The global advertising industry just like many non-medical industries and sectors is reeling from the painful negative effects of COVID-19 and the situation is not any different for Uganda’s.
For many players in local advertising industry, 2020 is going to be a defining moment; separating boys from men. While the boys struggle to swim across this very tough year, the men will go on to wither the storm and swim through the tide to live to see another year.
As some players prepare to fold and others record a significant loss in clientele, one player that is likely to navigate the tide even better is fireworks Advertising, one of Uganda’s top 10 advertising agencies – thanks to their recent client wins amidst the very disruptive COVID-19 pandemic.
Some of the wins the agency has recorded this year include; MultiChoice Uganda, the pay-tv provider offering entertainment to Ugandans through DStv and GOtv, Petroleum Authority of Uganda, aBi Development Limited, Uganda Baati Limited, African Queen No.1 Distributor Limited and most recently Mastercard Foundation, an international non-governmental organization established by Mastercard. The agency’s newest wins come at a time when the agency is celebrating 12 years of existence, a feat that only a handful of indigenous agencies have been able achieve. These brands have signed up the agency in search for an array of advertising, public relations, events management and digital communications and marketing services.
In an interview with CEO East Africa, Frank Muthusi, the General Manager, fireworks Advertising attributed the agency’s wins to strategic thinking that is a match for many businesses looking for result-oriented communications solutions as they eye growth and an opportunity to mitigate the impact of the current pandemic.
“Today, we see many businesses that are in need of integrated marketing communications solutions compared to where we were 12 years ago. Our clients now appreciate the value that comes with a more strategic approach to interacting and communicating with their customers. As an agency, we have spent the last decade preparing to offer ideal services of the time,” Mr. Muthusi said.
He noted that while COVID-19 is one of the greatest challenges and tests for the industry, the advertising industry should not sit back and whine about the problems arising, but work with other industries and sectors to overcome the challenges paused by it.
“Together with our clients, we are finding new ways of reaching our customers and serving them, because it’s going to be a while before the storm calms down,” he added.
Commenting on the declining ad spends in the industry Muthusi said, “Businesses that are defending their share of voice and ink and indirectly, their market share stand a higher chance of surviving the effects of the pandemic and protecting their bottom lines, than their counter parts who have chosen to put everything on ice and wait for the tide to ebb.”
Growing demand for digital communications
Irene Mwoyogwona: Beyond the Numbers – How Pride Bank's Award-Winning CFO Combines Profitability and Social ImpactIn a separate interview, Walter Wafula, the Business Unit Head -PR, brainchild Burson Cohn & Wolfe (BCW), an exclusive affiliate of BCW, the world’s third largest full-service agency, and a division of fireworks Advertising, explained that the agency has noted remarkable growth in demand for digital communications and marketing services as well as crisis communications due to COVID-19 and current communications trends.
“Compared to the same period last year, this year most of the requests for proposals and support from the industry have been directed towards our digital and PR practices and we expect this trend to continue for the rest of the year and as we head into the election year during which most brands exercise precaution to minimise any potential risks,” Wafula commented.
He explained that, “The pandemic has opened many businesses to the realization that investment in technology and digitally-driven solutions for businesses are a key ingredient to their success in this century,” adding that, “digital is no longer an option but a prerequisite to thrive in the market place.”
As testimony to this, he observed that the agency’s digital business has expanded four-fold in the last twelve months in line with client needs.
“We have responded by strengthening our digital competencies and capability to serve clients in this space and remain competitive,” he said.
Brainchild of Fireworks Advertising
brainchild BCW was curved out of fireworks Advertising in 2014, as a strategic move to offer specialized public relations, digital and experiential services to the agency’s clients. The agency has since been crowned Best PR Agency twice by the Public Relations Association of Uganda and was also the first Ugandan agency to win awards at SABRE Africa Awards, one of the world’s most prestigious industry awards by the Holmes Report. In 2018, brainchild BCW was also named among the 100 Most Respected companies in Africa, by CEO Today Africa Magazine, a UK-Based publisher.
fireworks Advertising has been in operation since June, 2008, a time when contracting advertising and communications agencies was not very common due to the size of the industry and a presence of only a handful of renowned creatives and communicators being available to deliver the much-needed work.
