In 2011, Muvumba joined MetropolitanRepublic, where she was part of the pioneering team behind Uganda’s first Loerie Award — setting a new benchmark for creative excellence. Rising to become the agency’s first female Creative Director and later its Managing Director, she now leads one of Uganda’s top five full-service agencies, steering a multi-talented team with equal measures of creativity and business acumen.
Her work has shaped the identities of brands such as Stanbic Bank, Total, Movit, MTN, Unilever, and Uganda Waragi, while her Pan-African campaigns have left a mark in South Africa, Kenya, Rwanda, Zambia, and South Sudan. Beyond the work, she is a committed mentor, guest lecturer, and industry guide — a leader who has left the ladder down for others to climb.
What drew you to advertising back in 1998, and how did you land your first opportunity at Scanad Uganda?
As an art student, I always loved the intersection of art and communication, so advertising felt like a natural fit. Then in 1998, a chance meeting between my mom and her old school friend, Kirabo Lukwago (then MD of Scanad Uganda) yielded me an interview.
When I showed up at his office, he said there were no design internships. I pivoted and said I could write (I had done some TV reviews for The New Vision). On the spot, he asked me to write brochure copy for Uganda Breweries, and I delivered. Three months later, the internship became a permanent position.
I know not everyone gets that kind of introduction, and I don’t take that access for granted. But getting through the door is only the beginning. It’s what you do once you’re in that counts. For me, my path has been defined by consistent delivery. That first assignment was proof that while your network is your net worth and might open a door, it’s your talent and tenacity that keep it open.
How did rotating through copy, traffic, client service, and production shape your leadership approach?
At the time, it was very hard to wear so many hats for such little compensation. But I am a firm believer that you are often paid in experience, and this can be just as valuable as money. Those early days taught me the value of teamwork, to think about the integration of every facet of the business and the value of all types of jobs and people. Today, as MD, I draw on those experiences often.
Tell us about your time at Adapt TBWA and QG Saatchi & Saatchi—what shifted creatively for you?
This was at the start of the Telco wars and a very exciting time to be in advertising. I also had a great mentor, the brilliant and inspiring Nicholas Hauser, who really taught me how to think critically and creatively. I had the opportunity to work with David Galukande, Adris Kamuli, and Nicola Brown. I will always be grateful for this time.
What inspired you to start Ignition, and what was it like being Uganda’s first female Creative Director/Founder?
Nicola Brown and I were working together on the MTN account, but we had both reached the glass ceiling at Saatchi. She decided to go out on her own and offered me shares in the company she set up. We started the agency with very little money. But we quickly made a name for ourselves. It was a lot of fun for two ‘girls’ to win big business over the established, boys’ club. To this day, I love nothing more than being underestimated.
You don’t really learn by winning, you learn by making mistakes and as this was my first managerial position, I made a ton of mistakes. But I learned.
What kind of culture did you build, and how do you reflect on the talent that emerged?
Ignition was a strategy first agency. Brand building, rebrands and launches were our bread and butter. Alumni have gone on to found their own agencies, win Cannes Lions and dominate the industry. That family tree is one of my proudest achievements.
Lessons from your startup days that still influence you?
- You can either be a good example or a cautionary tale. You choose.
- Leadership is service.
- Hire slow. Fire fast.
- Your job is to inspire not motivate. You can’t motivate people. You can only hire motivated people.
What drew you to MetropolitanRepublic in 2011, and what role did you initially play?
Not what. Who. The minute I met Paul Warner, the creative genius, Founder and Chief Creative Strategist who leads Metro to this day, I was sold. He offered three things I really was looking for. A regional sandbox, pan‑African opportunities, and the freedom to work in a creative first agency.
I had to take a step down to Creative Strategist to take the role, but it was more than worth it. Shaking up the industry, making our mark and growing the agency from scratch was exhilarating. These were busy days. I worked long, long hours. But when you love what you are doing, it feels like play.
