Award shows often stir up a mix of emotions, with some viewing them as a platform to celebrate industry achievements, while others express skepticism over the selection process. Critics have long argued that the criteria for many awards are ambiguous, or worse, rigged in favor of certain players. This perception has led some to distance themselves from participating in awards altogether.
Nevertheless, on Friday, Evolve Africa officially announced the fourth edition of the Uganda Marketing Excellence Awards (UMEAs), scheduled to take place on Friday, December 13, 2024. These awards, which are now in their fourth year, aim to highlight and celebrate the marketing successes of various companies and brands across Uganda. The UMEAs serve as a platform to showcase the strategic marketing efforts that not only enhance business performance but also signify the growing quality and innovation within the marketing industry.
During the launch event at the Kampala Serena Hotel, it was revealed that this year’s awards will be held under the theme “Promoting Sustainable Marketing”. This theme highlights the importance of sustainability in marketing practices, a trend that has gained traction as businesses recognize the need to balance profitability with social and environmental responsibility.
Shafique Ssemakula, Co-Founder of Evolve Africa, emphasized that the UMEAs cover every facet of marketing, communications, and digital strategy, from initial ideation to execution. “The UMEAs will explore how well brands, marketers, and their agency partners have leveraged different media channels, both digital and traditional, to create campaigns that have made a powerful impact on their target audiences,” Ssemakula explained. The awards will focus on projects and campaigns executed between November 2023 and October 2024, giving companies a chance to showcase their recent work.
One of the central discussions at the launch revolved around the theme of sustainability in marketing. John Paul Okwi, Chairman of the UMEAs board, elaborated on this, stating that marketers play a significant role in influencing everything from consumer behavior to broader environmental impacts. “Sustainability is not just about the environment; it extends to employee welfare as well,” Okwi noted. “You may have run a great marketing campaign, but are your employees treated fairly? Do they have proper contracts? These are the kinds of questions we should be asking.”
To enhance the credibility of the awards, a council has been established, which will be responsible for overseeing the nomination process and selecting winners in key categories. According to Ssemakula, the council will hold 60% of the voting power for categories open to public voting, while the public will have 40% of the final say. This structure is intended to ensure that the awards process remains transparent, professional, and fair.
“The establishment of the council is a step towards professionalizing the UMEAs,” Ssemakula added. “We want to ensure credibility, transparency, and fairness throughout the entire process.”
The 2024 UMEAs will recognize excellence across a wide range of marketing categories. These include Advertising Campaign of the Year, Best Use of Partnership Marketing, Best Use of Digital Marketing, PR Campaign of the Year, Best Innovation – New Product/Service, Experiential Marketing Campaign of the Year, and the coveted UMEAs Marketing Pioneer Award, among others.
As the marketing industry in Uganda continues to evolve, the UMEAs provide a much-needed platform for brands and agencies to reflect on their successes and highlight the impact of strategic marketing. With sustainability now at the forefront of many business discussions, this year’s awards promise to shine a light on how companies are adapting their marketing strategies to meet the needs of both their consumers and the planet.
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