Isaac Cudjoe, Author at Advertising Association of Ghana

AAG Resource Person’s Wow Participants at the Essential Advertising Skills Training

Participants at the professional development training held last month (July) have been talking about the expertise, delivery and depth of the resource persons who wowed them with what they have described a true package of industry experience. The resource persons for the training in July were Professor Robert E. Hinson of the Ghana Communication Technology University, Andrew Ackah of Denstu Ghana, and Beryl Agyekum Ayaaba of EchoHouse.

There were four areas of focus at the 3-day professional training session, covering areas such as contemporary events management that produce impact; winning client service skills; personal branding, and skills needed to move into leadership within the advertising space.

The following are a few of the comments from the participants: Josephine from MX24 “The training exceeded my expectation; I didn’t think it would have this kind of depth”. Dela from SSNIT: “Andrew’s delivery and insight on leadership skills were captivating. Leadership lectures are usually stiff and boring; but this was practical and very engaging”. Frederica from Sodium Brand: “I had heard about Beryll and what EchoHouse has been doing in the industry; but listening to her directly about their techniques, and seeing their pre-production videos was another experience altogether”. Ida Smend from SSNIT: “I love the content of the training and experiencing Professor Hinson in person was worth it”. Ekow from Global Media Alliance: “I have been to each event organized by EchoHouse; but the content shared here is eye-opening. AAG must organize more of these hands-on training sessions”.

Look out for our next professional training opportunity, coming up in October/November 2024

AAG and MEST Partner to Provide Internship & Career Opportunities for Over 200 Graduates in Digital Marketing

The advertising Association of Ghana (AAG) and the Meltwater Entrepreneurial School of Technology (MEST), have entered into a partnership to provide internship and other career opportunities for young Ghanaian graduates with digital marketing and web developing skills. The partnership, which promises to give access to about 300 young graduates from the two specified fields, will cover a period of three (3) years.

According to the details of an MoU signed by the two organizations, graduates from MEST would be given internship and subsequent employment opportunities with member agencies of the Advertising association of Ghana. MEST, funded by the Mastercard Foundation, is a globally acknowledged technology institution that trains young unemployed graduates to acquire employable skills in technology.

Even before the MoU would be signed by MEST and AAG, over 30 graduates from MEST who are Digital Marketers and Web Developers have got the opportunity to work with 12 member organizations of the Advertising Association of Ghana, and the number keeps increasing each week. The Advertising Association of Ghana has over 300 member organizations (agencies).

Gong Gong Festival of Creativity to be Held Within First Quarter of 2025

The Executive Council of AAG has decided to hold the next Gong Gong Awards ceremony as part of a total festival of creativity within the first quarter of 2025. The event would take the form of a week-long festival to celebrate creativity within the advertising industry in Ghana. Although a specific date is yet to be given for the week-long celebration, March 2025 is most likely be the month for the industry’s revered festival. It is expected that the awards categories for the “Refreshed Gong Gong” would be totally new and in line with other globally-recognized awards.

To kick-start the journey to next year’s Gong Gong, over 15 Creative Directors and Executive Creative Directors (CDs & ECDs) had an initial meeting in June to discuss the ‘Refreshed Gong Gong’ festival. The CDs and ECDs are set to meet again early September to firm up the new awards categories and the mode of celebration of the advertising week. As part of the journey to next year’s event, there would be a number of events from September, this year leading into 2025:

A workshop on the new categories will be held to brief all CDs, ECDs, GCDs, ACDs, MDs, BDs and CEOs on the new awards categories and their requirements.
Call for entries will happen this year, and
There will also be announcement of the judges for the awards.

The refreshed Gong Gong Festival of Creativity promises to be a great show that would reflect the advertising industry’s true caliber.

Insights From the 2024 Cannes Creative Effectiveness Lions Winners

Creativity & effectiveness Strategy:

Consistency, simplicity and tapping into fandoms at scale are the keys to creative effectiveness success, according to a new WARC report, Creative Effectiveness Lions – Insights from the 2024 winners.

What it’s about

The report, which is available exclusively to WARC subscribers, analyses the entries and has insights into the jury’s deliberations to provide a commentary on the themes from the work, unearth what makes a campaign both creative and effective, and offer a behind-the-scenes view of the strategies that lead to winning in this category.

Why the 2024 winners matter

John Bizzell, WARC’s awards lead, explains that the 2024 Creative Effectiveness Lions jury set themselves a mission to “seek causality in every case” – with clear evidence that the campaign had directly caused business impact.

