Creating Impactful Advertisements in Ghana

The advertising industry in Ghana has been growing exponentially especially in the past two decades. But in the absence of clear-cut laws that regulate the industry and its practitioners, the advertising industry in Ghana is packed with a mixture of professionals who are mostly members of the Advertising Association of Ghana, on one hand, and non-professional advertisers, on the other hand. The industry itself is a multi-million-dollar industry with lots of business opportunities. It has become a strong force that builds brands for both local and multinational companies, giving those companies access to potential customers and clients, resulting in the emergence of strong brands and impressive bottom-line.

But the art of advertising demands a whole lot of intricate skills and technical knowledge to make it impactful in order to derive the needed results that an advertisement sets out to achieve. David Ogilvy, often referred to as “Father of Advertising” is credited with the known advertising philosophy that advertising should not only be creative but also strategic, using precise skills and knowledge to influence consumer behavior to achieve business objectives. So, there are some industry principles to apply in any given market if you desire impactful and result-oriented advertisement.

A cumulative study of market research reports from Kantar Ghana and GeoPoll (both market research organizations) have shown that in Ghana, as in many African countries, crafting advertisements that truly resonate with Ghanaian audiences requires a deep understanding of the local market, culture, and consumer behavior. Market research reports from both organizations show that advertisers must navigate various demographic and cultural nuances in order to effectively engage their target audience.

This article provides some essential tips that must be taken into consideration when developing any form of advertisement that seeks to make the right impact and connect well with Ghanaians.

  1. Understand your target audience

The first step in creating effective advertisements is understanding who your audience is. This involves considering key demographics such as age, gender, income level, education, and occupation. Tailoring your message to the specific needs and preferences of different demographic groups ensures that your advertisement is relevant and appealing. The Nielsen Report: “Africa’s Prospects: Macro Environment, Business, and Consumer Overview” (2016), highlights that understanding consumer demographics is crucial for brands looking to succeed in African markets, including Ghana.

Cultural sensitivity is equally important. Ghana is a country rich in cultural diversity, with many ethnic groups, each with its own traditions and languages. Advertisements that respect and reflect Ghanaian cultural values are more likely to resonate with the audience. Incorporating local languages like Twi, Ga, Ewe, or Hausa can enhance relatability and make the advertisement feel more personal.

Understanding consumer behavior is also crucial. It is important to conduct some level of research or access available data on how your target audience consumes media. It is important to identify which media type they prefer – whether they prefer digital platforms or traditional media. For example, younger Ghanaians might be more active on social media, while older demographics might engage more with television or radio, especially. Creating content that aligns with these habits will increase the likelihood of your advertisement being seen and appreciated.

  1. Leverage local insights

To make your advertisement stand out, it’s important to incorporate local insights. Market research on “The Influence of Culture on Advertising Effectiveness in Ghana: A Case Study of MTN’s ‘MoMo’ Campaign” published in the International Journal of Marketing Studies has shown that using cultural references, such as popular customs, proverbs, or humor, can make your advertisement more relatable and memorable. The study showed that by embedding cultural symbols, such as Akan proverbs and traditional humor, MTN resonated deeply with local audiences, resulting in higher brand recall and customer loyalty. Ghanaians appreciate ads that reflect shared experiences or feature cultural icons, as these elements create a sense of connection.

  1. Focus on authenticity

Authenticity is key to building trust and credibility with your audience. One effective way to achieve this is by using real-life stories in your advertisements. Highlighting authentic experiences or success stories that Ghanaians can relate to adds depth to your message and makes your brand more trustworthy.

An example of this is Club Beer’s “Charlie, Your Beer” campaign. One of the most popular beers in Ghana, Club Beer, introduced the “Charlie, Your Beer” campaign to highlight the Ghanaian tradition of enjoying a drink with friends. The advertisement portrayed the friendliness of Ghanaians in casual settings, incorporating local slang (“Charlie”) and situations that resonated with locals, such as unwinding after work and socializing at neighborhood bars. The ad combined humor, indigenous music, and relatable experiences that are integral to the daily lives of Ghanaians.

  1. Utilize social media and digital platforms

Social media is an incredibly powerful tool in Ghana, especially among the youth. Creating content that encourages engagement, such as challenges, hashtags, and interactive polls, can significantly boost your advertisement’s reach. For example, a well-designed hashtag campaign can quickly go viral, spreading your message far and wide.

