About SUMAD
SUMAD is a Hargeisa-based marketing and creative production agency combining strategic thinking, strong storytelling and professional execution.
Who we are
We exist to give Somali businesses a more strategic, consistent and commercially useful approach to marketing.
Our story
SUMAD began commercial activity in February 2026 and opened its Hargeisa office in May 2026. It was created to help businesses move beyond isolated content production toward more strategic, consistent and commercially purposeful marketing.
Founded by Yasir Abdikani Ali and Abdirizak Maxamed, who worked together at Muraadso before starting the agency, SUMAD combines marketing strategy, social media, video production, design, branding and campaign execution. The immediate operating focus is Hargeisa, with work shaped around the realities of the Somali market.
Our foundation
A clear purpose guides the strategy, creative work and production decisions behind every engagement.
Mission
To help businesses achieve measurable growth through sharp marketing strategy, premium content, and high-quality creative execution, while developing Somali creative talent and building the foundations for original media production.
Vision
To become a leading and influential media and production powerhouse across the Somali region, creating original stories that entertain, educate, and positively influence society.
What we hold to
Be clear about what the work can achieve, what the evidence shows and what still needs to be learned.
Start with the business objective, then make the creative decision that serves it.
Treat craft as part of credibility: every message deserves thoughtful execution.
Make the work useful to the client’s customers, team and commercial reality.
Review what happened, carry the learning forward and improve the next cycle.
Use communication and creative work to support useful businesses and future Somali talent.
Founders
Co-founder & CEO
Yasir leads strategy, business development and content direction. He holds a BSc in Computer Science, graduated in 2019, and worked for four years as Marketing Manager at Muraadso before co-founding SUMAD.
Co-founder
Abdirizak leads branding, visual design and creative quality across the agency. He worked alongside Yasir at Muraadso before co-founding SUMAD, and is a master’s degree candidate in Business and Management.
The team
A small senior team. The people you meet in the first conversation are the ones who run the account.
Chairman · Lead Strategist & Content Creator
Production Specialist / Camera Operator
Senior Visual Designer · Art Director
How we work
Seven steps, run by one team — with a clear handover from each stage to the next.
01
What needs to change
02
Business, buyer and market
03
A clear plan to follow
04
Ideas built for the objective
05
Make the work real
06
Put it in front of buyers
07
Learn what improves next
Looking ahead
Our agency work is our present focus. SUMAD Media and SUMAD Academy are future directions we’re building toward as the right capacity and financing come together.
Planned initiative
A future original media and production initiative focused on Somali-language films, series, documentaries and socially meaningful storytelling.
Planned initiative
A future practical training initiative for young people interested in marketing, filmmaking, graphic design and related digital skills.
Tell us where you are now and where you want to get to. We will come back with how we would approach it.
