Kampala, Uganda– The Uganda Advertising Association (UAA), in partnership with The Loeries, has unveiled the 4th edition of the Silverback Awards, the East Africa’s premier recognition platform for creativity in the marketing communications industry under the theme “Elevating the Grind.”
The 2024 edition of the awards received over 100 submissions and witnessed increased interest from sector players in Tanzania, Rwanda, and Kenya. This growing regional participation is further reflected in this year’s sponsors.
Rommel Jasi, Chairman of the Uganda Advertising Association said “The Silverback Awards were founded on a clear vision: to inspire our industry to strive for greatness—not just locally, but on the global stage. As the official representatives of Cannes Lions in Uganda, we see this platform as a stepping stone, preparing our members and industry players to think, act, and create with a world-class mindset. Winning a Loerie, or even a Cannes Lions award, is among the highest accolades for creativity and innovation across our region and the world.”
The Loeries are Africa’s and the Middle East’s premier awards recognizing, rewarding, and fostering creative excellence in the advertising and brand communication industry. They promote creativity by helping marketers, agencies, and consumers appreciate the value of fresh thinking, innovative ideas, and outstanding execution. In contrast, the Cannes Lions celebrate creative excellence and effectiveness across every sector and discipline globally.
Nichole Nyokabi, the secretary general of Uganda Advertising Association said that this year’s awards has started with the launch of the submissions portal at www.silverbackawards.com on August 4th, 2025. “Eligible campaigns must have run between August 1st, 2024, and July 31st, 2025. Submissions will close on October 3rd, followed by the judging period from October 20th to November 6th, led by a panel of esteemed judges from across the continent.” she emphasized.
She added that the youth will also have the opportunity to showcase their creative talent in Public Relations, Marketing, Creative Film, and Design from November 11th to 13th.
The campaign will culminate in the annual Communication Industry Symposium on November 14th, followed by the prestigious Awards Gala on November 15th, where the crème de la crème of East Africa’s creative industry will be honoured with internship opportunities, medals, and certificates.
“With our support, we have built and maintained a credible awards platform. From the integrity of entries to the prestige of the gala night organised by UAA, we have consistently upheld global standards. Our hope is that every participant walks away from this experience inspired to sharpen their vision, fuel their creativity, and keep pushing the boundaries of excellence,” said Preetesh Sewraj, CEO of The Loeries.
This year’s Silverback Awards are proudly powered by Eskmi, Mobicast, Next Media, Trace East Africa, Uganda Breweries Limited, and Reelforge Analytics.
