October 18, 2020 | by Anyan
Many businesses looking for creative communication solutions act like caterers at a low budget Ghanaian wedding; so precious about the food with a false sense of omnipotence. “Answer this poorly written pitch brief in three working days. I’m not able to answer most of your questions in detail because it’s not my job to make your job easy and I don’t…
September 18, 2020 | by Anyan
We have a rich heritage of storytelling. Before behavioral change became a thing, we cracked that code, leveraging the insight of superstition to create ‘taboos’ that compel desirable behavior. This kind of background should have been the unfair advantage that made it easy for our advertising to gain global recognition, and yet a creative work from Ghana is yet to…
September 18, 2020 | by Anyan
A major setback to advertising in Ghana is that some of the most talented creatives would rather freelance than work in an agency. This is at the same time when agencies are ready to pay top dollar for top talent; something is definitely not adding up. Being creative director at a major international agency with many freelancer friends does give…
September 9, 2020 | by Anyan
I’m paid to use creativity in solving business issues. To be creative is to be empathetic and emotional. It’s much easier to create compelling work when you can feel what it’s like to be your target consumer. Certainly, this emotional disposition also makes you vulnerable. Couple that with advertising as a high-pressure terrain dominated by ridiculous timelines, impossible clients, frequent blunt –and…
July 28, 2020 | by Anyan
I have an unpopular opinion on the use of influencers in advertising campaigns; they are overrated and often killers of creativity. Give me a moment, I can explain. Influencer marketing has been around for as long as there’ve been influencers, probably dating back to Biblical times when Mordecai asked Esther to leverage her influence in the campaign to reverse a…
July 7, 2020 | by Anyan
That is what I thought back in the day. In Senior High, the Visual Arts class was seen as the class for underachievers; the course you settled for when you badly wanted to be in the school but didn’t make the grades necessary to be admitted to the Science or Business classes. Parents and ‘well-wishers’ would question the ambition and…