You were part of Uganda’s first Loerie Award win—how did that campaign come about, and what did it signify?
The MTN “David Dumba” campaign was rooted in a simple insight that for many Ugandans without any identification or fixed address, their MTN phone number was their only means of being reached. It was a fun, irreverent approach to a run-of-the-mill brief to get Ugandans to register their phone lines.
Winning Uganda’s first Loerie Award for that work was huge for our team. It proved that powerful, locally grounded storytelling could compete on the continent’s biggest creative stage. That moment raised the bar for all of us, and showed that world-class ideas can come straight out of Kampala.
Your journey from Creative Director to Managing Director—how do you balance creativity and business?
I went from CD to GM with an operational and client-facing skew, which helped me transition to MD later. Now I apply creative thinking to business problems. Understanding the P&L and ensuring the short-term and long-term profitability of the agency is a challenge I keep improving at. But I still love to write copy on the odd occasion.
Former Marsh Uganda Chief Executive, Alexander Mukasa, Replaces Gary Corbit as SanlamAllianz Life Insurance HeadHow would you describe Uganda’s creative DNA compared to South Africa, Kenya, Rwanda, and Zambia?
You can’t really compare. We are more alike than we are different. Working across the continent has given me a deep understanding of this fact. The work that is impactful taps into humour, music, and storytelling. Pan-African campaigns work when they are rooted in universal truths, layered with personal and cultural nuances. At Metro, we call this temperature. Understanding what is relevant to each country/culture is key to cracking campaigns that resonate with the people you are talking to.
Which campaigns or moments truly changed the game?
MTN Yello and Live it Love it. Airtel Pakalast. You can tell who’s drinking Bell, MTN Bosco, Metro’s own MTN Duck Egg, Internet is a Human Right, and David Dumba, Uganda Waragi Flavours, Bell Mpola Enjoyments, and in the financial arena, nothing can beat Stanbic brand work.
How has Ugandan advertising evolved over the last two decades?
In the late 90s, radio dominated. The early 2000s were the print wars, the first full-page, full-colour ads ran. From the 2010s, experiential, events and ambient took over. Now we are focused on content creation, influencers and socials. With so many brands, so much clutter, and so much entertainment, the need to be integrated, single-minded and impactful is more important than ever.
What drives your passion for mentorship?
There is nothing as rewarding as helping passionate people fulfil their potential.
Advice for young women entering advertising today?
- This is the time to be hungry. Don’t wait to be asked. Just do it. Even if you do it wrong. Just remember, progress is more important than perfection.
- As a woman, you will have to work twice as hard to achieve half as much. Nothing will be handed to you.
- Talent will only get you so far. Master hard and soft skills.
- Educate yourself. Learn to write. Learn to analyse. Learn to solve problems. Learn to think critically and strategically. Read books. Watch podcasts. LEARN.
- Don’t chase the bag. Always choose to work for a good boss. Your happiness at work will largely be dictated by your boss. And a good boss will make sure you get paid. Find someone to model your career by and follow them until the student surpasses the teacher.
- You will get nowhere alone; find allies who’ll say your name in rooms you aren’t in.
- When you give your word, make sure you keep it. Success comes when you are trusted.
How can agencies and institutions better support emerging talent?
The main thing is it’s important to create opportunities, internships, emphasise individual growth within the organisation, and promote from within.
When you reflect on your legacy, what would you like to be remembered for?
As the leader who left the ladder down for others.
What continues to excite you about advertising?
Creativity is more important than ever. That is one thing that can’t be replaced.
Message to your 25‑year‑old self at Scanad?
You don’t know the things, you don’t know. Trust the process. Stay humble and patient.
Criticism from someone you respect and admire is not criticism, it’s feedback. Seek it.
There is no shame in letting go of that which does not serve you.
Don’t forget to have fun.
Complete the sentence: “The future of advertising in Uganda is…”
Exciting. The advances in AI mean that, finally, faster, better delivery is available to us all.
