Uganda's Young Silverback Competition Puts Over 100 Young Creatives to the Test

NextCom Communications, the digital communications agency within Next Media, and the Uganda Advertising Association hosted the Young Silverback Competition at Next Media Park on Wednesday, November 4, 2026. The event put emerging creatives in front of established players in the communications sector, asking them to respond to live industry challenges while professionals from agencies and companies observed the process.

The contest is organized by the Uganda Advertising Association in partnership with Loeries Africa Middle East and is open to people aged 30 and below. It forms part of a three-day celebration of creativity that organizers titled The Bold Rise, designed to showcase talent across the country's creative industry. NextCom said its involvement builds on earlier editions of the Silverback Awards.

How the contest worked

Participants entered in teams of two and worked across seven categories: design, digital, film, public relations, print, media and marketers. Entrants came from student, agency and corporate backgrounds. Reporting on the event said more than 100 young creatives formed about 50 teams.

Each team had to develop solutions to its assigned brief, and the work was evaluated by professionals drawn from the industry. The judging panel included a jury president who works as a creative director at a Ugandan advertising firm, along with a brand manager from NextCom, a creative director from a regional agency and a head of marketing and communications from a media group.

Why organizers see a gap

According to Francis Kasura, who oversees training and the Young Silverbacks initiative at the Uganda Advertising Association, the country has strong creative potential but limited channels that link that talent to employers. He said the competition is meant to widen those routes for people starting out.

NextCom's brand manager, Nassaka Joweria Leah, said the agency wants to build a pipeline of young professionals capable of carrying out assignments for clients. She described the partnership as a way to offer mentorship and practical exposure to the sector.

The organizers say the competition aims to strengthen pathways for people entering the creative and communications field, where hands-on experience and direct contact with industry players are becoming more important. Commentary published after the event argued that such platforms help narrow the distance between classroom learning and workplace demands.

For students and early-career workers, the format suggests that employers in the sector weigh timed briefs, practical portfolio work and access to senior professionals alongside formal study. The published reports do not give figures on hiring outcomes, so the direct effect on jobs remains unclear.

What to watch next

The celebration continues with the Uganda Festival of Creativity and Expo at Next Media Park on Friday, November 6, 2026. That event is designed to bring together players from across the creative industry to recognize innovation and outstanding work.

The Silverback Awards Gala Dinner is scheduled for Saturday, November 7, at Kampala Serena Hotel. The awards ceremony will recognize the top five participants in each category, giving the judged teams a public stage for their work.

The reports available so far do not name winners, specify any internships or paid roles tied to the event, or give participation totals beyond the figure of more than 100 young creatives. Later coverage of placements, judges' feedback and any follow-up opportunities would indicate whether the competition changes how young people enter Uganda's creative sector.