AAG launches 18th Gong-Gong Awards, calls for innovation
The Advertising Association of Ghana has officially launched the 18th edition of the Gong-Gong Awards, with industry leaders calling for greater collaboration, innovation, and adaptation to emerging technologies, particularly artificial intelligence (AI).
Speaking at the launch, the President of AAG, Mr Andrew Ackah, reflected on his four-year tenure, describing it as both demanding and an honour.
With his term expected to end in November, he called on industry players to actively participate in shaping the future of advertising in Ghana.
Mr Ackah noted that while criticism within the industry was common, many critics failed to contribute meaningfully.
He urged professionals to move beyond commentary and take an active role in advancing the sector, stressing that collective effort was essential for growth.
He acknowledged progress made under his leadership, including the revival of industry dialogue and flagship programmes, but admitted that less than half of the council’s initial targets had been achieved.
Nonetheless, he expressed confidence that the foundation laid would support future growth.
Mr Ackah also highlighted improvements to the governance of the Gong-Gong Awards, aimed at restoring confidence and encouraging broader participation. He disclosed that last year’s event recorded 213 entries, with expectations of a significant increase this year.
The World President and Chairman of the International Advertising Association, Mr Joel Edmund Nettey, emphasised the rapid transformation of the global advertising industry.
He noted that global advertising expenditure was projected to surpass one trillion dollars, driven largely by digital platforms, programmatic advertising, and personalised content.
Mr Nettey warned that traditional media was gradually losing relevance as audiences shifted towards mobile and digital channels. He explained that brands without a credible digital presence risked becoming invisible to a significant portion of their target market.
He identified a growing skills gap within Ghana’s advertising industry, particularly in areas such as data analytics, performance marketing, and AI-driven creative development.
He therefore urged agencies to invest in talent development and embrace new technologies, while preserving the cultural authenticity that defines African storytelling.
Mr Nettey described artificial intelligence as a powerful tool rather than a threat, noting that it could enhance productivity, improve audience targeting, and reduce production costs. However, he cautioned that human oversight remained essential to ensure ethical standards and cultural relevance.
He outlined key priorities for positioning Ghana as a global advertising hub, including talent development, international partnerships, strong industry regulation, and better global promotion of local creative work.
A former Second Deputy Governor of the Bank of Ghana, Mrs Elsie Addo Awadzi, unveiled the award categories for the 2026 edition.
She indicated that the awards would span seven main categories: Integrated Campaign, Craft, Purpose and Impact, Media, Digital and Technology, Brand Experience and Content, and People and Industry.
Each category, she said, would feature gold, silver, and bronze awards, with six platinum awards to be presented overall.
Mrs Awadzi added that a new “Young Creatives of the Year” category had been introduced to identify and nurture emerging talent from tertiary institutions and freelance communities.
She explained that shortlisted participants would take part in a creative hackathon, with winners receiving recognition and career opportunities at the awards ceremony.
She further noted that top honours, including Advertising Agency of the Year and Brand of the Year, would recognise excellence in agency performance and client collaboration.
Mrs Awadzi expressed optimism that the 2026 edition would attract increased participation and set new standards for the industry.
BY NSAMI HILDA AND PERPETUAL MENSAH
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