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Monday, March 17, 2025

Male Leaders Are Instrumental In Promoting Women’s Advancement in ICT – Sam George

Samuel Nartey George

The Minister for Communication, Digital Technology, and Innovations (MoCDTI), Hon. Samuel Nartey George , has called on male leaders to leverage their positions to influence policies that foster gender equity and to take on the responsibility of uplifting women in the ICT sector to tackle the ongoing inequalities in the field.

Delivering the keynote address at the 2025 Females in Tech (FEMITECH) Conference, which took place at the auditorium of the Ghana-India Kofi Annan Centre of Excellence in ICT (GI-KACE), Sam George stated that the conference is instrumental in inspiring, empowering, and mobilizing women in technology to take decisive steps in their careers and lead innovative initiatives that effect meaningful change in the tech industry.

He added that male leaders must step forward and act as mentors and sponsors for women in ICT by providing guidance and championing women's advancement within their organizations.

“Though male leaders have made commendable strides to support women, there remains much more to be accomplished. We must advocate for hiring practices that prioritize diversity. This entails implementing unbiased recruitment processes and actively seeking diverse candidate pools,” Sam George added.

He also pledged that under his tenure as Minister for Communication, Digital Technology, and Innovations, there will be positive discrimination for women-led Tech businesses as a measure to increase women's participation in ICT and encourage them to pick up leadership roles.

The FEMITECH Conference is an annual event that brings together women from across the tech industry with diverse backgrounds in ICT to share their stories and experiences and learn about new and emerging trends in the technology space. This year, the conference, which is in its third edition, took place in five regions: Oti, Greater Accra, Upper East, Bono, and Ashanti.

Ing. Dr. Collins Yeboah-Afari

Ing. Dr. Collins Yeboah-Afari, the Director-General for GI-KACE, in his welcome address, described the current situation of women making up less than a third of the world’s workforce in technology-related fields as worrying.

“That is why the team at GI-KACE continues to embark on this Corporate Social Responsibility initiative each year to encourage women to particularly pick up careers in ICT and ultimately get more women in leadership positions in the technology space,” he said.

Ing. Yeboah-Afari disclosed that the FEMITECH conference will continue to recognize the amazing accomplishments women have made in diverse fields, especially the ICT sector.

“Over the years, GI-KACE has collaborated with MoCDTI, the World Bank, and several corporate organizations to institute several social interventions like Women in Tech, Girls in ICT, and Girls Can Code, among others, to break barriers, shatter glass ceilings, and increase the number of female representations in ICT,” he noted.

The FEMITECH conference brought together diverse women from academia, industry, and beyond to deliberate on pressing issues surrounding gender equality and equity in the technology sector.

Prof. Elsie Effah Kaufmann

Prof. Elsie Effah Kaufmann, PhD, Associate Professor and Dean of the School of Engineering Sciences at the University of Ghana, and Quiz Mistress of the National Science and Maths Quiz discussed the various advantages of having women leaders in organisations.

The Vice President of Institutional Advancement at Academic City University College, Ing. Dr Lucy Agyepong touched on privacy in the Cyber Age while urging women in tech to take cyber privacy seriously for their own personal safety and professional growth.

Oheneyere Augustina Asare Osei, Head of Government Relations, Ghana Gas, on her part also advocated for more women to participate, explore, and delve deep into ICT to help foster innovation and enhance efficiency in energy management.

Dr G. Ayorkor Korsah , Head of Department, Computer Science and Information Systems- Ashesi University, also gave a powerful presentation on 'Robotics; A Gateway to Creativity and Innovation.'

There was also an amazing panel discussion by distinguished speakers like Ama Adorkor Edjah. ACCA, CA , Ag. Chief Finance Officer-AT; Fred Yeboah , Director Research and Innovation; and Edna Engmann , Head, Transformation Programmes – Fidelity Bank on the topic 'Empowering the next Generation: How families can support girls in Tech' which was moderated by Emmanuella Godlove Osei .

The panel discussion offered invaluable insights into practical ways families can support girls in technology. The message was clear: active encouragement, access to mentors, and fostering a growth mindset are essential. As we move forward, let's translate these lessons into actionable steps, creating a supportive ecosystem that empowers girls to excel in the field of technology.

The Girl Child: “Our Rights Our Future, The time is now!”

Esther Adobea Akuamoah

Although all human beings are born free and equal in dignity and rights; irrespective of gender, age, social status, or religion, the girl child continues to fight for this basic right.

