PITCHER FESTIVAL OF CREATIVITY SUCCESS

Headline: Ghana Takes Centre Stage: 2026 Pitcher Academy Faculty & Jury Appointments Announced

The Advertising Association of Ghana (AAG) is proud to announce a significant milestone for our creative industry and in our continued partnership with the Pitchers Festival of Creativity. As part of our ongoing commitment to nurturing and showcasing talent who set excellence benchmarks for the Region, several of our distinguished members have been appointed to leadership and faculty roles for the 2026 Pitcher Festival.

Leadership at the Young Pitchers Academy

We are thrilled to confirm that Venus Tawiah will continue her impactful tenure as Dean of the Young Pitchers Academy. Under her leadership, the academy has evolved into a more robust, marketing-discipline-inclusive learning platform designed to better reflect the realities and opportunities within Africa’s fast-growing creative and communications industries. Her vision has helped reposition the programme as a more accessible and regionally relevant alternative for emerging African talent seeking world-class industry exposure and development opportunities.

Formerly known as the Young Professionals Academy, the reimagined Young Pitchers Academy now serves as a dynamic hub for young professionals across advertising, brand management, digital communications, media, PR, strategy, copywriting, art direction, and marketing communications. Through a combination of online learning, mentorship, regional bootcamps, and industry-led sessions facilitated by leading African and global marketing and creative professionals, the academy delivers high-impact learning that integrates seamlessly into participants’ professional lives while expanding their global perspective.

A key evolution under her tenure has been the separation of the Young Pitchers Competition into its own dedicated competitive platform, while the academy itself now functions as a stronger preparatory and talent development pipeline for participants aspiring to compete at the continental level. This structure has significantly broadened participation across the region and strengthened access to mentorship, industry networks, and career acceleration opportunities for Africa’s next generation of creative thinkers, strategists, storytellers, designers, and brand innovators.

Empowering the Next Generation: The 2026 Faculty

This year, the AAG was well-represented by a new wave of speakers who led sessions and joined panels across the festival’s academic tracks. We congratulate the following professionals on their appointment to the faculty.

  • Rita Nana Adowa Arthur – Session Leader
  • Afua Asiedu – Session Leader
  • Sharon Odarley Mills – Session Leader
  • Emeka Obia – Session Leader
  • Whitney Thompson – Session Leader

They bring a wealth of experience in brand strategy, digital innovation, and creative storytelling, providing invaluable insights to students and young professionals across the continent.

 

Headline: Digital Pioneers: Celebrating Participation in the Young Lions Digital Competition

AGG’s partnership with the Pitcher Festival of Creativity continues to create pathways for emerging talent within Ghana’s advertising industry to participate in the prestigious Young Lions Competition through the regional qualifying platform hosted in Nigeria.

The Young Lions competitions remain one of the industry’s ultimate tests of creativity, strategy, and agility. This year’s Digital Competition challenged teams to respond to high-impact digital briefs within just 24 hours, placing innovation, insight, and digital excellence at the centre of modern advertising practice.

While Ghana did not record direct entries this year, the region was proudly represented by the team from Echo House Nigeria, who advanced to the finals. We are also proud to celebrate Whitney Thompson of Ogilvy, who served as a juror for the final stage of the competition, contributing valuable expertise to the judging process.

Special congratulations go to the team from Marvin Records Nigeria, who emerged as the overall winners of the Nigeria qualifying competition, securing the incredible opportunity to represent the region at the Global Young Lions Digital Competition in Cannes this June. Their achievement reflects the growing strategic depth, innovation, and creative excellence flourishing across West Africa.

 

A Voice in the Room: The Pitcher Awards Jury

In addition to our academic representation on the Young Pitcher Academy, we are pleased to announce strong representation from Ghana as Jurors to serve on the 2026 Pitcher Awards.

Having a seat at the table during the judging process ensures that the unique perspective and cultural nuances of West African creativity are represented when selecting the year’s most impactful work.

Congratulations to:

Anand Badami – 2026 Culture Jury President

Kenneth Hammond-Aryee (PHD) – 2026 Care Jury Member

Colette Amaeshi – 2026 Channel Jury Member

Safo Mallet – 2026 Care Jury Member

 

Whitney Thompson – 2026 Good & Effectiveness Jury Member

Benjamin Anyan – 2026 Craft Jury Member

Lord Adansi – 2026 Craft Jury Member

 

A Note from the Association

“These appointments are not just personal wins; they are a collective victory for the AAG and the entire Ghanaian marketing landscape. By having our industry members leading as Deans, Faculty and jury members, we are actively shaping the future of African creativity.”

