Uganda’s ‘Father’ of Modern Advertising: David Case’s Four-Decade Creative Odyssey

As founder, partner, and now chairman of multiple agencies within the TBWAOmnicom Africa network, Case has championed local talent, stood toe-to-toe with multinational giants, and helped establish industry bodies like the Uganda Advertising Association. In this conversation with Muhereza Kyamutetera, he reflects on defining campaigns, the importance of mentorship, the pressures of leadership, and his vision for positioning Uganda as a continental hub for world-class creative work.

What was the Ugandan advertising scene like when you first got involved?

Back in 1988, I had the fantastic opportunity to intern at MCL McCann, where I had the privilege of working alongside the inspiring Mike Daugherty, whose office was behind Nakasero Market. ToDate Design was handling some basic design work from their office on Kampala High Street, and I learned a great deal during my time there. Mike left a mark on me, and it’s clear that his influence is still felt among many of today’s communication leaders.

One campaign that sticks in my mind is Philly Lutaaya’s courageous effort to tackle AIDS stigma. It was such a groundbreaking initiative that opened doors for meaningful conversations around health and safe sex, helping Uganda lead the way in behaviour change across the continent.

It’s incredible to see how much Uganda’s communication industry has changed since then. I recall when illustrations were hand-drawn and resized using photocopiers, and typesetting involved carefully cutting letters from printed sheets because font options were limited. Back then, black-and-white newspaper ads were physically glued together, photographed at New Vision, and converted to film for printing plates! 

Even billboards were hand-painted. What a journey it has been!

How did you end up in this world, from boy, MCL McCann to Moringa Ogilvy and TBWA Uganda?

In 1996, at the age of 24, I became a partner at The Studio, a small yet ambitious design and communications agency. It was a pivotal moment in my advertising career when Simon Bull, the CEO of Ogilvy East Africa, visited us, igniting an incredible opportunity to shape a dynamic communication business in Kampala in collaboration with Ogilvy.

Fast forward to 2002, and our little team blossomed into a family of over 50 talented creatives, achieving impressive financial success and making a real impact in the market.

In 2014, we faced an interesting challenge with WPP and Ogilvy Africa that pushed us to rethink and reinvent our approach. 

Today, I’m thrilled to chair three fantastic communication companies in Uganda: TBWA Uganda, Creatabuzz Communications, and tbh-360. As part of the excellent TBWAOmnicom Africa network, these companies are committed to innovation and digital-first strategies. I’m so proud to say that we stand as Uganda’s most respected and celebrated creative agency!

What was your vision when starting or leading an agency? What problems were you trying to solve?

To create an inspiring and vibrant commercial environment that empowers us to deliver exceptional results for our clients and propel us toward even greater success.

Was there one campaign or early account win that made you feel like: “This is why I do this”?

That’s a tricky question to answer. We’ve had the pleasure of working on numerous exciting campaigns, each with its unique touch that contributed to their success. If I had to pick one that stands out, that would highlight the agency and brand work we did for Nile Breweries’ Eagle beer portfolio. This project not only brought us closer to the client but also set the stage for a fantastic long-term partnership focused on building amazing brands. 

What’s even more rewarding is how this initiative transformed Nile Breweries from a challenger brand into a leader in both the low-budget and premium markets. 

Additionally, it demonstrated the capabilities of a Ugandan agency, proving that we can create remarkable work right here at home without relying on outside firms from Kenya or South Africa. 

What inspired the founding of the Uganda Advertising Association (UAA)?

As an industry, we recognise the urgent need for a self-regulating body dedicated to establishing clear guidelines, particularly concerning payment terms, to fortify and elevate our professional landscape. It is encouraging to see organisations such as the Uganda Communications Commission and the Uganda Media Association championing the need for better regulation of advertising practices and the development of robust industry standards. 

By collaborating, we can drive meaningful change and create a lasting positive impact!

Walk us through the process of developing the industry Code of Practice—what challenges did you face?

