AAG Expands Its Influence in the Outdoor Advertising Management Space

The outdoor sector is a key part of the advertising industry in Ghana, generating between $60 million USD per year, according to 6W Research. This figure covering static billboards, digital billboards, transit advertising, etc., contributes over 20% of the total advertising spend (including broadcast, print, and digital). Traditionally, the leading agencies in this sector are predominantly members of the Advertising Association of Ghana (AAG). However, in recent years, there has been some level of ‘insurgency’ of non-AAG members and players from the local assemblies themselves who have turned the sector into a complete jungle across Accra, Kumasi, Sekondi-Takoradi, Koforidua, and other cities in Ghana.

The ‘jungle’ and free-for-all situation has been largely due to the lack of enforcement of the existing outdoor advertising specifications developed by the Ghana Standards Authority (GSA), together with the AAG itself years back. Apart from the advertising specifications developed by the GSA, there are no proper statutes or regulatory frameworks to manage the mess being created in the outdoor advertising sector.

However, the new Director-General of the National Road Safety Authority, Abraham Amaliba, seems to have introduced some level of urgency to sanitize the system, with footprints of cleaning up the billboard mess within Accra for road safety purposes. Seeing the new zeal of the National Road Safety Authority, the Advertising Association of Ghana has joined forces with the authority to form a joint technical team that would advise the NRSA on both business-conducive and enduring ways to clean up the sector.

On top of its partnership with the National Road Safety Authority, the Advertising Association of Ghana has also formed joint-technical teams with some assemblies within Accra, including the Korley-Klottey Municipal Assembly, the Ayawaso North Municipal Assembly, and the La Dadekotopon Municipal Assembly, to specifically manage and sanitize the outdoor advertising environments within those assemblies. These efforts by the AAG are meant to assist in ensuring that the recent moves by the government to bring sanity into Ghana’s outdoor advertising space become successful, beginning from the capital city, Accra.

Gong Gong Awards Takes Center Stage Again

After a two-year hiatus, the Gong Gong Festival of Creativity & Awards returned in full glory — reaffirming its status as Ghana’s most prestigious celebration of advertising excellence. The event, which had been paused to restructure its relevance and alignment with global advertising standards, came back with amplified energy, elevated standards, and unforgettable moments that electrified the industry.

This year’s awards event was the 17th edition. It was held on Saturday, 28th June 2025 at the stunning Adesa Pavilion of the Labadi Beach Hotel, and brought together the finest in advertising, marketing, media, and creative enterprise. The night was broadcast live on TV3 and across Media General’s digital platforms, reaching thousands of viewers across the country.

The evening kicked off with a glamorous red-carpet experience at 6:00 p.m., where agency heads, creatives, influencers, and media personalities showcased their best looks. The red-carpet buzz continued long after the last award was handed out, with attendees networking and celebrating well into the night.

This year’s celebration received over 250 entries from scores of advertising agencies, signaling the depth and diversity of Ghana’s advertising landscape. A total of 80 awards were presented across 16 main categories, covering everything from Best Integrated Campaign to Creative Use of Digital, Media Strategy, Outdoor, TV Commercials, and PR Activation. The robust judging process upheld the highest standards of evaluation, ensuring the awards truly reflected excellence, innovation, and effectiveness.

As if the creative competition wasn’t thrilling enough, the awards night was punctuated by electric performances from two of Ghana’s top-tier hiplife sensations — Amerado and Fameye. Their stagecraft, lyrical artistry, and energy had the entire industry on its feet, dancing and singing along in a beautiful fusion of music and marketing

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Another key highlight of the 17th Gong Gong awards is a new partnership between AAG and Media General, operators of TV3, 3FM, Onua TV, and Onua FM. This landmark agreement will see increased collaboration in media content creation, capacity building, and expanded coverage of AAG-led initiatives in respect of the Gong Gong Festival of Creativity & Awards.

The event was more than a night of trophies — it was a cultural and industry statement. In the week that followed, news of the Gong Gong Awards dominated airwaves and social media, trending across platforms and reigniting national interest in the power and potential of advertising in Ghana.

