The Lion Hunt: Key Insights from AAG and The Storytellers’ Cannes Lions Workshop

On February 13th, the Advertising Association of Ghana (AAG), in partnership with The Storytellers, hosted an intimate workshop at Akuna Group, Labone, followed by a wider Zoom session that brought together over 20 participants from across Ghana. This dual format allowed a small, focused group to engage in person while reaching a broader audience online.

The session began with Venus Tawiah Director of Global Partnership AAG, who provided context on what AAG stands for, its mission, and why its partnership with The Storytellers is pivotal in amplifying Ghanaian creativity on the global stage. Next, Jason Nartey CEO Storytellers shared his personal journey, recounting how creative inspiration led him to win a prestigious Cannes Lion. He emphasized that beyond technique, it’s the spark of creativity that elevates a winning entry.

The final segment featured Marian Branelly, Global Director of Awards at LIONS. Marian offered a deep dive into the awards categories, explaining how certain entries naturally fit specific categories better, and how that strategic alignment can be a game-changer for a jury. Throughout the session, the energy was palpable as attendees asked questions and connected over shared ambitions.

The workshop left everyone inspired, with a clearer understanding of how to craft entries that not only showcase creativity but align strategically with the awards’ criteria. As AAG continues to pave the way, Ghanaian creatives are poised to leave their mark on the global stage.

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.

 

Cannes Lions Introduces Creative Country of the Year Award

At the 2025 Cannes Lions festival in France, a new award was launched called the Creative Country of the Year. The Creative Country of the Year is an experiential initiative that spotlights the brilliance of a country’s creative output at the world’s biggest celebration of history-making creativity. It is an annual accolade that recognises one nation’s exceptional and enduring commitment to creativity that drives progress.

The new award’s mission is to provide a significant growth platform for the chosen country, supercharging its creative economy on an international stage. It delivers the truly global experience our delegates want from their time at Cannes Lions by providing meaningful insight into creativity and culture from different corners of the world.

Why This Matters:

Countries and governments that invest in creativity and the broader creative industries have seen measurable economic and social benefits. Here’s a look at the stats:

  • Creative industries are among the world’s fastest-growing sectors, with the creative economy currently being valued at approximately $2.3 trillion globally.
  • The creative economy has a powerful multiplier effect: $1 spent creates $2.5 of wealth for the broader economy.
  • Creative industries account for nearly 50 million jobs worldwide. UNESCO estimates that the cultural and creative industries account for 6.2% of global employment Plus, countries that invest in creativity see the impact beyond traditional economic measures, including:
  • Driving cultural evolution and social change
  • Integrating with education, healthcare, and urban development
  • Elevating storytelling and amplifying underrepresented voices
  • Contributing to innovation across multiple sectors.

Who Can Apply?

Anyone can apply on behalf of a country for Creative Country of the Year. Ideally, it is meant for government agencies, industry associations or private sector organisations who can spearhead the project and bring the activation to life, recruiting the relevant partners to accurately represent their market.

How Do You Select Who Receives the Accolade?

The Creative Country of the Year is selected through a comprehensive evaluation process that considers:

  • Creative excellence demonstrated through international recognition
  • Measurable economic growth driven by creative industries
  • Global influence through innovative ideas and approaches.

When a single country shows an exceptional and enduring commitment to creativity, it invariably drives progress and growth. This is what is being celebrated through the Creative Country of the Year accolade.

Has your country made an exceptional contribution to the creative industry? This is your moment to have it recognised on the global stage at Cannes Lions 2026.