Ministry of Trade Ready to Push the Advertising Bill

 

We were honored to have Honourable Sampson Ahi, the Deputy Minister for Trade, Agribusiness, and Industry, attend the 2025 Gong Gong Festival of Creativity & Awards, where he not only graced the event as Special Guest of Honour but also delivered an inspiring keynote address. While speaking on the significance of the event, Honourable Ahi emphasized the critical role of advertising in national development, urging the sector to continue driving innovation, creativity, and economic growth. He celebrated the Advertising Association of Ghana (AAG) for creating a platform that recognizes and encourages creative excellence.    

 

 

The Advertising Bill: A Step Toward Industry Regulation

In his address, the Honourable Minister also shared exciting news about the reintroduction of the Advertising Bill to Parliament, a step that will solidify ethical standards and regulate advertising practices in Ghana. He highlighted the bill’s potential to protect consumers, level the playing field for all practitioners, and ensure a more professional and structured sector.“This legislation will sanitise the advertising space, protect consumers, and create a level playing field for all practitioners,” Honourable Ahi stated

Advertising as a Key Economic Driver

Honourable Ahi also spoke about how advertising plays an instrumental role in driving economic growth, generating over GHS 2.5 billion annually for Ghana’s GDP. The sector fuels industries like agriculture, fintech, health, and manufacturing by engaging consumers and building brands.

“Advertising is a lifeline for thousands of young Ghanaians seeking careers in creativity, innovation, and entrepreneurship,” he added.

A Call to Disrupt and Inspire

The 2025 Gong Gong Festival, with the theme “Disrupt & Inspire: Recognising Brands and Agencies That Challenge Norms and Redefine Creativity,” celebrated the country’s advertising innovators. Honourable Ahi’s call for a future focused on innovation, ethical storytelling, and strategic collaboration resonated with all in attendance, encouraging them to continue pushing the boundaries of creativity.

Professional Training on Using AI & AI Tools to Enhance Functional Effectiveness

AAG’s Practical AI Training for Marketers, Advertisers & Creatives

Every marketer, advertiser, or communications professional in Ghana is currently highly aware of the AI buzz and how to make the most of it to enhance their efficiency and effectiveness. From agency group chats to trending headlines, AI is the hot topic everyone’s talking about. But between juggling client briefs, hitting deadlines, and chasing KPIs, there’s one big question on every professional’s mind: “How do I use AI in my work?”

Whether you’re crafting campaign strategies, churning out content, or pitching to clients, the reality is this: the marketing world is shifting—and fast, and AI is showing the way to top-notch efficiency and effectiveness. The Advertising Association of Ghana (AAG) is stepping into this area to ensure that advertising, marketing, corporate communications, and media professionals benefit from a professional and hands-on AI training experience, built specifically for our industry.

Not the Job-Stealing Kind of AI

Let’s get this straight—this isn’t about robots taking over your job.

And it’s not about drowning in confusing tech jargon.

This is about learning how to work faster, smarter, and more creatively using the power of AI. No coding. No complexity. Just real tools for real marketing needs.

Why This Training Matters

✔️ Built for Ghana’s Marketing Pros

This isn’t another generic tech seminar. It’s been carefully crafted for:

– Brand Managers

– Client Relations
– Creatives
– Media Planning/Strategy & Buying

– PR Planning & Execution
– Digital Strategists
– In-house and agency teams, etc.

No fluff. No theory. Just practical tools you’ll use the following Monday.

✔️ What You’ll Learn:

  • AI & Digital Marketing Fundamentals
  • AI-Powered Content Creation
  • Programmatic Advertising Strategies
  • Branding with AI & Creativity
  • Consumer Insights & Smart Campaigns
  • AI for Customer Experience
  • AI Ethics & Future-Proofing Your Skills

Powered by the Association That Gets It

This training is proudly powered by AAG—the body that understands the Ghanaian advertising landscape in partnership with the globally-recognized AAA Advertising School, South Africa. The instructors are a combination of advertising & marketing academics and professionals from the AAA Advertising School.

Whether you’re an agency exec in Accra or a freelancer in Takoradi, this workshop is designed to give you practical control over AI in your workflow.

