Bob Dewar, known as a tenacious public relations guru and one of the brains behind the annual motorsport competition show, Concours d’Elegance, has bowed out gracefully, having shaped the public communications industry and set the pace for specific car model enthusiasts’ cohesion.

For those in the media, Bob Dewar was this gentleman known for his meticulous approach to public relations. He would arrive at journalists’ desks with carefully prepared press releases printed on coloured Conqueror paper, accompanied by a compelling story and a deeply thought-out caption.

Attached to each copy was a high-quality photograph, ensuring that the visual aspect of the story was as strong as the written content.

He would take the time to illustrate the story in detail, walking journalists through the key points, contextual background, and intended message.

Born into an English family, the well-read PR pioneer, as recounted by a few, turned his passion into a successful career, elevating his brand visibility to the highest levels.

After completing his A-levels in 1952, Dewar joined Oxford University to pursue a degree in law, a choice vouched for by his parents. However, law was never among his interests, and he only pursued it to honor his late parents, who believed that a degree from the prestigious university was a gateway to a bright future.

From childhood, his passion had always been inclined toward motorsport, where he eventually left a visible mark. After completing his studies, his first job was at Caltex Oil, where he worked as a graduate trainee around 1957 before rising to an administrative position, becoming fully immersed in the oil industry.

His successful career and motorsport ambitions aligned when key players in the oil industry significantly raised oil prices by approximately Sh5 at the time. He was tasked with explaining the sudden price jump to motorists and other consumers—a role similar to today’s EPRA. This moment marked his first stride in the public relations field, as he discovered a missing piece of his career puzzle.

Speaking during an interview, he explained that when the company later devolved, it gave him the freedom to select his country of operations and the opportunity to fully immerse himself in public relations.

“As a graduate trainee, I moved around all the departments, and when I came to the PR department, I clicked—this is what I want to do. They asked me what I would like to do and offered me various transfers, including one to Vietnam, but I thought, ‘That’s not actually for me,’” he recalled. “I love this country, so I’m staying. I said, ‘Presumably, PR will now go out to contracts because you’re reducing the size of your organization?’ and they said yes. There I was with one contract—Caltex. Those were the pioneering days for PR in Kenya.”

This led to his first communications consultancy contract with the company under his brand, ‘Bob Dewar Publicity,’ enabling him to work with other notable brands in the country.

Bob, the one man show

His journey in the industry was not easy, not by choice but due to the level of technology at the time. Unlike today, where PR agencies have full crews and technologically enhanced operations, Dewar had to do everything himself—from photography and networking to manually delivering press releases to media houses. His determination, commitment, and resilience, fueled by passion, were evident.

“PR was quite a new thing, but it soon became fashionable. Having started as a one-man show in the corner of an advertising agency owned by friends of mine, I worked with a portable typewriter, typing out press releases and walking around town to deliver them to The Nation and The Standard. Gradually, I acquired other clients, and my reputation grew,” he explained.

As his clientele grew, he was able to hire staff and secure office space, making field activities much easier and setting the stage for inevitable success.
“That period of walking around town delivering news releases taught me to appreciate office messengers and clerical staff. They do a vital job in maintaining the communication link, and I have always valued their contributions,” he stated.

Even as his career in PR deepened, his enthusiasm for cars and motorsport never waned. He acquired his first car, a secondhand MGA two-seater sports car, matching his taste for automobiles. Later, he actively participated in major motorsport events in the country while managing the image of the Alfa Romeo Owners Club—a club he co-founded with his friends.

PR agent for Alfa Romeo dealer

He was responsible for convening a get-together for Alfa Romeo owners, which eventually developed into a status symbol and a formal club. “Fifty years ago, I was the PR agent for the Alfa Romeo dealer, and I linked with Alfa Romeo in Italy and Britain to discuss the benefits of owners’ clubs. They assured me that such clubs maintain a brand’s price and attractiveness,” he explained. “So, my client agreed to form an Alfa Romeo Owners Club. Since he had just sold his hundredth Alfa, he sponsored a gathering at the Norfolk Hotel, inviting all Alfa owners and potential owners to mingle and discuss the idea. The reaction was amazing and spontaneous.” Through this initiative, which became an annual motoring event, the current annual vintage car show, Concours d’Elegance, was born.

The idea gained traction, with enthusiasts requesting the event to be held twice a year. However, due to the extensive workload involved, this was not feasible. Ten years later, the club expanded its scope to include all vintage car models, from pickups to station wagons.

“Initially, we used to meet on the grounds of a hotel, the Spread-Eagle Hotel, which is now where Safari Park is. Then we moved to the Embakasi Racing Circuit, opposite the Firestone Tyre Factory. That area was intended to be a major recreational zone, with the perimeter road serving as a racetrack,” he explained.

The late Peter Hughes, a Safari Rally winner and a respected figure in motorsport, was invited to be the chief judge. He accepted enthusiastically, recognizing the event’s significance.

“He said, ‘Bob, I like it. We must show motorsport enthusiasts that rally drivers are responsible—they don’t just smash up their cars tearing across East Africa in rallies. They take care of them and should be role models for ordinary motorists. Let’s do it,’” Dewar recounted.

As the event grew in popularity, a motorsport organization—equivalent to the Kenya Motor Sports Federation (KMSF)—forwarded Dewar’s name to the world governing body for motorsports, Fédération Internationale de l’Automobile (FIA). This led to a historic moment: Kenya became the first African country to receive the FIA’s prestigious Founders’ Member Heritage Cup.

Passing on at the age of 91, Bob Dewar’s contributions to both the PR industry and the motorsport world will be remembered and acknowledged for generations to come.