What’s Next?

As we look forward to the festival in May, we encourage all member agencies to engage with the academy’s programme and to entre into the Pitcher Awards. This is a unique opportunity to celebrate our industry regionally.

Follow our social media pages for live updates on the Pitcher Festival of Creativity

AAG Challenges MTN Derive More Benefits from Google and Meta for the Ghanaian Consumer

The Advertising Association of Ghana (AAG), represented by its President, Andrew Ackah, has thrown a challenge to telecommunication giant, MTN to renew its mode operation, especially in respect of social media and digital platforms in order to fully benefit from networks like Meta and Google.

Mr. Ackah made the bold recommendation at the 2026 MTN Digital Transformation Conference held at the Kempinski Hotel Gold Coast City in Accra.  He was a keynote speaker at the event that welcomed top tech and marketing communications experts from across the country. Mr. Andrew was addressing the gathering on his chosen topic: “Adapt Faster, Connect Deeper,”. He recommended a new era of industry synergy but on terms that recognize where the real value lies.

The Connectivity Ecosystem: Influence Through Infrastructure

The centerpiece of Mr. Ackah’s address was a call for a “Synergy Mandate.” He observed a simple but profound reality: global giants like Google and Meta essentially run on the rails provided by MTN. Without local telecom infrastructure, their content and ads never reach the Ghanaian consumer.

But then came the provocation that gave the room a different colour: the AAG President cautioned that MTN risks becoming what the industry calls a “unpaid conduit” a company that builds and maintains the road while others drive the profit through it. Google and Meta capture attention, harvest data, and monetise engagement. MTN provides the connection. That, he argued, is a losing bargain.

However, Mr. Ackah quickly flipped the narrative. MTN has something Google and Meta cannot buy or replicate, and that, he said, was ‘verified identity’ tied to real SIM cards and real people. Not bots. Not duplicate accounts. MTN holds financial transaction data from millions of mobile money users, location and movement signals, and offline-to-online behavioural patterns at a scale no global platform operating in Ghana can match.

“…Data is being given away for free,” Ackah told the room. “Synergy does not mean charity.”

The Mechanism: A Private Marketplace, Not Just a Partnership

Andrew Ackah proposed a concrete mechanism for genuine collaboration: a private marketplace a self-serve demand-side platform sitting on top of existing platforms like Meta and Google, not replacing them, but positioning MTN as the authoritative data layer beneath them.

In this model, brands and advertisers would enter the marketplace, define their audiences, and bid for access based on real behavioural data. Not modelled. Not inferred. Actual, verified, live data tied to real people and real transactions.

“The private marketplace is how MTN stops being the road and starts being the city that the road runs through,” Mr. Ackah said.

The implications for synergy are clear:

  • Advertisers get better ROI than Google or Meta can offer alone, because targeting is grounded in verified reality.
  • Merchants reach millions of Ghanaian consumers with a frictionless payment layer already in place.
  • Global platforms gain access to the highest-quality local data, legally and ethically, without having to build it themselves.
  • Consumers receive relevant, valuable experiences—and tangible rewards—for participating.

From Linear to Looping: The New Consumer Journey

Mr. Ackah also noted that technology is moving at “breakneck speed,” fundamentally altering the consumer journey. The traditional, brand-controlled linear path has been replaced by a fluid, looping, multi-touch experience.

In this new reality, he introduced the concept of Digital Excellence:

“Digital excellence is not about having the most data; it is about the organizational capability to close the gap between insight and action faster than the consumer notices a need.”

He argued that being present on digital platforms is not enough; that, according to him, is merely digital complacency. What businesses must pursue is digital excellence, where customers feel understood, not targeted.

The “Human Behind the Data”

Despite the focus on AI and high-speed infrastructure, Andrew Ackah’s most poignant reminder was the human element. Using the story of Akwele, a fashion shop owner in Makola.

Akwele runs her entire life and business from the face of a phone: paying school fees via mobile money, buying electricity for her mother, receiving customer orders through social media DMs, and transferring funds to her supplier in China. She is not an outlier; she is the definition of the market.

