Established in 2013 and headquartered in the dynamic hub of Addis Ababa, FIRMA Media and Communications is a distinguished partner in championing creativity and excellence in communications, visibility, and production. As hosts of the esteemed Negarit Awards, we are at the vanguard of highlighting exceptional accomplishments in the creative sphere. Our enduring devotion to rich storytelling and our pledge to uplift organizations have solidified FIRMA’s reputation as a respected entity in the industry.

Vision and Engagement

Our aspiration at FIRMA transcends mere celebration of creativity; we strive to nurture and augment it. While the Negarit Awards pay tribute to superior talents and breakthroughs, we invite attendees to engage with FIRMA , exploring the many ways in which our agency can contribute to their pursuit of communicative brilliance. 

Services and Expertise

At FIRMA, our suite of services is thoughtfully organized under three core umbrellas: documentation, communications, and visibility. Under documentation, we pride ourselves on creating compelling content, encompassing everything from technical writing and editorial support to professional photography and videography. Our communication umbrella encapsulates a range of offerings, from public relations and stakeholder engagement to sustainable communications and SBCC campaigns, ensuring coherent and effective messaging across all channels. Lastly, our visibility segment focuses on amplifying your brand’s presence in the digital realm and beyond. This includes web development, search engine optimization, strategic social media management,and influential collaborations, all aimed at maximizing brand recognition and reach. At FIRMA, we believe in a holistic approach, ensuring that our clients not only have a story to tell but also the right platforms and strategies to make their voices heard.


At FIRMA, content creation isn't just a task; it's an art and a science that we've mastered over the years. Our capacity is anchored in a talented team of writers, editors, photographers, and videographers, each specializing in their unique domain, ensuring that every piece of content is crafted with excellence.


More than just a change of logo, our branding team conducts market research, brand planning, and internal capacity building for seamless roll-out.


In the dynamic realm of modern media, FIRMA stands out with its holistic approach to communications. Our communication umbrella, both expansive and specialized, encompasses an array of sophisticated offerings tailored to the evolving needs of our clientele.


At FIRMA, visibility is more than just being seen; it's about creating a resonant brand presence that fosters genuine connections. Our approach to visibility is rooted in a blend of strategic insights, technical prowess, and creative innovation, ensuring that your brand stands out in a crowded digital landscape.

...and the team that makes it happen

Diana Yohannes​

Director of Content and Operations

Diana Yohannes brings a wealth of experience that spans over a decade, a tenure marked by prolific contributions to renowned multinational organizations, both domestically and abroad. Among her noteworthy affiliations are distinguished institutions including the World Bank Group, GIZ, JSI Inc., UN Women, and Panagora Group.


At the heart of Diana’s professional repertoire lies a mastery of quality control, characterized by an unwavering commitment to exactitude, cultural sensitivity, and contextual pertinence in every publication and material under her purview. With a proven track record in delivering precision and excellence, Diana Yohannes stands as a formidable authority in the field.

Fitsum Admasu

Creative Director, Co-founder

Fitsum Admasu, a visionary and one of the founders behind FIRMA, currently holds the role of Creative Director. His remarkable portfolio showcases a wide spectrum of talents, encompassing the complete gamut of creative direction, production, and execution for numerous video projects, campaigns, and the development of brand identities and assets. Boasting over 8 years of hands-on experience, Fitsum is a master at thinking on a grand scale, deftly implementing media and communication strategies that seamlessly blend context relevance, cutting-edge visuals, and a wealth of measurable impact.

Niyat Hagos

Operations Manager

Niyat is an accomplished business development professional with a wealth of experience in acquiring and managing top-tier clients for production and communications services. Throughout her career, Niyat has nurtured strong client relationships, ensuring a deep understanding of their expectations and consistently delivering on their needs. Possessing exceptional communication and liaison skills, Niyat is distinguished by her meticulous attention to detail and unwavering commitment to excellence.

Andualem Deressa


Andualem Deressa is a seasoned cinematography professional driven by a profound passion for his craft. With an impressive career spanning over 18 years, Andualem has lent his expertise to numerous documentaries, short films, and diverse productions, serving a wide array of clients and purposes. Notably, for the past 13 years, he has also served as a dedicated cinematography instructor at the esteemed Tom Videography and Photography Training Center, a pioneering institution for adult professionals in the field.

Miklol Girma

Project Manager

Natnael Solomon

Senior Video Editor

Eden Mamuye

Operations Supervisor

Ruth Tewodros

Business Development Manager

Abdourahman Dawed


Yonas Solomon

Editor and Production

Ammanuel Wake

Motion Graphics Designer

Matusala Mekonen

Senior Backend Developer

Yeabkal Abebe


Yosef Kebede

Senior Graphic Designer

Yohannes Beyene

Production Assistsant

Binyam Haile

Full Stack Developer

Sosina Esayas

Front-end Developer