The 17th Gong Gong Awards was not just a comeback — it was a powerful reminder that creativity, when celebrated, moves industries and inspires nations.

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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The evolution of advertising in Ghana

In the dynamic world of advertising, change is the only constant. As consumer behavior evolves and new technologies emerge, the advertising landscape in Ghana has gone through some significant transformation. At the forefront of this evolution is the Advertising Association of Ghana (AAG), an organization that has been instrumental in shaping the industry, advocating for best practices, and fostering creativity.

A legacy of excellence

The Advertising Association of Ghana was was first incorporated in 1989 with the mission to promote and protect the interests of advertising and advertising agencies in Ghana. Over the years, AAG has worked hard to become the cornerstone of the industry, guiding the ethical standards and creative direction of advertising in the country together with its leading member agencies. From its inception, AAG has been committed to ensuring that advertising not only drives business success but also contributes positively to society.

Adapting to a digital world

The past decade has seen a seismic shift in the way brands connect with consumers. The rise of digital media has revolutionized advertising, providing new platforms and tools for creativity. Social media, search engines, and other breakthroughs in digital advertising have become indispensable in reaching today’s tech-savvy audience.

AAG has been proactive in guiding its members through this digital transformation. The association has organized numerous workshops, seminars, and training programs to equip advertisers with the skills and knowledge needed to thrive in the digital space. By fostering innovation and encouraging the adoption of new technologies, AAG has ensured that Ghanaian advertising agencies remain competitive on the globally.

Championing creativity

At the heart of advertising is creativity, and AAG has devised many ways to celebrate and encourage creativity in the industry. One of AAG’s established ways of celebrating creativity and stimulating competitive creativity has been through its annual Gong Gong awards. The Gong Gong Awards event celebrates the best in Ghanaian advertising, highlighting campaigns that push boundaries and set new benchmarks for the industry.

These awards not only recognize excellence but also inspire the next generation of advertisers. By showcasing the work of top agencies, AAG encourages creativity and innovation across the industry. The association’s commitment to nurturing talent ensures that Ghana remains a hub of creative excellence in Africa.

Advocating for ethical advertising

As advertising plays a significant role in shaping public opinion, AAG has been a staunch advocate for ethical practices. The association has established a code of conduct that all members must adhere to, ensuring that advertising in Ghana is honest, responsible, and respectful.

AAG’s efforts in promoting ethical advertising have been crucial in building trust between brands and consumers. By holding its members to high standards, AAG ensures that advertising not only drives economic growth but also offer consumers and the public the opportunity to make the right choices among competing brands.

Looking to the future

As we look to the future, the Advertising Association of Ghana remains committed to its mission of advancing quality and world-class excellence in the industry. With the rapid pace of technological change and the increasing importance of digital media, AAG is looking to connect its members with leading organizations world-wide so that the advertising industry in Ghana stays on top of the global trends.

AAG JOINS THE FIGHT AGAINST COVID-19

The Advertising Association of Ghana like the many sectors affected by the novel Covid-19 pandemic joins government to fight against the virus.

During the Press brief on Tuesday, April 28, 2020, by the Information Minister, Hon. Kojo Oppong Nkrumah, at the Ministry of Information,
the AAG represented by the Executive Director, Mr. Francis Dadzie donated 50 billboards and presented its Covid-19 Awareness plan to the Minister.

The AAG Covid-19 Awareness plan analyses the impact of the pandemic and strategies the Association is adopting to support the fight against the virus. The Awareness plan itemizes strategies such as Radio drama series, TV testimonials, TV animation videos, TV advocacy videos, citizen-led community responses and strategies for online and social media.

The Advertising Association of Ghana as part of its strategies has donated 50 billboards worth Ghc906,000, flighted to educate the publics against the spread of the corona virus. In addition, advocacy videos in various languages are being telecast to create awareness in deprived communities.

Accra, Ghana
April 28, 2020.