In 2019 The Ghana Tourism Authority launched the #YearOfReturn campaign. The #YearOfReturn campaign commemorated the 400th anniversary of the first recorded enslaved Africans arriving in Jamestown, Virginia, and invited African diasporans to return to Ghana to explore their roots. The campaign went viral on social media, particularly on platforms like Twitter and Instagram, with thousands of people, including celebrities like Boris Kodjoe, Naomi Campbell, and Steve Harvey, engaging with the hashtag. Another viral hashtag campaign in Ghana was #FixTheCountry, which began in 2021 as a social media movement protesting against economic hardship, corruption, and poor governance in the country. Although not a traditional advertisement, it showed the power of social media in Ghana to unite people behind a cause and went viral across platforms like Twitter and Facebook.

Influencer marketing is another effective strategy. Partnering with local influencers who have a strong following that reflects your target market can enhance your brand’s visibility and credibility. Influencers can help amplify your message and connect with audiences that your brand might find difficult to reach through traditional advertising channels.

A leading research firm in Africa, GeoPoll, published a report on “The State of Influencer Marketing in Africa” (2021). The study surveyed consumers across multiple African countries, including Ghana, and found that influencer marketing is a growing and effective strategy for reaching audiences, especially younger demographics. The report indicated that:

  • Influencer marketing is increasingly popular among brands because of the trust and relatability influencers have with their followers.
  • In Ghana, 60% of respondents stated that they were more likely to purchase a product or service based on an influencer’s recommendation.

The report also noted that social media platforms like Instagram, Twitter, and Facebook are the primary channels where influencer marketing thrives in Ghana.

Insights from Social Media Week, Accra (2019), a yearly event in Ghana that brings together marketers, influencers, and digital media professionals, have also corroborated the growing impact of influencer marketing. The 2019 edition of event featured panels and sessions discussing the rising impact of social media influencers on consumer engagement and brand awareness. The event’s experts pointed out that Ghanaian influencers, particularly in fashion, beauty, entertainment, and technology, have significant followings and credibility among local audiences. Additionally, brands like MTN Ghana, Vodafone, and Kasapreko have used influencer marketing to enhance brand visibility and engage younger audiences. The influencers in Ghana also serve as cultural touchpoints, making them valuable for authentic storytelling in marketing campaigns.

Market research has also proved that, for social media, video content is particularly effective on platforms like Instagram, Facebook, and TikTok. Short, engaging videos that are optimized for mobile viewing can capture attention quickly and are more likely to be shared, further extending your reach.

Look forward to the sequel (continuation) of this article in our October 2024 publications.

Advertising Association of Ghana (AAG).

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.

ORDINARY CREATIVES WIN

Sometimes when ordinary things are energized, they turn out to win extraordinary attention and hit on positive emotional nerve notes that catch attention and get people talking. The case is the same for creativity in advertising too. Sophistication is good, and has its place in creative works; but when ordinary creative thoughts are put on steroids, they evoke amazing results.

That is exactly the advice of Film Craft Lions Jury President Prasoon Pandey, Ad Film Maker at Corcoise Films, at Cannes Lions 2024. At the 2024 Cannes Lions Festival of Creativity, seven (7) Lions winners used very mundane concepts and injected creativity into them, and that made them become outstanding. These seven include laxative brands, concrete companies and car insurers.

Could it Be That Easy?

Oh yes, it could!! The Hexal laxative brand, for instance, cleverly tackled the discomfort of constipation by employing a humorous approach. Through a collection of clever radio commercials, the brand utilized humorous nature-based euphemisms, and a narration style reminiscent of David Attenborough, to effectively address the issue. This demonstrated the power of humor in drawing attention to a particular product advantage.

AAG’s Observation from the 2024 Cannes Lions Festival of Creativity

Advertsing Association of Ghana.

 

 

Strictly After Hours an EP by Innova DDB Ghana

Innova DDB Ghana has been working on a musical project for some years now and finally we are here with “Strictly After Hours” and EP.

The project is called Strictly After Hours, which reflects the relaxing vibe of the songs, perfect for unwinding after a long day of work. The name is particularly fitting since the project was created outside of regular working hours, as a side project beyond our usual agency tasks.

The rationale was to be the first Ghanaian advertising agency to put out a music project because there was a realization of having talents in the workplace that are in this sphere.