Key Info at a Glance

📅 Dates: August 27–29, September 3rd – 5th 2025
💻 Format: Interactive Online Workshop
🕐 Duration: 2-hour sessions daily
👥 Open To: All levels (No tech skills required!)
📞 Register: Call Mr. Woodin—024444 0477
💰 Cost: GHC 2,000 (AAG Members), GHC 3,000 (Non-members) and GHC 1,000 (Students)

Why You Shouldn’t Miss This

– You’re juggling 10 roles at once
– You want to work smarter, not harder
– You’ve heard of AI, but don’t know where to start
– You don’t want to be left behind

– You are deep into AI already but want to move it to another level for more efficient workflow

If you’re still building strategies like it’s 2022, this is your upgrade.

AI isn’t the future—it’s your next brief.

Final Word

This isn’t just a training.
It’s a career accelerator.
A shift from tech overwhelm to confident execution.
AAG is giving you the chance to say:

“I own my AI-powered workflow.”

👉🏾 Claim your seat today.
📞 Call Mr. Woodin on 024 444 0477
📅 Your AI-powered era begins August 27.

From Project Find to Cannes: How Two Young EchoHouse Creatives Made Their Mark

Two rising stars from EchoHouse, Adelaide Baah and Maame Adubea Asante Yeboah, both 22, made significant waves on the global stage last June.

First, the talented young Ghanaians proudly represented Africa at the prestigious Cannes Lions International Festival of Creativity, a powerful testament to their exceptional talent and EchoHouse’s deep commitment to nurturing emerging creative voices.

Their journey to Cannes is particularly inspiring. Both Adelaide and Maame Adubea joined EchoHouse through Project Find, a groundbreaking recruitment initiative designed by EchoHouse specifically to help recent university graduates transition seamlessly into the workforce and find their footing in the creative industry. Less than a year into their respective careers as National Service Persons, they achieved a rare feat: winning the Cannes Young Lions Africa Digital Competition, which earned them this incredible opportunity to compete globally.

Adele And Maame’s Experience In Cannes

As they immersed themselves in the festival, both Adelaide and Maame Adubea focused on growth. Adelaide aimed to “soak in everything, how the best in the world think, create, and tell stories,” and returned home “with a fresh lens and new energy.” Maame Adubea’s goal was clear: “network, learn from industry thought leaders and win the global competition.”

“My favourite time at Cannes was the awards nights. When the best campaigns got celebrated. I am looking forward to being a part of extremely cool campaigns like that,” Maame Adubea said of her experience in Cannes.

 

“For me, it’s so hard to pick just one, but my absolute favourite parts of the Cannes 2025 trip were definitely the Adobe x Coca-Cola activation, the creativity and tech merge were insane! Then there was the Amazon Port, that entire experience felt like stepping into the future. And of course, the cherry on top was when we travelled to Monaco. It felt like a dream within a dream!” Adele recalled her experience with excitement.

They understand the monumental impact this experience will have. “It’s every creative marketer’s dream to be at the Cannes Lions International Festival of Creativity,” Maame Adubea affirmed. Adelaide believes the opportunity has ignited new confidence, pushing her “to dream bigger and take up more space” and sharpening her “hunger to do even more meaningful work.”

From Project Find to Global Recognition: A Testament to Nurturing Talent

Adelaide and Maame Adubea’s journey at EchoHouse began during their time as National Service Persons. Less than a year into this foundational period of their careers, they found themselves not just learning the ropes, but actively shaping major campaigns. This hands-on immersion was deliberate; EchoHouse’s environment, as Maame Adubea describes, is “involving, educative, hectic, fun and exciting,” consistently pushing individuals to excel. Adelaide, who quickly found her stride on the experiential team, attests that EchoHouse “throws you into the deep end, but in the best way,” fostering a dynamic space that stretched her creatively and sharpened her approach to complex challenges.

This intense, yet supportive, environment proved to be the perfect training ground for their global spotlight at Cannes. Both young women credit the “constant pushing to be the best you can” alongside the “warmth of everyone as family” for providing the bedrock for such an extraordinary opportunity. Their journey exemplifies EchoHouse’s philosophy: that true growth comes not just from theoretical knowledge, but from real-world exposure, consistent mentorship, and the freedom to tackle high-stakes projects from the very start of one’s career.

