Leaders from advertising, media, marketing, and communications have been tipped on the future of creativity, innovation, and industry collaboration during the Communication Symposium held on Friday at the Media Park in Naguru.
The event formed part of the ongoing Silverback Creative Week and attracted agency CEOs, brand managers, media executives, and regional digital experts. The day opened with a call to elevate Uganda’s creative sector through shared learning and collaboration. Organisers described the symposium as a space where “the grind is real, and the energy is high,” encouraging creatives and industry players to build meaningful connections that drive innovation.
Higher Creative Standards
Delivering one of the keynote sessions, Preetesh Sewraj, CEO of The Loeries (Africa & Middle East), emphasised the need for work that meets globally recognised creative and strategic 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,” Sewraj said.
He noted that Uganda’s creative industry is vibrant but still evolving: “Uganda is on a journey—building, learning, and finding its voice. The Silverback Awards give the industry a moment to stop and assess what is working and where improvement is needed.”
Sewraj reiterated that innovation remains the most critical competitive edge. “If you innovate—whether in billboards, digital platforms, or any medium—you will stand out,” he said.
Industry Must Confront Fair Compensation and Complexity
Rommel Jasi, Chairman of the Uganda Advertising Association (UAA), said the symposium is part of a broader push to refocus the sector.
“This symposium is not just about discussions; it’s about elevating the collective thinking of our industry, its people, and its work, for a greater impact,” Jasi said.
Following a meeting with 25 agency CEOs, he noted urgent challenges: “We must address the growing challenges of industry complexity and the lack of fair compensation for creativity.”
Programmatic Advertising
Representing Eskimi, Beatrice Njirani, Regional Director for East Africa, highlighted the scale of opportunities in programmatic advertising.
“Programmatic advertising isn’t just about display ads—it’s a vast, multi-channel landscape that includes in-game ads, digital out-of-home screens, audio, and connected TV. The possibilities are endless,” she said.
Njirani urged brands to adapt to evolving digital behaviour: “To win the attention of consumers today, brands need to be faster, more creative, and more engaging than ever before. Attention spans are at an all-time low.”
She added that emerging platforms such as generative AI are “changing the game,” pushing brands to create integrated and meaningful experiences across multiple touchpoints.
Media Must Evolve With Fragmenting Audiences
Kin Kariisa, Group CEO of Next Media, said media organisations must adapt rapidly as audiences shift across platforms. “Attention spans are shrinking to mere seconds. Traditional long-form content can no longer hold the audience’s attention. Media must evolve to keep pace,” Kariisa said.
He emphasised collaboration over competition: “Don’t look at us just as a media group—look at us as an ecosystem that can work with you to create value for your clients.”
Kariisa also announced a new Content Creator Hub aimed at accelerating digital content production: “With 90% of video content consumed in Uganda being local, we recognised the need to empower the creative economy.”
Marketers Told to Position Campaigns as Investments
Marketing strategist Hilda Karamagi, Managing Director of Blue Edge Marketing, urged marketers to rethink how they pitch ideas to clients.
“Marketers must reframe their proposals from spending money to investing money. Show how your campaigns will bring in revenue, and you’ll secure the budgets you need,” she said.
She added that when CEOs reject marketing budgets, “it’s not a rejection of creativity—it’s a sign they don’t yet see how the campaign will contribute to the bottom line.”
Integrated Media Strategies as the Future
Fred Frank Kumakech, General Manager at Mobicast Media, stressed the importance of blending traditional and digital channels.
“Integrated campaigns that combine radio, digital platforms, TV, and out-of-home create a powerful communication pipeline that meets consumers at diverse touchpoints,” he said.
He noted that radio is no longer a one-way medium but a platform that integrates seamlessly with digital to create robust engagement.
Crown Beverages Champions Sustainability
Representing the beverage sector, Sandra Againe, Brand and Communications Manager at Crown Beverages, emphasised the company’s growing commitment to sustainability.
“Crown Beverages is not just selling bottles—we’re building a future of responsible consumption and sustainable packaging across the entire value chain,” she said.
Againe added that sustainability “goes beyond the bottle,” calling for collective responsibility: “Each recycled bottle is a step toward a cleaner Uganda. True sustainability requires everyone to play their part.”