Celebrating Marketing Excellence: UMEAS 2023 Unveils the Pinnacle of Innovation

By Gad Masereka
In a dazzling red carpet and black-tie gala hosted at the prestigious Kampala Serena Hotel, Evolve Group Africa delivered the third annual Uganda Marketing Excellence Awards (UMEAS) on Saturday night.

The event, held under the theme “Celebrating ideas that work,” marked a profound recognition of outstanding achievements in the marketing industry. This year’s awards unfolded as a testament to creativity, innovation, and strategic brilliance, offering a nod to those who have excelled in various facets of the marketing profession.

Winners Galore: Triumphs Across 12 Categories
The spotlight shone brightly on Uganda Breweries Ltd (UBL) brands Smirnoff and Johnnie Walker, as they emerged victorious across 12 categories. The UMEAS, an orchestrated celebration of marketing excellence, acknowledged the exceptional work of marketers spanning sustainability, communications, branding, advertising, digital, and public relations.

Judging Excellence: The Criteria Behind the Triumphs
John Paul Okwi, the jury President, shed light on the meticulous judging process. Winners were chosen based on the alignment to strategy, execution prowess, and return on investment. The jury scrutinized campaigns and projects that demonstrated creative problem-solving abilities while making optimal use of allocated resources.

“Marketing is where creativity meets strategy,” stated Okwii, emphasizing the pivotal role marketers play in driving every component of a corporate engine.

Media Mastery: Leveraging Digital and Traditional Channels
The 2023 UMEAS delved into how brands, marketers, and their agency partners leveraged diverse media channels—both digital and traditional—to craft campaigns that left a powerful impact on their target audience and businesses. The ceremony unfolded amidst an atmosphere of anticipation and excitement, complemented by Johnnie Walker cocktails and the soulful rhythms of Joseph Sax’s saxophone.

Triumph of Partnerships: Johnnie Walker’s Victory
Christine Kyokunda, the Johnnie Walker Brand Manager, expressed excitement about winning the ‘Best Use Of Partnership Marketing’ award. She highlighted the victory as a clear indicator that consumers not only enjoy the whisky but also passionately voted for it. Kyokunda also emphasized the brand’s decision to sponsor the UMEAs, underlining Johnnie Walker’s commitment to celebrating victories and milestones in the marketing profession.

Redefining the Game: I&M Bank Uganda’s Perspective
As first-time sponsors, I&M Bank Uganda emphasized the importance of celebrating individuals who redefine the game in the marketing industry. Racheal Kulanyi, the Communications and Outreach Programs Officer, expressed pride in associating with an event that values and honors the game-changing spirit of the marketing industry.

Dynamic Duo: Hosts Keeping the Energy High
The dynamic duo of NTV’s Sandra Twimoburyo and Radiocity’s Faith Murungi hosted the event, ensuring high energy levels throughout the gala. Their vibrant presence added flair to the ceremony, making it an engaging and memorable experience for all attendees.

And the Winners Are…
The 2023 UMEAs recognized excellence across various categories, including:

Advertising Campaign Of The Year: Whiskey Desire by Johnnie Walker
Best Use Of Partnership Marketing: Hospital Sente by Airtel Mobile Commerce
Best Use Of Digital Marketing: Leave Eat To KFC by KFC Uganda
PR Campaign Of The Year: KCB-Giz Twekozese Programme by KCB Bank Uganda
Best Innovation: Hospital Sente by Airtel Mobile Commerce
Best use of Experiential Marketing: Smirnoff Fiestas
Best Not For Profit/Social Good Campaign: Rotary Cancer Run 2023
Best ESG Campaign: Growing Together Campaign by Treescape Planet Organization
Rising Agency Of The Year: Zeus The Agency
Agency Of The Year: Metropolitan Republic
Marketing Campaign Of The Year: Smirnoff Fiestas
UMEAS Marketing Pioneer Award: Mr. Baker Magunda
Transparency in Triumph: A Detailed Report to Follow
Shafique Ssemakula, the Evolve Co-founder, announced that the secretariat would soon share a detailed report, explaining the jury’s Winners’ selection methodology. This report aims to provide stakeholders and the public with a comprehensive understanding of how the winners in each category were decided.

Acknowledging Sponsors
The UMEAS 2023 were made possible through the generous sponsorship of I&M Bank Uganda, Uganda Breweries Ltd, Centenary Bank, NSSF, Uganda Development Bank, Wango App, Pepsi, Kadanke Brand House, Radiocity, Equity Bank, Matooke Republic, Daily Monitor, Spark TV, and NTV Uganda.

In conclusion, the UMEAS 2023 stand as a testament to the vibrant and innovative landscape of the marketing profession in Uganda. The event not only celebrated the achievements of the winners but also underscored the industry’s continuous evolution and its profound impact on businesses and society at large. As the marketing journey in Uganda advances, the UMEAS serve as a compass, guiding the industry towards excellence, creativity, and strategic brilliance.

Enjo The Pictorial