In East Africa distributors of old have become the challenger manufacturers of today. This leaves the traditional, established FMCG manufacturers in a quandary. They are now in competition with the distributors and the distributors in question have an on-the-ground, in-depth knowledge of local distribution which the manufacturers do not. This set of circumstances has provided a new landscape and role for marketing agencies in East Africa.

The landscape now demands that, if FMCG companies are to compete against the challenger stroke emerging players, they will have to exploit, more effectively, the media arsenal at hand of digital, BTL and radio, why you may ask?

Digital, because more and more East Africans now have a handset through which they can access social media.

BTL, in East Africa, the man on the street wants to be communicated to by someone who will take time to explain and demonstrate the concept or product so that they can touch, feel and understand the offering.

Radio remains the most widespread and effective means of communicating to the masses of the people throughout East Africa and remains the top medium for advertisers.

Aggrey & Clifford now sees its role as being the professional, marketing strategy partner of the FMCG manufacturer. At Aggrey & Clifford we have the skill set that enables us, through local knowledge and insight, to understand the market and to provide:

The best regional radio outlets to provide access to the consumer

through social media and talent access to the handsets and smartphones in everybody's hand

through an affiliate company, we have the ability to get down to the ground and mobilize a massive workforce to talk to the customer and to drive sales on the ground with immediate,  visible, real-time results on the bottom line.

In this new paradigm, we look for manufacturers and clients of courage who are willing to embrace this new marketing landscape. It is with our local insights, our strategic ability and our business acumen that will be able to drive growth and build stronger brands for our clients throughout East Africa.

The 1960’s marked the ‘creative revolution’ for advertising in the western world. It was a golden era where great advances were made in the advertising field.

Aggrey & Clifford (left to right). Terence Chambati (General Manager Uganda), Ryan Gosling (General Manager Tanzania), Rashid Tenga founder and Chairman, Oliver Mutere (General Manager Kenya) and who could forget Godzilla the rooster.

Many young creatives moved away from traditional forms of communication and innovated with new mediums and styles of advertising, finding a unique and authentic voice in the process. All of this was a by-product of increased prosperity post World War II, a booming youth segment, increased access to consumer goods and the socio-political freedom at the time.

In contrast, Africa was still busy fighting for its freedom and liberating its people from decades of oppression. Africa’s great creative minds were being used for noble pursuits, such as leading people to freedom and equality. As a result, Africa’s advertising industry is still very much in its infancy and formative years. Now, some may raise an eyebrow at this statement and ask if this is true given the fact that Africa has many world-class advertising agencies with a rich history. This is absolutely correct, and it shows in the creative work that is being produced by African agencies and the Internationally recognized awards they proudly display on their walls. However, the actual question should not be whether Africa is creative, but rather if Africa should expect a period of accelerated creativity in advertising which can be likened to the golden era of the 1960’s? In our opinion, the answer is quite simply yes, and this is because of three key factors.

The first is that while amazing work is produced in Africa, too often brands adapt, rather than create. We see some of the strongest brands in the world, trying to launch integrated campaigns across multiple markets and when it comes to Africa they simply adapt the visuals to local talent and directly translate copy into vernacular. This often results in creative which does not resonate with the consumer and communication which is irrelevant. This approach by global brands is one of the biggest factors which delayed agencies finding a truly African narrative for brands on the continent. However, this is slowly changing, and clients are starting to realize that work created in local markets gives greater relevance and cut through for their brands.

Secondly, despite the perception of most, Africa is progressing at a rate never experienced before. South Africa is still the gateway to Africa and regarded by many, as the jewel in Africa’s crown. This is partially due to the fact that South Africa has one foot in the developed world and the other in the developing. This makes the market easier to understand and establish a brand within. The reality, however, is that South Africa’s growth is slowing and other African countries will be the continents growth drivers in the future. Countries such Nigeria, Ghana, Kenya and Tanzania, have massive populations and have been hard at work building infrastructure and growing key business segments. This means the middle class in these markets has exploded and people on the street have more disposable income than ever before. This growing middle class also has access to more consumer goods from around the world and is experiencing increased social freedom. All of this means that advertising is big business in Africa and a lot of resources and energy is being invested into providing services which allow brands to stand out in these key markets. With this competition, agencies are being forced to think outside of the box and be innovative in their approach to advertising.