Uniting the leaders from Fireworks, Limelight, ScanAd, Star Leo Advertising, QG Saatchi, and ZK Advertising was a seamless endeavour. Each visionary contributed 10 million Shillings as founding members, providing the vital resources needed to launch our association successfully. 

Partnering with the Uganda Media Association was an excellent decision, allowing us to leverage invaluable secretarial support that enhanced the interests of our industries. 

Moreover, we were eager to integrate best practices from South Africa, Kenya, and the United Kingdom into our Memorandum of Understanding, clearly defining our shared mandates. This collaborative approach has laid a robust foundation for our promising journey ahead!

How have relationships with regulators like UCC evolved?

During my involvement, we collaborated closely to develop the Advertising and communication guidelines adopted by the UCC. This process also involved collaborating with broadcasters and the Media Owners Association. 

When did you first feel like the industry had truly matured?

Harnessing the creativity of the local agency to produce work for the local market is a remarkable accomplishment. This achievement marks a pivotal moment for the industry, celebrated by the Silverback Awards. It reflects the passion of a new generation of young leaders who are not only honouring past successes but also paving the way with innovative breakthroughs. 

Looking back, what are the most significant shifts you’ve seen—from billboards and radio to digital and AI?

Despite conducting basic consumer research, a bold “shotgun” approach paved the way for success in the early days.

Before 1995, media processes were monochrome, burdensome, and outdated. The year 1997 marked a remarkable digital transformation, fueled by investments from leading South African companies, including Scanbic, Multichoice, MTN, Coca-Cola, Shoprite, and SABMiller. This shift ignited growth in privatised radio, newspapers, TV, and outdoor advertising.

In 2010, social platforms like Facebook and Google Ads arose, democratizing media buying. Now, as we step into the era of AI resolution, we stand on the brink of a disruption that promises to be advantageous for those willing to master it.

As we look to the future, we are entering the transformative era of AI resolution. This incredible tool is poised to unleash massive disruption; yet, those who embrace it and learn to harness its power will emerge as visionary game changers. Initially, despite basic consumer research, a bold “shotgun” approach yielded early success.

Before 1995, media processes were outdated, monochrome, and burdensome. A remarkable digital transformation occurred in 1997, driven by investments from leading South African companies, including Scanbic, Multichoice, MTN, Coca-Cola, Shoprite, and SABMiller. This transformation sparked growth in privatised radio, newspapers, TV, and outdoor advertising.

By 2010, social platforms like Facebook and Google Ads emerged, democratizing media buying. As we now enter the era of AI resolution, we are on the verge of a disruption that promises to be advantageous for those who master it. This incredible tool is set to unleash massive disruption; however, those who embrace it and learn to harness its power will emerge as visionary game changers. 

What three changes have most defined Uganda’s advertising journey over the last 25 years?

In today’s rapidly evolving world, the intersection of several pivotal factors has catapulted global connectivity to new heights. At the heart of this transformation is a stable business environment, which lays the groundwork for sustained growth and technological innovation. This stability not only nurtures a culture of investment but also empowers businesses to flourish and reach beyond their borders.

The advent of the World Wide Web has been nothing short of revolutionary, serving as an economic game-changer that connects the previously unconnected to an expansive reservoir of knowledge. With just a click, individuals gain access to a wealth of information and communication, transforming their lives in seconds.

Moreover, the mobile revolution stands as the third, and perhaps most groundbreaking, pillar of this connectivity. The widespread use of smartphones and other mobile devices has democratised internet access, bringing the power of global communication to communities that were previously left in the dark. Countries like Uganda, which were previously without access, are now part of this vibrant digital landscape.

Together, these three critical pillars—a stable business climate, an environment that supports innovation, and the omnipresence of mobile technology—create fertile ground for unparalleled global connectivity through the World Wide Web. What began as a nascent idea has blossomed into a vast digital ecosystem, revolutionising the way we exchange information, ideas, goods, and services. This newfound interconnectedness not only drives economic growth but also fosters cultural exchange and empowers individuals with boundless opportunities for knowledge and advancement. Ultimately, we are witnessing the emergence of a truly globalised society, profoundly shaped by these dynamic forces.

