In a significant shake-up of Uganda’s advertising industry, Airtel Uganda’s advertising mandate has been restructured under a new strategic collaboration. Effective August 1, 2025, the account is now overseen by a consortium led by The Partnership Africa, with creative duties handled by Zeus The Agency and media buying managed by Simply Black Media’s subsidiary, The Fuse.
This local transition is part of a broader, continent-wide consolidation by Airtel Africa, following The Partnership’s recent win of the integrated marketing mandate across 12 markets.
This move signals a powerful trend in the industry: multinational clients are demanding a unified, Pan-African approach to brand strategy that is still executed with local precision.
The new structure replaces the previous model where the account was held by Ogilvy Africa, a WPPScanad affiliate.
The Partnership Africa, operating under the Publicis Groupe Africa umbrella, has strategically opted for a best-of-breed model, selecting specialised agencies to execute different components of the mandate.
This decision, notably bypassing the long-standing Publicis affiliate QG Saatchi & Saatchi in Uganda, underscores a preference for strategic alignment over legacy ties.
New Agency Structure is a Model for the Future
The arrangement for the Airtel Uganda account is a masterclass in modern agency collaboration, designed to deliver a high-impact, coordinated brand message because of the following reasons;
The Partnership Africa as Lead Agency
As the lead agency, The Partnership Africa takes charge of overall brand strategy, account coordination, and ensuring alignment with Airtel Africa’s regional marketing mandate. This centralised approach guarantees consistency and strategic direction across key markets.
Zeus The Agency as Lead Creative
Zeus has been tasked with creative development, including campaign ideation and production. The agency was selected for its growing reputation for delivering high-impact, localised campaigns that resonate within broader continental narratives.
Simply Black Media (The Fuse) as Media Planner
Media planning and buying for both traditional and digital platforms will be managed by Simply Black Media’s Uganda-based subsidiary, The Fuse. This partnership leverages Simply Black’s extensive Pan-African network and expertise in the telecoms sector to ensure insight-driven, locally embedded media placements.
However, according to the restructuring, the public relations mandate for Airtel Uganda remains with Brainchild Burson, a WPPScanad affiliate, indicating a focused, rather than wholesale, overhaul of the entire marketing function.
Sidney Nganda Offers Strategic Leadership
Adding to the strategic significance of this transition is the appointment of Sidney Nganda as Country Director for The Partnership Uganda.
Nganda, a former WPPScanad executive and recent marketing leader at dfcu Bank, brings over 15 years of experience from both the agency and client-side of the business.
His unique blend of creative agency roots and corporate marketing experience is a strategic investment in local leadership.
It positions The Partnership to deliver regionally consistent but locally resonant brand solutions, a critical success factor for one of Uganda’s most prominent advertising accounts.
His appointment, effective on the same day as the account transition, is a clear signal of The Partnership’s commitment to robust local leadership, client engagement, and execution oversight.
Nganda’s history with Sandeep Madan, a co-founder and CEO of The Partnership Africa, highlights a relationship built on a shared strategic vision, which is a powerful asset in this new chapter.
Lessons for the Boardroom
This industry-shaping development offers several key lessons for CEOs and corporate leaders, which include:
Strategic Consolidation is the Future
Multinationals are increasingly seeking to streamline their marketing mandates under unified frameworks to ensure brand consistency and efficiency across diverse markets.
Performance Over History
The decision to select specialised agencies like Zeus and Simply Black over a historically affiliated Publicis Groupe entity, QG, demonstrates a new focus on strategic alignment and delivery models that are perfectly tailored to client needs, rather than historical relationships.
Investing in Hybrid Leadership
The appointment of a leader like Sidney Nganda, with experience on both the agency and client sides, is a blueprint for effective management.
Such leaders can bridge the gap between creative strategy and business objectives, ensuring marketing initiatives directly contribute to top-line growth.
This realignment of the Airtel Uganda account is not merely an agency change; it’s a reflection of a maturing, more complex advertising industry and a powerful signal of how multinational brands are evolving their strategy to win in the African market.