Thirdly, like all ad men, we are students of human behaviour and trends. One trend which can no longer be ignored is that Africa is increasingly influencing global trends rather than global trends influencing Africa. Take for instance the African designs you see on the runways of Paris and Milan, or how the entertainment industry created a superhero called Black Panther, who is proudly African. These are just a few examples, but it’s clear that Africa is a creative inspiration at the moment and many trends are emerging from the continent.

The exact catalyst that will spark the African creative revolution is unknown. It could come from global clients changing from creative adaptation to origination. Or perhaps Africa experiencing conditions which have been a precursor for accelerated creativity in the advertising industry in America. Or maybe it could be from agencies finding their own unique African narrative and styles for their creativity as they are forced to innovate because of increased competition. I suppose in a way this subject could be likened to the age-old question of which came first; the chicken or the egg? No one really knows. All we know is the writing is on the wall and we have seen the early signs first hand. In the words of one of the greats, “A rooster crows only when it sees the light. Put him in the dark and he’ll never crow. I have seen the light and I’m crowing.” Muhammad Ali.  

Ultimately, it will be the clients that have the vision to partner with strong local agencies and courage to trust these agencies to push the creative envelope, that will reap the richest rewards of the African creative revolution. At Aggrey & Clifford we are privileged to work with many brands such as these already, but we are always looking for another pioneering company. If you are one of them, give us a call or are you chicken?

It was -20 something degrees in the second coldest capital city in the world and unfortunately, I had to walk to school. I got to school very grumpy and sat in the corner of my classroom trying to get warm, as our homeroom teacher took the attendance. Once he was done, I couldn’t help but notice that a small group of my classmates were in the corner of the class listening to this one boy go on and on about how he and his family would soon be going to visit Mount Kilimanjaro in East Africa.

My reaction was very predictable, as soon as I heard “Kilimanjaro”, I decided to move closer and pay attention, because after all, I was from Kilimanjaro region and I had seen the mountain many times. “Hey, I’m from there actually” I interrupted him, smirking proudly to which he responded, “Oh that’s nice, I didn’t know you were Kenyan.” I was quite shocked by his reply but then I remembered that this was a common misunderstanding, that unfortunately, I had encountered even when I was in Tanzania. “No, Mount Kilimanjaro is actually in Tanzania. Kenya just markets it better, but the Mountain is in Tanzania” I explained calmly to which he rudely responded “Get out of here man, you’re lying to us. The mountain is in Kenya, not your country.”

I don’t know what it was about his response that got to me but I didn’t take it too well (neither did my friends). I stood my ground and insisted that he was wrong and was being very rude about it, and after an exchange of words and a physical confrontation, both of us got suspended for two days (my parents laughed about it).

So where is Mount Kilimanjaro located anyway?

Over a decade later, I find myself in quite a similar position with the advertising industry. Working as a copywriter, I have been entrusted, and put in the position to provide a copy for the ads we do. Meaning, with regards to copy, I probably know best right? So then, what happens when I find myself in another “Kilimanjaro” situation where somebody challenges my knowledge when I feel like I am in the best position to provide the correct answer?

This is a challenge I feel most creatives, especially Copywriters face. It’s really just a game of ‘If you can convince me, then you’re probably right’ but as we saw in my “Kilimanjaro” situation, convincing people that you’re right is not the easiest thing to do even when you actually are. On a daily basis, I have to convince my fellow Copywriters, then our Creative Director, who has to do the same with the General Manager and CEO, and then together we all have to make the client see things the way we do. So what is the best way to persuade people that you are correct? Most importantly, how far should you go to try and show them, that what you’re proposing is what is fact, or what will work best? What happens when over and over again, they fail to see the genius in the ideas/answers you bring forward? Do you dumb down your most powerful asset (your mind) and let them be? Or do you accept that sometimes it is okay to be wrong?