Keeping it creative and credible: Advertising Association of Ghana’s (AAG) role in regulating advertising standards in Ghana

In today’s media-driven world, advertisements have become an integral part of our daily lives. From billboards to television commercials and social media posts, ads are everywhere, shaping our perceptions, influencing our choices, and driving consumer behavior. However, with great power comes great responsibility. In Ghana, the Advertising Association of Ghana (AAG) plays a crucial role in ensuring that advertisements are not only creative and engaging but also truthful, fair, and culturally sensitive. The AAG’s role in regulating advertising standards is vital to maintaining the integrity of the industry and protecting the interests of both consumers and businesses.

The importance of advertising standards

Advertising standards serve as the backbone of the industry, ensuring that ads are created with a sense of responsibility and respect for the audience. Without these standards, the advertising landscape could become a chaotic and misleading environment, where false claims, offensive content, and unethical practices run rampant. For consumers, advertising standards provide assurance that the products and services they encounter in ads are represented accurately. For businesses, these standards create a level playing field, where success is driven by the quality of ideas and execution rather than deceptive tactics.

The role of AAG: Balancing creativity and compliance

The Advertising Association of Ghana (AAG) is at the forefront of regulating advertising standards in the country. Established to promote responsible advertising, AAG’s role is to ensure that all advertisements meet the highest standards of honesty, fairness, and cultural sensitivity. This involves striking a delicate balance between encouraging creativity and ensuring compliance with ethical guidelines.

AAG recognizes that advertising is not just about selling products; it is also about storytelling, creativity, and innovation. However, they also understand that creativity must be exercised within certain boundaries to protect the interests of consumers and society at large. AAG’s approach to regulation is not about stifling creativity but about fostering an environment where creativity can thrive within a framework of ethical standards.

AAG’s code of conduct: The industry rulebook

One of the most significant contributions of AAG to the advertising industry in Ghana is its Code of Conduct. This comprehensive set of guidelines outlines the ethical standards that advertisers must adhere to when creating and disseminating their messages. The Code of Conduct covers a wide range of issues, from truthfulness in advertising to the protection of vulnerable audiences, such as children.

For example, the Code stipulates that all advertisements must be honest and not exaggerate the benefits of a product. Advertisers are also required to avoid making false claims or comparisons that could mislead consumers. Additionally, ads must be culturally sensitive, ensuring that they do not contain content that could be considered offensive or disrespectful to Ghanaian society. By adhering to these guidelines, advertisers can create content that is not only effective but also ethical and respectful of the audience.

Enforcement: Ensuring compliance across the industry

While setting standards is essential, ensuring compliance is equally important. AAG has established a robust system for monitoring advertisements across various media channels, including television, radio, print, and digital platforms. This monitoring process helps to identify ads that may violate the Code of Conduct and take appropriate action.

When an advertisement is found to be in violation of the Code, AAG acts swiftly to address the issue. This could involve requesting modifications to the ad, removing it from circulation, or, in more serious cases, imposing fines or other penalties. The goal of enforcement is not only to correct violations but also to send a clear message to the industry that unethical practices will not be tolerated.

In addition to enforcement, AAG takes a proactive approach to preventing violations before they occur. This includes offering guidance and support to advertisers, helping them navigate the complexities of the Code of Conduct and create content that aligns with ethical standards. By providing this support, AAG helps advertisers produce work that is both creative and compliant, benefiting the entire industry.

Education and advocacy: Building a better industry

Beyond regulation and enforcement, AAG is deeply committed to education and advocacy within the advertising industry. The organization regularly hosts workshops, seminars, and training sessions to keep advertisers informed about the latest trends, challenges, and regulatory requirements. These educational initiatives provide a platform for advertisers to learn from experts, share best practices, and discuss the evolving landscape of the industry.

AAG’s advocacy efforts extend beyond the industry itself, as they work closely with government bodies, media organizations, and other stakeholders to promote policies that support responsible advertising. Through these efforts, AAG aims to create a regulatory environment that encourages creativity and innovation while upholding the highest ethical standards.

Adapting to the future: AAG’s vision for digital advertising

As the advertising landscape continues to evolve, particularly with the rise of digital media, AAG is already looking ahead to address new challenges and opportunities. The digital age has brought about significant changes in how advertisements are created, distributed, and consumed. With user-generated content and global platforms becoming more prevalent, new questions are emerging about how to regulate this rapidly changing environment.

AAG is actively exploring ways to adapt its guidelines to the digital age, ensuring that the core principles of honesty, fairness, and cultural sensitivity remain at the forefront. This forward-thinking approach will be crucial in maintaining the integrity of the advertising industry as it continues to grow and change.