Is digital advertising improving creativity—or diluting it?

Digital advertising enhances creativity while also presenting unique challenges. It streamlines processes, provides invaluable data insights, and introduces innovative formats that empower a diverse range of creators. 

However, we must stay vigilant against algorithmic homogeneity, information overload, and the indispensable value of human insight and cultural understanding. 

This dynamic is not a zero-sum game; instead, digital tools should elevate human creativity to new heights. The most impactful campaigns skillfully blend technological mastery with deep human insights, rich cultural context, and compelling storytelling, forging a powerful future for advertising creativity.

Has the explosion of channels made advertising more democratic—or more fragmented?

This complexity necessitates sophisticated strategies and highlights the importance of privacy considerations. Ultimately, success lies in the ability to strategically harness these channels, effectively connecting with the right audience while navigating fragmentation and unlocking the immense power. Advertisers determine the future of media: democratisation or fragmentation. Those who master diverse channels with tailored content will achieve boundless, democratic reach. Conversely, those who fail to adapt will suffer diluted messages and wasted resources. Success hinges on the strategic use of channels, connecting with the right audience at the right time. While diverse platforms lower entry barriers and promote competition, they also fragment audiences, demanding sophisticated strategies and privacy considerations. Ultimately, success means strategically harnessing these channels to connect effectively and unlock their power amidst fragmentation.

How do you approach grooming young creatives? Are there any secrets to balancing mentorship and performance?

Investing in talent is crucial, as they are the agency’s backbone. 

Our passionate leadership team actively nurtures talent through our internship program. 

Our multifaceted approach to grooming young creatives combines foundational skills with real-world application. Interns are immersed in agency culture, actively participating in live projects under the guidance of senior creative mentors. 

Balancing mentorship and performance relies on clear expectations, continuous learning from mistakes, incremental challenges, and celebrating successes.

This holistic approach ensures talent development and high-quality client work.

What’s it like managing Gen Zs—brilliant, self-aware, outspoken, and often fluid in loyalty?

I feel so lucky to be part of a team led by our fantastic Leadership Management! They truly excel at navigating the unique challenges that come with working alongside our young digital natives. 

I get to see the incredible things they accomplish without having to deal with the daily hurdles that come with guiding this tech-savvy generation. They know how to create an environment where new talent can thrive and fresh ideas can flourish, even amidst the complexities of modern communication.

What qualities do you look for when building a creative team today?

Creating a dynamic creative team is all about igniting passion, believing in one another, and cultivating an environment that buzzes with excitement, just as it did two decades ago. 

I’m on the lookout for a genuine love for our craft, a thrilling drive to innovate that stays strong even in the face of challenges. 

Trusting in the unique talents and growth of each team member is essential. 

By valuing every contribution, we can build an inspiring, vibrant, and safe space where everyone feels empowered to take risks and unleash their creativity!

Tell us about someone you mentored who’s gone on to lead or transform part of the industry.

I remember the laughter shared with industry peers as we celebrated Moringa Ogilvy’s esteemed position as the “University for Advertising,” a nurturing ground for talent. Choosing a standout individual is daunting among so many extraordinary talents. Many started with minimal experience and evolved into brand professionals, marketing for leading Ugandan businesses, while others have launched their successful enterprises. Many have flourished alongside us, continuing to thrive within the agency group.  

Agency life is fast-paced and high-stress. How have you personally managed pressure over the years?

Agency life is stressful, demanding, and requires constant adaptability. My framework for managing this evolved. Initially, meticulous planning helped, but it wasn’t enough. I learned that personal well-being is vital: breaks, sleep, and engaging in outside activities prevent burnout. I also cultivated a growth mindset, viewing challenges as opportunities for growth. Most transformative was understanding the concepts of delegation and team empowerment. 