“If everybody’s crazy, you’re the one that’s insane” – Jay-Z

By Ndekia Maghimbi

The opinions expressed here by contributors represent their own personal views and not those of Aggrey & Clifford, past or present

Last Tuesday, 6 am.

RJ: “Father, here is all the saliva in my body. It will look better on your face”

Okay, he didn’t actually say that before spewing half a gallon of saliva on my face, I’m just convinced he thought it before doing so. Same morning, 8 am.

As I made my way to work, I realized the dynamic between my son and I is similar to that of a brand communication agency and its audience.

The brand communication agency goes out of its way to show love to its audience/client through well-thought through strategies and ultimately entertaining content only for the audience/client to…well…spit on their faces.

The recent debacle with the Pepsi-Kendal Jenner ad, as much as it was a train-wreck, is a case study I found particularly interesting; mainly because I’m a huge fan of all Kardashians and their dark powers. They are famous for being famous, that’s genius level sorcery if you ask me.

Anyway, most of the outrage was directed towards the brand but much so towards the brains behind the ad. It came to light that Pepsi has a dedicated in-house agency. I imagine the intention is to minimize costs but to also have a team that lives the brand 24/7.

From the many articles and official press releases I read around this disaster, it was clear Pepsi wanted it known who exactly was to blame for this fiasco.

Take this exempt from an AdAge article for example;

“Pepsi used an in-house shop, which in the eyes of many led to the marketing mishap. The criticism was particularly sharp on a Reddit thread dedicated to the ad. "In-house just doesn't cut it, as there are too few people in the chain saying 'no.' Advertisers clearly don't have the self-discipline," a self-described creative from New York stated. "In-house creative directors are jaded, tired old-timers who simply want to get paid and go home."

                                                                                                                  –Ad Age, April 07, 2017

Moral of the story

I am sure the in-house agency did amazing work before this campaign.

As always, the world will whisper your accomplishments and scream out your failures, that’s just how the world works. The client and the audience crucified the team simply because the world needed a devil to blame.

I have to come to understand the uncertainty of presenting or executing an idea. Everything exists in context, and when that context is altered or client asks for a compromise, the original idea takes a totally different trajectory and in some unfortunate instances it ends up with a Kardashian holding a Pepsi can.

I’d like to applaud all those who work in any creative field. It takes a lot of heart to do what you do. Some of your work will be hits; some will get you hit in the face…with a chair…or a gallon of saliva.

“You either die a hero or live long enough to see yourself become the villain.”

                                                                                    -Batman-

Google defines Culture as the beliefs and behaviors that determine how a company's employees and management interact and handle outside business transactions. It is often implied, not expressly defined, and develops organically over time from the cumulative traits of the people the company hires.

The culture of the company is a key factor in its success. It controls how its employees behave among themselves, as well as with people outside. Culture is what binds us together and it the hardest thing for competitors to copy. Our culture is what gives us the competitive advantage. A lot of organizations have tried to create their own culture but they have failed. We on the other hand have been successful and have been able to summarized it to one analogy. The badger.

A former professor at the MIT Sloan School of Management, Edgar Henry Schein identifies 3 key elements to an organization’s culture and these are;

Espoused values; These are Vision, mission and values that are clearly spelt out. They are part of the official identity. These are created by founders of the business and entrenched into the employee's’ life. The values become a representation of what the company believes in. It greatly influences how employees think and act. They are values in which the foundations of the said organization are set.

Shared basic assumption; These are deeply embedded elements, taken for granted behaviors which are most of the time taken for granted and are usually unconscious. These assumptions are typically so well integrated in the office dynamic that they are hard to recognize from within. This include people coming in late, people’s disregard for quality checking or people ensuring that they don’t leave the office until the job is done.

Artifacts & behavior; They include things that are tangible and intangible. Things like the office, furniture, dress code, office jokes and how people interact with within and with customers. This are elements that can be recognized by people who are not in the organization.

These three elements make up an organization culture and forms as part of the identity. A company itself cannot have a culture. It’s the amalgamation of different employees, their interaction and their traits that make the culture. It means that as an employee you have a role to play in the making of a company culture. And the question that you as an employee need to ask yourself is what role am I playing in building your organization’s culture.  It includes but not limited to how you interact with people around you, how you make them feel, how you do your work and how you look.

