Young people must use their creativity to come up with solutions to everyday life problems, a Kenyan entrepreneur has said.
Zedekiah Mukoya said those solutions can then be turned into business ideas that can earn a living for young people.
Mukoya, the CEO of Wave 360 Africa, said Kenyan creative companies can compete by understanding local culture and turning that understanding into meaningful brand experiences.
“Kenya has incredible creative talent and our responsibility is to keep creating work that delivers real value to brands, institutions and communities,” Mukoya told the Star by phone as he celebrated his 30th birthday.
“Gen Z have a big opportunity to create employment for themselves by using their creative minds to understand local cultures before turning that understanding into businesses.”
He spoke days after his company, Wave 360 Africa, received recognition from the government at the Nairobi International Trade Fair at Jamhuri Showground on September 30.
The firm was recognised by Agriculture and Livestock Development CS Mutahi Kagwe for its work in helping brands connect with audiences through creative storytelling, digital campaigns and experiential marketing.
“We are grateful for the recognition because it speaks to the work of our entire team. Our philosophy has always been simple – understand the people first, then build brands that speak to them in a language they understand,” he said.
CS Kagwe on September 30 said the work being done by local creative companies such as Wave 360 demonstrates the growing role of innovation and technology in connecting businesses and institutions with the public.
“What Wave 360 Africa is doing is a good example of how young Kenyan companies can use creativity, technology and a deep understanding of our people to build brands that connect,” Kagwe said.
He noted that such enterprises create jobs for youths and that the government is ready to support them.
“We must continue supporting such enterprises because they are creating opportunities, shaping conversations and showing what Kenyan talent can deliver,” Kagwe said.
Founded in 2022, the Kenyan digital and marketing firm describes itself as a 360-degree integrated solution resource bringing together strategists, digital experts and storytellers to build brands that matter across East Africa.
Its services span strategy, creative work, digital and social media, activations, production, events and media.
The company has offices in Nairobi and Kampala and says its approach is built around helping brands “speak the language of the people.”
“Over the past few years, we have worked with a range of organisations across different industries, including government, healthcare, financial services, telecommunications, FMCG (Fast-Moving Consumer Goods), technology, development, agriculture and other sectors,” Mukoya said.
Mukoya said they also do public health campaigns, youth-focused programmes, digital storytelling, experiential marketing campaigns and large-scale brand activations.
“Our work is designed to help organisations connect with audiences through ideas and experiences that resonate with the people. That is why we have to study cultures first,” Mukoya noted.
The recognition at this year’s trade fair comes after another notable moment for Wave 360 at last year’s exhibition.
President William Ruto visited the company’s stand during the previous Nairobi Trade Fair, where he picked a Pepsi soda and drank it before congratulating the team on its work.
The experiential activation created by Wave 360 for the client was subsequently recognised with a trophy.
Boosted by the recent successes, the company has since continued expanding its regional footprint.
In April 2025, it announced its entry into Uganda as part of its plans to serve brands across East Africa.
For the young firm, the recognition at the Nairobi Trade Fair adds another milestone to a three-year journey that has seen it move from a Kenyan startup into an increasingly regional creative and marketing player.