Early on, I micromanaged, but realised authentic leadership means building a capable team. By selecting talented individuals, empowering them, and fostering trust, I could focus on strategy. This alleviated my burden and created a more collaborative, successful agency. Building a strong team to share the load is crucial for sustainable success in agency life.

What was your most difficult leadership moment—and how did you navigate it?

My most formidable leadership challenge was accepting that my role had become obsolete and empowering new talent, essentially putting myself out of a job. This required a significant shift in mindset, as I had to resist the urge to prove my indispensability and actively embrace new ideas. I dedicated myself to transferring knowledge, mentoring others, and prioritising the organisation’s evolution over my comfort. This experience redefined leadership for me, transforming it from being in charge to enabling future success, even from the sidelines.

Do you have any personal rituals, boundaries, or routines that help you stay centred?

I strive to achieve balance by focusing on team success and personal well-being. Through hands-on leadership and backend management, I drive our progress forward. Recognising the vital role of physical activity and a healthier lifestyle in boosting energy, I now prioritise these aspects, having neglected them for over a decade. 

Outside of work, I deeply value my relationships with family and friends, as well as my love for travel. These connections provide essential support and perspective. Spending quality time with loved ones, sharing interests, and exploring new places are key to my well-being, allowing me to recharge and return to work with renewed insights. This continuous journey toward equilibrium empowers me to fully commit to both my professional and personal life. I am excited for the growth and balance that lie ahead. 

What’s the campaign you’re most proud of, and why?

When considering the campaigns that bring the most pride, one immediately thinks of the Eric Mununuzi, MTN Bosco campaign. This particular project stands out not only for its significant reach and impact but also because it truly represented a landmark achievement for the agency. 

It was a campaign conceived, developed, and executed entirely with 100% Ugandan talent and insight, making it a truly authentic and deeply resonant initiative within the local context. The success of the MTN Bosco campaign cemented its place as a pivotal moment, showcasing the agency’s ability to deliver exceptionally relevant and impactful work. 

How have client expectations changed, and are agencies better or worse off because of it?

I’ve noticed something interesting lately!

Clients are expecting a lot more while being mindful of their budgets. 

They’re looking for higher quality, faster turnaround, and a wider range of services, all while keeping costs in check. 

This shift has motivated agencies to rethink their work, streamline processes, and adjust pricing to stay competitive in this evolving landscape.

It’s keeping things exciting!

Do you believe in awards—are they meaningful, or are they more for the agency’s ego?

I’ve had a change of heart when it comes to awards. Initially, achieving success in our work was what truly mattered. 

But now, I realise how valuable awards can be in sparking pride and passion in the creative world. They not only validate all the hard work we’ve put in but also lift our spirits and help create a positive atmosphere among us. Additionally, they convey a strong message to clients about the high level of creativity we strive for. In the end, awards are about so much more than just trophies; they play a key role in nurturing a vibrant creative industry by celebrating our dedication and artistry!

What does agency “success” mean to you: money, client tenure, impact, creative culture?

Success in an agency is about a lot of different things! It begins with maintaining good financial health, which enables exciting investments in talent and creativity. When we consistently deliver exceptional results for our clients, it fosters trust and enables us to form lasting, mutually beneficial relationships. We also aim to make a real difference beyond just the numbers – creating campaigns that truly resonate and leave a mark is what sets us apart. Additionally, a lively and inspiring creative culture is crucial to attracting and retaining the best talent, thereby elevating the quality of our work. 

All these elements work together in a wonderful cycle: strong finances support talent and culture, which in turn lead to outstanding work and happy clients. This, in turn, enhances our reputation and maintains our financial stability. It’s all about creating a thriving environment where everyone can shine!

What frustrates you about today’s industry?

The advertising industry in Uganda is still in its early stages, facing several challenges. One major issue is the questionable nature of the pitching process, which often lacks transparency and fairness. The criteria for selection can be ambiguous, leading to frustration among those who invest significant time and resources in crafting compelling proposals.

