Safaricom pledges longterm support for creative industry

Telecommunications giant Safaricom has reaffirmed its commitment to the country’s creative industry.

Safaricom's Director of Brand and Marketing Zizwe Awuor announced that they have plans to scale up support for young talent.

Speaking on Saturday during the official opening of the Cannes Young Lions Kenya competition at the EABL headquarters, Awuor emphasised the need for greater representation of Kenyan creatives on the global stage.

Awuor, who previously served as a judge at the Cannes Young Lions competition, expressed concern over the underrepresentation of African talent.

"In my category, only two entries were from Africa," she said.

"It is not because we lack talent or creativity. It is simply that the opportunities have not been there. That needs to change."

Safaricom’s sponsorship of the competition marks what Awuor described as a renewed focus on the creative economy, an area she admitted the company had not actively championed in recent years.

"We are going to ramp it up," she stated.

"The world needs to recognize that Kenyan talent is as good as, if not better than, what else is out there."

Beyond financial backing, Awuor hinted at long-term corporate support for the sector, calling on other sponsors to sustain the momentum.

"I cannot commit EABL’s money," she joked, "but I’m hoping they’ll be on board for the long haul."

She commended the dedication of the participants, some of whom arrived at the venue as early as 7:30am, underscoring their passion for the competition.

She wished them success as they prepared their projects with the hopes of competing on a global stage.

"All the best. Have fun, and we can’t wait to see your amazing work," she said.

The Cannes Young Lions competition provides young creatives with a platform to showcase their skills, with winners earning an opportunity to compete internationally.

Safaricom’s involvement signals growing corporate interest in Kenya’s creative sector, a move that could unlock more opportunities for young professionals in advertising, marketing, and design.