“Behind every data point is a human being searching for connection, trust, and value. Transformation is nothing if it fails to serve the woman in the market.”

By using the market woman as his litmus test for success, Mr. Ackah reminded the room that digital tools are only successful if they enhance everyday lives.

 “Let us stop digitizing old systems or building roads for others to profit from,” he said. “Let us become the ecosystem where value is created, owned, and transformed.”

He ended with this: “somewhere tonight, Akwele will still be running her life and business from the face of a phone. The question is whether our industry and everyone in between is evolving fast enough to remain relevant in her world.

AAG’s PROJECTION OF GHANA AT CANNES LIONS SUCCESSES

  1. CANNES LIONS AWARDING JURY

  The Cannes Lions International Festival of Creativity set to take place from 22–26 June 2026, has unveiled its Awarding Jury line-up for this year’s Festival. This distinguished group of global experts are to convene at Cannes in France to define and uphold the benchmark for creative excellence worldwide.

This year’s juries reflect the growing diversity of voices shaping the global creative industry, bringing fresh perspectives from independent agencies and brands across a wide range of sectors. We are proud to announce that AAG members Norkor Duah of MullenLowe Ghana and Hillary Andoah of HAS PR will represent Ghana for the first time as part of the Awarding Jury. They will contribute their time and expertise to recognising groundbreaking work in the Health & Wellness and PR categories.

This milestone marks another important achievement for AAG, reinforcing its ongoing commitment to positioning industry talent for some of the most prestigious opportunities within the Cannes Lions ecosystem.

  1. SHORTLIST JURY – CANNES LIONS AWARDS

Ghana is represented in full force at this year’s Cannes Lions Awards. After nominations though AAG and going through the robust selection process, AAG is delighted to announce that the following industry members will join the Cannes Lions Shortlist Jury, who participate remotely to create the awards shortlists for Brand Experience & Activation, Creative Strategy, Design, Direct Marketing and Social & Creator categories.

Delali Dzidzieny, Head of Marketing and Corporate Affairs, First National Bank GH –

Emeka Obia, Head of Strategy, Publicis Groupe

Colin Yesutor, Senior Graphic Designer, Havas Africa Ghana

Emmanuel Amankwah, Executive Creative Director, ResZultz Advertising M&C Saatchi

Sharon Odarley Mills, Creative Marketing Strategist & Lead Consultant, SMC Consulting

 

  1. CANNES LIONS ‘See It Be It’

Celebrating Global Excellence: Natalie Narh Joins Cannes Lions “See It Be It” 2026 Cohort

The Advertising Association of Ghana (AAG) is incredibly proud to announce that Natalie Narh has been selected for the prestigious Cannes Lions 2026 See It Be It SIBI.  See It Be It is a world-class initiative fully funded by Lions, designed to accelerate women’s advancement into creative leadership roles through mentorship, masterclasses, and tailored backstage Cannes festival access. With only 20 places available globally, Natalie’s inclusion is a significant “win” for Ghana. Natalie’s selection for this SIBI global programme follows her innovation of NewComma a platform and creative membership community that connects over 17,000 African and diasporan creatives to global opportunities.

Join us in congratulating Natalie Narh on this monumental achievement!

4. The Next Generation: Ghana’s 2026 Roger Hatchuel Academy Selection

The future of the Ghanaian creative industry continues on its global ascent. Following up on our previous communication, on submitting three students from Ghana into the selection pool for places on the 2026 Cohort Roger Hatchuel Academy, the Advertising Association of Ghana (AAG) is proud to announce that Amaris Shekinah Bedweifrom Lancaster University Ghana has secured a prestigious place at the 2026 Roger Hatchuel Academy at Cannes Lions.

What is the Roger Hatchuel Academy?

The Roger Hatchuel Academy is a high-intensity learning program designed for students who are ready to break into the world of advertising. Taking place during the Cannes Lions International Festival of Creativity, the academy offers students a week of specialized workshops, mentorship from industry legends, and a global platform to launch their careers.

A Journey of Excellence

Our selected student earned this spot through intense mentorship via AAG in preparing her submission and through a rigorous and competitive application process. We are particularly proud of the dedication shown throughout this journey, which highlights the immense potential of our youth when given the right guidance and support.