AAG’s enduring impact on advertising in Ghana

The Advertising Association of Ghana (AAG) plays an indispensable role in regulating advertising standards, ensuring that the industry remains a force for good in society. By balancing creativity with compliance, enforcing ethical guidelines, and promoting education and advocacy, AAG helps to create an environment where both businesses and consumers can thrive.

In a world where advertisements have the power to shape perceptions and influence decisions, AAG’s work is more important than ever. Their commitment to maintaining high standards of honesty, fairness, and cultural sensitivity ensures that the advertising industry in Ghana is not only vibrant and innovative but also ethical and trustworthy. As the industry continues to evolve, AAG will remain a guiding force, helping advertisers create content that is not just memorable, but meaningful and responsible.

The next LIONS cMBA cohort starts 7 October

Registration is now open for the second cohort for the LIONS Creative MBA (cMBA). Curated and certified by LIONS, the LIONS cMBA brings over 70 years of the world’s best creative thinking together with expert insights, live discussions and exclusive lessons from industry legends for 10 weeks of unparalleled online learning.

The next LIONS cMBA cohort starts 7 October. Secure your spot today using the link below.

Over 10 weeks, you will uncover the hidden formulas that helped create the world’s most iconic and effective work – revealed by the Award-winning minds behind it. But you’ll also be part of an interactive, real-time community – where you’ll find support, mentorship and, of course, world-leading inspiration.

 

Register here:

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How to Become a Member of the Advertising Association of Ghana (AAG)

Joining the Advertising Association of Ghana (AAG) is a significant step for professionals and organizations looking to make a mark in the advertising industry. Membership in the AAG opens doors to numerous benefits. , including networking opportunities, , and industry advocacy. Here’s a step-by-step guide on how to become a member of the AAG.

Why join the AAG?

Before diving into the application process, it is essential to understand the value of becoming a member of the AAG. First and foremost, membership provides unparalleled networking opportunities. Members can connect with industry leaders, peers, and potential clients, expanding their professional network, access to key global and local industry resources for your agency work, access to commercial bidding opportunities, security from regulatory disadvantages and hazards, opportunities for collaborations and business growth, and so on.

In addition to these benefits AAG offers extensive professional development resources. Members have access to both local and international training opportunities, workshops, and seminars designed to enhance skills of your employees and individual members while keeping them updated with industry trends. The association also provides opportunities for certifications that can boost a member’s credibility and expertise in the field.

Another critical benefit of joining the AAG is its advocacy efforts. The association works diligently to influence policy and regulation in favor of the advertising industry. This ensures that members have a voice in industry matters, and their interests are represented at both national and international levels.

Adhering to industry standards is another advantage of AAG membership. The association promotes a code of conduct that ensures ethical practices, enhancing the credibility and trustworthiness of its members. Additionally, the AAG offers opportunities for recognition through industry awards, allowing members to gain visibility to attract more business opportunities.

Membership categories

The AAG caters to various professionals and organizations within the advertising sector through different membership categories. Corporate Membership is available for advertising agencies, media houses, and other organizations involved in advertising. Individual Membership is designed for professionals working in advertising, marketing, or related fields. For students pursuing a career in advertising or marketing, the association offers Student Membership.

Eligibility criteria

Eligibility criteria for membership vary based on the category. Corporate Membership applicants must be legally registered entities in Ghana with a primary focus on advertising or media. Individual Membership candidates should be professionals working in the advertising or marketing industry with relevant experience or qualifications. Student Membership applicants must be enrolled in a recognized institution studying advertising, marketing, or a related field.

Application process

The application process for AAG membership involves several steps. First, applicants must gather the required documents. Corporate Membership applicants need to provide company registration documents, proof of business operation, and references. Individual Membership applicants should submit a Curriculum Vitae (CV), proof of employment or professional experience, and references. Student Membership candidates must provide proof of enrollment in a recognized institution and a letter of recommendation from a faculty member.

Next, applicants need to complete the relevant application form, which can be downloaded from the AAG’s official website. The completed form, along with the required documents, should be submitted to the AAG’s office or via their online submission portal. The membership committee will review the application, which may include an interview or additional verification steps.

Upon approval, applicants will receive an official notification from the AAG detailing their membership status and any next steps. The final step involves paying the membership fee associated with the chosen category. Prompt payment will activate the membership, granting access to the full range of benefits.

Benefits of active membership

Active membership in the AAG comes with numerous benefits. Members receive invitations to exclusive industry events, conferences, and seminars, providing opportunities for learning and networking. They also gain access to valuable industry research, publications, and resources, which can inform their strategies and decisions.

