By Silvia Nyambura
As communications consumerism patterns change globally, firms offering such services have had to reinvent themselves to remain competitive. Unlike in the rest of the world where growth of internet is driven by PC, Desktops and Laptops, Africa’s penetration is driven by mobile phones. The Uganda Communications Commission (UCC) estimates out of the 4.2 million internet subscriptions in the country, 4.1 million are accessing services through mobile phones meaning most people are communicating on the go. This according to the GM Brainchild Burson-Marsteller, Muhereza Kyamutetera has had a significant impact on the way Public Relations firms communicate and engage with clients.
Kyamutetera was speaking at an event held on 4th November 2014 at the company’s offices in Kampala. The event announced a partnership between Fireworks Advertising Group and Burson- Marsteller a global PR and Communications firm. The two firms also announced the creation of Brainchild Burson-Marsteller a specialist communications firm wholly owned by Fireworks Advertising Group.
“This decision was informed by the need to integrate PR, Digital and Experiential Marketing. With the increased use of internet by communications consumers, there was need to break away from day to day communication patterns. We are therefore creating a specialized entity that blends these three platforms because our target audience engages in all these simultaneously,