The United Nations Convention on the Rights of the Child says that childhood is separate from adulthood, and lasts until 18 years; it is a special, protected time, in which children must be allowed to grow, learn, play, develop and flourish with dignity, unfortunately, the story of most girls is not like what the convention states. Why then is it so hard for girls to enjoy these basic rights?

Ten years after the institution of the International Day of the Girl Child, girls are still considered to be lesser compared to males in most parts of the world, their rights rarely acknowledged and basic needs sometimes denied. They are exploited and discriminated against simply based on their gender.

Despite initiatives, advocacy, and efforts of girl child activists over the years to increase awareness of girls’ rights and to beseech policymakers and governments to pass and amend laws, the situation seems to be pertinent.

Data from the Ghana Demographic and Health Surveys, the Multi-cluster Indicator Surveys, and the Maternal Health Surveys indicate that Ghana is home to over two million child brides including currently married girls along with women who were first married in childhood. Nine out of 10 of these women do not attend school. How sad can it be that this is still happening in this 21st century?

In Ghana, successive governments, Girl Child activists, Civil Society Organizations, and Non-Governmental organizations have introduced and implemented interventions to eliminate barriers such as child marriage, violence of all kinds, poverty, and lack of access to education that hinder the rights of the girl child, and continue to stall the initiatives and measures being put in place.

One such intervention is the abolishment of cultural practices such as, 'Trokosi' and Female Genital Mutilation (FGM) which has caused so much damage and wreaked havoc on young girls. Though upholding the rights of the girl child has steadily improved, there need to be more targeted interventions that will reduce gender gaps, and promote and protect the girl child’s rights.

Personally, I believe girl child education is exceedingly important and crucial for the development of a nation. As the former UN Secretary-General, Kofi Annan once said, “there is no tool for development more effective than the empowerment of women”. To have a society full of empowered women is only when the girl child is educated and empowered.

As we celebrate the 10th year anniversary of International Day of the Girl, let’s raise our collective voices, to promote and protect the rights of the Ghanaian girl child by giving them equal opportunity. Girls’ rights are human rights, the time is now; let us help to secure their future.

By: Esther Adobea Akuamoah (sibaakuamoa35@gmail.com)

About the author

Esther Adobea Akuamoah is a Public Relations Professional, Gender Activist and Sports enthusiast. She holds a Master's Degree in International Affairs and Diplomacy from the University of Ghana and a Bachelor's degree in Communication Studies from the Ghana Institute of Journalism.

GI-KACE Holds AI Series Forum on Music and Creative Arts

The Ghana-India Kofi Annan Centre of Excellence in ICT (GI-KACE) has organised Artificial Intelligence (AI) knowledge series forum on music, entertainment, culture and the creative arts.

The event, which took place at the auditorium of the Centre on Thursday, September 29, brought together several students, innovators, stakeholders and industry practitioners. Some of the dignitaries who were present include; Musicians Union of Ghana (MUSIGA) President, Bessa Simons; renowned Ghanaian poet, Rhyme Sonny; Host of Peace FM’s Entertainment Review show, Kwesi Aboagye; and Director of Communications and Special Projects at MUSIGA, Ahuma Bosco Ocansey, popularly known as ‘Daddy Bosco’ among others.

Speaking at the event, the Director-General for GI-KACE, Dr Collins Yeboah-Afari, stated that the session's relevance was to help create awareness about the opportunities available in using Artificial Intelligence (AI) in the music, entertainment, culture and Creative Arts industry.

He also stated that with the right application of AI in the Creative Arts Industry, several jobs would be created in that space which will also increase revenue and impact Ghana’s Gross domestic product (GDP).

“The adoption of AI technologies in the music, entertainment, culture and Creative Arts industry will promote professionalism and enhance the quality of output churned out by the various players in the industry. This will also help showcase our talents to the rest of the world while in turn increasing the tourism value of Ghana,” Dr Yeboah-Afari said.

He noted that the event forms part of GI-KACE’s mandate to grow the ICT ecosystem in the ECOWAS sub-region and contribute to youth development while the Centre tries to achieve the Sustainable Development Goals (SDGs)

Kobby ‘Spiky’ Nkrumah

Presenting on how AI is transforming the music industry globally, Kobby ‘Spiky’ Nkrumah, Host of Joy Geek Squad, Multimedia Group disclosed that AI is striking a chord in the music industry with many artists employing artificial intelligence in their music-making process.

READ ALSO: It was a beautiful Dre Day!!!

He added that some Ais had been developed so well that they could even analyse the style of musicians and create songs based on the data collected, which will sound exactly like the musicians themselves.

