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It is not often that a leading CEO gets fired twice in as many months. The optics don’t look good for Old Mutual.

It looks like an incoherent crisis plan in the c-suite is what’s driving its bid to protect its reputation and brand and restore confidence and trust in the institution. Hardly a day goes by without a new development in this tit-for-tat saga, putting Old Mutual’s communications department in an impossible situation to deal with the situation effectively. The recent Sunday Times half-page explanation of Old Mutual’s position was its clearest communication yet on this issue, which regrettably came several weeks after it first fired Peter Moyo, its embattled CEO...

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