Call to Action: Investing in Our Future

While admission is a massive achievement, the journey to Cannes is a collective effort. We invite our member agencies, corporate partners, and the wider industry to join us in supporting this student’s travel and participation through sponsorship; this is more than a trip, it is an investment in the talent that will lead our industry tomorrow. For more information about Sponsorship contact AAG via info@aag.com.gh.

5. Lions cMBA (Creative MBA)

 Lions have been supporting the next generation of talent by running academies and learning programmes for over 20 years. This is a commitment to providing emerging talent with expertise, confidence and skills needed to elevate their work. The cMBA is a 10 Week digital course from Lions, the organisers of the Cannes Lions Festival of Creativity, designed to help creatives and marketing professionals to understand the tools, techniques, and insights needed to deliver impactful work and elevate their careers.

Congratulations to Yaa Boateng, of Stortellers who will be a speaker on the programme.

A DIFFERENT GONG GONG EXPERIENCE ALTOGETHER

The Creative Convergence: Human Craft Meets the Speed of Code

This year, the Gong Gong Festival of Creativity& Awards has reached a different level of excitement. We are stepping into a future that is highly relevant to global industry trends defined by a theme that celebrates the industry’s evolution:The Creative Convergence: AI and Human Craft in Advertising. The Advertising Association of Ghana proudly presents the 18th edition of an event that has, over the years, become the most prestigious recognition of advertising excellence in Ghana and beyond.

“Craft is the soul. Code is the accelerator. Together, they define the next era of Ghanaian advertising.” 

In an age of rapid technological shifts, one thing is being clarified by this year’s theme for the Gong Gongs: human creativity remains a central focus. While “Code” brings the speed, precision, and innovation required to compete in today’s fast-moving landscape, it is “Craft”: the artistry, the storytelling, the cultural soul that truly moves people. This is not a debate between technology and humanity. It is a celebration of their collaboration. The tools have changed; the standard of the work has been raised higher.

The 18th Gong Gong Festival of Creativity and Awards represents a significant and intentional step forward for the AAG. By embracing this convergence as our theme, we ensure that the industry remains at the cutting edge of global trends while honouring the timeless skill of the Ghanaian creative.

THE AWARDS FRAMEWORK 

The 7 Pillars of Excellence 

To reflect the full breadth of modern advertising, the 18th Gong Gong Awards are structured across seven distinct pillars. Each pillar captures a different dimension of the “Code and Craft” philosophy, ensuring that every form of creative and strategic work in the industry has a home at this year’s awards.

01 Integrated Campaign:

Best Integrated Campaign and Campaign Effectiveness

02 Craft:

Best Film; Print; Radio; OOH; Design and Production Company of the Year

03 Purpose & Impact:

Gong Gong for Good and Cultural Impact

04 Media: 

Excellence in Strategy; Excellence in Media Planning; Best Media Idea/Innovation

05 Digital & Technology: 

Best Use of Digital; Social Media; AI & Creative Tech, Innovation

06 Brand Experience & Content:

Activation; Branded Content; Influencer & Creator Economy

07 People & Industry: 

Young Creative of the Year; Agency of the Year and Brand of the Year

 

Eligibility & Entry Information 

The 18th Gong Gong Awards will celebrate campaigns/works released between January 2025 and March 2026. This eligibility window has been carefully chosen to capture the most recent wave of creative output from agencies, brands, and independent creators across Ghana.

Entry fees remain unchanged at GHC 1,500 per entry. It is a deliberate decision by the Gong Gong Board to keep the competition accessible to agencies of all sizes. Whether you are a major network agency or an independent studio, the Gong Gong stage is yours.

A special briefing session with the Gong Gong board and the awards portal designer will be held in May to guide all participating agencies through the entry submission process. Details of the date and format will be communicated shortly. Agencies are strongly encouraged to attend so that no outstanding work misses its moment.

KEY DATES & THE ROAD TO JULY 

The Journey to the Main Event 

From the moment entries open to the grand awards night at the Labadi Beach Hotel, the coming weeks are packed with activity. Below is the complete roadmap. Save these dates and plan your submissions accordingly.

MILESTONE DATE DETAILS 

Entries Open May 22, 2026 Submission portal goes live. All eligible work from Jan 2025 Mar 2026 can be entered.

Portal Briefing May 2026 (TBC) Board and portal designer walk agencies through the entry navigation process.

Entry Deadline June 14, 2026 Final date for all submissions. Entry fee: GHC 1,500 per entry.