“There are a few AI-powered music production platforms like JUKE Box and iZotope, among others, that can create and master music once all the right elements like genre and lyrics are provided. Some of these platforms can even continue the beat production for you if you want them to,” Mr Nkrumah noted.

He also added that Digital music streaming platforms like Apple Music, Spotify and the like are AI-powered that analyzes what you listen to regularly and send music recommendations to keep you updated on new trending songs based on your taste in music.

On her part, Winifred Kotin, Co-founder of CDD Super Fluids Labs, mentioned that: “We can also use AI in Tourism through Virtual and Augmented realities powered by Virtual assistants which deliver immersive experiences. There are also a lot of opportunities in AI in Tourism through AI-Power Chatbots on Digital Kiosks. Digital Kiosk can have AI Chatbots installed and placed at vantage places like the airports.”

Eyram Tawia, Chief Executive of Leti Arts, noted that AI plays an essential role in the development of Video Games, especially for him, who is a Ghanaian game developer.

The AI Knowledge Series was organised by GI-KACE in partnership with the Institute of ICT Professionals GH, AI Association Ghana, Runmila AI Institute and GIZ.

GI-KACE Director-General Visits Korea for ICT Development Consultation Program

The Director General of the Ghana-India Kofi Annan Centre of Excellence in ICT (GI-KACE), Dr. Collins Yeboah-Afari, has visited Korea for a 5-day study program for an ICT Development Consultation Program in Ghana.

The focus of the program was to get support from the Koreans to help the government embark on the digitalisation agenda through the Ministry of Communications and Digitalisation (MoCD).

Speaking during the visit, Dr. Collins Yeboah-Afari, stated that GI-KACE is capable of supporting the government’s digitalisation agenda through Research and Innovation, Training, and Consultancy.

He highlighted some of the archetypes of GI-KACE, which include: Ghana’s first open-source Operating System called Nyansapo Operating System Solution (NOSS); the e-Leave Solution, which is an enterprise web-based leave management solution; the Cocoa Bean Quality Detector; Solar-powered Irrigation System; Performance Appraisal Platform; Invoicing and Revenue Mobilisation Platform; GPS-based Object Tracker and the e-Asset Management System which is also a web-based real-time asset management system for organizations among others.

The program, organised by the Korea Information Society Development Institute (KISDI) and sponsored by the Ministry of Science and ICT (MSIT) of the Republic of Korea, focused on ICT Policy, Information Security, Digital Economy, and Innovation.

The Ghanaian delegation included Director General for NITA, Mr. Richard Edmund Okyere-Fosu; Director for IT Department at MoCD, Mr. Samuel Antwi-Gyekyi; Deputy Director for PPDMED at MoCD; Mr. Emmanuel Ofori, Initiative Lead for Ghana CARES Project, Ms. Alexis Akyaa Boahen Owusu and the Manager for Child Online of Cyber Security Authority (CSA), Ms. Afia Darko Asante.

Angeles Foundation in Partnership with The Mastercard Foundation, Launches COVID-19 Vaccine Public Awareness Campaign

In partnership with The Mastercard Foundation, Angeles Foundation has launched COVID-19 Vaccine Public Awareness in the Okere District within the Eastern Region of Ghana.

The theme of the Angeles Campaign “Obiaa B3 W)” is linked to the Mastercard Foundation #ItsUpToUs campaign to achieve the objectives of the Mastercard Foundation Public Awareness Campaign. The primary goals are to encourage Ghanaians in the demographic group aged 18 to 25 to get the COVID-19 vaccine, dispel myths and conspiracy theories associated with COVID-19 vaccines and encourage communities to get vaccinated.

Founder of Angeles Foundation in a pose with Okere DCE

In a keynote address, the District Chief Executive of Okere District, Hon. Kenneth Daniel Addo expressed his gratitude to the people for the turnout. He highlighted the responsibility of individuals to get vaccinated to mitigate the transmission and effects of the COVID-19 virus.

In her speech, the founder of the Angeles Foundation, Mrs Kobi Hemaa Osisiadan Bekoe, indicated that the “Obiara b3w) Campaign is linked to the Mastercard Foundation hashtag ‘ItsUpToUs”. Through a community-based approach, the campaign seeks to encourage individuals to take responsibility for getting vaccinated.

In partnership with Mastercard Foundation, the campaign seeks to encourage individuals and communities to vaccinate by highlighting the campaign's objectives. Mr Simon Adu-Poku (District Disease Control Officer- Okere), who represented Ghana Health Services, reiterated Ghana Health Services' commitment to ensuring everyone is vaccinated.

