Accra, Ghana. On Friday, November 20, 2020, at the Marriot Hotel, the Advertising Association of Ghana (AAG) held its 14th Gong Gong Awards and Dinner Dance under the leadership of the President of the AAG – Mr. Togbor Mensah with the theme: Advertising beyond Covid-19; Reintegrating Agencies, Brands and Consumers. The event hosted a couple of dignitaries like Mr. Ato Afful the Managing Director of the Graphic Communications Group Limited (GCGL) as the Special Guest of Honour; Dr. & Mrs. Kweku Mensah-Bonsu the Board Chairman of PrimeTime Limited; Mr. Joel Nettey the International Advertising Association President (IAA); Professor Koryoe Anim-Wright the Registrar of the University of Professional Studies (UPSA); and the Director, Sales and Marketing, GCGL, Mr. Franklin Sowa.
Dr. Kweku Mensa-Bonsu, the founder of PRIMETIME MEDIA received special recognition awards in appreciation of his immense contribution to the advertising industry in Ghana. Mr. Bernard Avle, the host of the Citi Breakfast Show was also given a special award for his contribution to the advertising industry. Other special recognition awards went to GCGL, Ghanaian Times, Citi FM, and Stanbic Bank.
For the Silver and Gold awards, Insel Communications won five Gold and seven Silver awards, and Innova DDB Ghana were awarded four Gold and seven Silver awards.
Interactive Digital, DDP Outdoor Limited, Innova DDB Ghana, and Insel Communications were recipients of Platinum awards.
Nine advertising agencies were recognised for their ingenuity in producing the best adverts in 2019 in the Print, Radio, Television, Digital, Social and Outdoor Media categories.
After the first face of the award presentation, there was a musical interlude for all guests present to go and dine together. It was an interesting session as all and sundry gathered together around tables to eat, drink, and make merry.
GUEST OF HONOUR’S SPEECH
Mr Ato Afful, in his speech on the theme: Advertising beyond Covid-19; Reintegrating Agencies, Brands and Consumers, urged advertising industry players to revamp their businesses to withstand shocks such as the outbreak of the coronavirus disease (COVID-19) pandemic. He was concerned about the many intellectuals and big brains in the industry that were laid off as a result of the financial constraints that had come along with the pandemic. He mentioned that laying off workers during trying times really goes a long way to affect the growth of the sector. He said, “Sometimes we are in a hurry to lay off some of our best people because of financial constraints. It is difficult to find some of these people back into the industry after they have left with unpalatable memories. Therefore, you find some of the best human resources in the industry moving out of the business where their ideas are actually needed.” He observed that the industry’s creative people at the end tend to be redirected by clients instead of them leading and directing clients. “When this happens, we are not reimagining and re-inventing this industry. I would, therefore, entreat captains of industry to continue to invest in people and businesses,” he added.
AAG PRESIDENT’S SPEECH
The President of the AAG, Mr. Torgbor Mensah, said the advertising agencies should be creative in the delivery of their craft since advertising thrives on creativity. “We make money out of creativity. Advertising is about creating marketable images to sell to our clients. We need to be witty and clever in creating works that will sell the products of our people. We need to apply strategic thinking in creating good advertising products. Creativity is all about good ideas. If you have good sense and good ideas that your client likes, you make your money,” he added.