Banking & Finance
Jennifer Barassa: Kenya’s Advertising Pioneer
“ Networking is very important, you must be great or good in what you do because your expertise and experience will be needed in solving both problems and adding value,” says Jennifer Barassa.
From Eastlands to CEO, Jennifer Barassa built Top Image Africa into a regional brand. Her story blends grit, governance, and creative excellence.
“My personal mantra is to work hard, work hard, work hard. In all things, have faith. Hard work never killed anyone.” — Jennifer Nafula Barassa, CEO of Top Image Africa Ltd
At 70, Jennifer Barassa is not only a respected voice in advertising and governance but a trailblazer who helped shape the creative industry in Kenya and beyond. She is the founder of Top Image Africa, a 27-year-old promotional and below-the-line advertising agency with a footprint in 10 African countries, including Rwanda, Côte d’Ivoire, Nigeria, and Uganda.
Jennifer’s early life in Maringo Estate, Eastlands, was modest but rich in values. Raised in a polygamous household, she credits her upbringing for instilling resilience and ambition.
“My father could afford basics like bread and milk delivered in glass bottles. We didn’t have much, but we had hope and education,” she told The Standard.
Her schooling—Dr. Kraft Primary, Ngara Girls, and Asumbi Girls—reflected a pattern: leadership. She was Head Girl at Ngara and Deputy Head Girl at Asumbi. A bachelor’s in education at Kenyatta University (then a constituent of UoN) followed in 1977.
Jennifer broke barriers early. She became the first African woman to teach at Lenana School, a premier boys’ high school in Kenya. But teaching wasn’t enough.
“I wanted more. I needed to make money,” she recalls.
In 1979, Jennifer left teaching to become a sales rep at Kodak, and within six months, she was promoted—earning her first car and national recognition. From Kodak to Boots Pharmaceuticals (now Beta Healthcare), Johnson & Johnson, and Sterling Health (GSK), Jennifer rose through the marketing ranks.
In 1995, frustrated by office politics, she launched Top Image—with just Ksh 30.
“I started it in my Hurlingham living room. I handwrote a proposal, paid Ksh 10 to have it typed, and photocopied it for Ksh 20,” she says.
Despite initial quiet days at her Wilson Airport office, Top Image made Ksh 1 million in its first year. Early clients included Kenya Breweries and Total Motor Show. Today, the agency serves heavyweights like Safaricom, Google, Samsung, MTN, and Visa.
Jennifer has served on:
- The Constituency Development Fund Board (Chair, 2011)
- KNCCI, College of Insurance, and the Chandaria School of Business Advisory Board
- The Business Advocacy Fund (Danish Embassy)
A 2021 Kenyan Board Diversity Survey pegged female representation at 36%, above Africa’s average of 12%. Jennifer credits networking, expertise, and visibility for her boardroom success.
“Be good at what you do. Network and be seen. That’s how you get appointed to boards,” she advises.
Jennifer urges aspiring business owners to take risks but plan wisely:
- Have a solid business plan
- Embrace mentorship through groups like KAWBO and FEWA
- Attend business school workshops
- Practice integrity, optimism, and focus
“Entrepreneurship is hard, but the benefits outweigh employment. Laziness, dishonesty, procrastination—these kill success.”
Jennifer is candid about cartels and agency monopolies, especially in above-the-line advertising. But she sees huge potential for boutique firms in below-the-line marketing, where Top Image excels.
“Smaller agencies must focus on creativity and client satisfaction. Word-of-mouth still matters.”
“Marketing is a science. Learn it. Creativity is vital, and exposure sharpens both.”
She critiques the rise of briefcase agencies offering subpar services at throwaway prices:
“There’s too much copy-paste. Creativity costs money. And when the economy dips, marketing is the first to get cut.”
Jennifer credits:
- Her mother – for integrity and work ethic
- Mary Okello – founder of KWFT and Makini Schools
- Pamela Mboya – “the first highly educated woman I knew”
- Oprah Winfrey – a model of resilience and wealth creation
Pamela Odede, a glamorous neighbor from Jennifer’s youth, inspired her dream of driving a yellow Volkswagen. “You can,” her mother said. That belief carried her to the top sports.
Top Image Africa has been recognized in Kenya’s Top 100 Mid-Sized Companies, and Jennifer remains one of Africa’s most respected female CEOs. With 38 years of experience in marketing, she is not just a businesswoman, but a mentor, leader, and changemaker.
“If you’re committed to value creation and not afraid of hard times, obstacles become irrelevant.” — Candice Carpenter
Jennifer Barassa lives that truth every day.
Jennifer Nafula Barassa, Top Image Africa Ltd, Female CEOs in Africa,
Advertising in Africa, Corporate governance in Kenya,
Women-led businesses, Kenya entrepreneurs, Marketing mentors Kenya