Judging Period June 15 – July 7 All seven jury panels, led by the appointed Jury Presidents, evaluate submissions.

Advertising Week July 13 – 24, 2026 A week-long celebration of industry excellence, forums, and networking.

Awards Night July 25, 2026. The grand ceremony at the Labadi Beach Hotel, Accra. The pinnacle of Ghana’s creative calendar.

Looking Ahead 

There are Loads of events lined up that would lead into the Gong Gong Awards night itself.   Ready to enter? Submit your best work at www.aag.com.gh | Deadline: June 14, 2026 | GHC 1,500 per entry

MINISTER OF TRADE, INDUSTRY & AGRIBUSINESS COMMITS TO GETTING ADVERTISING BILL PASSED

In relation to the on-going interest build-up in the advertising bill, the Minister of Trade, Agribusiness and Industry, Honourable Elizabeth Ofosu-Adjare, met with the Council of the Advertising Association of Ghana (AAG) in her office on April 1st 2026.

The meeting of the two parties had two key purposes: for the minister and her team to align with AAG on the various steps and approaches to adopt in order to get the bill fully on track again, and for the minister to reassure the advertising industry of her commitment to see the bill through Cabinet and Parliament.

Currently the Attorney-General’s office is revising the bill to include provisions on digital advertising, which drafters of the existing bill did not consider when they drafted the bill over fifteen years ago.

THE ADVERTISING BILL IS BACK ON TRACK.

After many years of ups and downs, the Advertising Bill is back on track, following a renewed push by AAG and a stronger collaboration between the Ministry of Trade, Agribusiness and Industry and AAG. There have been several meetings between the executives of AAG and a technical team from the trade ministry led by the ministry’s Chief Director and the policy directorate.

As part of renewed efforts, a stakeholder meeting was convened on Tuesday April 14th , bringing together key players across government, industry, media, academia, and the private sector. The stakeholder workshop forms part of a broader review process aimed at strengthening the existing Bill and also to update it with provisions on digital advertising to ensure that the bill reflects the realities of today’s rapidly evolving advertising landscape.

Since the Bill was first introduced over fifteen years ago, the media ecosystem has undergone significant transformation, with digital platforms now playing a dominant role in how brands communicate and engage consumers. Stakeholders at the workshop acknowledged that without clear provisions to regulate digital advertising, there would be obvious challenges in areas relating to content standards, accountability, and enforcement.

The inclusion of digital advertising is therefore seen as a critical step toward ensuring that the regulatory framework remains relevant, future-facing, and responsive to technological change.

Addressing Consumer Protection Concerns

Another key issue that emerged strongly during the engagement was the growing concern around the protection of women and children in advertising, particularly within digital spaces.

Stakeholders highlighted instances of inappropriate, misleading, or exploitative content circulating across digital platforms, often with limited regulatory control. These concerns reinforced the urgency of establishing a framework that not only governs traditional media but also extends effectively into online environments.

The Bill’s emphasis on ethical standards, truth in advertising, and consumer protection was therefore widely acknowledged as both necessary and timely.

The Unfairness of Digital Advertising from Beyond Ghana

One of the key concerns raised during the stakeholder event was the fact that adverts which brands in Ghana are heavily regulated on, get projected on digital and social media platforms from other countries, creating situations of unfair competition. The Attorney-General’s team was challenged to take note of that practice in drafting aspects of the bill on digital advertising.

A Multi-Stakeholder Engagement

The meeting reflected a broad and inclusive representation of the advertising ecosystem, underscoring the importance of collective input in shaping industry regulation.

Participants included:

  • Government and Regulatory Institutions, such as the Ministry of Trade, Agribusiness and Industry, the Office of the Attorney General and Ministry of Justice, the Food and Drugs Authority (FDA), and the National Communications Authority (NCA)
  • Creative and Advertising Agencies, including EchoHouse Ghana Limited, Ogilvy, Publicis West Africa, Brandflow, Pacific Solutions, Diffusion Ltd, ART EXCEL, and Media Initiative
  • Media Organisations, such as Channel One TV & Citi FM, Graphic Communications Group Ltd, and Labori Journal
  • Corporate and Private Sector Representatives, including Absa Bank and The Coca-Cola Company, alongside telecommunications giant MTN
  • Academic Institutions, with participation from the University of Ghana and the University of Media, Arts and Communication (UniMAC)
  • Industry and Professional Bodies, including the Ghana Enterprises Agency, the Regulatory Affairs Professionals Network, and members of the Advertising Association of Ghana (AAG)

This diverse representation ensured that the discussions captured a wide range of perspectives, from policy and regulation to practice, education, and market realities.