Beryl Agyekum Ayaaba, CEO of EchoHouse, passionately champions the empowerment of young creatives. Her vision has created an environment where talents like Adelaide and Maame Adubea can truly flourish. “When you have the right mix of people and everybody is willing to pull up their sleeves and get to work, nothing is impossible,” Beryl shared, while highlighting the crucial role of mentorship and creating pathways for young professionals. She also extended gratitude to key brand partners like Johnnie Walker, Pepsodent, Vaseline, Samsung, and Rosa Foundation, whose support made this dream a reality for the duo.

For Maame Adubea, the news of her selection was met with disbelief. “I could not believe it, I was in disbelief,” she shared. Adelaide echoed the sentiment, “It was surreal. I was shocked and super excited. It felt like all the quiet hard work finally made sense.”

A significant pillar in their growth has been the She Unit at EchoHouse, a supportive community for all women within the company, where both Adelaide and Maame Adubea found invaluable mentorship and encouragement.

Their presence at Cannes Lions last June was a living testament to the flourishing landscape of African creativity, the boundless potential of dedicated young talents, and EchoHouse’s commitment to building the future of the industry, starting with initiatives like Project Find – a recruiter platform for National Service.

Cannes Lions Introduces Global Integrity Standards to Define Creative Accountability for a New Era

10 July 2025 – Cannes Lions has announced new integrity standards and measures for its Awards. Following a thorough review, an evolved framework will be introduced to provide a renewed model of accountability, rigour, and trust for creative excellence.

“The industry landscape is changing at lightning speed,” said Simon Cook, CEO, LIONS. “And, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”

During Cannes Lions 2025, collective concerns around manipulation, synthetic media and the use of AI resulted in the necessary withdrawal of Lion-winning work. To ensure the continued integrity of all entries into the Festival, Cannes Lions has announced a comprehensive new framework. From 2026 onwards, all entry submissions into the International Festival of Creativity will be subject to new accountability measures and integrity standards, designed not only to safeguard the integrity of the benchmark but to reaffirm the cultural and commercial value of creativity that is real, representative, and responsible.

For over 70 years, Cannes Lions has demonstrated the power that creativity has to drive progress, and the evidence that creativity drives effectiveness and business outcomes is extremely well documented. At Cannes Lions this year, yet more independent analysis proved the link between creativity and business growth. Interbrand presented an independent analysis of the top 50 Lion-winning brands, revealing that creative excellence directly translates into business performance: a 2.7% increase in profitability and 4.7% growth in market capitalisation in the year following a Lion win, outperforming market averages.

Cook continued: “At the heart of the Lions is creativity that drives growth. These renewed standards reflect our responsibility to both provide a platform for and protect the value of creativity, and reinforce that creative excellence should be synonymous with creative integrity.”

THE NEW GLOBAL STANDARD FOR CREATIVE INTEGRITY
The following measures will be implemented across Cannes Lions and associated awards in 2026. All measures will be continually reviewed, given the fast-paced changes underway in the industry:

INTEGRITY STANDARD 1: Ownership and Authorship

Accountability, Partnership, and Permission

Every submission must be approved by the business leader of the entrant company and by a senior marketer from the commissioning brand. These declarations confirm that all submissions, including case films, written submissions, data, and claims, are factually accurate, responsibly sourced, and representative of real world events and outcomes.

INTEGRITY STANDARD 2: Veracity of Claims

Rigorous, Two Tier Fact-Checking System

A new dual-layer verification system will combine manual checks with AI-led analysis to interrogate the veracity of claims made by each entry. This marks the first time a human + AI hybrid infrastructure has been institutionalised across the global awards to bolster existing measures.

Objective, Independent Expertise and Support

Cannes Lions Juries will have access to an objective and independent data and measurement expert at their request, throughout judging, to provide further technical scrutiny across impact claims, campaign effectiveness, media impact, and data interpretation.

AI Integrity Handbook

The AI Integrity Handbook will set a global standard for awards integrity in the age of AI, protecting trust, creative legitimacy, and transparency. It will outline what is acceptable, what must be disclosed, and what constitutes a breach. This clear and replicable model* is designed for the use of entrants, jurors, and stakeholders, and encouraged for adoption across the industry.

