Dentsu Kenya launches second cohort of School of Influence

Dentsu Kenya has officially launched the second cohort of its School of Influence programme, signalling a renewed push to shape the country’s fast-growing creator economy.

The launch, held on Tuesday evening at a Nairobi hotel, brought together industry players, creatives and aspiring influencers, with organisers positioning the initiative as a bridge between content creators and brands in an increasingly competitive digital space.

Speaking during the event, Dentsu Kenya Co-CEO Samantha Kipury said the programme was born out of a clear gap in the market, where many young creatives struggle to access brands and monetise their talent.

She noted that the initiative not only trains creators but also connects them directly to commercial opportunities.

The programme focuses on nurturing a new generation of influencers grounded in strategy, authenticity and cultural relevance, at a time when audiences and brands are shifting away from vanity metrics such as follower counts toward meaningful engagement.

The second cohort builds on the success of the inaugural 2025 class, which saw 40 young talents graduate and collectively secure dozens of brand deals.

The first cohort was supported by major brands including NCBA, DTB, L’Oréal, HMD and EABL, reflecting growing corporate interest in influencer marketing as a viable channel for reaching audiences.

The School of Influence is part of Dentsu’s broader strategy to professionalise the influencer space by equipping creators with skills in content strategy, ethics, audience engagement and monetisation, while also exposing them to real-world brand collaborations.

Dentsu Kenya Co-CEO Joel Rao, also speaking at the event, emphasised that the programme is designed not just as a training ground, but as a structured ecosystem that gives creators purpose and direction.

He added that technology, particularly artificial intelligence, will play a key role in shaping the future of influence, adding that it is expected to complement - not replace - human creativity.

With Kenya’s digital landscape continuing to expand, the initiative comes at a time when influencer culture is increasingly seen as both a cultural force and an economic opportunity, especially for young people seeking alternative career paths.

As the second cohort begins its journey, Dentsu is betting that the future of influence will not be measured by who shouts the loudest online, but more by who truly connects.