When Patricia Ithau took over as CEO of WPP Scangroup in March 2022, she was hailed as a seasoned executive with a decorated past at East African Breweries, Unilever, and L’Oréal. Her appointment followed the scandal-ridden exit of Bharat Thakrar, the founding CEO, who stepped down amid allegations of misconduct. But what began as a promising new chapter in the life of East Africa’s largest marketing communications group is now ending on a quiet, if not painful, note. On July 15, 2025, the company announced that Ithau’s contract had ended and that she would be stepping away. The board thanked her for her service, but the writing had been on the wall for months.
The latest blow? The dramatic loss of the Airtel Africa account, a long-standing client of Ogilvy Africa and reportedly responsible for nearly 20% of WPP Scangroup’s revenue in 2024. The loss to rival agency Publicis Groupe Africa, via a new outfit formed by ex-Scangroup executives, was more than symbolic. It was, many say, the final rupture in an already strained tenure marked by revenue collapse, internal upheaval, and relentless client exits.
From Optimism to Crisis
In 2022, Patricia Ithau came into the CEO role with a bold vision. “If I don’t double this business in four or five years, I would have failed,” she declared shortly after assuming office. But by 2024, the company’s revenues had plummeted from Ksh 7.3 billion in 2022 to just Ksh 2.4 billion in 2024, a staggering 67% decline. Profit after tax nosedived from Ksh 130 million in 2023 to a loss of Ksh 507 million in 2024.
Contributing to the hemorrhage were two major blows: significant client losses on the creative side and an FX loss of nearly Ksh 249 million due to a strengthening Kenyan shilling. Meanwhile, net cash from operating activities sank to a worrying negative Ksh 604 million in 2024.
Ogilvy Africa, once the crown jewel of Scangroup, bore the brunt. Once dominant across the continent, its market share was undercut by splinter agencies formed by its own alumni. These startups didn’t just steal talent; they took clients too.
The Airtel Coup
The exit of Airtel Africa, handled by Ogilvy for over 15 years, was orchestrated by The Partnership Africa, a new agency founded by former Scangroup bigwigs including Sandeep Madan (former CEO of Scanad and J. Walter Thompson), Sally Sawe (former MD of Scanad), and a team of ex-creative leads.
Publicis Groupe Africa, which backs The Partnership Africa, seized the moment. And in doing so, it delivered a punishing financial and reputational blow to Ithau’s Scangroup.
In a press briefing during the 2024 financial results release, Ithau acknowledged: “Two very big clients reduced their business with us. They retained media, PR and influence, but dropped creative, and that hit our topline.”
Legacy of a Corporate Fighter
Despite the setbacks, Patricia Ithau remained outwardly composed, even upbeat. A former Miss Kenya turned boardroom strategist, she brought discipline, energy, and diplomacy to the role. Her 30-year career had seen her rise through the highest echelons of East Africa’s corporate scene. WPP Scangroup, she admitted, was to be her final act. “This is my last stretch to make a difference,” she once said.
She tried. Under her watch, Scangroup attempted cost restructuring, cut down admin expenses, invested in digital expansion through OgilvyOne and GroupM, and prioritised cultural reform. But she was also fighting against deep legacy issues, cutthroat competition, and a fragmented internal structure.
The company’s equity dropped by over Ksh 630 million in her final year, reflecting growing accumulated deficits and eroding shareholder value.
Tribunal Backs URA in UGX 10.2 Billion Century Bottling Tax FightA Controlled Exit
On July 15, the company announced a controlled transition. Ithau would work closely with the management team as she exited, while COO Miriam Kaggwa would take over interim operational duties alongside Ogilvy Africa CEO Vikas Mehta.
The Board was courteous in its statement, lauding her contributions and leadership. But the context painted a different picture: one of a business still reeling, talent wars escalating, and shareholders growing impatient.
Bharat Thakrar’s Shadow and Courtroom Battles
To complicate matters, Scangroup is still embroiled in a legal battle with former CEO Bharat Thakrar, who is demanding $50 million (Ksh 6.4 billion) for what he claims was an unlawful dismissal. The case, now active in court, keeps the company’s leadership under public and legal scrutiny.
Yet within internal corridors and industry circles, a quiet sentiment persists: WPP-Scangroup may have underestimated just how deeply intertwined Bharat Thakrar was with its DNA. For all his faults and eventual ouster, his grip on client relationships, talent development, and agency culture had been cultivated over decades. In retrospect, some insiders now whisper that the group never quite recovered from his exit—and might still be paying the price.
The Final Curveball?
Patricia once compared the challenges of leading Scangroup to her 15-year struggle to lose weight. “Everybody prays for things to go the way they want. Life throws you curveballs and you ask yourself, ‘Am I going to be able to get through them?'”
She faced curveballs. And in the end, it was a devastating combination of internal fractures, external disruptions, and a high-profile client defection that brought her run to a close.
Her departure may not have been explosive, but the timing and silence speak volumes. For Patricia Ithau, the Airtel Africa loss might just have been the final straw.
Who are Miriam Kaggwa and Vikas Mehta, the Caretaker Leaders?
Miriam Kaggwa, the interim Chief Operating Officer, brings over two decades of global finance experience. Prior to joining WPP Scangroup, she held CFO roles at BCW Global, Energy BBDO, and IPG Mediabrands in North America. Her international track record includes senior leadership roles at McCann Worldgroup, Orion Trading, and SalomonSmith Barney. A dual-degree holder in Chemistry and Chemical Engineering from Macalester College and the University of Minnesota respectively, she also holds an MBA in Finance from Cornell University. Within Scangroup, she served as CFO before being appointed COO in January 2025.
Vikas Mehta, the Regional CEO of Ogilvy Africa, is a globally respected brand marketing strategist with nearly 25 years of experience across 60 countries. Since 2019, he has led Ogilvy’s network in Sub-Saharan Africa, covering 39 countries. Known for omni-channel marketing expertise and award-winning campaigns, Mehta previously held key roles at MullenLowe Group, including CEO of Mullen Lintas and Group CMO. Under his leadership, Ogilvy Africa became the region’s most awarded network. He holds an MBA in Marketing & Advertising from Narsee Monjee Institute and a Bachelor’s in Management from Delhi University.
