When Kimani Patrick founded The Carlstic Group, his vision was to empower African brands by coming up with compelling, data-driven stories that resonate across the continent.
After over eight years in strategic communications, he saw the need for a communications agency that truly understood the African market and its unique dynamics. As is usually the norm, starting a business is never an easy feat; the same applies to Carlstic.
“I wanted to help African businesses thrive by amplifying their stories in impactful ways. Starting out in such a competitive industry where credibility and brand trust are critical was challenging,” Kimani told Bizna Kenya.
In the company’s early years, Kimani’s team worked hard to grow whilst setting themselves apart in an increasingly digitalized market. They created a new way of handling communications that focused on the specific needs of African businesses.
“It required building a team that shared the same vision of helping brands succeed while remaining adaptable in a rapidly changing landscape,” he reflects, adding that the breakthrough revolved around public relations, online engagement and creative storytelling.
Carlstic, under Kimani’s leadership, has provided a range of services that extend beyond traditional PR to include digital media, creative design and brand strategy. The agency’s tailored strategies have helped businesses from across Africa achieve real, measurable growth.
“At Carlstic, we don’t just deliver services; we create results. Our approach combines data-driven insights with creative storytelling, and our clients trust us to engage their audiences meaningfully, building brands with an emphasis on impact and sustainability,” Kimani explains.
Carlstic has grown courtesy of Kimani’s commitment to building client relationships based on trust, openness and results. One of his greatest lessons in entrepreneurship is the importance of resilience and adaptability in business.
“The digital media landscape changes rapidly, and being able to pivot has been crucial to Carlstic’s success.”
He advised new entrepreneurs to focus on the value they’re creating rather than just profits. He insisted on understanding the impact they want to make and letting that guide every business decision.
Despite being a journey that will inevitably have setbacks, he encouraged them to see each challenge as a chance to grow and innovate.
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Kimani’s commitment to supporting African businesses extends beyond Carlstic Group. In 2018, he started the Annual CEOs Breakfast, a networking platform that has connected over 750 business leaders from across Africa.
So far it has generated an estimated $200 million in business deals and partnerships. He also founded the National Business Leadership Awards (NaBLA) in 2021 to honour Kenyan business leaders and enterprises.
In the near coming future, Kimani envisions Carlstic becoming Africa’s top communications agency with a presence across the continent.
“In five years, we aim to drive transformative growth and help brands shape the future with sustainable, impactful strategies,” he says.
Carlstic Group aims to be more than just an agency but rather a trusted partner in shaping Africa’s rich business story.
