Marketers urged to shun stereotypes in campaigns, push for diversity

Experts who spoke on Friday at this year’s Marketing Society of Kenya (MSK) Awards also noted that marketing campaigns can play a part in pushing Kenya’s image globally and in turn attract both investments and tourists.

Antonia Sodonan, UN Women Special Representative challenged marketers to develop campaigns that speak out against violence against women and noted that ethical advertising practices can stem out such ills in society.

“The global cost of violence against women in public, private and social spheres is approximately two per cent of the global Gross Domestic Product GDP) or $1.5 trillion. We are confident that ethical advertising can challenge the norms that perpetuate violence and advocate for dignity and respect,” she said.

Sodonan spoke Friday during the MSK awards, which celebrates outstanding achievements and contributions to the field of marketing.

The MSK Warrior Award is the highest honor bestowed by the society, recognizing individuals who have demonstrated exceptional skills, innovation, and leadership in marketing. 

Seasoned marketer Eva Muraya, who also attended the event, said that different marketing campaigns can be viewed as contributing to the international promotion of the Kenyan brand, urging marketers to develop campaigns devoid of stereotypes.

“Marketing is not about individual campaigns and products. This is a nation-building tool. Every campaign that we craft contributes to the larger narrative of Brand Kenya,” she said.

“The more we drive narratives that stereotype, it embeds and enforces the society to be persuaded to behave in a certain way that may not be inclusive and about diversity. Kenya’s brand is shaped by the products we create, the services we offer, and the stories we tell on the global stage. Ours is to ensure that everything that we are creating reflects the intrinsic value of our people, our authenticity, innovation and excellence.”

Muraya also urged the industry to embrace diversity. This is particularly true when it comes to onboarding fresh talent. She noted that youthful Kenyans had recently shown their creativity when they came together to express dissatisfaction with governance in the country in June 2024.

“I would like us to challenge ourselves to embrace cross-generational collaboration. Let us not be comfortable if there is no diversity by gender or age in our boardrooms, our agencies or marketing departments,” she said.

“By blending the experience and wisdom of seasoned marketers and creativity of emerging talent, we create a richer, more innovative industry.”

Muraya also noted that the industry should keep up with emerging trends, addressing issues that matter to different audiences as well as using the people’s media of choice to reach them.

“Digital advertising will continue to dominate and if you look at social impact marketing campaigns, these are reshaping the industry, proving that purpose-driven initiates not only win hearts but also build lasting loyalty,” she said.

“These categories reflect how marketers are navigating new frontiers, adapting to shifts in consumer behavior and leveraging technological advancements to stay ahead.”

MSK is the national umbrella body for marketers in Kenya, dedicated to empowering and regulating the marketing industry.

Its mandate includes creating policies that govern the industry, offering education and training for professionals, corporates, and entrepreneurs, providing mentorship, and arbitration through the Advertising Standards Board. 

One of their significant initiatives is the Marketers Draft Bill, aimed at establishing a legal framework for the marketing profession in Kenya.