Strengthening the Path Forward

The reactivation of stakeholder engagement around the Advertising Bill signals a renewed commitment to establishing a more structured, accountable, and forward-looking advertising industry in Ghana.

By addressing emerging issues such as digital advertising and strengthening provisions around consumer protection, the ongoing review process presents an opportunity to build a regulatory framework that is both comprehensive and adaptable.

As consultations continue, collaboration between stakeholders will remain essential to refining the Bill and ensuring its successful implementation. Ultimately, the passage of the Advertising Bill will mark a significant milestone in promoting professionalism, safeguarding consumers, and positioning Ghana’s advertising industry for sustainable growth in an increasingly complex media environment.

How to Make Successful Entries in the Gong Gong Awards: The Views of a Jury President

As the Gong Gong Awards continue to grow in stature, and competition intensifies among agencies, the quality of entries submitted has become just as important as the volumes. According to Russel Eni of Insel Communications, who was the Jury President for Press, Radio, TV & OOH for the 2025 Gong Gongs, success at the awards begins long before submission day. It starts with intentional thinking, strong storytelling, and respect for craft.

Drawing from his experience in the jury room, Russel emphasizes that awards are not won by how many entries are submitted, but by how well each entry is thought through. “It is not about quantity,” he explains. “It’s the quality of work you put in that determines whether an entry stands out.”

What Separates a Good Entry from an Outstanding One?

At the heart of every award-winning entry is memorability. The strongest work, Russel notes, is work that leaves a lasting impression not just on jurors, but on the audience, it was created for.

“An ad should resolve something in the mind of the consumer: a problem, a desire, a question,” he explains. “The brand should be the hero that resolves that problem. We shouldn’t be making ads for clients; we should be making ads for consumers.”

Russel, who is also a member of the Gong Gong Board, mentioned that the test for jurors is simple: is the work remembered after reviewing dozens of entries in a short period of time? If the answer is no, the work risks fading into the background.

The Importance of Storytelling and Structure

Storytelling consistently emerged as a defining factor in strong entries. Effective submissions clearly articulate where the idea started, why it matters, and how it came to life. Case studies whether presented through video or written narrative help jurors understand the thinking behind the work and the journey from insight to execution.

However, clarity is non-negotiable. “If it’s not clear, it can’t be judged,” Russel stresses. “If it doesn’t move you, you’re bored. And when people are bored, they move on.”

He adds that the first few seconds matter greatly. Just as viewers change TV channels or scroll past content online, jurors are exposed to multiple entries in quick succession. Work that fails to capture attention early often gets skipped. One guiding principle, he says, should always apply: “Don’t tell me show me.”

Strategy First, Creativity Always.

While creativity is essential, Russel believes strategy is the foundation upon which great work is built. Without strategy, even the most visually appealing execution risks becoming forgettable.

“Anyone can create something beautiful,” he explains. “But strategy is what gives the work purpose of understanding human insight, context, media placement, and intention.”

In a cluttered advertising landscape, strategy helps brands decide not just what to say, but when, where, and how to say it. Creativity, when guided by strong strategy, becomes impactful rather than decorative.

As He succinctly puts it, “Good storytelling will always trump good design. If you can marry the two, then you have something truly powerful.”

Common Pitfalls That Weaken Entries

One of the most common challenges observed during judging is idea dilution. Strong concepts often lose their edge during execution sometimes due to excessive compromises, unnecessary additions, or fear of taking creative risks.

According to Russel, agencies must learn to defend good ideas with conviction. “You hire an agency for expertise,” he notes. “Once an idea is strong, it should be protected and carried consistently across every channel.”

He also highlights the danger of playing it too safe. In a world competing for attention, overly cautious work rarely stands out. “You cannot please everybody,” he says. “If you connect with the majority and spark emotion, you’re winning.”

Why Emotion and Cultural Relevance Matter

Award-worthy work often transcends language and geography. Whether an ad is delivered in English, Twi, or another language, what truly matters is human connection.

“Seeing isn’t believing anymore, feeling is believing,” Russelexplains.

