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Tomorrow, Thursday, 29th August 2024, at Kilungu, Nunguni in Makueni County, Kenya, one of the greatest admen in Uganda’s communications and marketing industry will be laid to rest.
Frank Muthusi (1983-2024), who until his death was the Group CEO of fireworks Advertising Group⏤ one of Uganda’s five most prominent advertising agencies, died in the late evening of Monday, 19th August 2024. He succumbed to intracerebral haemorrhage⏤ bleeding into the brain tissue.
According to medical experts, intracerebral haemorrhage is the second most common cause of stroke (15-30% of strokes) and the most deadly.
Frank Muthusi was 41 years.
Despite being Kenyan by birth, Frank Muthusi spent most of his working life in Uganda, where he leaves behind significant impact on the advertising/marketing industry.
Early years and industry impact
Frank Muthusi was born on Friday, December 2nd, 1983, to the late Stephen Mutuku Muthusi (Father) and Linah Maithya Mailu (Mother) at the Aga Khan Hospital in Mombasa, Kenya.
He went on to study at St Augustine Preparatory Primary School in Tudor Island, Mombasa, Kenya, and later attended Kitui Boys High School. He then moved to Uganda, where he pursued Computer Science, Database Management, Programming, and Website Development studies at Makerere University, Kampala.
Although relatively young and having never studied advertising in school, Frank has been able to shake, stir, and hugely positively impact the industry in his 11 years of service, all of them at fireworks Advertising, where he rose from the bottom to become CEO and Partner in 8 years.
He joined fireworks Advertising in May 2013 as Systems & Operations Manager and after only six months, his star had already stood out. He was transferred to head a new business unit⏤ Loggos+Plus⏤ that targets SMEs. After slightly more than two years, he was appointed to head the media buying department- the cash cow of most advertising agencies and by far the most sensitive.
After two years of fine execution, he was appointed General Manager from April 2017 until July 2021, when he became Group CEO, a role he held until his demise.
Prior to fireworks Advertising, Frank worked at Tata Consultancy Services (India) as a Resource Management Group Associate and at Kenfreight (U) Ltd as an Administration Manager.
During his time at fireworks Advertising, his passion and integrity were also identified by peers in the Uganda Advertising Association (UAA), an industry association that serves to protect, improve, and preserve the interests and standards of Uganda’s advertising industry players, clients, agencies, media, and creatives through thought leadership, training, research, partnerships, stakeholder engagements, and lobbying.
In April 2018, he was voted UAA’s Secretary General and, in June 2019, the Vice Chairman. In January 2021, he was voted Chairman of UAA for three years, which is perhaps the most impactful and action-packed period in the association’s decade-plus existence.
Besides UAA, Frank also held leadership positions in various other entities, most of them on a volunteer basis. He, for example, held various leadership positions in AISEC in Indonesia, Singapore and Uganda, where he served as National President (July 2009 – June 2010) and National Board Member.
He was also a Director of Business Development at Artfield Institute and a member of the BNI Legacy Chapter in Kampala.
A very, very good man; a fighter, but a clean fighter
Caleb Owino, one of the shareholders at fireworks Advertising and Frank’s former Managing Director, who recruited him, described him as a fast-learning, hard-working, passionate human being whose goodness propelled him to greatness.
“Having cried for the past two days, I have decided to celebrate. I celebrate a great man whose greatness surpassed his education. I know this because Frank joined the advertising industry when he did not have a single paper that could point to his ability to do advertising. We recruited Frank simply because of his goodness and created a position for him,” Caleb told mourners at St. Andrew’s Church, Bukoto, on Wednesday, August 21st, 2024.
Frank took over from Caleb in 2018 during a company restructuring and is credited with resuscitating the business and restoring it to healthy growth.
“Under the leadership of Frank, fireworks Advertising was rejuvenated. It did not just survive; it thrived. fireworks Advertising grew from 25 to over 50 employees, serving 30 customers, thanks to Frank Muthusi and his team,” Caleb testified of Frank’s outstanding leadership.
“As a board, we have never had much of a problem (with Frank),” Caleb said, adding: “He acted, behaved and drove the business as if he owned it. For us as shareholders/directors, it was not long before we said, this guy needs to own part of the business”.
He was subsequently made a shareholder and partner in the business.
“Frank was more of a brother than a colleague,” Caleb eulogised Frank, adding: “We have lost a good man—a very, very good man. And it is indeed very, very sad, but this is life.”