*Informed by OECD AI Principles, Partnership on AI – Synthetic Media Guidelines, and the UNESCO AI Ethics Recommendation.

INTEGRITY STANDARD 3: Consequences of Misrepresentation

Disqualification and Withdrawal

Cannes Lions reserves the right to disqualify or withdraw any awards entry at any stage of submission or judging, including after a Lion has been awarded if material misrepresentation is found. This includes the right to request additional documentation or testimony from entrants or clients at the highest level of seniority.

Sanctions for Deliberate Misconduct

Companies found to have wilfully submitted false or misleading work may be banned from participation for up to 3 years. Jury eligibility may also be revoked. All sanctions will be determined through an independent review process to ensure neutral and objective oversight is prioritised.

 

INTEGRITY STANDARD 4: Due Process & Independent Oversight

Independent Integrity Council and Due Process

All escalated cases will be reviewed by a newly established Integrity Council made up of legal, ethical, and neutral industry experts. Entrants will have the right to respond and appeal within a reasonable timeframe.

INTEGRITY STANDARD 5: Transparency in Governance

Annual Creative Benchmark Integrity Audit

To ensure transparency, Cannes Lions will publish an annual Integrity Audit documenting an overview of concerns that lead to continuous improvements to the system that underpins the global benchmark for creativity.

“Creativity is only valuable if it’s credible,” Cook added. “And credibility must be earned, not assumed. These timely changes mark the beginning of a new era for us all, not just for Cannes Lions, but for the future state of global creative marketing.”

Countdown to the Gong Gong Awards Night 2025

Mark your calendars — the biggest night in Ghana’s creative industry is almost here.

There is high anticipation for a night of great performances, demonstration of excellent creativity, impactful strategy and disruptive innovations at the 2025 Gong Gong Awards Night on Saturday, 28th June 2025 at the prestigious The Adesa Pavilion, Labadi Beach.

The Gong Gong Awards Night is known for honouring the boldest, brightest, and most brilliant work in advertising and marketing communications. With just a few weeks to go, preparations are in full swing and anticipation is high. The red carpet will open at 6:30 PM, setting the tone for a glamorous night, and the main event will begin promptly at 7:00 PM. The dress code is for all to appear Elegantly African that night, reflecting both cultural pride and creative flair.

Tickets for the event are already out and selling fast. This is your chance to secure a seat at the industry’s most anticipated night.  As you may already be aware, the awards night will be broadcast live on TV3, 3FM, Onua TV and on several social media platforms. AAG’s partnership with Media General is making that possible.

The Gong Gong Awards is more than a ceremony — it is a tribute to the power of storytelling, strategy, and imagination in shaping brands and culture.

Don’t miss the opportunity to witness this memorable celebration. Get your ticket, dress your finest, and come experience the brilliance of Ghanaian creativity.

Jury Presidents Give Their Honest Opinions About the 2025 Gong-Gong Awards Entries.

As the judging phase of the Gong-Gong Awards 2025 officially wraps up, we spoke to two key jury presidents — Sharon Mills (Social & Influencer) and Andreas Shifokoka (Digital Excellence) — to get their honest take on this year’s judging experience, the quality of entries, and the future of Ghana’s creative industry.

Q&A with Sharon Mills

Jury President – Social & Influencer Category

Q: How would you describe the overall judging experience this year?
Sharon Mills:
It was both exciting and sobering. I was honoured to lead the Social & Influencer jury and also serve on the regional and global panels. There’s real talent here in Ghana, but honestly, I expected more in terms of both volume and depth. We need more commitment when it comes to entering strong, meaningful work.

Q: What was your impression of the quality of entries?
We had everything — high-budget, well-produced campaigns, very authentic storytelling, and unfortunately, some entries that felt more like “let’s try and see.” While I respect the effort, I believe that awards entries should reflect the very best we have to offer.

Q: Why was no gold awarded in your category?
That was intentional. Before judging began, my jury and I agreed on a benchmark. We asked, “What does excellent social and influencer work look like in Ghana?” None of the entries hit that mark. This isn’t to discourage anyone — it’s an invitation to rise higher and set a stronger standard.