Work that sparks emotional laughter, reflection, curiosity, or empathy is far more likely to be remembered and shared. Stories grounded in authentic cultural insight tend to resonate deeply, both locally and internationally.

Rather than imitating global styles, Russel encourages creatives to look inward. “Our stories matter,” he says. “When told with intention, they can travel anywhere.”

Advice for First-Time Entrants

For agencies and creatives submitting work for the first time, the advice Russel gives is to study strong case studies from reputable award platforms and benchmarking honestly against global standards. More importantly, he encourages teams to ask themselves one simple question before submitting any work: “If I wasn’t part of this project, would I feel something when I encountered this?” If the answer is no, then the work likely needs refinement.

A Mindset of Learning and Growth

Finally, Russel emphasizes the importance of humility and continuous learning within the industry. Advertising, he notes, is a complex and highly skilled profession that demands constant upskilling.“No one knows everything,” he says. “The moment you believe you do, you stop growing.”

As Ghanaian agencies increasingly compete on regional and global stages, investment in training, craft, and strategic thinking will be essential to producing work that not only wins’ awards, but shapes culture and drives impact.

AAG CREATES OPPORTUNITY FOR AGENCIES TO ACCESS UNENDING POOL OF RESOURCES FOR SUCCESSFUL PITCHES

A special MOU between AAG and Cannes Lions has created the opportunity for all AAG member-agencies to gain access to a globally-acclaimed prestigious pool of resources that has been described by some as “creative steroids”. This Lions resource portal is generally known as “The Work”, and is subscribed to by most of the leading global advertising agencies.

According to the Executive Director of AAG, Isaac Cudjoe, AAG considered two key benefits of the The Work portal before entering into the partnership with the Lions team The portal grants creative agencies access to the world’s most celebrated and award-winning creative campaigns. It serves as a creative ‘cheat code’ for agencies that have access to enable them to enrich their pitches. The portal also serves as a guide to agencies that want to win global awards. Instead of paying 5,000 Euros to access the portal, AAG’s arrangement gives its member (corporate and individual) the opportunity to pay about 500 USD to access the prestigious portal.
Apart from the above-mentioned benefits, the following also serve as a strong reasons why top advertising and marketing communications agencies subscribe to the The Work portal. 

  1. The Work gives you year-round access to data, opinions, analysis and the talents behind the best-in-class work entered into Cannes Lions since 2001.
  2. It’s the world’s leading creative benchmark tool. It gives you access to the core of how to create exceptional work that impacts culture and drives measurable growth.
  3. It’s how you tap into the minds of creative legends and industry leaders.
  4. It’s where you go to harness the trends shaping the industry. It boasts of 100 + Detailed Reports and the LIONS Webinar Series.

For agencies interested in The Work portal, you can reach out to Woodin on 0244440477 or Venus Tawiah on 0502911746.

 

AAG Partners Pitcher Festival for 2026 Young Lions Digital Competition

The Advertising Association of Ghana partnered with the Pitcher Festival for the successful hosting of the 2026 Young Lions Digital Competition, delivered as a joint Ghana and Nigeria initiative. The collaboration reinforces AAG’s commitment to developing emerging creative talent and strengthening West Africa’s presence on the global stage.

The 2026 edition concluded on a high note, featuring strong entries from rising digital professionals who demonstrated strategic depth and effective digital execution. Echo House, one of Ghana’s leading creative agencies, was among the finalists, showcasing exceptional work that reflected the strength of the local creative ecosystem.

AAG’s industry representation was reflected in the appointment of Whitney Thomson, Head of Digital and Account Director at Ogilvy Africa Ghana, who served on the distinguished jury panel. Alongside respected industry leaders from Nigeria and Kenya, the jury upheld rigorous standards in evaluating this year’s entries, ensuring that excellence remained at the forefront of the competition.

In the final outcome, Precious Kassie and Olabode Otolorin of Mavin Global emerged as winners of the 2026 Young Lions Digital Competition. Their work stood out for its clarity, innovation, and strategic execution, earning strong commendation from the jury.

With this win, the duo will represent the region at the Global Young Lions Digital Competition during the Cannes Lions International Festival of Creativity, scheduled for 22 to 26 June 2026. Their qualification marks another significant milestone for West African creative talent on the international stage.

AAG also acknowledges all participants who took part in this year’s competition. The quality of submissions, including finalists like Echo House, reflects a growing depth of digital capability within the region’s creative ecosystem.