“You can really see that in the winners they chose and that makes this year’s crop a particularly powerful resource for marketers to learn from and be inspired by,” he says.

Three key themes

The power of consistency
Consistency plays a key role in building mental availability and salience. Being consistent might mean investing in distinctive brand assets, or commitment to a long-running campaign. Brands like Heinz, Dove, Mastercard and Spotify maintained commitment to long-standing strategies, but did so in ways that are fresh and exciting.

Keying into cultures at scale
Successful brands are combining approaches that key into cultures and sub-groups with sophisticated mass marketing. PedidosYa, Oreo and Budweiser all built campaigns around sporting fan truths, but then used those insights to go large and win.

Simplicity is a virtue
Simple felt like the most used word in the Creative Effectiveness Lions jury room this year, in a very positive way. Simplicity might mean finding an emotional connection, or finding simple solutions to customer pain points, as McDonald’s and Honest Eggs Co showed.

The full report is available to WARC Strategy subscribers

AI Often Makes Workers Less Productive

Generative AI Talent, skills, HR Strategy:

A study of 2,500 workers suggests that current AI tools are not saving them time and has given them more to do, making many anxious that they can’t deliver on the productivity boosts expected by bosses.

Why the productivity problem matters

AI has great potential, but also many risks – balancing these two sides is key to using the technology effectively. Pressure to deploy the technology, whether or not another might actually do the job better, leaves employees in a tricky spot. In part, that’s because not that many time-saving, killer-app use cases are forthcoming; if they are, it would appear that many people would love to hear about them and how to put them into practice.

AI is meant to speed up work, but its output is fallible and it’s the employee on the line as the responsible human in the loop. Processes and systems have not caught up to a system that heaps risk onto the employee in the face of a technology that is expected to radically affect many professions.

What’s going on

A study from Upwork Research Institute, the research division of the talent marketplace – based on a survey of 2,500 global workers, freelancers, and executives – found that 77% believe AI tools have decreased their productivity and added to their workload. As the chart shows, employees have been asked to be both more productive and to learn the new skills to deploy a fallible technology, often at the same time.

What appears to be happening, according to the research, is that a push for productivity at the executive level – 81% say they have increased demands on workers in the last 12 months – has come before any real evidence of AI’s ability to increase it. Despite this, they are bullish on the technology, even though just 26% have put AI training programs in place; only 13% say they have a well-implemented AI strategy.

Some of the figures around employee sentiment are sobering:

47% of employees using AI say they have no idea how to achieve the productivity gains their employers expect.
39% report spending more time reviewing or moderating AI-generated content.
65% report struggling with employer demands on their productivity.
39% are required to use AI tools by their employers.

Analysis

Technologies take time to really change the way the world works. For instance, while Amazon began selling books back in the mid-90s, it was not until the 2020s that e-commerce reached the mainstream. Technology is just one piece of the puzzle; culture, meanwhile, is much harder to change.

This is especially true when the technology comes wrapped up in so many existential labour questions for workers and an existential threat potential for humanity. For many consumers, the term AI is something of a turn-off; for employees, even those under direct pressure to start using the technology, it’s possible that a similar sentiment is at play.

Recently, we’ve seen a spate of new advertisements from tech companies about the uses of AI. During the Olympics, its ‘Dear Sydney’ spot drew widespread derision – though as The Drum’s John McCarthy writes, this was largely a failure of the advertising basics as much as it was evidence that adland and the public do not see eye to eye on AI. In the UK, Google has the radio DJ and TV presenter Maya Jama fronting a campaign in which she asks Google’s Gemini assistant for tips for a trip to Barcelona with unconvincing results.

In short, a lot of the available examples show what this tech could be used for rather than how to use it in a business setting right now, without lots of additional reviewing work. From a productivity perspective, can the measures of success move beyond the quantity of work made and the speed at which it is produced and toward improved outcomes: more innovation, greater adaptability to resilience, improved client outcomes?

What next?

How are you using AI? Is it making you faster and more efficient? Whether you’re using a company’s internal AI system or your own system, let us know how you’re using the technology.

Sourced from Upwork, WARC, The Drum. Image: Upwork

Keeping it creative and credible: Advertising Association of Ghana’s (AAG) role in regulating advertising standards in Ghana

In today’s media-driven world, advertisements have become an integral part of our daily lives. From billboards to television commercials and social media posts, ads are everywhere, shaping our perceptions, influencing our choices, and driving consumer behavior. However, with great power comes great responsibility. In Ghana, the Advertising Association of Ghana (AAG) plays a crucial role in ensuring that advertisements are not only creative and engaging but also truthful, fair, and culturally sensitive. The AAG’s role in regulating advertising standards is vital to maintaining the integrity of the industry and protecting the interests of both consumers and businesses.

