NAIROBI, Kenya, Jan 29 – More women are now taking up opportunities in Kenya’s creative industry, increasing diversity in a heavily male-dominated sector.
This was evidenced by the number of applications received for the 2020 Young Creatives Challenge (YCC) hosted by the Advertising Professionals Association (APA) to champion and nurture new creative talent.
YCC organiser Susan Makau, and founder of International School of Advertising (ISA) said, “In an industry that is male dominated, we were excited that 50 percent of the applicants were women. This brings diverse skills and perspectives into the sector, increases productivity, elevates performance and enhances economic gains.”
The creative industry is the umbrella under which art, architecture, film, television, music, poetry, sculpture and writing exist. If supported well, the industry represents a significant income earner to the economy.
According to a 2020 “Investing in Creativity” United Nations Educational, Scientific and Cultural Organisation (UNESCO) report, these industries generate global revenues of US$2,250 billion and contribute up to 10 percent of GDP in some countries.
Organized in partnership with ISA and sponsored by East African Breweries (EABL), the 2020 YCC event attracted more than 200 applications from Kenyans aged 21 – 29 years who were shortlisted to 24 teams of 2.
Themed Take On Tomorrow, the Challenge for the young participants was to develop a strong idea to drive a communication campaign that would solve a real-life marketing communication challenge and confidently pitch to a panel of judges.
Out of 12 teams that competed for EABL’s top prize for a cash token and attachment opportunity, Team Mind Benders represented by Copy Writer Teresa Makori and Art Director Jeremy Omwami scooped first position.
Team Ideas without Legs, comprising Copywriter, Shanik Minesh Mehta and Art Director, Rony Nawab came in second while third position was taken by Michael Muraya and Anthony Wafula.
Speaking at the grand finale ceremony, EABL Representative, Ruth Chege said, “The competition was remarkable as young creatives really showcased their talent. We sponsored YCC so that creatives can see opportunities beyond a difficult season in their industry.”
