A view into some of the projects I have undertaken in the advertising industry as a copywriter, account manager, and strategist.

1. Edward Oyugi
Portfolio

2. –Edward Oyugi
“To write is to bring a dream to life.”

3. BIO
Education: BA Communication, Daystar
University
Years Active: 7
Industries: Advertising, BTL, Editorial,
Digital Marketing
Expertise: Conceptualization, content
development, strategy

5. CADBURY’S
Martians Campaign
Best Digital Campaign 2018- MSK

7. CADBURY’S MARTIANS CAMPAIGN
Problem: Cadbury Dairy Milk sales and market share
were declining for a majority of the flavours under the
brand. This is despite Cadbury Dairy Milk and Dream
chocolate dominating the category.
Objective: Increase consumption frequency among target
audience and develop awareness on the Cadbury Dairy
Milk portfolio range.
Solution: We developed a “flavourism” campaign using
Cadbury mascots, the Martians to communicate the
multiple flavours and their unique personalities using
Artificial Intelligence
Role: Copywriter

8. ICEA Lion
Back Your Future & Travel
Integrated Campaign

9. ICEA
Back Your Future
Grand Prix 2018- APA Loeries

11. ICEA LION: BACK YOUR FUTURE
Problem: Many youth were not taking up insurance
policies or investing in themselves.
Objective: Create an interest among Kenyan youth in
investment and build a conversation around the
significance of investing in themselves.
Solution: We developed a campaign where we paired
millennials with industry gurus for advise and insights on
how to be distinctive in a cluttered market space.
Role: Copywriter
Media:
Print, TV, OOH, radio and digital.
TVC Link: https://www.youtube.com/watch?
v=fU5At3gb8vc

12. ICEA
Travel Insurance
Campaign Silver 2018- APA Loeries

14. ICEA LION: TRAVEL INSURANCE
Problem: ICEA Lion had introduced a new travel
insurance policy and needed to communicate it.
Objective: Create awareness of the new travel insurance
policy and generate leads for uptake.
Solution: We developed a campaign that focused on a
character that was always covered regardless of the
nation he visited.
Role: Copywriter
Media:
Print, TV, OOH, radio and digital.
TVC Link: https://www.youtube.com/watch?
v=_Vxtz_-5SeI

15. ICEA
Toto Education
Uganda

17. ICEA LION: TOTO EDUCATION
Problem: ICEA needed to improve the uptake of its
education policy in Uganda while communicating the
benefit of investing in your child’s education.
Objective: Develop an impactful campaign that would
create a link between a good education and your child’s
future.
Solution: We developed a simplistic campaign that
communicated the age old saying, “the end justifies the
means”, through portraying the significance of investing
in your child’s education.
Role: Copywriter

18. KAPA Oil Refineries
Toss & Prestige
Integrated Campaign

19. Kapa Oil Refineries
Toss Bright
Silver African Cristals 2017

21. KAPA: TOSS BRIGHT
Problem: Toss needed to communicate its effectiveness as
a detergent in cleaning brightly coloured garments.
Objective: Communicate Toss Bright’s effectiveness in
cleaning coloured fabric.
Solution: We developed a campaign that communicated
how effective, yet gentle, Toss Bright is in maintaining
colour in fabric.
Role: Copywriter

22. KAPA Oil Refineries
Spread the Fun
Integrated Campaign

24. KAPA Oil Refineries: SPREAD THE FUN
Problem: Prestige needed to reconnect with its TA with
an aspect of fun.
Objective: Create top of mind awareness among the TA.
Solution: We developed a campaign, “Spread the Fun”
that literally portrayed the brand in the spaces of the TA.
Role: Copywriter
Media:
Print, TV, OOH, radio and digital.
TVC Link: https://vimeo.com/282873092

25. KAPA Oil Refineries
Let Your Confidence Flow
Integrated Campaign

27. KAPA Oil Refineries: LET YOUR
CONFIDENCE FLOW
Problem: Toss blue and Toss white’s market share was
dwindling and KAPA Oil Refineries was introducing new
variants into the market.
Objective: Create top of mind awareness among the TA.
Solution: We developed a campaign, “Spread the Fun”
that literally portrayed the brand in the spaces of the TA.
Role: Copywriter
Media:
Print, TV, OOH, radio and digital.
TVC Link: https://vimeo.com/282871846

28. Saracen OMD
Club 101
Print Ad

30. Saracen OMD: CLUB 101
Problem: Saracen needed to communicate to its clients
that it had joined the prestigious Club 101.
Objective: Communicate Saracen’s induction into Club
101 and appreciate their clients.
Solution: We developed a print ad that communicated
the brand’s steady growth in the market.
Role: Copywriter

31. Bank of Africa
Najijenga
Integrated Campaign

33. Bank of Africa: NAJIJENGA
Problem: Bank of Africa was a predominantly SME bank
since it was established in Kenya in 2004. The brand
needed to be more consumer friendly to attract retail
customers.
Objective: Position Bank of Africa as a consumer friendly
bank and increase retail customers.
Solution: We developed a campaign, “Najijenga” (I’m
building myself) that positioned BOA as the partner to
realizing individual dreams for Kenyans.
Role: Copywriter
Media:
Print, TV, OOH, radio and digital.
TVC Link: https://vimeo.com/282875894

34. UNGA LTD
Homemade Goodness
Integrated Campaign

36. UNGA LTD: HOMEMADE GOODNESS
Problem: There was a low awareness in the market about
Amana, two years after its launch. Sales were also not
picking up despite marketing communication.
Objective: Develop awareness on the products while
targeting a sales increase of at least 50%.
Solution: We developed a campaign, “Homemade
Goodness” which communicated the nutritious value and
diversity of Amana products.
Role: Copywriter/Account Manager
Media:
Print, TV, OOH, radio and digital.
TVC Link: https://vimeo.com/321781666

37. Proctor & Gamble
Gillette: Nyoa Ki-Pro na
Integrated Campaign:
Best Overall Campaign 2017/Best Product Relaunch
Campaign: MSK

39. Proctor & Gamble: Nyoa Ki-Pro
Problem: Gillette blades and razors had a low intake
among the intended TA in the market and needed to
educate consumers on proper shaving techniques and
increase uptake. The market share was also dwindling
Objective: Develop a campaign that would induce trial
and increase retention while educating the TA.
Solution: We developed a campaign, “Nyoa K-Pro na
Gillette” which attempted to break the Guinness World
Record for the most people shaving simultaneously in a
single venue.
Role: Copywriter/Account Manager
Media:
Print, PR, OOH, radio and digital.
TVC Link: https://vimeo.com/354630148

40. STRATEGY
MFI Document Solutions

41. MFI: REPOSITIONING STRATEGY
Problem: MFI had rapidly grown in Africa and expanded its
solution provision over the same period. The brand needed to
position itself as a local company with international solutions.
Objective: Position MFI as a Pan-African brand with a unique
service provision model.
Solution: We developed strategy that positioned MFI as a
pioneering and ever-present partner in the consumer’s journey to a
more productive future.
Role: Strategist

43. APA Loeries: Grand Prix, Agency of the Year, Silver (2018)
MSK: Best Digital Campaign 2018
African Cristals: Silver

44. That’s not all.
edward.oyugi@hotmail.com
0715633351