By Zaria Mwai

On November 27, students in the History and Theory of Advertising (JRN 2109) class taught by Dr. Daniel Omondi participated in an eye-opening industry session led by Brian Koyoo, a creative strategist at Fieldstone Helms and a USIU-Africa alumnus with over 15 years of experience in storytelling, brand communication, and content development. Koyoo has worked with leading companies including Safaricom, Vodacom, Family Bank, and KCB. His lecture aimed to help students understand the real work behind compelling advertising, far beyond the glossy final product that audiences see.

Koyoo began by sharing his journey, explaining how he entered the industry fifteen years ago as a community manager in an advertising agency. Over time, he grew into a multifaceted creative professional, shaping scripts, directing content, crafting copy, and developing strategic ideas for a range of brands. He described himself simply as a storyteller who creates because he is fascinated by humanity, persuasion, and the timeless power of old stories.

He emphasized that the core of advertising is not the product, but the people. According to him, every strong advertisement emerges from understanding human tension and the emotional or social conflict that anchors a message. Koyoo challenged students to interrogate every brief thoroughly, saying that the best ideas come from asking all the necessary questions before a single concept is drafted.

During the session, he broke down the elements of an effective creative brief, noting that clarity, insight, and purpose guide the entire process. He also discussed how to identify tension points that resonate and how storytelling can bridge the gap between a brand and its audience. “If you want to create work that moves people, you must first understand them,” he said.

The session reinforced USIU-Africa’s commitment to linking theory with practice by connecting students to industry players who help shape their professional growth. Through engagements like this, learners gain exposure to real-world expectations, sharpen their creativity, and better understand the evolving landscape of advertising.