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Former CS boss Thiam is trying to pursue a political career in Africa. But he wasn’t there for a long time. Advantage or disadvantage?
In the poor Colombie district, nobody seems to know Tidjane Thiam. Several women in sewing studios shake their heads in perplexity when asked about the new president of the Parti Démocratique de Côte d’Ivoire (PDCI). The former Credit Suisse banker took over the leadership of the party that had long been the state’s leader in January.
Thiam is not enough known, that is his great weakness, says political analyst Séverin Kouamé in his office in the economic metropolis of Abidjan. “Fortunately he has the PDCI as his political arm. But now he also has to reach people and get them interested in politics again.”
Legend:
A fan account of Tidjane Thiam. But Thiam needs more than just a presence on social media.
SRF/Samuel Burri
For the last 20 years, politics in Ivory Coast has meant being either north or south, Muslim or Christian. You follow President Alassane Ouattara or his arch-rival Laurent Gbagbo.
Divided country
The country is economically developing, although divided after two long conflicts. And reconciliation between North and South never really took place.
Yao Kra N’Yuan wants to make Thiam better known. N’Yuan admits that he loves Thiam in a café in the shopping center. That’s why the 43-year-old has been spending several hours a day on social media for the past year – and voluntarily runs Thiam accounts on YouTube, Twitter and Tiktok.
Legend:
His love for Thiam is great: Yao Kra N’Yuan voluntarily runs several accounts on social media.
SRF/Samuel Burri
The eloquent N’Yuan is convinced: the 61-year-old ex-banker is the best man for Ivory Coast. “Thiam can bring the Ivorians together and has a CV without dark spots.”
You probably see things differently in Switzerland. Thiam is also said to have made dubious decisions at CS, such as monitoring former members of the management team.
Thiam has a clean slate
But in Ivory Coast, a white shirt means: Thiam was never involved in violent excesses, like many other politicians.
His long absence is a disadvantage, but also an advantage, says political expert Kouamé: “Thiam is the archetype of a new politician in Ivory Coast. We need more personalities like this who will break up the ossified political landscape and replace the old politicians.”
Legend:
“Thiam is not well known, but he was never involved in the violent excesses in Ivory Coast,” says political analyst Séverin Kouamé.
SRF/Samuel Burri
Tidjane Thiam now has a good year and a half to become known. He has already given a long interview to a local television station. He rejected SRF’s request.
It is not yet clear who he will run against in the elections. Possibly against the 81-year-old President Ouattara. But first Thiam has to travel around the country. The election campaign takes place on the streets and in the villages. The ex-banker will have to roll up his sleeves.