The Advertising Association of Ghana (AAG) has called for fresh ideas and a new communication strategy to effectively get the message across to the public, in order to curb the new wave of COVID-19 infections currently sweeping across the country.

The association has described as “unfortunate” the “generic communication style” adopted by the two foremost government institutions in the fight against COVID-19 – the Ministries of Health (MOH) and Information (MOI) – and believe existing strategies contribute to the rising cases, as the messages are not getting to the people.

Executive Director of the AAG, Francis Dadzie, noted that the nation could have achieved better results which would have led to a high level of compliance if it had roped-in the private sector to research all target groups – and devised specific messages for each that would push for action and ensure a sustained break in spread of the virus.

The AAG, he added, is also amazed at how in some instances the COVID-19 safety and prevention protocols prepared by government are jammed on posters, making it difficult to comprehend easily. It believes that this is a major reason the nation is currently battling another wave of infection, which has been noted to be deadlier than the first two waves experienced last year.

“I blame the Ministry of Health for the kind of communication they put out there. We have been in this country even from General Kutu Acheampong’s time – when government was changing from left to right and all that; you use private sector advertisement marketing communications companies which have the research and minds of the consumers to develop the communication strategies needed for change.

“When it comes to COVID-19, which is the greatest of all these things, then you silence all these people and throw out communication that is generic. The human mind and/or audience have become sophisticated, and there are different living standard measurements that they fall within. You cannot create a generic message and think that it will affect everyone. If you do so, it will be difficult to convince those who believe the virus does not even exist.

“We should have gone down to do a level of research among the market women, drivers, people out in the villages, to get some baseline data on their thinking; and then you strategise the communication that will suit them,” he said.

It has become abundantly clear from the economic indices that a lockdown by government would be cutting its own throat – and those of Ghanaians – considering the dire implications for the economy. Many have advised government to push a lot of effort into sensitisation to engender compliance with the COVID-19 protocols, as it is one of the best means to cut the fast rate of infection being recorded in the third wave – which has seen all 16 regions record active cases.

But even before a decision is taken on this, the Advertising Association of Ghana (AAG) is advising government to set up a comprehensive committee, comprising the public and private sector, to deal with the matter of communication all over again.

“We are just appealing to government; they have done well, but it seems complacency and laxity have set in. We think that everyone’s involvement is needed: private communication and advertisement agencies should be engaged to help strategise communication.

“We have already drafted something and sent it to the Information Ministry as a sign of goodwill in helping the state deal with COVID-19. Communication is one of the biggest and cheapest forums we have currently, and we can use it effectively to change the attitudes of people. We have to get everyone on board and get it right this time.”

Source: The Business and Financial Times

The Advertising Association of Ghana (AAG) has expressed worry at the continuous delay in passing the advertising bill into law, saying, the sector is at the brink of a takeover from advertising giants on the continent with the coming into effect of the African Continental Free Trade Area (AfCFTA).

The Executive Director of the Association, Francis Dadzie stated in an interview with the B&FT said that AfCFTA has liberalized the sector and given players on the continent the opportunity to do business in each other’s country which is a good move; but he noted that, even though they are not against competition from colleagues on the continent, there should be some guidelines to protect local investments just as it prevails in many other countries.

“We fear that with the financial standing of especially players in the Nigerian market, they can easily take over the Ghanaian market; but it is not same when you want to go to Nigeria, they have laws and a council in place that regulates the sector, Ghana is yet to get one, that is why we see it as an urgent task for the nation to push the advertising bill to become law. We are obliged to protect the investment of locals in the sector. We need to act fast or else many players in the local sector will lose their business to African giants. It means we will lose out of creating global advertising companies from Ghana” Mr. Dadzie said.

According to the association, the bill, which has been on the tables for about a decade, when passed into law, will give powers for the establishment of an advertising council which will regulate all players in the sector and protect local investment just as exists in other African states such as Nigeria which hosts some of the biggest advertising firms on the continent.

The AAG is therefore pushing to ensure that the advertising council bill becomes law soon, to ensure that the sector operates with best international practices by properly regulating the activities of the sector.

“We are looking at this bill as a consumer protection bill and also a way to protect local investments in the sector. There are a number of things that some advertisers get away with, the haphazard citing of some billboards, the quality standards needed before erecting a billboard at what location, penalties and compensation regimes in instances where a billboard causes an accident etc. This bill will help to streamline all these,” he said.

The Association is hopeful that the bill which is currently available to the Ministry of Trade and Industry will be passed during the life of the 8^th Parliament of the 4^th Republic.

“This would be a legacy for the Minister of Trade designate, Alan Kyeremanten and we know it is very important to him.

He is also a champion of the AfCFTA so he knows and understands firsthand the concern we are raising. We would also arrange and engage with the parliamentary select committee on trade to make them understand the urgency of our advocacy” Mr. Dadzie said.

Source: The Business and Financial Times

November 2, 2020, Accra Ghana. The Advertising Association of Ghana (AAG) represented by the President, Mr. Torgbor Mensah; the International Advertising Association (IAA) World President, Mr. Joel Nettey; the Vice President and Area Director-Africa of IAA, Mrs. Norkor Duah; the past Presidents of the AAG, Mr. Emmanuel Addo, Mr. Reginald Laryea and Professor Tim Acquah-Hayford; the Executive Director, Mr. Francis Dadzie, called on the President of the Republic of Ghana, Nana Addo Dankwa Akufo-Addo at the Jubilee House to introduce the newly-elected Chairman and World President of the International Advertising Association (IAA), a global marketing communications body.