However, the most significant challenge for local agencies is the tough competition from multinational media corporations. These global giants have substantial financial advantages, allowing them to secure large, virtually interest-free loans and leverage significant equity. This financial leverage enables them to invest heavily in media trading and extensive marketing campaigns at a scale that local agencies cannot match.

In contrast, local agencies often struggle with limited access to capital, which restricts their ability to compete effectively in terms of pricing, scope, and resources. This financial disparity creates an uneven playing field, making it highly challenging for local businesses to establish a foothold and thrive against such formidable international competitors. Ultimately, the struggle is not just about creative talent or strategic insight; it’s fundamentally about matching the financial power of these global enterprises.

What’s one thing you’d change in how agencies operate today?

I would not alter any specific aspect of our agency’s operations, as I sincerely believe that “everything happens for a reason.” This conviction profoundly impacts the way we establish partnerships and collaborate as a cohesive team. 

Our objective is to engage with individuals and organisations that inherently align with our values and work style.

Looking back, anything you would do differently?

Content and proud of our achievements, we stand on a journey marked by challenges, yet fueled by intentional choices and meticulous planning. 

This has forged a resilient framework that empowers us for further growth. With a solid foundation built on assets, efficiencies, intellectual capital, and unwavering dedication from our team, we are ready to seize opportunities, adapt, and innovate as we expand our reach. 

Our collective effort and shared vision set the stage for enduring success; the best is yet to come.

Who inspired you—locally or globally? Are there leaders whose work you’ve long admired?

When I look back at who truly inspired me on my journey, I can’t help but think of the fantastic group of individuals I met through the Africa Ogilvy Network. This was such a vibrant community of like-minded people, all working closely together to build our businesses while also shaping what would become Africa’s largest communication network. The energy and support we shared were incredibly motivating and formed a strong sense of purpose among us.

I also owe a big thank you to a couple of industry giants who have made a lasting impact on my career. Robyn Putter, the former creative chief at WPP, and Mike Welsh, the CEO for Ogilvy in Europe, the Middle East, and Africa, weren’t just mentors to me; they offered a fantastic example of the kind of culture I could build my business around. Their insights, creativity, and dedication to excellence helped me understand what it takes to succeed in this field. They provided not just guidance but a solid framework to follow, shaping the foundation for my endeavours. Thanks to their support, I felt equipped to navigate the exciting and sometimes challenging world of communications!

Have there been figures in the creative or business world who influenced your approach to leadership?

When I think about the business leaders who have shaped my ideas on leadership, two names come to mind: Richard Branson and Steve Jobs. 

I’ve always found Richard Branson’s adventurous spirit and unique leadership style to be incredibly inspiring, especially since he shares a similar experience with dyslexia. What I truly appreciate is his philosophy of prioritising people and fostering a fun, welcoming workplace. It aligns with my belief that a happy team is a productive one! Branson’s willingness to venture into various industries, from music to airlines, truly demonstrates his fearless approach to trying new things and shaking up the status quo. It encourages me to think outside the box and seize opportunities, even if they don’t fit into the usual mould. Additionally, his friendly and playful public persona underscores the importance of being authentic and forming genuine connections with others, a quality I aspire to incorporate into my leadership style.

On the other hand, Steve Jobs has left a lasting impression on my perspective with his relentless pursuit of perfection and innovative thinking. His ability to foresee what people need – even before they realise it – speaks volumes about his strategic mindset. I admire his focus on simplicity and intuitive design, which has shaped my perspective on what makes a truly great product or service. Although his leadership style could be intense at times, his passion for innovation and the desire to make a lasting impact taught me the importance of having a clear vision and the confidence to pursue it, even when others might doubt it. He emphasised the value of prioritising great ideas over just good ones and created a strong and compelling narrative for his brand, which I find incredibly motivating!

What excites you most—and scares you most—about the future of advertising?

The changing landscape of communication brings some tremendous opportunities, but it also comes with its fair share of challenges. 

