SA advertising firm praises Kenya as hub for creativity

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Safaricom CEO Bob Collymore says his firm is no longer interested in this deal. Photo/FILE 

By EVELYN SITUMA

In Summary

• Loeries Africa Caravan, CEO Andrew Human said Kenya has immense potential that can be converted into business ideas necessary for economic growth.

Loeries, a South African advertising and brand communications firm, has noted Kenya as a hub of media creativity in Africa that can power economic expansion.

Speaking in Nairobi during the Loeries Africa Caravan, CEO Andrew Human said Kenya has immense potential that can be converted into business ideas necessary for economic growth.

“Kenya has a great creative potential and is a key market in advertising. If you look at last year’s ranking, Kenya is top on the list. This goes to show the worth of this industry,” he said.

His views echo a recent survey of the creativity industry on the continent by PwC which notes that “Kenya... is a vibrant and dynamic market in entertainment and media in sub-Saharan Africa”.

According to PwC, total entertainment and media expenditure in Kenya is projected to exceed Sh260 billion ($3 billion) in 2017, representing a 16.3 per cent growth between 2013 and 2017.

Mr Human says Loeries wants to be part of the growth, which was the reason his the caravan made a stopover in Kenya ahead of the 2014 Loeries Awards.

“We have this creative potential as a continent which I think holds immense economic value,” said Mr Human.

The Loeries Awards Company is a not-for-profit association formed in 1978 to grow television advertising in South Africa. The awards have since expanded to include the whole of Africa.