Mr. Joel Nettey is the newly-elected Chairman and World President of the International Advertising Association. He is the first African to lead the 82-years-old association which has membership in over 40 countries.

President Akufo Addo commended Mr. Joel Nettey for bringing honour to the Republic of Ghana by being the first African to be elected as the IAA President. The President of the Republic of Ghana, in his speech, during the meeting, stated the need for the country to do something about projecting itself. He mentioned that in the country’s effort of projecting itself, it should not do so by just in the term of one President, but it must be a country-focused effort and that it is something that all must put heads together and make it work. He assured the association of the government’s assistance to champion the World Marketing Day since it would be of immense benefit by bringing dividends to the government and the people of Ghana.

The AAG also conferred on President Akufo-Addo the titles of an Honorary Member and Ambassador Extraordinaire of the Association, the first to be bestowed on any individual.

The Minister of Trade and Industry, Mr. Alan Kyeremanten, indicated how Mr. Nettey’s promotion is a result of the hard work he had put in both home and abroad as well as President Akufo Addo’s achievements for the country around the globe. He gave utterance to the fact that the government is in support of the Advertisers Bill because President Akufo-Addo considered the private sector to be the anchor that tied up the structural transformation of the economy. He continued that Parliament would support the establishment of an advertiser’s council to regulate the advertising and marketing community space. Speaking about the African Continental Free Trade Area (AfCFTA), the Honourable Minister mentioned that Ghana was keen on benchmarking itself not only within Africa but globally.

Mr. Joel Nettey applauded President Akufo-Addo for bringing the AfCFTA Secretariat to Accra and successfully organizing ‘The Year of Return’. He stated how these two major initiatives of the President have made him a great brand ambassador for the country. He however observed that various governments who assume power in the country should collaborate with associations to assist in building a national brand. He stated the need for Ghana to sustain a solid national brand given the immense benefits it can give to the country. Mr. Nettey mentioned that all the countries that had been well branded went through various methodologies to achieve their goals, and suggested that a Brand Ghana Office be set up by an Act of Parliament with a dedicated source funding.

Mr. Francis Dadzie, the Executive Director of AAG, said the association had made every effort to regulate the industry since 2010 because all over the world, there is an advertising council established to regulate the industry in every country. He said the association, through the Ministry of Trade and Industry, supported the Advertising Industry Bill to Parliament and got the first reading in 2016 but the process got truncated. He expressed the hope however that, the bill would resurface.

Accra, August 26, 2020: The Advertising Association of Ghana President – Mr. Torgbor Mensah received a delegation from the Association of Alcohol Manufacturers and Importers (AAMI) for a stakeholder engagement prior to the passing of the Advertising Council Bill latest November 2020.

Other executive members at the meeting were the Executive Director – Mr. Francis Dadzie, and the Executive Assistant – Mr. Terrick Torgbor.

The delegation from the AAMI was represented by Mrs. Aseye Nutsukpui, Public Policy and Regulatory Affairs Manager of Guinness Ghana Breweries PLC; Madam Eunice Osei-Tutu, Corporate Relations Manager of Pernod Ricard West Africa; Madam Adwoa Aaba Arthur, Legal and Corporate Affairs Director of Accra Brewery Limited and Madam Amanda Gadzekpo, Logistics Manager of Forewin House.
Established by the major producers and importers of alcoholic beverages in Ghana, AAMI is to co-ordinate and direct activities towards the responsible production and use of alcoholic products in Ghana.

Speaking to the delegation, Mr. Torgbor Mensah said “The association is working tirelessly to get the bill passed by parliament latest November 2020. Therefore, I urge all stakeholders within the advertising industry to properly understand and get themselves acquainted with the provisions in the Bill and the industry as a whole”.
The Executive Director, Mr. Francis Dadzie stated that the government’s contribution to facilitating the smooth passage of the Bill will add on to the many policies and projects implemented by the incumbent. He further said the advertising industry has been a non-regulated free playing field for advertisers in Ghana, adding that the AAG in its own way has tried to regulate the industry through voluntary compliance and moral persuasion. He also added that the Bill adopted standards and best practices across the world.

On her part, Ms. Aseye Nutsukpui said it was vital for both institutions to form a synergy to expedite the passage of the bill, however, stating that the AAMI had a few concerns in the Bill which were discussed.

Mr. Francis Dadzie assured the AAMI that once the Council is formed the subcommittees of the Council will be stakeholders and not the AAG members only. He added that the Council is not dependent on government support & funding.

The Advertising Council Bill will be put before Parliament in September when the house resumes sitting. The Bill addresses all discrepancies within the advertising industry and establishes the Advertising Council of Ghana, as the official body charged with the duty of regulating advertising, registering practitioners in the industry, and licensing advertising companies.

The President in conclusion mentioned that the AAG is the Ghana chapter of the International Advertising Association and its aim is to bring the industry together. He called on all corporate institutions to become members of the IAA to understand the advertising industry and other opportunities.

Thursday, July 30, 2020 – Dialogue with Parliamentary Select Committee on Trade and Industry to lay before Parliament the passage of the Advertising Council Bill.