The Marketing Society of Kenya (MSK) has officially opened entries for its 2025 Awards Gala, scheduled for Friday, November 28, in Mombasa. Themed “Celebrating Innovation. Inspiring Excellence,” the event will honor brands and agencies that are effectively harnessing Artificial Intelligence (AI) and sustainable practices, reflecting a significant evolution in the Kenyan marketing landscape.

The selection of Mombasa to host the premier industry event is a strategic move, aligning with efforts to position the coastal city as a key destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). This initiative is expected to stimulate the local economy, create employment, and enhance infrastructure, contributing to the broader goals of Kenya's Vision 2030 to develop regional commercial hubs.

AI and Sustainability: The New Frontiers for Kenyan Brands

In a launch event held in Nairobi on Friday, October 24, 2025, MSK Chairperson Zuhura Odhiambo issued a challenge to the industry. “Today, we invite all brands, media houses, and marketing agencies to embrace this journey. With the proper use of AI, this year's awards should be the best yet,” she stated. Her remarks underscore a major trend shaping the sector; industry analyses project that AI integration, from predictive analytics to personalized customer experiences, will be a key differentiator for Kenyan businesses in 2025.

The call for AI-driven creativity comes as Kenya's internet advertising market is projected to be the fastest-growing in the world, according to a 2025-2029 outlook by PwC. This digital boom, fueled by high mobile penetration, necessitates the adoption of advanced technologies to remain competitive.

Dr. Gilda Odera, President of the Federation of Kenya Employers (FKE), who will serve as a judge, reinforced this message in her keynote address on “Business Innovation and National Development.” “Marketing is more than advertising — it is a catalyst for innovation. It connects value creation with value exchange, and in that exchange lies economic progress,” Dr. Odera said, emphasizing that sustainable marketing is now an essential business practice.

Scrutinizing Impact and Youth Employment

During the launch, MSK Chairperson Odhiambo commended Absa Bank, citing them as the 2024 overall winner for impactful campaigns that created employment opportunities for young people. However, the official list of 2024 MSK Award winners published by the society does not name an overall winner, and lists Absa Bank Kenya PLC as the second runner-up in the “Best Business to Business (B2B) Marketing Strategy” category for its “Absa InspireMe Conference 2024.” Details linking a specific 2024 award-winning campaign to youth job creation could not be independently verified. FURTHER INVESTIGATION REQUIRED.

Absa Bank has, in other initiatives, run youth-focused programs such as “ReadytoWork,” which, since 2015, has aimed to equip young people with job-ready skills in partnership with organizations like the Kenya Private Sector Alliance (KEPSA).

The focus on youth is particularly relevant as Small and Medium-sized Enterprises (SMEs), which constitute the vast majority of businesses in Kenya, are recognized as a primary driver of job creation. The digital marketing sector itself has become a significant catalyst for Kenya's gig economy, providing numerous opportunities for the nation's youthful population.

A Premier Platform for a Growing Industry

The MSK Awards Gala has been a cornerstone of Kenya's marketing industry for over three decades, celebrating campaigns that demonstrate creativity, strategic thinking, and measurable impact. The 2025 edition aims to set new benchmarks by explicitly linking marketing excellence with technological innovation and societal benefit. As the country's marketing and communications sector continues its rapid growth, the awards serve as a critical platform for recognizing and inspiring the visionaries shaping its future.