The Uganda Marketers Society (UMS) has launched its annual Fireplace conference under the theme “GOAT,” an acronym for Greatest of All Time, set for November 7, 2025, at Hotel Africana.
The event, running from 8am to 6pm, will bring together industry players to discuss marketing trends, challenges, and innovations, culminating in end-of-year celebrations.
UMS President Charity Kamusiime stressed the focus on professionalism and customer-centric strategies during the announcement.
“At Uganda Marketers Society, we believe that brands should outlive us,” Kamusiime said. “The campaigns that we create should be a testament to that which we have been created to do. Our purpose is to drive professionalism, and professionalism starts with a customer.”
She called for recognition of industry pioneers and younger generations amid evolving consumer needs.
“We would like to recognize the engines and the grandfathers/mothers of our industry and also recognize who we are today as marketing,” Kamusiime stated.
“We have seen the transformation of how we engage audiences. We have seen the changing need in our consumers. We have seen the marketplace transforming and evolving. Are we evolving?”
Kamusiime highlighted the shift in performance marketing, urging data-driven approaches.
“Performance marketing is no longer about just creativity; your crafts must speak to the number. Your brain to brand management must speak to my profit,” she explained.
She raised concerns over reliance on global insights from platforms like Google and Meta, questioning local consumer behavior data.
“The question is, what is the Ugandan consumer behavior on Meta, on Google, on your brand in Uganda today, and what insights are you using when it comes to digital,” Kamusiime noted.
The society aims to expand its reach, targeting to onboard at least 60% of the marketing fraternity by 2025-2026.
“As Uganda Marketers Society, we are going to be privileged to use this platform to reach out to non-members of the society,” she added.
UMS President Emeritus Sharon Kiggundu outlined the conference structure, describing it as an immersive experience divided into five segments: lessons in greatness, behind the lens on campaigns, media buying in the GOAT era, generations of greatness focusing on Gen Z and Alpha, and a networking session.
“The experience has been specifically curated to be immersive, so you’re not going to just come and attend a conference,” Kiggundu said. “There is no connection without celebration.”
Adris Kamuli, Managing Director at Maad McCann, shared insights on industry changes, including technological advancements and shifts in agency models.
“The market has evolved, and one of the things that I’ve seen evolving is technology,” Kamuli said. “When we started, we had Yahoo and Yahoo Messenger, but we didn’t have social media.”
He noted the move from 360-degree agency services to bespoke solutions and declining retainers.
“The 360 model, where an agency actually handles everything about a client’s business has changed. Clients go for bespoke ideas. They go for best in class,” Kamuli explained.
“The retainers have gone down… this is something we need to speak about and discuss around the fireplace, because it’s a big challenge for agency leaders.”
Kamuli also pointed to changes in media buying and workforce dynamics.
“Back then, agencies accounted for almost 90% of media buying; right now, it’s between 50 and 56%. Most clients go for direct buying,” he said. “The other thing that has changed is the people we have very many young people. The attitude is different as leaders, we need to adjust to the Gen Zs’ ways of living.”
MTN Uganda’s Digital Lead, Robert Kangumba, announced the telecom giant’s participation, emphasizing collaboration and brand evolution.
“One thing that really comes and should be at the forefront of everything is collaboration,” Kangumba said. “MTN has been there… you’ve looked at how the brand has matured, from all the colors to what it is right now; there’s growth.”
He linked MTN’s involvement to the GOAT theme, hinting at new unveilings.
“MTN is looking at reaching out and being part of your journey, from greatness to even more greatness,” Kangumba stated. “At the marketers’ fireplace this time round, expect some very interesting new and exciting unveiling from MTN. For those who will be there, you get a chance to get yourself some free ad campaigns.”
The conference will feature historical insights from the 1980s, 1990s, and 2000s, alongside current and future perspectives.
(chimp reports)