Finally... the Copywriter Behind the Tagline That Ruled East Africa

I think enough time has passed for us to finally reveal the creative mastermind behind the legendary tagline: “You need it, we’ve got it.”

For those who lived through the golden days of retail in East Africa, these six words were more than just a slogan—they were a promise. A rallying cry for shoppers from all walks of life. A line that summed up the legendary Nakumatt brand, an Amazon of its time, when Amazon was just that thing we read about in tech magazines. And, boy, didn’t they have it all? From groceries to electronics, school supplies to garden gnomes, if you needed it, Nakumatt really did have it.

But behind this iconic slogan was an equally iconic individual: Paul Karingithi. The man. The myth. The legend. If Nakumatt had a soul, Paul was the one who gave it a voice. The tagline remains one of the most beloved in East Africa's advertising history, even though the brand itself has since faded into the annals of retail nostalgia.

Yet, if you thought Paul’s brilliance stopped at penning history-making taglines, think again. This is a man whose love for advertising and branding runs as deep today as it did when he was a celebrated columnist for The Daily Nation’s Smart Company pull-out. From 2007 to 2010, his weekly column The Ad Boardroom was a must-read for anyone in marketing, business, or advertising.

With razor-sharp wit and a knack for slicing through the jargon, Paul critiqued adverts with a balance of humour and insight that made you nod in agreement—and occasionally burst out laughing in the office (yes, even those cubicle-dwellers trying to be discreet).         

He dissected campaigns, celebrated creativity, and didn’t shy away from calling out lazy ads. To this day, marketing pros reminisce about those columns as if they were gospel truth.

And who can blame them? Bugz as those who know him best, call him ( like the bunny from Space Jam, with his ears always to the ground, listening, analysing, and critiquing) had a way of turning even the most mundane campaigns into lessons in strategy, creativity, and good old-fashioned storytelling.

The Journey of a Branding Genius

Bugz's story is the kind of advertising fairy tale we all dream of but rarely hear. Long before the advertising world became synonymous with algorithms and influencers, he was living the Mad Men dream—East African style. He wasn’t just about crafting snazzy lines; he was about building brands that meant something to people.

Take Nakumatt, for example. Under his creative influence, the brand didn’t just sell products—it became a lifestyle. With sprawling stores, that famous elephant logo, and an experience that catered to everyone from hurried mums to tech geeks, Nakumatt wasn’t just a supermarket; it was a movement. Bugz's tagline, “You need it, we’ve got it,” wasn’t just clever; it was true.

But even as Nakumatt became a household name, his genius extended far beyond those aisles. Through The Ad Boardroom, he transformed how businesses viewed advertising.

“Your tagline is your handshake,” he once famously wrote in one of his columns, “and if it’s weak, why would anyone trust you to hold their attention?”

That single line had marketing heads scrambling back to their whiteboards.

Still Telling Stories, Still Making Waves

As Strategy Director at BrandSpark PR, he’s not just a creative; he’s a force of nature. Paul is the guy who can take a rough idea and turn it into a fully-fledged campaign that not only sells but resonates.

His critiques? Still sharp. His love for brands? Still alive and kicking. Whether he’s reimagining a product launch, analysing trends, or casually pointing out the brilliance (or mediocrity) of today’s campaigns, Paul’s mind is as sharp as ever. And he’s still the storyteller he’s always been—whether it’s a witty quip during a brainstorm or a carefully crafted narrative that captures a brand’s essence.

But ask him about his proudest moments, and his face lights up at the mention of Nakumatt and The Ad Boardroom. “It’s not about selling,” he says, “it’s about connecting.

Great brands don’t just sell products; they sell stories, experiences, and emotions. And if you can tap into that, you’ve got a brand that people will love—not just remember.”

Why Paul Karingithi (and many others like him) Still Matter!

In an era where AI generates taglines and TikTok trends define brands, Paul and many others like him, remind us of something advertising is in danger of forgetting: heart. His work is proof that while the tools and platforms may change, the essence of good branding doesn’t. It’s about understanding people, speaking their language, and delivering on promises.

So, here’s to Paul Karingithi—the man who redefined the retail ecosystem in East Africa, the columnist who made us rethink advertising and the creative powerhouse who’s still shaping brands one story at a time.        

And who knows? Maybe the next time you hear a tagline that makes you smile, you’ll stop and wonder: could it be Paul aka Bugz?