Marketers and Creatives Embrace Tech, Innovation, and Collaboration: A Symposium Recap
The Communication Symposium, held at the Media Park in Naguru, brought together leaders from advertising, media, marketing, and communications to explore the future of creativity, innovation, and industry collaboration. The event, part of Silverback Creative Week, attracted a diverse audience, including agency CEOs, brand managers, media executives, and regional digital experts.
The day began with a call to elevate Uganda's creative sector through shared learning and collaboration. Organizers emphasized the importance of creating meaningful connections to drive innovation, describing the symposium as a platform for real work and high energy.
Creative Excellence and Global Standards
Preetesh Sewraj, CEO of The Loeries (Africa & Middle East), delivered a keynote session, highlighting the need for work that meets globally recognized creative and strategic standards. He explained that the judging process at The Loeries and Silverback Awards is not just about selecting winners but also about recognizing work that excels in innovation, quality, relevance, and creativity.
Sewraj acknowledged Uganda's vibrant but evolving creative industry, stating that the country is on a journey of building, learning, and finding its voice. He emphasized that the Silverback Awards provide an opportunity for the industry to assess its progress and identify areas for improvement.
Innovation, according to Sewraj, remains the most critical competitive edge. He encouraged industry players to innovate across various mediums, whether it's billboards, digital platforms, or other channels, to stand out in a crowded market.
Addressing Industry Complexity and Fair Compensation
Rommel Jasi, Chairman of the Uganda Advertising Association (UAA), highlighted the symposium's role in refocusing the sector. He emphasized that the event is not merely about discussions but about elevating the collective thinking of the industry, its people, and its work to achieve greater impact.
Following a meeting with 25 agency CEOs, Jasi identified urgent challenges, including the growing complexity of the industry and the lack of fair compensation for creativity. He advocated for addressing these issues to ensure the industry's long-term sustainability.
The Rise of Programmatic Advertising
Beatrice Njirani, Regional Director for East Africa at Eskimi, shed light on the vast opportunities in programmatic advertising. She explained that programmatic advertising goes beyond display ads, encompassing a multi-channel landscape that includes in-game ads, digital out-of-home screens, audio, and connected TV.
Njirani urged brands to adapt to evolving digital behavior, emphasizing the need to be faster, more creative, and more engaging than ever to capture consumers' attention. She noted that attention spans are at an all-time low, making it crucial for brands to stand out.
Additionally, Njirani highlighted how emerging platforms like generative AI are transforming the industry, pushing brands to create integrated and meaningful experiences across multiple touchpoints.
Media Adaptation in a Fragmenting Landscape
Kin Kariisa, Group CEO of Next Media, discussed the rapid evolution of media organizations in response to shifting audience behaviors. He pointed out that attention spans are shrinking, and traditional long-form content can no longer hold audiences' attention. Media, according to Kariisa, must adapt to keep pace with the changing landscape.
He emphasized collaboration over competition, inviting media groups to be seen as ecosystems that can work with clients to create value for their customers. Kariisa also announced a new Content Creator Hub, aimed at accelerating digital content production, recognizing the significant role of local video content in Uganda.
Marketers: Pitching Ideas as Investments
Hilda Karamagi, Managing Director of Blue Edge Marketing, offered marketers a valuable tip: reframing their proposals from spending money to investing money. She advised marketers to demonstrate how their campaigns will generate revenue, as this approach is more likely to secure the necessary budgets.
Karamagi also addressed the misconception that CEO rejections of marketing budgets signify a lack of creativity. She explained that it's often a sign that CEOs don't yet understand how the campaign will contribute to the bottom line.
Integrated Media Strategies: The Future
Fred Frank Kumakech, General Manager at Mobicast Media, stressed the importance of integrating traditional and digital channels. He highlighted that integrated campaigns combining radio, digital platforms, TV, and out-of-home create a powerful communication pipeline that reaches consumers at various touchpoints.
Kumakech noted that radio is no longer a one-way medium but a platform that seamlessly integrates with digital to foster robust engagement.
Sustainability Leadership: Crown Beverages
Sandra Againe, Brand and Communications Manager at Crown Beverages, represented the beverage sector, emphasizing the company's growing commitment to sustainability. She explained that Crown Beverages is not just selling bottles but building a future of responsible consumption and sustainable packaging across the entire value chain.
Againe called for collective responsibility, stating that each recycled bottle is a step toward a cleaner Uganda. She emphasized that true sustainability requires everyone to play their part.
