Fixing the Cracks in Uganda’s Advertising Industry: Saladin’s Rommel Jasi on Standards, Ethics, and the Fight for Creative Value As Uganda’s advertising industry evolves through digital disruption, shrinking margins, and rising client expectations, a new generation of leaders is redefining what it means to lead with impact. Among them is Rommel Jasi, Managing Director at Saladin Media Uganda—which this year marks 18 years in the market—and current President of the Uganda Advertising Association (UAA). In this far-reaching interview with CEO East Africa Magazine, Rommel reflects on a career spanning nearly two decades—from the “monster” boardrooms of multi-banked Western Union accounts to emotionally resonant storytelling for global brands like Panadol and Omo. He speaks openly about leadership in high-pressure environments, the ethics question in media buying, and the emotional toll that nearly cost him his life.

Muhereza Kyamutetera

September 5, 2025September 10, 2025

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Rommel Jasi – Industry Leader, Strategist, and Advocate – With nearly two decades in Uganda’s fast-evolving advertising and media sector, Rommel is recognised for blending data-driven strategy with human-centered storytelling. As Managing Director of Saladin Media and Chair of the Uganda Advertising Association, he champions collaboration over competition, ethical leadership, and the restoration of industry standards—believing that true legacy lies in the people, systems, and values you leave behind.