Most importantly is that process building culture should not be limited to the company you work for but it should also be an internal and individual process. What is your culture? Do you have visions, mission and values that you live by? How do you interact with people? What is your identity?

By Edward Shila  

In 2014, a company called Surrey Nanosytems patented a high-tech coating that they developed, known as Vantablack. Vantablack is a colour that is, blacker than black. Yes, I know you feel like you have seen the colour black before, and you feel the versions of black that you have seen are the darkest a colour can be. The thing is, this black is so black, that your senses cannot even comprehend it. It is so black that the eye sees it as a void. Again, yes, I know you might be a little confused. How is it that my eyes opt to see “nothing” when I know there is something? The answer lies in the uniqueness of Vantablack. What makes this color so special, is the fact that it absorbs about 99.9% of light. As if what was achieved in 2014 was not amazing enough, in 2016 Surrey Nanosystems managed to improve the original Vantablack, meaning this new version absorbs even more light. This little piece of innovation has a variety of applications from straight light suppression to aesthetic applications in design to cinematography optics and the list goes on.

As marketers, we are always looking for new ways to improve our communication. One of the main reasons is because business has become more competitive, and more business means more marketing, there more exposure to advertising for individuals. This proliferation is what demands us marketers to be more effective with our message. I started to wonder more about Vantablack, about how the eye in essence does not see it, because of how well it absorbs the light. What could the marketing version of Vantablack be, if our light is marketing material? What piece of communication can we do so good that the marketing message is delivered, but it does not even look like commercial communication? After giving it some thought, I came to the realization that, we have had our 2014 version of Vantablack this whole time, branded content. Branded content is when a brand funds the production of content that has been created to help promote the brand. Branded content manages to create a slight perception that the content is not marketing material. Two notable campaigns from 2016 that delivered branded content well were, Nike with #MambaDay and Knoor with #LoveAtFirstTaste.

We now face a challenge where individuals are becoming smarter and smarter, they are able to spot marketing material from a mile away. So unfortunately, this means that our “Vantablack 2014” cannot achieve the percentages of 99.9% of no recognition. What is encouraging to know is that there is room for improvement. Now we know humans are becoming more and more complex, this had led to business demanding more from marketing. This calls for methods of communication that start to seamlessly and effortlessly deliver the message, by filtering the business objectives that restrain one from being interested. So what this actually calls for is our own “Vantablack 2016”. What we need to develop as marketers is material that consumers are willing to engage with but still delivers on objectives. In my humble opinion, I feel the answer lies within the brand narratives that we hold. Complexities will always be there but what does not change is appealing to human nature of enjoying a good story. This can be targeted well by making the narrative unique.

Now as beautiful as Vantablack is it has its drawbacks, one of the biggest dangers is that people will not see it and it may present a danger, as they can walk into it or bump into it. This means it may cause harm to an individual. If we apply the same principles in developing “Vantablack 2016” we need to be aware of the effects. In this case the effects for us would be that the brand totally disappears and all our efforts are wasted. So I present to you a challenge as opposed to a conclusion, what next after branded content?

By Anesu Chasosa

“Argh! It’s raining”, I thought to myself as I quietly went about my third day at work. Ironically, when the temperature in this oven of a city rises (not that it significantly falls, ever), we call and call on the clouds to let it drop. When they finally do let it drop, we call on them to stop. Humans, ‘SMH’.

This reminded me of how in our business, we sometimes long for clients, so when we do get them, we should learn to appreciate them, no matter how demanding they may be.

I personally do not mind the rain. I actually think I love the rain, unless my car is giving me issues or I have on one of my favorite pair of Vans. Unfortunately, it was a day for both. No car, and I wore my dear Vans. As soon as it started to rain, I reached out to a good friend of mine that worked next door, “Bro what’s good? I need a ride home man, spot me.” My worries started to grow when I read his response 10 minutes later, “Yooooooooo dude I left early today, but I can come back for you … NOT! Have fun with the rain lol”.

