Following Patricia Ithau’s exit, WPP Scangroup’s interim CEO Miriam Kaggwa is wasting no time reshaping East Africa’s largest marketing services firm with a bold, high-stakes strategy she compares to wartime command.
In an interview with the CEO of Uganda, Kaggwa outlined a recovery blueprint that marks a decisive pivot from the legacy of ethical transformation under Ithau to a performance-first, survival-driven approach.
“We’re not just stabilising—we’re mobilising,” Kaggwa stated, highlighting the urgency of reversing two years of losses and reclaiming market leadership.
Tactical Revival Amid Fierce Industry Headwinds
A seasoned veteran of McCann Worldgroup and BCW Global, Kaggwa injects operational intensity into Scangroup’s regional playbook.
- She prioritises cost control: “We had to go back to basics—where the margins are, how the talent is allocated,” she explained.
- She scrutinises client retention: “Client trust is not automatic. It’s earned through value, not just visibility.”
- She reinstates performance culture: “We’re moving away from legacy systems. Accountability is non-negotiable.”
Her strategy leans on restructuring, data-driven decision-making, and targeted talent upgrades, reframing Scangroup as a marketing innovator rather than just a service provider.
A Company at a Crossroads
While Ithau’s tenure emphasised transformation, transparency, and digital transition—with investments in AI and internal culture—Kaggwa’s tone is surgical.
“We’re retooling for growth, not just continuity,” she said, signalling a fresh direction for the publicly listed company.
This shift is set against a backdrop of industry turbulence, with regional competition intensifying and clients demanding more value per shilling. Kaggwa’s response? Leaner teams, faster execution, and zero tolerance for inefficiency.
Insight for Stakeholders
For shareholders, agencies, and creative professionals, Kaggwa’s ascension is more than a leadership shuffle—it’s a clarion call to rethink the marketing norms in East Africa. Her game plan emphasises:
- Agile structures that can withstand client churn.
- Data-backed creativity that ties campaigns to ROI.
- Evolution of skills to meet evolving client expectations.
“In this business, you don’t get points for effort—you get paid for results,” she said, summarising her philosophy with typical candour.
