Miriam Kaggwa replaces Patricia Ithau as WPP Scangroup interim CEO, charting a bold comeback via client wins, AI tools & talent reform.
In a bold leadership shift, WPP Scangroup appointed Miriam Kaggwa as interim CEO on July 15, 2025, replacing Patricia Ithau, whose three-year tenure had come to an end. Kaggwa, who previously served as the Chief Operating Officer, assumes the top role during a period of deep financial and operational turbulence for East Africa’s largest marketing and communications group.
WPP Scangroup, listed on the Nairobi Securities Exchange under the ticker SCAN, is home to agencies such as Ogilvy Africa, GroupM, JWT, and H+K Strategies. Yet despite its scale, the firm posted a staggering KSh507.6 million loss in 2024, reversing a KSh130.1 million profit in 2023. According to Kenyan Wall Street, the revenue drop followed key client exits, including Airtel Africa, and massive forex losses of KSh248.8 million.
“We’ve got the right people, the right tools, and a hunger to win again,” said Kaggwa in a recent Q&A with CEO Magazine. “Now, it’s about applying precision, speed and accountability.”
A CEO for the Fast and Furious Era
Described by insiders as a “wartime general,” Kaggwa’s entry signals a tactical, disciplined shift. She is not new to global leadership. She holds a BA in Chemistry from Macalester College, a BSc in Chemical Engineering from the University of Minnesota, and an MBA in Finance from Cornell University.
Her prior roles include Chief Financial Officer at BCW Global (North America) and leadership roles at McCann Worldgroup, IPG Mediabrands, and Energy BBDO. Her experience fuses creative and operational command, which WPP Scangroup now needs.
“Miriam brings unmatched financial discipline and global agency experience,” said a senior executive at WPP Africa. “She’s turning data into action, and chaos into opportunity.”
Key Elements of the Turnaround
Kaggwa’s three-pronged strategy revolves around clients, talent, and technology:
1. Client Retention and Growth
Kaggwa’s first mission is to rebuild lost revenue by focusing on client service excellence.
“We’ve built our new approach on listening. Clients want outcomes, and we’re delivering just that.”
2. Talent Optimization
A radical reshuffling of internal teams has already taken place.
“It’s not about hierarchy anymore. We’ve deployed our most talented people where they can make the biggest impact.”
3. Technology & AI Rollout
New platforms such as OBrio (a marketing ROI tool) and WPP Open (an AI-powered campaign manager) have been deployed.
“With WPP Open, our teams can co-create, execute, and optimize at scale—all in real time.”
Why Patricia Ithau Left
Ithau, who took the reins in March 2022, was appointed to stabilize the group post-pandemic. Her term saw a cultural and structural transformation. However, her departure came amid declining revenues and loss of key accounts. WPP Scangroup’s board opted not to renew her contract, instead giving Kaggwa a mandate to reverse course.
“Patricia laid the foundation. Now Miriam is taking us to the next level,” said a board representative.
Broader Industry Impact
Globally, WPP Plc has seen a slowdown, forecasting 3–5% revenue dip in 2025. But its creative edge remains intact, recently being named Creative Company of the Year at Cannes Lions 2024. Kaggwa aims to mirror that creative success with commercial wins in East Africa.
“Creativity isn’t our challenge. Commercial excellence is—and that’s where we’re retooling,” she added.
Final Word
With nearly KSh2.14 billion in cash reserves, WPP Scangroup has runway. The question is whether Kaggwa can execute fast enough. But based on her playbook and track record, stakeholders appear cautiously optimistic.
“It’s game on. The next 12 months will define the next 12 years,” she concluded.