As Client Service, we need to always remember that, although we would love for plan A to work out well, we always need to have a plan B and plan C, because the ‘weather’ could change at any moment and we have to be able to get through it as smoothly as possible.

Again ‘SMH’, but I needed to think so I got up, went out onto the balcony. I looked up to the sky, remembering that as a kid, the thing I would draw and paint most often in my art classes was the sky and all its elements; the stars, the clouds, the moon, the sun. I just really loved the sky, plus, it was always the easiest thing to work with. “Please stop raining” I thought to myself and a few moments later, the rain actually stopped. I quickly whispered “thank you”, ran in to pack my stuff, and in a few minutes I was out of the office and in a Bajaj, racing through Mandazi road.

Sometimes we are not able to meet deadlines with our clients. This should never happen but in the event that it does, we should remember that the client can also be understanding if we ask, and when they are, we should always thank them as loudly as we can and move fast.

“Dah! Hii mvua inashuka, tena sasa hivi!” exclaimed the Bajaj driver. It was only then that I noticed I had taken a Bajaj that didn’t have any covering on the sides. So, if it were to rain as heavily as he was speculating, we would both get soaked, (not that I cared much about whether he stayed dry or not). That rude thought might have been the one that started the chaos that followed, because it suddenly began to pour hard. It rained and rained heavily and by the time I arrived at Mlimani City, I looked like I had just won a swimming marathon, but at least I was closer to my house.

Sometimes clients change their mind. It is our responsibility as Client Service to be aware of this and even anticipate it if possible, better yet, we should be the change in the client’s mind. Offer them something so good, they cannot say no. Advise them. Also remember that, you do not work alone. Show your team or tell them, that you appreciate their hard work.  

Those that know Mlimani City well, know that once it rains continuously for more than 30 minutes, the entire road floods, and it had been raining for quite some time. The only thing that was on my mind was “how do I cross this pool and get to the other side? I hope some hopeless driver doesn’t speed by and splash dirty water on me.”

Client Service, in the event of a ‘situation’ as we like to call it, learn to think as fast as you move. It could save you a lot of trouble. Think fast, act fast.

Yes, unfortunately you have guessed correct. Just when I had come up with a solution on how to cross that road, some hopeless driver did drive by and funny enough, it was like they saw me, then they sped by just so they could have the satisfaction of seeing me suffer. I gave up, and I just decided to cross through the pool as opposed to around it. I already looked like I had come from swimming in a lake anyway.

I got home, had a hot shower, and a hot meal and all the struggles of that evening were forgotten until I received a text message from an old female friend saying “I hope you liked that little bath I gave you, that was for the time you made me wait for 28 minutes xoxo.”

Always remember, do not keep clients waiting, or you will suffer for it sooner or later. 

By Ndekia Maghimbi 

Living in an era where written statements are lifesaving, emails are very important. We send and receive at least ten emails on a daily basis, so make sure you do it right!

Ladies and Gentlemen, the word is “NOTED” which simply means “I have taken notice of what you’ve said/attached”. But it could also be; “A term commonly used as a quick reply to an email acknowledging receipt of information in order to make the sender go away. It sarcastically shows that you care about what is being told to you when you really don’t care at all.  It can also be used in daily email conversations to convey no emotion and no interest in what is being told to you in order to cut off the person sending you the email.”

I believe most of us use the word NOTED with good intentions as opposed to how it was expounded in the latter meaning; however, and very unfortunately that is the sort of message it gives our readers. Speaking from experience, I have written emails that have action points well laid expecting a detailed feedback and/or timelines. Two minutes later I receive a reply “Noted”. It is disturbing.

There is nothing wrong with using this word in an email unless the e-mail sent earlier had action points which needed to be taken/acted upon.

To avoid being misunderstood DON’T USE IT AT ALL! but if you must, be sure to state how, when or where will you deliver what has been asked of you.

Lastly take time to read, know what is required of you then reply accordingly. I hope you and I will not misuse the word NOTED but rather use it correctly to send the right message out there.

