How MAAD McCann Swept the 2025 Silverback Awards — And the Culture, Strategy & Creative Discipline Behind Its Biggest Win Yet Fresh off sweeping the 2025 Silverback Awards—Agency of the Year, Brand of the Year, and a string of top creative honours— our Executive Editor, Muhereza Kyamutetera, digs into the culture and strategy that powered its dominance.

When the ballroom lights rose at Golf Course Hotel Kampala during the 2025 Silverback Awards, one agency dominated the stage, the conversation, and eventually the headlines. MAAD McCann, already regarded as one of Uganda’s most versatile creative powerhouses, delivered a sweeping performance that placed it unmistakably at the pinnacle of the region’s advertising and marketing industry. The agency walked away with the prestigious Agency of the Year title, major category wins, key craft recognitions, and individual honours that underscored both its internal talent and its formidable approach to creative problem-solving. But behind the public celebration lies a deeper story—one powered…