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.