“If you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.” _ Stephen King

By Lilian Kanora

If you were slightly obsessed with politics or hard news like I am, you’d know how influential the media could be, particularly during elections, high-profile cases or crisis.  If you are not careful, media reports can turn you into a political fanatic or a self appointed judge of a case (the media being your jury). Considering that most of hard news coverage is accompanied by facts and figures, it’s easier for public opinion to be influenced by media reports, whether they are factual or mere propaganda intended to change the public opinion on something.

One good example is how the media drove the U.S election campaign. Throughout the campaign and even prior (when the now President-elect Donald Trump declared interest to run for presidency) media reports on this pompous Republican candidate were very much focused on his controversial and witty statements.

On the other hand, his Democratic counterpart, Hillary Clinton was lucky enough to be portrayed as the more serious candidate of the two and most likely to win the elections. Many people, including the candidate herself believed the hype.

The same applied to last year’s general elections in Tanzania; as in media reports implied that the opposition was certainly going to win the elections.

When it comes to court cases, especially high profile cases, the media can make a guilty person seem innocent and vice versa. In other words, media reporting can influence the turn of events of a case.

For instance, the OJ Simpson case. The court had to let go of the original jury of this case after establishing that their adjudication was influenced by media reports. Another good example is the Amanda Knox case; she was subjected to ‘media trial’ from the beginning. Both her conviction and exoneration were prompted by media reports.

These are just a few scenarios that show how influential the media can be in selling a concept. The funny fact is it’s not always intended.

The line between media propaganda and actual events is very thin. Even with years of experience in the industry some media professionals still find themselves blinded by media’s agenda setting and framing techniques to the extent that they too buy into what they are selling.

In his book ‘Mass Communication Theory’ (5^th Edition), Dennis McQuill says; “it is assumed that the more the media attention given to a topic, the greater is the importance attributed to it by the news audience. The media influence is not on the direction of opinion but only on what people think about.”

So why am I sharing this on an ad agency blog? Doesn’t seem relevant does it?….

Well, first off, we too are in the business of selling concepts, hence we too strategize to set agendas (we don’t use that word though). This is with regards to how our clients are perceived (PR). So for instance, regardless of the extent of ‘character assassination’ our clients might encounter, with great PR approach whilst applying this agenda setting technique, we can give them a whole new look.

Lastly, as an advertising agency, one of the many things we do is selling ‘concepts’ to the public. Meaning, whatever message we put out there on behalf of our clients is the concept that we want the public to ‘buy’. As long as we are using the media to get our concepts out there, then agenda setting could also be very much applicable.

The key point being.... say it like you mean it, stick up for it and keep the message on repeat mode… until it sticks.

By Martha Majura 

"Try to learn something about everything and everything about something." - Thomas Huxley

Accreditation: Utambuzi rasmi

Action plan: Mpango wa utekelezaji

Advocacy: Uraghibishaji/uchechemuaji

Award: Tuzo

Background (historical): Usuli

Pictorial: Mandhari ya nyuma

Brainstorm: Bungua bongo/piga bongo/chemsha bongo

Brief: Kutoa taarifa fupi/kutoa maelekezo

Brochure: Brosha

Computer: Kompyuta (Tanzania) and Tarakilishi (Kenya)

Convocation: Jumuiya hitimu

Copyright: Hakimiliki

Criterion: Kigezo

Critical: Tunduizi

Critical analysis: Uchambuzi tunduizi

Curriculum vitae: Wasifu

Draft: Sawidi

Electronic commerce: Biashara electroni/electoni

Facilitate: Wezesha

Feasibility study: Upembuzi yakinifu

Feedback: Mwitiko

Flier: Kipeperushi

Handout: Kitini

Investor: Mwekezaji

Internet: Intaneti

Journal/Periodical-Jarida

Limit: Kikomo

Millennium: Milenia/Kikwi

Mission: Maarubu

Mobilization: Uhamasishaji

Newsletter: Kijarida

Notes: Tini

Objectives: Madhumuni

Patent Right: Hataza

Poster(s): Bango (ma)

Response: Mwitikio

Target: Lengo

Text: Matini

Timer: Kiwakatishi

Timing: Wakatisha

Title deed: Hatimiliki

Tutor: Mkufunzi

Vision: Dira/Rajua