As Uganda prepares for the Silverback Awards 2025 Gala this Saturday, leading voices from across Africa’s creative industry have praised the country’s rising talent, growing global visibility, and increasing confidence in homegrown campaigns.
Speaking on the sidelines of the Communication Industry Symposium held at Media Park in Naguru on Friday, Nicole Nyokabi, Secretary General of the Uganda Advertising Association (UAA) and Chairperson of the Silverback Awards Committee, said the awards were established in 2022 to elevate and celebrate the work of Uganda’s creatives, marketers, and media professionals.
“We see beautiful ads every day, but many people don’t know who creates them. We wanted to change that.”
She said the 2025 theme, “Elevating the Grind,” reflects the industry’s rapid transformation. “The way we worked last year—or even six months ago—is not the way we work today. People now know their work can win, and this has raised the quality of submissions.”
Nyokabi stressed that Uganda is not lagging behind the region: “People compare Uganda to Kenya and assume we are far behind, but we are not. What holds us back is fear. We create excellent campaigns here, but only Ugandans see them.”
She urged creatives to submit more work to regional and global awards, noting that Uganda is already part of the global creative ecosystem through the UAA’s role as Uganda’s official representative at Cannes Lions.
How the Silverback Awards Work
Nyokabi outlined the awards’ three key components: Young Silverback Competition – A fast-paced challenge for creatives aged 18–30, judged by top creative directors and brand leaders. Communication Symposium – A knowledge-sharing forum on industry challenges and emerging trends. Silverback Gala – The premier awards night judged by a panel of local, regional, and international experts, with oversight from The Loeries to ensure credibility.
She reiterated that incomplete submissions remain the biggest barrier to winning: “A judge from the UAE who knows nothing about Uganda should be able to watch your two-minute case video and say, ‘Wow, this deserves an award.’”
Raising the Bar for African Creativity
Preetesh Sewraj, CEO of The Loerie Awards Company NPC (Africa & Middle East), in an interview, emphasised the transformative power of creative platforms in building the region’s industry networks.
“The Loeries Creative Week is more than an event. It’s an opportunity to build networks, foster thought leadership, and engage with major brands from Africa and the Middle East,” Sewraj said.
Sewraj highlighted the rigorous nature of the Loeries and Silverback Awards judging process—one grounded in deep research and high standards. “The judging process at The Loeries and Silverback Awards isn’t just about picking winners. It’s about recognising work that meets a high standard of innovation, quality, relevance, and creativity,” he noted.
This year, both awards are aligned on four core criteria: Innovation, Quality, Relevance, and Craft.
“Innovation is at the heart of great work. At The Loeries, we focus on original, standout ideas that push boundaries,” Sewraj said. “Quality is key. Great work requires the perfect blend of craft and creativity because in a competitive market, excellence will always stand out.”
He added that the Loeries’ process is backed by extensive research across the Africa–Middle East region. “To make a real impact, work must be innovative and relevant. There’s no room for mediocrity. The standards at The Loeries ensure that only the best of the best are recognised.”
Technology Has Completely Redefined Our Industry
Industry veteran Adris Kamuli, Co-Founder and Managing Director of Maad McCann Uganda and a past Silverback Awards judge, said technology—especially AI—has reshaped the creative process.
“The quality of work has improved. Technology now drives the way we work, and video content dominates. The demand for content creators has never been higher.”
Kamuli said Uganda is firmly a digital-first market, with campaigns now launching primarily online.
He also called for deeper collaboration, more time for creative development, smarter creativity amid budget cuts, and global benchmarking: “We must stop copying international work. Judges want originality, cultural relevance, innovation, and freshness.”
Despite disruptions, he noted that the Silverback Awards have significantly improved Uganda’s creative standards in just three years.
The highly anticipated Silverback Awards ’25 Gala will take place this Saturday, November 15, 2025, at the Golf Course Hotel, Kampala, starting from 5:00 PM. Dress Code is Black & Gold. Tickets go for UGX 300,000 (Individual Seat) and UGX 2,800,000 (Table).