“I can only say, Frank, go well, until we meet again,” Caleb tearfully said.
Konrad Okello, a fellow board member and shareholder who also worked with Frank between 2013 and 2018, described him as a great all-around human being—a mtu mzima (a stand-up and highly respectable man).
“A general has fallen,” Konrad said.
“Frank came on board and even exceeded expectations. He took the task; he took the challenge and ran with it, and the rest, as they say, is history. And so our mtu mzima is gone. Our general is down, but his spirit will live on. The impact and influence he has had on so many people will live on and will ring forever,” Konrad said.
Abdul Kibuuka, also a board member of fireworks Advertising, said that he had not found a CEO as passionate and frank as Frank.
“I have not found a CEO who is so, so direct with their board and their leadership. Frank told us things as they are⏤ good or bad⏤ he would say it as it is. I think it was a gift God gave him. It is a gift of leadership to be direct and frank. I want to thank him for his courage as a leader, but very importantly, for impacting this country,” Abdul eulogised.
A big-idea go-getter who had the family’s back
Speaking on behalf of the family, Frank’s cousin, Teddy Kivuvani Muthusi, eulogised him as a go-getter from childhood with a “make it happen” attitude. He also praised him as the man who had everyone’s back: “a powerhouse,” ” a passionate people person,” and ” a big idea person.”
“He has held his family together for a very long time,” Teddy Muthusi said.
“This is a huge loss, but we are so thankful for being able to share Frank with you,” he told mourners at St. Andrew’s Church Bukoto.
“As a family, we are so overwhelmed by how you were good to him and how you have been good to us (during this hard time); you have shown a side of Frank that we never knew how big this guy was. We never knew how great he was,” Teddy added.
Florence Muthusi, Frank’s aunt, also thanked the fireworks Advertising team and the Uganda marketing and communications fraternity for loving their son.
“We are so grateful. We never knew our son was this big. What we have seen in Uganda, we never imagined when we were coming. You have shown us that we gave you a child, and you made a giant out of him. We couldn’t imagine such a crowd for our son in a foreign country,” Florence said.
A courageous friend who gave his all, even when he didn’t have much
Rebecca Kyarimpa Sabiiti, a close friend and eventually business partner, remembers the day they first met in July 2014, just like it was yesterday. She recalls his “cheerful, smiling, huge and naughty smile.
“Naughty. Very naughty. He was a rugby fanatic, crazy about life and young people. We became instant friends instantly. It felt like I’d known him my whole life. I could tell that he was as enthusiastic about life. All the interesting things I found about life, he found interesting too,” she recalls.
“He was a young person in the advertising industry, an industry that was virgin at the time in Uganda, and he didn’t know much about it, but he had a passion for it. I was a young lawyer straight from law school, very passionate about the law and about making an impact on society. And so was he. So it was easy to make friends with such a person. We were like-minded. Our souls clicked, and the friendship has been one of the most beautiful experiences I’ve had,” Rebecca fondly but tearfully recounts.
“Don’t get me wrong, he’s not the love of my life. I have a husband, I have children. I have a family that I love so very much, but my friendship with Frank is explained differently, and even I do not know how to explain it or put words to it,” she adds.
“He’s a mentor, he’s a friend. He’s a courageous human being who will go for things that anyone else wouldn’t dare to go for. He will encourage you even when he knows you’re doing a really crappy job. He’ll tell you, keep going. He will never stop thinking big of himself. I think when Frank thinks of himself, he thinks he’s the king of the world, which helped him get to the length that he has gotten to. When I met and made friends with him, he was a client service person, but he rose to the ranks of CEO right under our noses. He worked for every little thing that he achieved. He worked very hard,” Rebecca adds.
Paul Mwirigi, whose friendship with Frank has lasted for almost two decades, starting at university, also has fond memories of Frank, who had nearly become like a brother.
“He was part of our family as our Best Man and uncle to our kids. He was like an adopted son to my mother-in-law, Sarah Byakika. Frank was always invited to and joined us for key family gatherings, such as Easter and Christmas parties, birthday parties, and other key family events. If I appeared without him, I would be asked: “Where is Frank?” to which I had to give a perfect answer in his absence”.
“His peers well admired Frank – from AIESEC and the marketing communications industry – for giving his all. He was a great leader with an eye for good talent and strategy. As a leader, he set the vision, underlined the delivery areas and highlighted the bare minimums of what needed to be achieved. His commitment to doing things and executing them to perfection is well known; the SilverBack Awards are a testament to this. He was visionary in his thinking and exemplary in his actions; we shall terribly and dearly miss Frank,” Paul Mwirigi reiterates.