The importance of advertising standards

Advertising standards serve as the backbone of the industry, ensuring that ads are created with a sense of responsibility and respect for the audience. Without these standards, the advertising landscape could become a chaotic and misleading environment, where false claims, offensive content, and unethical practices run rampant. For consumers, advertising standards provide assurance that the products and services they encounter in ads are represented accurately. For businesses, these standards create a level playing field, where success is driven by the quality of ideas and execution rather than deceptive tactics.

The role of AAG: Balancing creativity and compliance

The Advertising Association of Ghana (AAG) is at the forefront of regulating advertising standards in the country. Established to promote responsible advertising, AAG’s role is to ensure that all advertisements meet the highest standards of honesty, fairness, and cultural sensitivity. This involves striking a delicate balance between encouraging creativity and ensuring compliance with ethical guidelines.

AAG recognizes that advertising is not just about selling products; it is also about storytelling, creativity, and innovation. However, they also understand that creativity must be exercised within certain boundaries to protect the interests of consumers and society at large. AAG’s approach to regulation is not about stifling creativity but about fostering an environment where creativity can thrive within a framework of ethical standards.

AAG’s code of conduct: The industry rulebook

One of the most significant contributions of AAG to the advertising industry in Ghana is its Code of Conduct. This comprehensive set of guidelines outlines the ethical standards that advertisers must adhere to when creating and disseminating their messages. The Code of Conduct covers a wide range of issues, from truthfulness in advertising to the protection of vulnerable audiences, such as children.

For example, the Code stipulates that all advertisements must be honest and not exaggerate the benefits of a product. Advertisers are also required to avoid making false claims or comparisons that could mislead consumers. Additionally, ads must be culturally sensitive, ensuring that they do not contain content that could be considered offensive or disrespectful to Ghanaian society. By adhering to these guidelines, advertisers can create content that is not only effective but also ethical and respectful of the audience.

Enforcement: Ensuring compliance across the industry

While setting standards is essential, ensuring compliance is equally important. AAG has established a robust system for monitoring advertisements across various media channels, including television, radio, print, and digital platforms. This monitoring process helps to identify ads that may violate the Code of Conduct and take appropriate action.

When an advertisement is found to be in violation of the Code, AAG acts swiftly to address the issue. This could involve requesting modifications to the ad, removing it from circulation, or, in more serious cases, imposing fines or other penalties. The goal of enforcement is not only to correct violations but also to send a clear message to the industry that unethical practices will not be tolerated.

In addition to enforcement, AAG takes a proactive approach to preventing violations before they occur. This includes offering guidance and support to advertisers, helping them navigate the complexities of the Code of Conduct and create content that aligns with ethical standards. By providing this support, AAG helps advertisers produce work that is both creative and compliant, benefiting the entire industry.

Education and advocacy: Building a better industry

Beyond regulation and enforcement, AAG is deeply committed to education and advocacy within the advertising industry. The organization regularly hosts workshops, seminars, and training sessions to keep advertisers informed about the latest trends, challenges, and regulatory requirements. These educational initiatives provide a platform for advertisers to learn from experts, share best practices, and discuss the evolving landscape of the industry.

AAG’s advocacy efforts extend beyond the industry itself, as they work closely with government bodies, media organizations, and other stakeholders to promote policies that support responsible advertising. Through these efforts, AAG aims to create a regulatory environment that encourages creativity and innovation while upholding the highest ethical standards.

Adapting to the future: AAG’s vision for digital advertising

As the advertising landscape continues to evolve, particularly with the rise of digital media, AAG is already looking ahead to address new challenges and opportunities. The digital age has brought about significant changes in how advertisements are created, distributed, and consumed. With user-generated content and global platforms becoming more prevalent, new questions are emerging about how to regulate this rapidly changing environment.

AAG is actively exploring ways to adapt its guidelines to the digital age, ensuring that the core principles of honesty, fairness, and cultural sensitivity remain at the forefront. This forward-thinking approach will be crucial in maintaining the integrity of the advertising industry as it continues to grow and change.

AAG’s enduring impact on advertising in Ghana

The Advertising Association of Ghana (AAG) plays an indispensable role in regulating advertising standards, ensuring that the industry remains a force for good in society. By balancing creativity with compliance, enforcing ethical guidelines, and promoting education and advocacy, AAG helps to create an environment where both businesses and consumers can thrive.

