The 8th Annual Marketers’ Fireplace, dubbed The G.O.A.T (Greatest of All Time) Awards, lit up Hotel Africana on Friday night as Uganda’s marketing elite gathered to celebrate creativity, innovation, and impact in the industry.
Organised by the Uganda Marketers Society (UMS), the glamorous event honoured outstanding brands and individuals shaping Uganda’s marketing landscape.
The night’s biggest winners were DStv Uganda and MTN Uganda, with DStv crowned Brand of the Year and MTN scooping the G.O.A.T Brand of All Time (Legacy) and G.O.A.T Advertising Campaign of All Time for its iconic Bosco Katala campaign.
Receiving the award for Marketer of the Year, Colin Asiimwe, Head of Marketing at MultiChoice Uganda, credited teamwork and creativity for the win. “This recognition reflects the creativity and teamwork that drive everything we do at MultiChoice Uganda,” Asiimwe said. “Our focus remains on delivering authentic Ugandan stories at the highest level of quality. I share this award with every member of our team who consistently brings our vision to life.”
Rinaldi Jamugisa, PR and Communications Manager at MultiChoice Uganda, echoed the sentiment. “This is a proud moment for the MultiChoice Uganda family,” he said. “DStv Uganda being recognised as Brand of the Year underscores our commitment to telling African stories, celebrating culture, and delivering entertainment that enriches lives.”
MTN scoops two awards
MTN Uganda also celebrated a double victory, reinforcing its status as a legacy brand. “The G.O.A.T legacy lives on!” MTN Uganda announced on social media. “For every story told and every connection made, thank you for keeping the fire burning.”
At the event, Martin Sebuliba, Senior Manager for Integrated Marketing at MTN Uganda, emphasised the importance of authenticity in brand building. “Every strong brand stands on a clear belief system—one that guides every action, message, and moment,” Sebuliba said. “When belief drives behaviour, consistency becomes culture.”
MTN also used the occasion to unveil MTN Ads, a self-service digital advertising platform giving businesses access to over 22 million subscribers through targeted, data-driven campaigns — a move hailed as a major step toward democratizing advertising.
The Marketer Who Became CEO
The evening’s keynote address by George Arodi, Uganda Baati Limited Chief Executive Officer (CEO), was one of the event’s defining moments. His talk, “The Transformation Story”, captured how Uganda Baati grew profits by 3,500% between 2010 and 2025 — a journey driven by “customer-first innovation, data-driven campaigns, and the relentless pursuit of excellence.”
“When you listen to your market, you don’t just sell — you lead,” Arodi said, drawing applause from the packed hall.
He challenged marketers to evolve from “brand custodians to business architects,” arguing that true leadership in marketing comes from mastering both creativity and commercial understanding.
“What does it take for a marketer to become a CEO?” Arodi asked. “Vision. Empowerment. P&L ownership — the mind of the money.”
Highlighting Uganda Baati’s success pillars — a robust marketing and corporate affairs function, quality-driven brand promise, and decisive leadership — Arodi revealed that 2025 would be the company’s “highest profit year.”
He added: “People and culture multiply strategy. Cross-functional collaboration, curiosity, accountability, and a little fun drive execution. My challenge to peers is to align marketing to measurable outcomes, bring leadership along the journey, and design work that outlives products.”
Panels and Lessons from the Ad Men
The second panel of the evening — Lessons from the Ad Men Behind Uganda’s Greatest Campaigns — featured top creative minds, including Conrad Okello, David Galukende of QG Group, and Henry Bwomono, and was moderated by Laura Kahunde from Buzz Events.
Adris Kamuli, Managing Director of Maad McCann, delivered a nostalgic keynote that revisited some of Uganda’s most memorable campaigns, including the iconic #Pakalast by Warid Telecom.
“Brands are living beings,” Kamuli said. “They have a belief system, a character, and a culture that must shine through everything they do.”
Marketing leaders shared practical insights for modern campaigns: Caroline Ampaire, Head of Digital Media at Uganda Breweries Limited, noted, “We as brands need to create content that can be reused. The content we make is usually used in one shot — we must maximise what we already have.”
Grace Tumukunde, Account Manager at We Are Curiosity, added: “When considering outdoor advertising, don’t just focus on where your audience lives — focus on where they travel. Audience profiling determines true reach.”
