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    CEO East Africa
     
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    Peter Magona

    Peter Magona believes the future of advertising will be decided by how quickly agencies learn to work with AI, not fight it. With clients already using powerful tools, he argues that relevance now depends on integration, combining human insight, strategic judgment, and creative instinct with AI’s speed, scale, and analytical power before the gap becomes impossible to close.

    AI, Automation & the Future Adman: How Technology Will Rewrite the Advertising Industry

    Jeff WintersThe Big StoryDecember 16, 2025December 16, 2025

    If the first four parts of this MadMen, Dreamers and Deal-Makers series were about the machine, how it was built from accidents, battered by economics, bruised by burnout, and handed…

    Uganda’s advertising veterans sit at familiar desks, but the industry around them has transformed. Once fuelled by fat retainers and overflowing media commissions, agencies now battle thin scopes, shrinking budgets, and relentless pressure to do more for less. Amid late payments, eroded ethics, and generational tension, leaders fight to protect creativity, integrity, and value. This is the quiet, stubborn struggle to keep an old machine alive on fading fuel.

    An AD Agency Industry in Pain: Broken Retainers, Shrinking Budgets and the Fight for Value vs Ethics

    Jeff WintersThe Big StoryDecember 11, 2025December 11, 2025

    If part one of MadMen, Dreamers and Deal-Makers was about how Uganda’s advertising giants stumbled into the industry, this part, which is precisely part two, reminds you of what happened…

    A photo collage of Jeffrey Amani, Adris Kamuli, David Case, Peter Magona, Daniel Ligyalingi, Rommel Jasi, Alemu Emuron, and Joshua Kamugabirwe. Uganda’s ad industry was built by “accidentals” who wandered in through cricket pitches, rugby chats, art schools, and random interviews. With no clear pipeline, they learned by doing, then became founders, mentors, and standards-setters—turning side doors into institutions and asking how to keep luck alive, but kinder, for others today.

    MADMEN, DREAMERS, AND DEAL-MAKERS – The Accidental Admen: How Uganda’s Creative Giants Found Their Way into the Industry

    Jeff WintersThe Big StoryDecember 10, 2025December 10, 2025

    If Uganda had built a proper advertising pipeline, this story would be very boring. There would be brochures in Senior Six career offices defining “account management.” Parents would nod proudly…

    Peter Magona, Managing Director of TBWA\Uganda, in various settings including team meetings, award celebrations, and office portraits, reflecting his leadership in the advertising industry.

    Q&A𑗅Peter Magona: The Pharmacist-Turned-Strategist Dispensing Kick-ass Campaigns

    Muhereza KyamuteteraCEO PerspectivesExecutive ProfilesThe Big StorySeptember 6, 2025September 10, 2025

    Let’s start with your personal journey. Before we dive into your leadership in the advertising world, help us understand the man behind the title. What’s your background, and how did…

    TBWA\Uganda ‘disrupts’ inaugural The Silverback Awards: chest-thumps away with 7 advertising awards out of the 13 open-for-competition categories

    Muhereza KyamuteteraBusiness & MarketsMedia & CommunicationNews & AnalysisThe Big StoryNovember 17, 2022November 28, 2022

    TBWA\Uganda, The Disruption Company® has won, 7 out of the 13 open-for-contest award categories in the just-ended inaugural Silverback Awards. The Uganda Creative and Media Awards (Silverback Awards) are an…

    TBWA Uganda to continue as lead agency for MTN Uganda as MTN Group awards Omnicom another 3-year contract

    Muhereza KyamuteteraThe Big StoryDecember 2, 2020December 2, 2020

    South African-based communications giant, MTN Group on November 23rd, 2020 named Omnicom Group as its lead advertising agency partner across its 21-country footprint in Africa and the Middle East. The…

    TBWA’s Peter Magona to today’s Ad(wo)men: Innovate and disrupt or the digital adkids will eat our bread

    Muhereza KyamuteteraMedia & CommunicationThe Big StoryThought LeadershipFebruary 20, 2020February 20, 2020

    Big data, agility and a standard dose of disruption- is what every advertising agency of the future needs to survive the digital tsunami.

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