In a world where advertisements have the power to shape perceptions and influence decisions, AAG’s work is more important than ever. Their commitment to maintaining high standards of honesty, fairness, and cultural sensitivity ensures that the advertising industry in Ghana is not only vibrant and innovative but also ethical and trustworthy. As the industry continues to evolve, AAG will remain a guiding force, helping advertisers create content that is not just memorable, but meaningful and responsible.

The next LIONS cMBA cohort starts 7 October

Registration is now open for the second cohort for the LIONS Creative MBA (cMBA). Curated and certified by LIONS, the LIONS cMBA brings over 70 years of the world’s best creative thinking together with expert insights, live discussions and exclusive lessons from industry legends for 10 weeks of unparalleled online learning.

The next LIONS cMBA cohort starts 7 October. Secure your spot today using the link below.

Over 10 weeks, you will uncover the hidden formulas that helped create the world’s most iconic and effective work – revealed by the Award-winning minds behind it. But you’ll also be part of an interactive, real-time community – where you’ll find support, mentorship and, of course, world-leading inspiration.

https://learning.lions.co/bundles/lions-creative-mba?utm_medium=email&utm_source=mkt-email-gen&utm_campaign=lions%7Ccl-pr%7Cnurture%7Cgl%7C%7C%7Ccmba%7Clearning%7C2024-08-14&mkt_tok=Njc0LUlRTy03NDAAAAGU8P80c08fgoRQ5jfmBtDSFcdBg-PyBGiKDqRtEzRXxbEBEFiiLPyEHtnSsWPbrwfTNJVXBdaQlBF67ndsssTu1mtRq3_3uixXLaB0dF9lzg

How to Become a Member of the Advertising Association of Ghana (AAG)

Joining the Advertising Association of Ghana (AAG) is a significant step for professionals and organizations looking to make a mark in the advertising industry. Membership in the AAG opens doors to numerous benefits. , including networking opportunities, , and industry advocacy. Here’s a step-by-step guide on how to become a member of the AAG.

Why join the AAG?

Before diving into the application process, it is essential to understand the value of becoming a member of the AAG. First and foremost, membership provides unparalleled networking opportunities. Members can connect with industry leaders, peers, and potential clients, expanding their professional network, access to key global and local industry resources for your agency work, access to commercial bidding opportunities, security from regulatory disadvantages and hazards, opportunities for collaborations and business growth, and so on.

In addition to these benefits AAG offers extensive professional development resources. Members have access to both local and international training opportunities, workshops, and seminars designed to enhance skills of your employees and individual members while keeping them updated with industry trends. The association also provides opportunities for certifications that can boost a member’s credibility and expertise in the field.

Another critical benefit of joining the AAG is its advocacy efforts. The association works diligently to influence policy and regulation in favor of the advertising industry. This ensures that members have a voice in industry matters, and their interests are represented at both national and international levels.

Adhering to industry standards is another advantage of AAG membership. The association promotes a code of conduct that ensures ethical practices, enhancing the credibility and trustworthiness of its members. Additionally, the AAG offers opportunities for recognition through industry awards, allowing members to gain visibility to attract more business opportunities.

Membership categories

The AAG caters to various professionals and organizations within the advertising sector through different membership categories. Corporate Membership is available for advertising agencies, media houses, and other organizations involved in advertising. Individual Membership is designed for professionals working in advertising, marketing, or related fields. For students pursuing a career in advertising or marketing, the association offers Student Membership.

Eligibility criteria

Eligibility criteria for membership vary based on the category. Corporate Membership applicants must be legally registered entities in Ghana with a primary focus on advertising or media. Individual Membership candidates should be professionals working in the advertising or marketing industry with relevant experience or qualifications. Student Membership applicants must be enrolled in a recognized institution studying advertising, marketing, or a related field.

Application process

The application process for AAG membership involves several steps. First, applicants must gather the required documents. Corporate Membership applicants need to provide company registration documents, proof of business operation, and references. Individual Membership applicants should submit a Curriculum Vitae (CV), proof of employment or professional experience, and references. Student Membership candidates must provide proof of enrollment in a recognized institution and a letter of recommendation from a faculty member.

Next, applicants need to complete the relevant application form, which can be downloaded from the AAG’s official website. The completed form, along with the required documents, should be submitted to the AAG’s office or via their online submission portal. The membership committee will review the application, which may include an interview or additional verification steps.

Upon approval, applicants will receive an official notification from the AAG detailing their membership status and any next steps. The final step involves paying the membership fee associated with the chosen category. Prompt payment will activate the membership, granting access to the full range of benefits.

