Teaching the next generation of advertisers is both a responsibility and a privilege, especially at a time when the field is evolving faster than ever. With the rise of digital platforms, AI-driven content, and shifting consumer values, today’s advertising goes far beyond traditional media. Becoming successful in this field entails agility, empathy, and a deep understanding of culture and technology. My goal is to equip students not just with the tools to create compelling campaigns, but with the mindset to think critically, adapt quickly, communicate effectively and lead creatively in a continuously evolving industry. I have held leadership positions in different sectors in the Marketing and Communications field. I believe in connecting Strathmore students with industry professionals who can showcase theory being put into practice and share valuable insights from their experiences.
I recently had the privilege of hosting Samira Matthews—one of Africa’s most accomplished Creative Directors—in my advertising class. With over 25 years of experience in advertising and branding, Samira brought a rare blend of insight, humility, and creativity that left a lasting impression on me and my students.
Her career spans some of the most respected agencies in the industry, including McCann Erickson, Ogilvy & Mather, Saatchi & Saatchi, Grey Worldwide, Scan Group, and Hill Ayton. Throughout her session, Samira shared the stories behind some of her most iconic campaigns, demonstrating not just the craft behind the work, but the strategic thinking and cultural intelligence that made each project stand out.
She spoke about her work on Aquafresh All-in-One Protection, a campaign that started in Kenya and eventually rolled out globally. Then there was Sportsman Jenga Jina, a campaign so deeply rooted in local culture that it was later adapted for the Asian market. Perhaps one of the most striking examples of her impact was the Pilsner Lionheart campaign—a bold rebranding effort that became a case study at Diageo London for how to revive a declining brand.
Samira also shared her experiences with campaigns like Ribena Purple Witches, which earned recognition as a finalist at the MLP Pearl Awards, and Barclays Bank’s Operation Kenyans for Kenyans, a powerful, purpose-driven campaign that was a finalist at the New York Festivals. These campaigns are reflections of how advertising, when done with heart and insight, can move markets and minds alike.
What stood out most, however, was Samira’s deep belief in creativity as a force for good. She spoke with passion about a personal initiative she launched while at McCann: Something for Something: Look on the Bright Side. In a small parking lot, she taught street children aged six to thirteen how to draw and color. Together, they created Christmas cards that sold out every year, with proceeds going toward meals, warm clothing, and ultimately placing many of the children in orphan homes. Years later, she met one of those boys again—this time as an art teacher passing on the gift of creativity to others. That story, more than any award or campaign, captured the essence of what drives her work. Her visit was a vivid reminder that advertising is not just about delivering messages, It is about making an impact.
Article by Shailja Sharma, SBS Faculty Member and Leadership and Career Coach
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