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.

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 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.

GONG GONG AWARDS TO BE BETTER POSITIONED WITH NEW GONG GONG BOARD INAUGURATED

In a move signaling a new era of strategic governance, the Advertising Association of Ghana (AAG) formally inaugurated the Gong Gong Awards Board on Thursday 11th December at the Airport West Hotel. The historic swearing-in ceremony of the 10-member board marks a decisive step toward refining the nation’s premier creative awards and amplifying Ghana’s voice in the international advertising and creative ecosystem.

 

The event drew a gathering of industry stakeholders, media, and dignitaries who witnessed the board members take their oath of office. With its diverse composition spanning academia, media, agencies, and client-side leadership, the board was tasked to bring fresh perspective and rigorous standards into the awards framework.

 

In his inaugural address, Andrew Ackah, CEO of Dentsu Ghana and the President of Advertising Association of Ghana, framed the board’s mission in ambitious terms. “This is not merely an administrative body,” Mr. Ackah stated. “Our collective mandate is to elevate the Gong Gong Awards to international benchmarks, ensuring they become a true beacon of excellence that recognizes and rewards the phenomenal talent within Ghana’s creative sector.”

 

The newly constituted board represents a cross-section of industry heavyweights:

 

Guiding the academic perspective is Dr. Mrs. Linda Narh, a Lecturer and Coordinator at the University of Professional Studies, Accra (UPSA).

 

The media realm is represented by Afeafa Nfojoh, General Manager of Adesa Productions Ltd.

 

The agency and creative industry cohort features a roster of leaders: Russel Eni (Insel Communications), Grace Adzo Andoh (Art Excel), Anand Badami (Publicis West Africa), Nicolette Amaeshi (Pulse GH), Justin Darkwa (Rezultz Advertising), and Russell Banful (Brandflow).

 

Representing the client-side is Lasisi Andre Tayo Jnr, Head of Brand, Marketing Communications & Events at Telecel.

 

The inauguration program blended ceremony with clarity of purpose, featuring opening remarks, the formal swearing-in, and focused discussions on the board’s forthcoming responsibilities. While the group has yet to hold its first working session, the event unequivocally established their role as the custodians of the awards’ integrity and future trajectory.

The establishment of the Gong Gong Awards Board is widely seen as a direct response to the rapid growth and increasing sophistication of Ghana’s creative economy. By installing a body dedicated to governance, excellence, and global relevance, the AAG aims not only to enhance the prestige of the awards but also to catalyze broader industry innovation and professional development.

With this new governing engine now in place, the Ghanaian creative sector watches with anticipation, expecting the Gong Gong Awards to transform into a more powerful platform that celebrates local genius while demanding world-class quality.