With advanced data analytics and AI, brands can hone in on what people want, boosting their returns and improving customer experiences through real-time tweaks and a deeper understanding of their audience. Plus, new platforms and immersive tech open up exciting creative possibilities.

But all that precision can lead to some ethical dilemmas about data privacy and the risk of manipulation. If brands get too aggressive with their targeting, they might push consumers away. The advertising world is quite complex, so staying on top of things means constantly adapting and understanding how media consumption is evolving. 

It’s all about finding the right balance between using tech effectively and maintaining trust and ethical responsibility.

Where do you see the Ugandan advertising industry heading over the next 10 years?

Over the next decade, I envision Uganda’s advertising industry becoming a continental beacon for exceptional creative work and innovation. My vision is for Uganda to evolve into a key hub for content creation, crafting uniquely African narratives and visual identities. This transformation requires significant investment in talent development. The industry’s innovative output would extend beyond traditional formats to include high-quality branded entertainment, documentary series, and immersive digital experiences. This shift would also involve a greater emphasis on data-driven insights. Ultimately, Uganda’s advertising industry would attract investment and collaboration, boosting economic growth and elevating Uganda’s cultural profile globally.

What advice would you give to a 22-year-old just starting in an agency?

Getting started at the agency is an exciting time, and it’s an excellent opportunity to build a strong foundation for your career. Embrace your curiosity and stay committed to learning as you go. Every experience you have will help shape you into a fantastic leader in the future.

Don’t shy away from challenges; look at them as fantastic opportunities to grow! Tackling complex projects can be a true adventure, allowing you to sharpen your skills along the way. Push yourself a little by volunteering for new tasks that can open your mind to fresh perspectives. And remember, every meeting and piece of feedback you receive is a chance to learn something new, so soak it all in!

Building your network is key, so get out there and connect with professionals at industry events! It’s a great way to stay informed and find inspiration. Don’t hesitate to reach out to mentors you admire; many will be happy to share their stories and offer advice to help you on your journey.

Always aim to think outside the box! Success often stems from viewing familiar ideas in new ways. When presenting your insights, strive to make them unique and engaging, ensuring they resonate with your audience. Embrace diverse perspectives, challenge the norm, and showcase your innovative ideas; your fresh viewpoint is a fantastic asset!.

When the story of Uganda’s advertising industry is told, what do you hope they’ll say about David Case?

Ultimately, I hope my Career in advertising and communication is remembered not just for the successful projects I’ve been a part of, but also for the spirit of collaboration and the courage to think outside the box. I want people to see me as someone who didn’t just go with the flow of the industry’s changes but played an active role in shaping it, making an impact that goes beyond just numbers and uplifts the craft we all love. Ultimately, I hope my career in advertising and communication is remembered not just for the successful campaigns and innovative projects I’ve had the privilege to contribute to, but for something far more enduring. I aspire for it to be defined by a spirit of genuine collaboration, where every voice is valued, and every idea given the space to flourish. I want to be seen as someone who consistently championed teamwork, fostering an environment where diverse talents could converge to create something truly exceptional.

Beyond the collaborative aspect, I hope my legacy is marked by the courage to think outside the box, to challenge conventional wisdom, and to embrace the unknown. In an industry constantly in flux, it’s easy to cling to familiar paths, but I believe true progress comes from daring to be different. I want people to recall me as a catalyst for change, someone who didn’t merely adapt to the shifting currents of the industry but actively sought to shape its future. This means pushing boundaries, experimenting with new technologies, and advocating for fresh perspectives, even when it feels daunting.

My deepest aspiration is for my impact to transcend mere metrics and financial achievements. While successful projects are undoubtedly rewarding, I want my contributions to resonate on a deeper level, uplifting the very craft we all love. This means fostering creativity, nurturing emerging talent, and setting new benchmarks for excellence. I want to be remembered as someone who inspired others to reach for higher artistic and strategic standards, leaving behind a more vibrant, innovative, and impactful advertising and communication landscape for generations to come.