The AAG’s advocacy support ensures that members’ interests are represented in industry matters at the national and international levels. Additionally, members have opportunities for continuous professional growth through various development programs. Being part of the AAG community also means engaging in a network that promotes ethical practices and excellence in advertising.

Becoming a member of the Advertising Association of Ghana is an excellent opportunity to advance one’s career or business in the advertising industry. The association offers valuable resources and opportunities, from professional development and networking to advocacy and ethical standards. By following the outlined steps, professionals and organizations can join a community dedicated to fostering growth, innovation, and ethical practices in advertising. Whether you are a professional, a business, or a student, the AAG provides a platform to succeed and make a significant impact in the advertising industry.

We got a facelift!

Rebranding the Advertising Association of Ghana (AAG) has significantly enhance its impact and effectiveness in the advertising industry. This strategic move offers numerous advantages, benefiting the organization, its members, and stakeholders. Here are the key benefits of rebranding the AAG.

Rebranding has modernized the AAG’s image, making it more contemporary and appealing to a wider audience. A fresh, vibrant brand helps to raise awareness about the AAG and its mission, attracting new members and partners. The new brand identity has differentiated the AAG from other industry associations, positioning it as a leader in the advertising sector. This increased visibility and recognition has led to a stronger presence in both local and international markets.

A rebranded AAG has resonated more with current and prospective members, encouraging greater engagement and participation. A new, attractive identity fosters a sense of pride and belonging among members, strengthening the AAG community. The rebranding process has involved members, making them feel a part of the transformation and reinforcing their commitment to the association. This stronger community has led to more active involvement in AAG initiatives and events.

In the competitive landscape of industry associations, a strong, unique brand has set the AAG apart. An appealing brand has attracted top talent, both in terms of individual professionals and leading agencies. This differentiation has enhanced the AAG’s reputation and make it a preferred choice for advertising professionals seeking a dynamic and innovative community. The competitive edge gained through rebranding has also attracted higher-level sponsorships and partnerships, further strengthening the AAG’s position.

Rebranding has opened doors to new partnerships, collaborations, and sponsorship opportunities with local and international organizations. A more prominent brand enhances the AAG’s influence in advocating for industry-friendly policies and regulations. This broader reach and influence has led to greater impact in shaping the advertising landscape in Ghana and beyond. The AAG can leverage its enhanced brand to participate in global conversations and initiatives, increasing its relevance and authority.

Rebranding has clarified the AAG’s mission, vision, and values, ensuring consistent and effective communication with all stakeholders. The refreshed brand identity includes updated visual and verbal elements that are more engaging and resonate better with the target audience. Clearer messaging  has helped the AAG communicate its goals and initiatives more effectively, attracting support and participation from a wider audience. Improved communication can also enhance the association’s relationships with members, partners, and the broader community.

A rebranded AAG has made the association more attractive to potential new members, helping to grow its membership base. Keeping the brand relevant can help retain current members by demonstrating a commitment to progress and innovation. An expanding membership base has brought in diverse perspectives and talents, enriching the AAG’s initiatives and activities. Increased membership also contributes to the association’s financial stability and ability to invest in new projects and programs.

In today’s digital age, a strong online presence is crucial. Rebranding has improved the AAG’s digital presence, making it more relevant and accessible. A fresh brand identity can boost engagement on social media platforms, driving more interaction and participation. Enhanced digital presence can help the AAG reach a wider audience, including younger professionals who are active on digital platforms. This can lead to greater visibility and influence in the digital space.

Rebranding has created new revenue opportunities through memberships, events, sponsorships, and partnerships. A stronger brand can enhance the perceived value of the AAG, justifying membership fees and attracting higher-level sponsorship deals. These economic benefits can provide the financial resources needed to invest in new initiatives, improve member services, and expand the association’s impact. A financially strong AAG can offer more benefits to its members and contribute to the growth of the advertising industry in Ghana.

Rebranding the Advertising Association of Ghana (AAG) presents a strategic opportunity to rejuvenate the organization, enhance its visibility, and strengthen its impact in the advertising industry. The benefits of rebranding extend to improved member engagement, a stronger competitive edge, broader reach and influence, better communication, increased membership, enhanced digital presence, economic growth, and adaptability to market changes. These advantages contribute to the overall growth and success of the AAG, positioning it as a dynamic and influential force in the advertising sector.


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