In this edition of Captains of Industry, Publicist East Africa profiles a bold force behind one of Uganda’s most notable brand reinventions. Annet Nakiyaga, the Head of Marketing and Corporate Communications at I&M Bank Uganda, exemplifies what happens when creativity, resilience, and strategy converge to revitalise a legacy brand.
Repositioning a Legacy
When Orient Bank was acquired by I&M Holdings, it faced a mountain of challenges from public perception as a loss-making institution to a lack of a strong market identity. Into this scenario stepped Nakiyaga, armed with a luxury branding mindset honed from nearly 12 years at Uganda Breweries Ltd and Diageo Reserve.
She didn’t just apply traditional banking communications. Instead, she engineered a complete brand turnaround, redefining I&M Bank’s tone, visuals, and community engagement approach. Under her leadership, the bank transitioned from a quiet legacy to a loud and confident challenger brand.
From Spirits to Strategy
Nakiyaga’s marketing roots run deep. At Uganda Breweries, she was known for managing premium portfolios and orchestrating some of the country’s most memorable luxury brand activations. But it’s her shift from alcohol to assets, from glamour to governance, that makes her journey so compelling.
She took FMCG brilliance and applied it to banking, showing that the customer journey matters just as much in finance as it does in lifestyle marketing.
Impact that Speaks Volumes
Since joining I&M Bank Uganda in June 2022, Nakiyaga has registered the following achievements:
• She has reimagined the bank’s public image, launching campaigns that repositioned it as digitally forward and youth-friendly.
• Improved brand visibility across traditional and digital platforms, re-engaging lapsed customers and attracting new segments.
• Elevated internal brand culture, fostering stronger staff alignment with the bank’s new strategic direction.
The results? A revitalised institution no longer shackled by its past, but confidently facing the future; a bank whose perception now aligns with performance.
Why She Qualifies
Publicist East Africa recognises Annet Nakiyaga as a Captain of Industry in Brand Transformation and Financial Communications. Her journey from elite spirits to financial services and her success in turning a silent brand into a public conversation speak volumes about the power of strategic storytelling.
Her leadership offers lessons in agility, customer empathy, and creative courage. In an era where banking must compete with fintechs, influencers, and consumer brands for attention, Nakiyaga has proven that marketing leadership can be a bank’s most valuable investment.