Through strategic partnerships such as this, AAG continues to advance professional development, industry standards, and global competitiveness for Ghana’s advertising and marketing communications sector.

AAG Connects Ghanaian Students to the Roger Hatchuel Student Academy.

The Advertising Association of Ghana (AAG) has nominated three (3) Ghanaian students to the Roger Hatchuel Student Academy (RHSA), marking Ghana’s entry into one of the world’s most prestigious global talent development platforms within the creative and advertising industry. This is Ghana’s first ever entry into the prestigious academy from the advertising industry in the country.

The Roger Hatchuel Student Academy is a highly competetivelearning programme held annually during the Cannes Lions International Festival of Creativity in Cannes, France. The academy is designed for exceptional final-year students and emerging talents in advertising, marketing, communications, media, and related creative disciplines. It brings together a global cohort of young creatives for an immersive experience that includes masterclasses, mentorship, collaborative workshops, and live creative challenges led by leading industry practitioners. Widely regarded as a launchpad for future creative leaders, selection into the Academy is considered a strong endorsement of creative excellence, leadership potential, and readiness for the global stage.

Against this backdrop, the nomination of Ghanaian students represents a significant step forward for the country’s creative ecosystem. Led by the Advertising Association of Ghana, this initiative underscores the Association’s commitment to nurturing young talent, expanding global exposure, and ensuring that Ghanaian perspectives and stories are represented within international creative conversations. This first-ever nomination also signals Ghana’s growing influence and readiness to participate meaningfully in the global creative economy.

Each of the three (3) outstanding students nominated reflects the diversity, depth, and promise of the country’s next generation of creative leaders:

Eliot Serlom Agbedor

Eliot Serlom Agbedor is a communications student at the University of Media, Arts and Communication, majoring in Public Relations. With a vibrant and energetic communication style deeply rooted in African storytelling, Eliot represents a multidisciplinary creative voice spanning writing, fashion, content creation, lifestyle media, acting, storytelling, and directing. His academic and professional journey is driven by a commitment to purposeful, human-centred communication. Notable highlights include leading his team to first place in the 2025 Sustainable Development Goals Advertising Campaign Competition, alongside hands-on experience in news writing, reporting, producing, voice-over artistry, and event hosting. Eliot’s work reflects a strong focus on impact, leadership, and storytelling with intent.

 

Amaris Bedwei

Amaris is a final-year marketing student at Lancaster University, Ghana, with a passion for multidisciplinary creativity. A filmmaker, creative director, editor, and social media manager, she approaches her career with curiosity, experimentation, and bold creative ambition. Rather than being confined by titles, Amaris has consistently chosen creativity across mediums, including filmmaking, marketing, and editorial work. Her work is driven by a desire to tell stories that resonate emotionally and culturally, while exploring different forms of expression. Through the Roger Hatchuel Student Academy, she seeks to sharpen her skills, gain global exposure, and build the confidence and tools required to navigate the creative industry with clarity and intention.

Naa Odarkor Mills

Naa Odarkor Mills is a final-year journalism and mass communication student whose creative identity is shaped by a deep love for photography, film, language, and storytelling. Fluent in Ga and inspired by Ghanaian culture, Naa is motivated by a desire to use storytelling to take Ghana to the world while bringing global perspectives back home. Her early aspirations included documentary and wildlife photography, and while her career ambitions have evolved, her commitment to storytelling remains central. Drawn to advertising through the rich narrative tradition of classic Ghanaian commercials, she is particularly interested in how brands can use culture, language, and emotion to create meaningful connections. Through her photography work with emerging Ghanaian brands, Naa actively explores this intersection of storytelling and brand building. She seeks the Roger Hatchuel Student Academy experience to learn how bold ideas are shaped, and how culturally grounded stories can travel globally without losing their roots.

As the selection process progresses, and should the nominees be officially admitted into the Academy in Cannes, support from agencies, organisations, and industry stakeholders will be essential. Sponsorship and partnership opportunities will help ensure that Ghana’s representatives are able to fully participate in this global programme, maximising the learning, exposure, and long-term benefits for the individuals involved and for the industry as a whole.

Through this landmark initiative, the Advertising Association of Ghana continues to demonstrate leadership in talent development, international collaboration, and the strategic positioning of Ghana as an emerging force within the global creative economy.