In the ever-evolving digital landscape, Kenyan youth have carved out niches in various disciplines, enabling them to earn money from their creative work on platforms including TikTok, Instagram, X, and YouTube.
However, some content creators, also known as influencers, lack the technical knowledge needed to attract brands and maximize their income.
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To bridge this gap, Dentsu, an international company that helps brands thrive, has introduced the Dentsu School of Influence.
On Friday, February 28, Dentsu officially launched the Dentsu School of Influence in Kenya.
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Dentsu Launches the School of Influence Program
Speaking during the event, Dentsu Kenya CEO Samantha Kipury said the initiative aims to support a new generation of creators with an opportunity to gain much-needed skills to enter the creator economy and maximize their income.
“Kenya is home to some of the most innovative and talented creators, whose passion and ingenuity inspire the world. At dentsu, we are immensely proud to launch a school dedicated to empowering these extraordinary individuals, providing them with the skills and resources they need to shine even brighter.
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This initiative not only opens doors to new opportunities but also connects them with the biggest brands in the country, ensuring their creativity reaches its fullest potential. The future is bright, and it’s being shaped by the amazing talent rising from Kenya,” said Samantha Kipury, Co-CEO of Dentsu Kenya.
The emergence of platforms like TikTok has significantly transformed Kenya’s digital landscape, creating unprecedented opportunities for young content creators.
With approximately 10.6 million users aged 18 and above, TikTok offers a large audience for these creators.
Dentsu emphasizes that this rapid growth presents immense potential for Kenyan influencers to build their brands and monetize their creativity on a global scale.
According to Dentsu Creative’s Business Unit Head Dr. Catherine Kibuchi, making a living from influencer marketing is a viable career option for many young Kenyans, and most dive headfirst into the industry.
“In our experience, nano creators (and even seasoned macros) lack the skills to navigate what is a complex industry.
This includes everything from interpreting contracts and setting rates to knowing how to work with brands or how to style a shot. We launched the Dentsu School of Influence to fill that training gap,” said Dentsu Creative’s Business Unit Head Dr. Catherine Kibuchi.
Dr. Kibuchi further stated that Dentsu, along with media partners, legal experts, financial advisers, award-winning photographers, experienced creators, and life coaches, will offer creators enrolled in the programme an intensive, three-week training program which will enable them to push their limits, enhance their skills, and elevate their craft.
“With fast-paced sessions, hands-on challenges, and expert mentorship, this program will push them to excel and thrive in the digital arena.
“Our aim is to graduate a cohort equipped to deal with the business of influencer marketing and in so doing support the creator economy value chain,” adds Dr. Kibuchi.
About the School of Influence Program
In an exclusive interview with The Kenya Times, Dentsu Kenya CEO Samantha Kipury stated that their partners, Meta and TikTok, will teach successful applicants how to partner with brands.
“They will guide them through a whole curriculum that covers everything from content creation to editing, sound management, and measurement. This includes how to read a contract and effectively work with a client. Essentially, it means just everything you can think of when it comes to content and working with a client,” Samantha said.
To qualify for the Dentsu School of Influence program, applicants must have at least 1,000 followers on any social media platform.
During the induction process for influencers into the program, the CEO of Dentsu Kenya announced that 300 influencers will initially be shortlisted.
Those selected will then have a physical meeting with the recruitment team. Following this meeting, 100 individuals will be chosen for further training. Ultimately, Dentsu will select 20 participants from this group, who will graduate from the program and receive a contract.
“And the 20 who graduate out of the 100, we will actually give contracts with ourselves and with our clients So we didn’t want it to be just a program where we teach you and sort of let you go But should you graduate, we’ll actually give you contracts and allow you to kick off your career,” Dentsu Kenya CEO said.
More Information About the Program
Successful applicants will be required to be based in Nairobi for the duration of the programme. Applications are open to all Kenya citizens aged 21 and above with KSCE or A-Level qualification.
Applications open on March 1, 2025, and close on March 14, 2025. Judging will take place on April 3 2025.
More information about entry criteria and application can be accessed through this link: https://joby.africa/dsoi/
About Dentsu Company
Dentsu is an integrated growth and transformation partner to the world’s leading organizations.
It was founded in 1901 in Tokyo, Japan, and is now present in over 145 countries and regions. Dentsu nurtures and develops innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients.
Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.
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