Q: Any concerns around transparency or bias in the judging process?
Transparency was a top priority for me. Judges whose agencies had entries didn’t evaluate them. Although anonymization wasn’t in place, we took deliberate steps to minimize bias and maintain integrity.

Q: What message do you have for Ghana’s creative community?
Don’t be discouraged — be inspired. The lack of gold doesn’t mean failure. It means there’s room to grow. Our work represents not just our clients, but our country. Let’s keep pushing the bar.

 

 

Q&A with Andreas Shifokoka

Jury President – Digital Excellence

Q: How did you find the Digital Excellence judging process this year?
Andreas:
It was rewarding in many ways, but also highlighted some gaps. There were a few standout digital campaigns that truly excited me — smart, strategic, and impactful. But overall, the process could be smoother with better systems in place.

Q: Any challenges you encountered?
Honestly, I was disappointed that some jurors didn’t show up. In my category a couple of the jurors never showed up to judge after accepting to do the work. That affected momentum, but we made sure to maintain fairness. I didn’t judge any of my own work, and where needed, we pushed entries to other panels for additional input.

Q: Was there a gold winner in your category?
Yes, there was one gold awarded. But just like Sharon, we were careful to only award work that met our agreed standard.

Q: What could AAG do differently to improve the judging process?
A lot has been done by AAG from what I’ve been told existed before now. Stronger infrastructure is key — clearer instructions, better use of technology, and more media visibility. If jurors and agencies see the value and the spotlight, they’ll take it more seriously. This is an industry-building moment.

Q: Any final reflections?
I may not be Ghanaian — I’m from Southern Africa — but I love advertising. I live for this work. It was an honour to be part of the process. But the passion must come from within Ghana’s creative industry. Own it. Lead it. Celebrate it.

 

 Closing Thoughts: A Shared Challenge to the Industry

From both Sharon Mills and Andreas Shifokoka, there is great quality in Ghana’s advertising industry. However, the bar needs to be pushed consistently. There should be continuous positive disruptions to inspire current quality and the future of the industry in this country. Sub-standard approaches must not be pampered.

However, it should also be known that “Awards are not the finish line — they’re a reflection of where we’re headed.”

 

MullenLowe and Publicis West Africa Dominate the 2025 Gong Gong Inter-agency & Corporate Fun Games

On Saturday, 14th June 2025, the grounds of the Aviation Social Centre came alive with colour, competition, and camaraderie as creative minds traded briefs for balls, boards, and bragging rights at the Inter-agency & Corporate Fun Games.

As early as 7:30 AM, the energy was clearly registered at the venue; people had already arrived to beat any unforeseen traffic sitiuation. Agencies arrived in vibrant groups — decked out in team colours, hyped up with chants, and brimming with excitement. It wasn’t just about winning; it was about showing up, showing out, and sharing moments that reminded us why collaboration and creativity go together.

The games kicked off across multiple disciplines, from football to draft, Ludo, Mortal Kombat, etc. to Scrabble. Every team gave it their all putting up impressive performances. But MullenLowe and Publicis West Africa emerged as the day’s most dominant contenders, collecting multiple wins and top spots across key games.

Highlights from the Day:

  • MullenLowe clinched 1st place in 5-aside football and draft, and secured 3rd in Scrabble.
  • Publicis West Africa showed impressive consistency, taking 2nd place in draft, Ludo, and Scrabble, and then winning the FC 25 Games outright.
  • Other standout performances included ReZultZ dominating chess, Interactive Digital owning the court in basketball, and Innova DDB coming out on top in Mortal Kombat.

The mix of classic board games and high-energy sports meant there was something for everyone — from intense chess matches to the roar of football fans. The real victory, however, was the sense of unity, fun, and sportsmanship that defined the day. Twenty-one (21) agencies participated.

At the end of it all, agencies walked away not just with medals and points, but with memories, smiles, laughter, and maybe a few sore muscles.

Congratulations to all participating teams — for making this year’s edition one to remember.

Until next year, the bragging rights are yours!

Unlock the Future: Ghana’s First Online AI Training for Advertising Professionals

The future of advertising isn’t ahead of us — it’s already here. And this August, advertising and marketing communication professionals have the opportunity to meet it head-on.

