Kenya: Local Marketers Honoured

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The Nation (Nairobi)

10 October 2008
Posted to the web 10 October 2008

Philip Wahome
Nairobi

The credibility of the marketing function is at stake and only marketers can redeem their image and restore public faith in the profession, a respected marketer has said.

Indeed, the career has always struggled to raise its respectability to the level of other local professional bodies like the Law Society of Kenya and Institute of Certified Public Accountants of Kenya.

"We are not sure whether ours is a profession or not," said the Zain group chief commercial officer and a respected international business leader, Tito Alai.

He was speaking when he gave a keynote speech during the second annual Marketing Society of Kenya Gala night held at the Holiday Inn on Thursday evening.

"There could be a feeling that marketing is a stepping stone to bigger things. Our challenge is to make sure our profession takes its rightful role," added Mr Alai, who was among the three marketers recognised as MSK fellows, the highest honours locally for any marketer, for their immense contribution to the field.

Others were academician and practitioner, Tom Mutuku and Peter Wanjama of Spread Marketing.

According to MSK general manager, Francis Wachira, during their helm they are credited with having given their brands' personality, developed them and eventually making them winning brands.

During the same event, six senior marketers were named as MSK warriors, the second highest position in the profession.

They are Kenya Wine Agencies managing director, Gerald Masila. Royal Media group commercial director, Gikonyo Macharia and Zain marketing and corporate communications director, Micheal Okwiri.

Others were Joan Mwangi of Professional Marketing Services, Haco MD, Polycarp Igathe and the Kenya Tea Packers marketing manager, Albert Otochi. Retired marketer, Dick Mutoka was also named warrior.

According to Mr Mutuku, local marketers were urged to consider frontier areas in the profession like ecommerce, e-marketing and social marketing.

Economic hub

Meanwhile, the Information, Communication and Telecommunication Board chief executive, Paul Kukubo has urged local marketers to assert themselves in national initiatives as the country seeks to become an economic hub for the region.

He challenged marketers to find their own peers who would fit various service industries or individuals who can push their innovations.

"Marketers should assist the ICT Board to find entrepreneurs who can serve the ICT space," said Mr Kukubo. "The country has plenty of people with technical skills but the challenge is finding who has marketing skills to push their products in the market."

He was speaking during the unveiling of a website of the Chartered Institute of Marketing, Kenyan chapter on Wednesday evening at the Panafric Hotel.

GlaxoSmithkline managing director, Paul Musumba also added his voice by saying marketers were in demand to market the country's industries including the national branding effort, Brand Kenya.

Mr Kukubo said the web and internet marketing provided a huge saving on information dissemination. Clients are also able to access information real time and make instant decisions.

Unfortunately, the lack of an efficient electronic marketing strategy is one of the biggest challenges facing marketers today.

Today, companies use digital platforms and are reaping big time.

Facebook, a fast growing global social network effectively increased its active users to 90 million as at August this year, up from an approximate 54 million users at the beginning of the year.

The website is now using interactive marketing and advertising that are creating unique experiences.

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