication
Globetrack’s global recognition highlights Kenya’s growing influence as a hub for communication analytics innovation in Africa. By embedding data, evaluation, and accountability into public and corporate communication strategies, the firm has helped Kenyan organizations demonstrate measurable impact in governance, regulation, and social change.
Over the past three years, Globetrack’s partnerships with both public institutions and private-sector clients have focused on translating media data into actionable policy and strategy — from human rights advocacy and insurance education to taxation awareness and aviation safety.
The company’s consistent recognition at AMEC underscores its philosophy: that communication should be measurable, evidence-based, and impact-oriented.
Raising the Bar for Measurement Excellence
Globetrack’s 2025 success also represents a turning point for African practitioners in communication intelligence. Its recognition at AMEC demonstrates that global measurement standards can be defined, adapted, and executed locally — with Africa not just as a participant, but as a contributor to the global conversation on communication accountability and performance.
The firm’s achievements are expected to inspire other regional agencies to invest in data infrastructure, impact frameworks, and capacity building to strengthen Africa’s representation in the global measurement community.
About Globetrack
Globetrack is Kenya’s leading media monitoring, analytics, and communication intelligence firm, offering integrated solutions in media evaluation, strategy measurement, and insights reporting. Founded and led by Esther Kagiri, Globetrack supports both public and private organizations in driving data-led communication strategies that connect outcomes to real impact.
With a growing regional presence and global recognition, Globetrack continues to champion innovation, accountability, and performance excellence in Africa’s communication industry.