From 27th to 29th August 2025, the Advertising Association of Ghana (AAG), in partnership with AAA Advertising School, South Africa, will host a groundbreaking online training program designed to equip advertising and marketing communication professionals as well as media practitioners with the skill-set to lead in an AI-powered industry.

Why This Training Matters

Artificial intelligence is reshaping how we create, plan, and deliver campaigns. From hyper-targeted messaging to predictive insights and content generation, AI is transforming the work we do — and those who adapt will lead the next wave of industry success.

This isn’t just another webinar. It’s a three-day, hands-on training designed for Ghana’s advertising minds — from brand managers and media planners/buyers to creatives, researchers, customer relations, PR and digital strategists.

What You’ll Learn

Participants will explore practical, business-ready applications of AI, including:

  • AI-Powered Consumer Insights: Learn to uncover patterns and predict behaviour using machine learning.
  • Hyper-Targeted Campaigns: Automate audience segmentation and optimize media spend in real time.
  • Creative Acceleration: Use AI tools to generate ideas, visuals, and content in minutes.
  • ROI-Driven Decision-Making: Track, forecast, and prove the value of every campaign with data.

Led by expert trainers from AAA Advertising School, South Africa —this training is tailored to the challenges and opportunities of today’s African market.

Why You Should Join

  • Save time by automating tasks like reports and A/B testing
  • Build stronger strategies backed by real data
  • Stay ahead as the industry continues to evolve
  • Learn from AI pioneers working at the top of the game

Key Details

  • Dates: 27th–29th August 2025
  • Venue: 100% Online – Join from anywhere
  • Cost: ₵2,000 (AAG Members) | ₵3,000 (Non-Members)
  • Register now: www.aag.com.gh or Call 0244440477

Ready to Lead the Change?

AI is no longer a buzzword — it’s a tool. A powerful one. And those who understand how to use it will define the future of African advertising.

Don’t just witness the shift. Be part of it.

AAG and National Road Safety Authority Collaborate to Sanitize the Mess in the Outdoor Sector

The growing mess in the outdoor sector, especially in big cities across Ghana, is finally receiving some serious attention by key industry players and regulators.

 

The out-of-home (OOH) sector has come into focus recently as public outcry against the sprawling recklessness in that sector is becoming louder. The Advertising Association of Ghana (AAG) has, in the past years, joined regulators like the Ghana Standards Authority to produce the Advertising Standardization Guidelines with the intention to create some level of sanity and orderliness in respect of erection and management of billboards in the country, among other areas within the broader advertising space. The outdooring of that document, however, has not realized the intended purpose, especially for the outdoor advertising sector

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Proactive regulation and practical enforcement of the provisions in the guidelines has been a tough nut to crack. However, with the proactiveness of the new Director-General of the National Road Safety Authority (NRSA), Abraham Amaliba, and the technical industry savviness of the Advertising Association of Ghana, that problem could soon be over soon. At a crucial meeting initiated by the Executive Director of AAG, Isaac Cudjoe, together with the NRSA, the two bodies are currently working on a practical plan that would soon produce some proactive actions to clean up the mess created by the irregular mounting of billboards in the country’s big cities.

A joint technical team has been formed by the two bodies to produce a workable roadmap to tackle the messy canker within the outdoor sector believed to have been caused by “ghost” billboard owners and individuals who do not belong to the AAG; but have entered that sector without any intention to comply with existing regulations and guidelines within the industry.

Media General Group Excited to Make Gong Gong Awards Night A World Class Event

The Advertising Association of Ghana (AAG) and the Media General Group have entered into a partnership, which both parties believe is going to take the annual Gong Gong Festival of Creativity and Awards to another level of excellence

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The 17th Gong Gong awards has introduced a lot of competitive energies among advertising agencies after a deliberate two-year pause to review the awards’ structure and style. According to Andrew Ackah, President of AAG, the Gong Gong Awards has emerged refreshed, redefined, and realigned,    still with significant local content and cultural relevance, but with the pulse of global creativity.

 

 

 

 

 

 

At the signing of an MoU between AAG and Media General, both parties acknowledged the refreshed enthusiasm within the industry and promised to sustain that momentum by putting together great experiences during the advertising week celebrations and at the awards dinner night. Media General is expected to produce the Gong Gong awards night and to broadcast it live on TV, radio, and online

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