Benefits of active membership

Active membership in the AAG comes with numerous benefits. Members receive invitations to exclusive industry events, conferences, and seminars, providing opportunities for learning and networking. They also gain access to valuable industry research, publications, and resources, which can inform their strategies and decisions.

The AAG’s advocacy support ensures that members’ interests are represented in industry matters at the national and international levels. Additionally, members have opportunities for continuous professional growth through various development programs. Being part of the AAG community also means engaging in a network that promotes ethical practices and excellence in advertising.

Becoming a member of the Advertising Association of Ghana is an excellent opportunity to advance one’s career or business in the advertising industry. The association offers valuable resources and opportunities, from professional development and networking to advocacy and ethical standards. By following the outlined steps, professionals and organizations can join a community dedicated to fostering growth, innovation, and ethical practices in advertising. Whether you are a professional, a business, or a student, the AAG provides a platform to succeed and make a significant impact in the advertising industry.

We got a facelift!

Rebranding the Advertising Association of Ghana (AAG) has significantly enhance its impact and effectiveness in the advertising industry. This strategic move offers numerous advantages, benefiting the organization, its members, and stakeholders. Here are the key benefits of rebranding the AAG.

Rebranding has modernized the AAG’s image, making it more contemporary and appealing to a wider audience. A fresh, vibrant brand helps to raise awareness about the AAG and its mission, attracting new members and partners. The new brand identity has differentiated the AAG from other industry associations, positioning it as a leader in the advertising sector. This increased visibility and recognition has led to a stronger presence in both local and international markets.

A rebranded AAG has resonated more with current and prospective members, encouraging greater engagement and participation. A new, attractive identity fosters a sense of pride and belonging among members, strengthening the AAG community. The rebranding process has involved members, making them feel a part of the transformation and reinforcing their commitment to the association. This stronger community has led to more active involvement in AAG initiatives and events.

In the competitive landscape of industry associations, a strong, unique brand has set the AAG apart. An appealing brand has attracted top talent, both in terms of individual professionals and leading agencies. This differentiation has enhanced the AAG’s reputation and make it a preferred choice for advertising professionals seeking a dynamic and innovative community. The competitive edge gained through rebranding has also attracted higher-level sponsorships and partnerships, further strengthening the AAG’s position.

Rebranding has opened doors to new partnerships, collaborations, and sponsorship opportunities with local and international organizations. A more prominent brand enhances the AAG’s influence in advocating for industry-friendly policies and regulations. This broader reach and influence has led to greater impact in shaping the advertising landscape in Ghana and beyond. The AAG can leverage its enhanced brand to participate in global conversations and initiatives, increasing its relevance and authority.

Rebranding has clarified the AAG’s mission, vision, and values, ensuring consistent and effective communication with all stakeholders. The refreshed brand identity includes updated visual and verbal elements that are more engaging and resonate better with the target audience. Clearer messaging has helped the AAG communicate its goals and initiatives more effectively, attracting support and participation from a wider audience. Improved communication can also enhance the association’s relationships with members, partners, and the broader community.

A rebranded AAG has made the association more attractive to potential new members, helping to grow its membership base. Keeping the brand relevant can help retain current members by demonstrating a commitment to progress and innovation. An expanding membership base has brought in diverse perspectives and talents, enriching the AAG’s initiatives and activities. Increased membership also contributes to the association’s financial stability and ability to invest in new projects and programs.

In today’s digital age, a strong online presence is crucial. Rebranding has improved the AAG’s digital presence, making it more relevant and accessible. A fresh brand identity can boost engagement on social media platforms, driving more interaction and participation. Enhanced digital presence can help the AAG reach a wider audience, including younger professionals who are active on digital platforms. This can lead to greater visibility and influence in the digital space.

Rebranding has created new revenue opportunities through memberships, events, sponsorships, and partnerships. A stronger brand can enhance the perceived value of the AAG, justifying membership fees and attracting higher-level sponsorship deals. These economic benefits can provide the financial resources needed to invest in new initiatives, improve member services, and expand the association’s impact. A financially strong AAG can offer more benefits to its members and contribute to the growth of the advertising industry in Ghana.

Rebranding the Advertising Association of Ghana (AAG) presents a strategic opportunity to rejuvenate the organization, enhance its visibility, and strengthen its impact in the advertising industry. The benefits of rebranding extend to improved member engagement, a stronger competitive edge, broader reach and influence, better communication, increased membership, enhanced digital presence, economic growth, and adaptability to market changes. These advantages contribute to the overall growth and success of the AAG, positioning it as a dynamic and influential force in the advertising sector.

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