Rebecca also testifies to Frank’s being a reliable friend who was there all the time, when needed.
“Frank was not only a friend, he became like a brother. He came for my family meetings. My family knew him as a brother. In fact, there’s a joke in my family where they say Frank was our sister, because he was like my sister. He came for my wedding, my Kuhingira and that of my sister. He carried our babies and was there when we were sick. If we needed help, he would be there. He was always there. He never ever stopped being there,” she reiterates, adding: “For that, I will never forget this friendship, and I’ll always cherish it till the end of time. Farewell, my friend.”
A beacon of boldness, collaboration, and integrity: Marketing and communications industry mourns Frank Muthusi
Charity Kamusiime, the President of the Uganda Marketing Society (UMS) extolled Frank as “a leader refined” and a “beacon of boldness, collaboration, and integrity”.
“In Uganda’s advertising realm, he stood tall: a force of boldness, inspiring us all,” Charity Kamusiime wrote.
“As Group CEO of the fireworks’ Advertising flame and Chairman who redefined the game,
Frank’s vision carved the landscape wide. With every step, his impact magnified. His spirit of collaboration was strong and true,” she adds.
Charity praised Frank for uniting the Uganda Marketers Society and the Uganda Advertising Association (UAA) through the Silverback industry awards and spoke glowingly of Frank’s persistent pursuit of industry partnerships and synergies.
“Through partnerships, he led the way. In synergy, he found the key to building a future for all to see. Consistency marked his every stride, yet beneath that humble exterior, he wore a heart committed to standards evermore. When integrity was on the line, he stood firm, with courage divine,” she
Dr. Innocent Nahabwe,Vice Chairperson of Uganda’s National Association of Broadcasters, described Frank Muthusi as a pioneer in the Ugandan Media industry.
“Frank was a dedicated and cerebral individual who played a pivotal role in stabilising the Uganda Advertising Association (UAA). As UAA President, he worked tirelessly with the Uganda Media Owners Association (UMOA) and the National Association of Broadcasters (NAB) to harmonise industry standards, rates, and credit limits. His leadership was instrumental in reducing the number of unregistered agencies, ensuring a more level playing field for industry players,” Dr. Nahabwe says.
“Frank’s belief in collaboration and continuous improvement led him to create systems that continue to guide and protect the industry today. He was a results-oriented leader who pushed those around him to excel. Under his guidance, Fireworks Advertising achieved significant success, securing business for many industry members and producing iconic works that graced our platforms. Frank’s commitment to elevating the industry was evident in his leadership of the Uganda Advertising Awards and the Silverback Awards. These initiatives sought to improve the quality of advertising and marketing communications in Uganda,” Dr. Nahabwe reiterates, adding: “Frank mentored countless advertising professionals, imparting his wisdom and values to them. He was known for his honesty, professionalism, and dedication to his craft. His departure is a profound loss for the industry.”
Rommel Jasi, Frank’s successor as President of the Uganda Advertising Industry, also praised him for delivering collaboration in the industry especially through the Silverback Awards.
“He has done his grind, and now, he has been promoted to glory. We salute you, our General. We salute you, Frank. We thank you for the lives you have impacted. Rest well. Rest well, like the General’s do,” Rommel Jasi says.
Tina Wamala, the President of the Public Relations Association of Uganda (PRAU), mourned Frank Muthusi as “a friend. A brother. A son. A leader. A teacher and mentor. An all-round good man” who “shared his life with so many people.”
“As the former President of the Uganda Advertising Association (UAA), Frank’s commitment to collaboration and industry growth was seen and felt. During his tenure, he signed a momentous Memorandum of Understanding (MoU) with PRAU. This partnership has been instrumental in building a bridge that has joined our two associations and working towards a unified vision for the future of our industry. His belief in the power of partnership and teamwork has left a permanent mark on PRAU, and we have since worked closely with UAA, inspired by the big dreams he had for our collective growth,” Tina Wamala wrote.
“Frank was more than just a partner; he actively participated in all PRAU activities. Whether it was through his insightful contributions during events, his willingness to mentor young professionals or his infectious enthusiasm for advancing public relations and advertising in Uganda, Frank’s presence was always felt,” Tina Wamal further said, concluding: “We have lost a gem, and it is my prayer that the good Lord continues to comfort each one of us. Rest in peace, Frank”.