The Advertising Association of Ghana (AAG) is charting an ambitious course for its revitalised Gong Gong Festival of Creativity & Awards, aiming to elevate Ghanaian advertising to global standards.
Following a highly successful return of the awards on June 28, 2025, Executive Director Isaac Cudjoe emphasised on Joy FM’s Super Morning Show on Friday, July 4, that the future of the Gong Gong Awards is focused on fostering disruptive innovation and securing international recognition for local talent.
“The Gong Gong is about recognising, bringing to the fore the creative innovation and disruptive abilities of these creative agencies and how they build brands, local brands, and global brands,” Mr Cudjoe explained.
He lamented the relative anonymity of the agencies behind Ghana’s compelling advertisements, noting that many consumers are unaware of the brilliant minds crafting the campaigns that influence their purchasing decisions.
“All these adverts you see that make you buy products are created by these agencies,” he stressed.
The awards, now in their 17th edition after a two-year intentional hiatus for restructuring, serve as a crucial barometer for the industry.
Mr Cudjoe outlined the dual purpose of the awards, explaining it is meant “to celebrate them [advertisers] for their good work. Those who stand behind the camera, those who are ideators, those who bring the ideas, those who strategise and all of that, so we can celebrate them. And also to foster competition among the industry and increase the level of effectiveness within the creative industry.”
A highlight of this year’s ceremony was the special recognition of Francis Dadzie, the former Executive Director of the AAG, for his over 25 years of impactful leadership.
Mr Cudjoe revealed that many current MDs and CEOs of leading agencies passed through Mr Dadzie’s hands for training, underscoring the AAG’s long-standing commitment to industry development and excellence.
“He retired, I think, last two years when I took over. We were looking for the best opportunity to do that. And because Gong Gong has been his baby, we thought that we should wait till Gong Gong comes back,” Mr Cudjoe said, explaining the timing of the well-deserved honour.
Looking to the future, Mr Cudjoe acknowledged the rapidly evolving landscape of the advertising industry, driven by advancements in AI and digital platforms.
“The industry has become disruptive, positively disruptive. It’s an industry that is evolving every microsecond because of the advent of AI and digital Ad bases and all of that. So there is an awesome challenge on every agency now.”
To address this, the AAG is taking proactive steps in training.
Mr Cudjoe announced an upcoming collaboration in August with the Tripoli Advertising School of South Africa, focusing on how agencies can effectively leverage AI tools to enhance their work, whether in creative development, media strategies, or customer relations.
The ultimate vision for the Gong Gong Awards, Mr Cudjoe stated, is to elevate its image to an international standard.
“What we intend to do going forward is to lift the image of Gong Gong up to the international standard where we can, if, let’s say, ECOWAS won or any agency won Gong Gong, they can put in that work at Cannes Lions or maybe the Peaches or the Luries or, let’s say, the WAC Award and win because we haven’t seen a lot of Ghanaian work winning.”
He expressed optimism, citing how a Ghanaian “brand experience event” from Benin, which he showcased on the Cannes Lions representative platform (as he is the local rep), received significant praise.
That brand experience was a product of Israel Laryea, the Executive Head of Influencer Africa, a set-up by EchoHouse.
“I see that gradually we are moving there. And if you [Isreal Laryea] put in that work next year at Cannes for brand experience, I won’t be surprised that you will win an award,” he boldly predicted about Cannes Lions, which he described as “the Oscars of advertising”.
The impact of the Gong Gong Awards extends beyond mere recognition.
By highlighting best practices and fostering healthy competition among the over 100 registered advertising agencies in Ghana, the awards drive innovation, improve the quality of campaigns, and ultimately contribute to the growth and visibility of Ghanaian brands both locally and internationally.
The recent edition saw EchoHouse, an advertising and marketing firm, sweep an impressive array of awards at the 17th Advertising Association of Ghana (AAG) Gong Gong Awards from over 250 entries across 17 categories, demonstrating the vibrant and competitive nature of Ghana’s creative industry.
This renewed focus on global competitiveness through platforms like the Gong Gong Awards aims to solidify Ghana’s position as a hub for creative excellence in West Africa and beyond.
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DISCLAIMER: The Views, Comments, Opinions, Contributions and Statements made by Readers and Contributors on this platform do not necessarily represent the views or policy of Multimedia Group Limited.
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