Last year, a weekly television subscription became an award-winning creative idea. A digital wallet demonstrated how technology could transform customer experiences. A marathon in the Rwenzori Mountains became a powerful platform for brands, tourism and community engagement.
From MAAD McCann's Grand Prix-winning GOtv Ka Weekie campaign, to Post Bank's Wendi Digital Wallet and the Tusker Lite Mt. Rwenzori Marathon, the 2025 Silverback Awards offered a glimpse into how far Uganda's creative industry has evolved. Behind these ideas are strategists, designers, technology specialists, storytellers and innovators whose capabilities extend well beyond conventional advertising.
On 6 November 2026, the Uganda Advertising Association (UAA) will host the inaugural Uganda Festival of Creativity at the Next Media Conference Centre in Kampala, converging agencies, technology companies and creative businesses to showcase the innovations, products, services and solutions shaping the future of the industry.
It is an important engagement because the business of creativity is changing, and quickly.
According to UNESCO, cultural and creative industries contribute approximately 3.1% of global GDP and account for 6.2% of employment worldwide. UNCTAD reports that exports of creative services reached US$1.7 trillion in 2024. Behind those figures are businesses creating value through design, advertising, software, digital content, audiovisual production and other knowledge-driven services.
In Uganda, Advertising agencies that once concentrated primarily on television, radio and print are now working across digital platforms, data analytics, content production, experiential marketing and emerging technologies. The people doing the work are changing too. Alongside copywriters, designers and account managers are developers, data analysts, digital strategists, content creators and technology specialists.
Think about how a Ugandan consumer interacts with a brand today. They may first encounter a product through a TikTok creator, search for it online, engage with the business on WhatsApp, pay using mobile money and later share their experience on social media. Each of those interactions presents an opportunity for creativity and technology to improve customer experience.
A business looking to reach that consumer needs people who understand the customer journey and can connect the different pieces.
We have already seen this thinking reflected in Silverback-winning work. MTN's Get Sorted, developed by TBWA\Uganda, received recognition in integrated marketing, while the Gaga Every Day campaign was recognized for effective creativity. Uganda Waragi's The Label That Binds Us, by The Quollective, demonstrated the possibilities of packaging and design as creative platforms. And UNICEF's End Child Marriage campaign, developed by MAAD McCann, showed how creative communication can be applied to an important social challenge.
All these demonstrate that the industry's value extends well beyond buying media space or creating content.
This is what we want the Uganda Festival of Creativity to bring into the open.
The festival will give participating entities an opportunity to showcase creative campaigns, products and services, technology and innovation, agency capabilities, emerging talent and new ideas. We want to move beyond telling businesses that Uganda has creative talent. We want them to see that talent at work, understand its capabilities and explore what it could do for their organizations.
It also comes at an exciting time for the Silverback Awards. This year's theme, The Bold Rise, speaks to an industry that is increasingly confident in its ideas and ambitious about its future. Through our partnership with the Loeries, we continue to connect Ugandan creativity with broader regional standards and opportunities. The Young Silverbacks competition will provide a platform for emerging talent to demonstrate its thinking, while the main Awards Gala will recognize the work that has set the standard for excellence.
For years, Uganda's creative industry has been helping brands get noticed. Now it is time for the industry itself to be seen for everything it can do.
The Uganda Festival of Creativity takes place on 6 November 2026, from 8:00 a.m. to 5:00 p.m., at the Next Media Conference Centre, Kampala
Last year, a weekly television subscription became an award-winning creative idea. A digital wallet demonstrated how technology could transform customer experiences. A marathon in the Rwenzori Mountains became a powerful platform for brands, tourism and community engagement.
From MAAD McCann's Grand Prix-winning GOtv Ka Weekie campaign, to Post Bank's Wendi Digital Wallet and the Tusker Lite Mt. Rwenzori Marathon, the 2025 Silverback Awards offered a glimpse into how far Uganda's creative industry has evolved. Behind these ideas are strategists, designers, technology specialists, storytellers and innovators whose capabilities extend well beyond conventional advertising.
On 6 November 2026, the Uganda Advertising Association (UAA) will host the inaugural Uganda Festival of Creativity at the Next Media Conference Centre in Kampala, converging agencies, technology companies and creative businesses to showcase the innovations, products, services and solutions shaping the future of the industry.
It is an important engagement because the business of creativity is changing, and quickly.
According to UNESCO, cultural and creative industries contribute approximately 3.1% of global GDP and account for 6.2% of employment worldwide. UNCTAD reports that exports of creative services reached US$1.7 trillion in 2024. Behind those figures are businesses creating value through design, advertising, software, digital content, audiovisual production and other knowledge-driven services.
In Uganda, Advertising agencies that once concentrated primarily on television, radio and print are now working across digital platforms, data analytics, content production, experiential marketing and emerging technologies. The people doing the work are changing too. Alongside copywriters, designers and account managers are developers, data analysts, digital strategists, content creators and technology specialists.
Think about how a Ugandan consumer interacts with a brand today. They may first encounter a product through a TikTok creator, search for it online, engage with the business on WhatsApp, pay using mobile money and later share their experience on social media. Each of those interactions presents an opportunity for creativity and technology to improve customer experience.
A business looking to reach that consumer needs people who understand the customer journey and can connect the different pieces.
We have already seen this thinking reflected in Silverback-winning work. MTN's Get Sorted, developed by TBWA\Uganda, received recognition in integrated marketing, while the Gaga Every Day campaign was recognized for effective creativity. Uganda Waragi's The Label That Binds Us, by The Quollective, demonstrated the possibilities of packaging and design as creative platforms. And UNICEF's End Child Marriage campaign, developed by MAAD McCann, showed how creative communication can be applied to an important social challenge.
All these demonstrate that the industry's value extends well beyond buying media space or creating content.
This is what we want the Uganda Festival of Creativity to bring into the open.
The festival will give participating entities an opportunity to showcase creative campaigns, products and services, technology and innovation, agency capabilities, emerging talent and new ideas. We want to move beyond telling businesses that Uganda has creative talent. We want them to see that talent at work, understand its capabilities and explore what it could do for their organizations.
It also comes at an exciting time for the Silverback Awards. This year's theme, The Bold Rise, speaks to an industry that is increasingly confident in its ideas and ambitious about its future. Through our partnership with the Loeries, we continue to connect Ugandan creativity with broader regional standards and opportunities. The Young Silverbacks competition will provide a platform for emerging talent to demonstrate its thinking, while the main Awards Gala will recognize the work that has set the standard for excellence.
For years, Uganda's creative industry has been helping brands get noticed. Now it is time for the industry itself to be seen for everything it can do.
The Uganda Festival of Creativity takes place on 6 November 2026, from 8:00 a.m. to 5:00 p.m., at the Next Media Conference Centre, Kampala