By Abel Mugume
Africa-Press – Uganda. Behind every great campaign, every new win and every long-standing client relationship at MAAD McCann, there is a steady strategist ensuring the agency keeps moving forward.
As the Head of Business Development and Strategy, my role sits at the intersection of opportunity, relationship and vision, and the 2025 Silverback Awards are a testament to what happens when all three meet with purpose.
Overseeing a diverse portfolio of clients means being both guardian and guide. From onboarding new brands to nurturing long-term partnerships, I ensure that every client feels understood, valued and supported. Growth is not an accident; it is a result of listening deeply, strategising smartly and showing up consistently.
This year’s wins across GOtv, Tusker Lite, UNICEF and more highlight a truth I hold firmly: great work begins with great relationships. It is my job to create the environment where those relationships can flourish. Whether it is aligning teams, unlocking insights or smoothing the edges of complex briefs, I am there to ensure the agency presents not only creativity, but reliability.
The theme Elevating the Grind mirrors the heart of Business Development. The grind is in the proposal writing, the negotiation, the forecasting, the late-evening calls and the early-morning presentations. It is in spotting growth opportunities where others see none. And it is in guiding teams so they can do their best work with confidence.
What makes this role fulfilling is not just the wins, but the partnerships that lead to them. Seeing clients trust our thinking, invest in bold ideas and celebrate the outcomes with us is the highest reward. I am proud to steward these relationships and even prouder of the teams that bring each vision to life.
This recognition is a celebration of MAAD’s culture, a culture where collaboration is seamless, creativity is fearless and ambition is shared. I stand among a team that refuses to settle and constantly pushes the boundaries of what African creativity can achieve.
Business Development is ultimately about belief, believing in people, in ideas and in possibility. And as the awards remind us, when that belief is matched with hard work and heart, remarkable things happen.
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