AAG Platinum Gong Gong Awards: Jury Presidents’ Statement

This year, we awarded three prestigious Platinum Awards: Media Agency of the Year, Creative Agency of the Year, and Experiential (Brand Experience) Agency of the Year. Together, we shaped a judging process that was transparent, fair, and accountable — a system that gave us a clear picture of the most awarded agencies in each category.

For the Experiential (Brand Experience) Agency of the Year Platinum Award, we simply tallied the points from the Gold, Silver, and Bronze Gong Gong awards each agency earned in that category — a straightforward and objective decision.

For the Creative Agency of the Year Platinum Award, we placed special emphasis on the strength of the idea. We know that world-class creative awards are judged on how surprising, interesting, and memorable the idea is — regardless of how polished or lavish the execution may be. By weighting the scoring towards idea-led criteria, we aim to strengthen Ghana’s standing as a creative powerhouse.
This meant zeroing in on the categories that were decisively defined by creative excellence – in TV Craft, OOH, Film and Social & Influencer Gong Gongs. We took a critical look at the gold winners, doubled the value of each gold won and rewarded the best among them based on their repeated pattern of excellence in this year’s awards.
This not only enhances our industry’s reputation, but also helps attract more business from pan-West African and pan-African brands. The Gong Gongs should be more than a celebration of great work — they should serve as a bold advert for Ghana’s creative leadership.

For media we sought to ensure that the winner’s entries and performance went beyond the Media Craft Gong Gong category. As such we expanded the bucket list of categories to cover four more to include other categories that require channel strategy, planning and execution in addition to communications planning. The final list of categories agreed on were; Media Craft, Social & Influencer, Integrated campaign, and PR Gong Gongs.
The winning points framework was applied such that Gold winners got three points, silver got two and bronze winners got one. These were tallied for all agencies that won in the above listed categories to ascertain which agency emerges with the highest points overall.