The Uganda Marketers Society (UMS) has unveiled the theme for its 2025 Annual Marketers Fireplace, slated for November 7, 2025, at Hotel Africana.
This year’s edition, dubbed “The G.O.A.T. — The Greatest of All Time,” celebrates excellence, creativity, and innovation in marketing, bringing together more than 250 marketing professionals from across the country.
Speaking at the press briefing held at BMK House in Kampala, UMS President Charity Winnie Kamusiime Asiimwe said the theme is more than a trend — it is a call to marketers to own their craft and drive transformation with purpose.
“We’re not here just to follow a global trend,” Kamusiime said. “For the Uganda Marketers Society, being the greatest of all time means owning your craft, driving change with audacity, and showing endurance in building brands that outlive us.”
She emphasised that professionalism in marketing begins and ends with the customer, noting that UMS’s mission is to promote customer-centric practices across the industry. “It begins with the customer and ends with the customer. That is the foundation for brand success and sustainability,” she added.
This year’s Marketers Fireplace will celebrate industry pioneers from the 1980s through the 2000s while spotlighting the new generation — Gen Zs and Alphas — who are reshaping consumer engagement and digital creativity.
“We honour the grandfathers and grandmothers of our industry, and we celebrate the Gen Zs teaching us to think differently,” Kamusiime said. “Together, we’ll explore the marketing that was, the marketing that is, and the marketing that will be.”
Digital Innovation
A major highlight of the presser was the partnership with MTN Uganda, whose MTN Ads platform will power digital insights for local marketers.
Kamusiime praised the partnership for helping marketers shift from relying on global data to accessing real-time local insights.
“For too long, we’ve relied on global insights from Google and Meta. But as Ugandan marketers, we must understand our own consumers,” she said. “MTN Ads gives us real-time insights from 22 million Ugandans — that’s a game-changer.”
Representing MTN Uganda, Robert Kangumba, the company’s Digital Lead, reaffirmed MTN’s commitment to driving digital innovation in marketing.
“At MTN, through our Ambition 2025, we’re focused on supporting everyone working to make digital transformation a reality,” Kangumba said. “This collaboration is anchored in innovation — and the results will be impactful. Watch this space.”
Engaging a New Generation of Marketers
UMS Vice President Caroline Ampaire said this year’s Fireplace will be more than a conference — it will be an immersive experience designed to provoke reflection, connection, and action.
“We’re focusing on what it means to connect meaningfully in a world where authenticity matters more than ever,” she said. “This is about creating local connections that make brands relatable and memorable.”
Ampaire added that one of the masterclasses, “Generation for Greatness,” will explore how brands can effectively engage Alphas and Gen Zs, the emerging consumers driving modern marketing trends.
A Platform for Growth and Reflection
UMS Board Member and President Emeritus Sharon Kiggundu reflected on how far the Marketers Fireplace has come in uniting the industry and providing a platform for learning and collaboration.
“Each time we gather, it’s an opportunity to reflect on where we are, where we’ve come from, and where we’re going as a community,” Kiggundu said. “We thank our partners — especially MTN Uganda and our media partners — for helping us sustain this initiative.”
UMS also announced its goal to onboard 60% of Uganda’s marketing fraternity by 2026, continuing its mission to professionalise and elevate the marketing craft beyond Uganda’s borders.
“Your craft matters to us,” Kamusiime concluded. “We’ll continue to inspire, motivate, and upskill our members to deliver marketing that uplifts people, planet, and profit.”
Adris Kamuli, Managing Director at Maad McCann, reflected on the evolving nature of the advertising industry, noting that agencies must adapt to faster, more integrated client needs. “The days of long, layered presentations are gone — today, clients want quick, clear ideas that work,” he said.
He also highlighted the growing challenge of in-house media teams and urged agencies to redefine their value. “Many clients are now building their own creative units. As agencies, we must ask ourselves — what unique value are we bringing to the table?”
The 7th Marketers Fireplace will run from 8 a.m. to 6 p.m. at Hotel Africana, culminating in an evening of networking, celebration, and collaboration.
