Kin Kariisa, the Chief Executive Officer of Next Media, has said that a true marketer’s approach to building brands and solving real problems should not solely focus on advertising but on understanding audiences.
“Marketing, in my opinion, has become a science. It’s no longer about blindly placing ads on “the best” TV or radio stations,” he said on Friday at the Annual Marketers’ Fireplace held at Skyz Hotel, Naguru.
Speaking on “How Brands Can Craft Powerful Media Campaigns in Today’s Evolving Landscape” and “Where Agencies, Brands, and Media Houses Intersect”, Kariisa emphasised the importance of youth-driven media campaigns targeting the 15-25 age group.
“Success lies in understanding your audience: Who are they? Are they watching TV during prime-time at 9 PM or do they prefer the breakfast show? Even then, are they mass-market or niche(d)? The secret is in tailoring your strategy to their habits and preferences.”
According to him, Uganda has 8 million people aged 15-25 who consume media completely differently from traditional audiences. They don’t “watch TV” or “listen to radio” but interact with content their way. This insight led Next Media to launch Pulse Radio and NBS Plus Afromobile App.
He said collaboration is essential and encouraged agencies, media, and brands to co-create campaigns at the same table — aligning goals and ideas from the start. According to Kariisa, when creativity happens where the strategy driver is present, the result is mostly impactful campaigns that truly resonate.
“As marketing evolves, so MUST our approaches. I look forward to even more impactful campaigns being crafted, creating meaningful connections with our audiences.”
Kariisa shared how his team once visited one of the telecommunications companies where their CEO informed them that their primary challenge is dealing with fraudsters.
He said his marketing team, as a result, developed a campaign called “Beera Steady”. “Before the launch of this campaign, the telecom was receiving around 1,500 phone calls daily from customers reporting fraudsters.”
Nano-Influencer Revolution
He said at Next Media, innovation is at the heart of what they do. Six years ago, Next Media became pioneers in East Africa by launching the first audio-visual radio, setting a new standard in media and redefining audience engagement.
“We embraced audio-visual innovation because we recognised the inevitable shift towards video content as the future of media. With mobile devices becoming the primary screen for everyone, we are committed to delivering content that meets audiences where they are, redefining media consumption in the digital age.”
He advised traditional media especially print to innovate, saying most media brands have failed to reinvent themselves in the digital space. “Close those newspaper factories, or risk going out of business.”
He cited the Nano-Influencer Revolution urging marketers to forget celebrity macro-influencers to engage diverse consumer groups. Next Media’s influencer platform harnesses 1000s of nano-influencers (social media personalities) with trackable return on investment.
“You are the biggest enemies of your CFOs. Never leave a finance meeting without showing exactly how your campaign impacts the bottom line. Numbers speak louder than concepts,” he added.
Speaking at the same event, Charity Winnie Kamusime, President of the Uganda Marketers Society, said that although macro-influencers are prominent, unlike nano-influencers, their audiences may lack a personal connection.
Charity Winnie Kamusiime (President Uganda Marketers Society and Marketing Manager DFCU bank)
Michael Segwaya, Executive Director of Absa Bank, called for strategic investment saying the shift towards nano-influencer-driven campaigns could demand higher marketing budgets.
Edwin Danze, Chief Marketing Officer at Next Media, said nano-influencers foster genuine connections with their followers, making them more effective at driving consumer engagement compared to macro-influencers, who are often seen as distant celebrities.
According to Lauren Lethbridge, a Freelance Creative, Influencer marketing has evolved into a cornerstone strategy for many successful brands. While traditional macro-influencers, individuals with millions of followers, still hold significant sway, a new breed of influencers is gaining popularity: micro and nano-influencers.
