East Africa’s advertising and communications sector is set for a dynamic showcase of creativity as Uganda’s Silverback Awards return for their fourth edition, now expanded to include broader regional participation. Organized by the Uganda Advertising Association (UAA) in collaboration with The Loeries—a leading awards body for Africa and the Middle East—the 2025 competition, themed “Elevating the Grind,” aims to spotlight innovation while aligning with global industry standards.
Originally established to recognize excellence in Ugandan advertising, the awards have evolved into a regional platform, drawing over 100 submissions in 2024 from agencies in Tanzania, Rwanda, and Kenya. Building on this momentum, organizers have formally opened entries to all East African creatives for the first time. Submissions, which opened August 4 and close October 3, must feature campaigns active between August 2024 and July 2025. A panel of continental creative leaders will evaluate entries from October 20 to November 6.
“Our vision is to push the industry toward global competitiveness,” said Rommel Jasi, UAA Chairman, noting the body’s role as Uganda’s official representative for the Cannes Lions International Festival of Creativity. He emphasized that recognition at events like The Loeries or Cannes Lions remains a pinnacle achievement, underscoring the Silverback Awards’ role as a stepping stone for regional talent. The Loeries’ CEO, Preetesh Sewraj, added that the partnership with UAA ensures adherence to “global standards of credibility,” from judging rigor to the prestige of the awards gala.
Beyond established agencies, emerging professionals will compete in a dedicated “Young Creatives” segment from November 11–13, spanning public relations, marketing, film, and design. Winners will receive medals, certificates, and internships, with the event culminating in a Communication Industry Symposium on November 14 and an awards ceremony on November 15.
The expansion reflects East Africa’s growing influence in global advertising circles, with the UAA and The Loeries positioning the awards as both a regional talent incubator and a bridge to international recognition. Sponsors include Eskmi, Uganda Breweries Limited, and Trace East Africa, among others.
As submissions begin, industry observers note the potential for campaigns addressing regional narratives—from tech-driven solutions to cultural storytelling—to gain traction. With its focus on “fresh thinking and exceptional execution,” the 2025 Silverback Awards aim to amplify East Africa’s creative voice while fostering skills that resonate on the world stage.
