Kenya’s marketing community gathered at the Mövenpick Hotel in Nairobi for the Marketing Society of Kenya (MSK) 2025 Annual Awards Gala.
The evening celebrated brands, agencies and marketers who set the benchmark for creativity, innovation and impact in the past year.
MSK officials described the 2025 cohort as one of the strongest in the event’s history, noting that the diversity and depth of work submitted reflected a sector that has become more sophisticated, data driven and strategically grounded.
Chief Guest Patrick Kiburi Kilemi, Principal Secretary for Co-operatives, praised the industry for its growing influence on national development, telling attendees that modern marketing now sits at the centre of Kenya’s economic competitiveness.
“Marketing is no longer just about communication, it is about shaping industries, driving innovation, and supporting sustainable economic development,” he said.
His sentiments were echoed by Chief Judge Ken Kariuki, who led the adjudication team through what he termed the “most competitive edition yet.”
He noted that campaigns such as Tusker’s ‘Stitched with Cheer’, Safaricom’s BLIVE, Britam’s Biashara Club, Vivo Energy’s Shell Club influencer campaign and MyDawa’s ‘First Boda’ CSR initiative showcased a rare blend of creativity, insight and measurable outcomes.
“The depth of strategy, data application and social impact this year raised the bar significantly,” he said.
It was Tusker that emerged as the night’s biggest performer.
Its festive campaign Stitched with cheer dominated the major categories, taking Brand Communication Campaign of the Year, Integrated Marketing Campaign of the Year, and the coveted Marketing Campaign of the Year.
EABL’s win was reinforced by other strong showings, including Tusker Lite’s ‘Turn Up the Lite’ which won Product Re-launch of the Year, and a first runners up position for the Chrome brand, whose marketer Zipporah Ndung’u placed second in the Marketer of the Year category.
Safaricom PLC also had a defining night with BLIVE being voted New Product Launch of the Year and Best Experiential Marketing Campaign, demonstrating the brand’s grip on youth focused digital innovation.
Safaricom eventually capped the night as Company of the Year, strengthening its position as one of Kenya’s most influential brands.
In the financial sector, KCB Group emerged as a powerhouse in talent excellence.
Ceaserine Nkatha Mutungi was named Marketer of the Year, while Michelle Nyaribari took the Rising Star of the Year award.
KCB also secured first runners up for its Multi currency Card launch, reinforcing the bank’s marketing leadership.
Corporate sector creativity was also evident in Britam’s Lea Mama, which finished as first runners up in Sustainability or CSR, while the insurer’s Biashara Club won Business to Business Marketing Strategy of the Year.
Meanwhile, Vivo Energy clinched the Influencer Marketing Campaign of the Year with ‘Kameivana na Shell Club’, beating Coca Cola’s Kenya adaptation of Share a Coke.
Innovation was strongly represented by Airtel Kenya, whose ‘Smarta With Data’ took home Best Digital Marketing Campaign and placed second in Media Innovation.
Airtel also secured runners up for Best Use of AI or Data through its behavioural change campaign executed with Ogilvy Africa, while its ‘Na Bado’ integrated campaign placed second to Tusker.
Public sector marketing shone through Kenya Power’s ‘Nuru Ya Kenya’, which captured Public Sector Marketing of the Year, ahead of the Ministry of Youth Affairs’ WRC Safari Rally campaign.
Creative excellence on tight budgets was celebrated through Ketepa’s Envelopes of Love, which won Small Budget Creativity of the Year, edging out KFC’s ‘Makosa Ilifanyika’ campaign.
Emerging talent had its spotlight too with Dedan Kimathi University’s student Gaius Machave who won Marketing Student of the Year, while the university’s Marketing Students Association was named Marketing Mavericks of the Year.
The PR world also had a moment of recognition as African Elite Group won Best PR Campaign of the Year for the launch of the Museum of Illusions, ahead of ABSA Kenya’s Your Story Matters.
Organisers described the night as a testament to how Kenyan brands are blending creativity with measurable impact.
From retail to telecoms, insurance, fast-moving consumer goods, banking, and public sector communication, the 2025 awards demonstrated how storytelling, technology and data continue to reshape brand building in Kenya.
by CYNDY ALUOCH