Speaking on behalf of the traditional council, the Abontenhemaa of Abiriw (Nana Awo Amobea) thanked Angeles Foundation and Mastercard foundation for the initiative. She appealed to the people to encourage one another to get vaccinated.

Let Us Tell Our Stories As PR Professionals

Esther Adobea Akuamoah

On July 16, 2021, World Public Relations Day (WPRD) was launched. The date also marks the birthday of one of the early pioneers, Ivy Lee and honours his contribution to the noble profession.

It is a day dedicated to Public Relations to help in building a unified global agenda towards making the world understand and utilize it better. Often PR is seen as a spin and characterized by a lot of misconceptions and myths. Largely because as PR people we have not told our stories well enough.

For some people, PR professionals are fixers and are therefore called on when there is a crisis and for others, they are spin doctors who can take the truth and use it the other way in your favour. The truth is PR is none of these things stated above. It is time that we start by debunking these myths by educating the public on what PR is. The Public Relations Society of America defines it as a strategic communication process that builds mutually beneficial relationships between organizations and their public.

As a Public Relations professional telling the stories of organizations and brands thus building trust in the process is one of your many functions. Over the years, brands and organizations have benefited from narratives that Public Relations professionals have told on their behalf yet not much is known about the profession or those who tell these stories. Though not magicians, Public Relations Professionals do shape perceptions and create a positive identity with the audiences they want to reach. This helps them to attract clients, customers, and investors and gives a good understanding of the company’s values, and mission.

The year 2021 marked the first World Public Relations Day (WPRD). Surprising right? I know but that is the reality we face. One would ask how difficult is it for PR professionals to tell their own stories when that is what they do on a daily basis for the brands and organizations they work for and with. Almost every profession in this world has a day set aside to celebrate and tout its contribution to the growth of its sector, society, and the world at large.

READ ALSO: It was a beautiful Dre Day!!!

Why will it take this long for us as professionals to celebrate our practice and its impact on society? It is because we have lost ourselves in telling the stories of others. It is like the mother who refuses to eat because the food can only be enough for her child. In as much as looking out for your child is essential, a mother taking care of herself is equally important because you need to be fit to take care of your child.

Generally, this year’s celebration was a good one with PR agencies, professionals, students, and corporate Ghana celebrating the hard work of the practice and acknowledging how important it is to the growth and sustainability of every organization. Certainly, World Public Relations Day is here to stay and it will always be a day where the hard work of all PR professionals will be celebrated among themselves and around the world.

By: Esther Adobea Akuamoah (sibaakuamoa35@gmail.com)

About the author

Esther Akuamoah is a Public Relations Professional, Event Planner and Sports enthusiast. She holds a Master's Degree in International Affairs and Diplomacy from the University of Ghana and a Bachelor's degree in Communication Studies from the Ghana Institute of Journalism.

It was a beautiful Dre Day!!!

When I saw the poster for the 2022 Pepsi Super Bowl somewhere last year, the first thing I said to myself was "whoever put this list of artists together must be really really mad."

Today, while I was watching the 2022 Pepsi Super Bowl LVI Halftime Show, I said to myself again "now this production and set feels just like something Baba Sadiq and his team did last year. Though it also looks like a 'Dr. Dre' celebration', I swear on the two cents in my pocket that every detail was spot on. At a point, Dre himself was mixing the sound and playing the keys. Oh yeah, I mean that is the legendary Dr. Dre, 'god' of good and quality sound, and the one the rest of 'West Coast' call 'the Father of Rap'.

The opening act saw Snoop Dogg and Dre doing a song together. I won't give you plenty of details, watch the video (link provided below) and get the goosebumps some. All I will say about that performance is after Snoop saluted Dr. Dre, "It is the one and only D.R.E. Dr. Dre you lil bastards!!!" you catch the drift?

Oh!!! let me add that whatever Snoop Dogg has been eating, drinking, and smoking, doctors need to study the ingredients and chemical compositions because it appears the guy is just an immortal. Well enough of Snoop.

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50 Cent also took his turn hanging upside-down while he did his 'In da club' song which Dr. Dre produced and co-wrote.

Mary J. Blige took it way down with her 'Family Affair' song which was also produced by the maestro Dr. Dre. She was really 'in the spot' and 'made it feel alright' charley!!!!

Kendrick Lamar literally got out of the box to say 'Nigga!!!, we gon be alright'.

Then came my favorite part when Dr. Dre's musical firstborn, Marshall Bruce Mathers III, known to the entire world as Eminem, did his usual entry - appeared from the bottom of the stage doing the song that lets you 'Lose Yourself' in the music. Like fine wine, Slim Shady keeps getting better with age. Well, I had to 'Snapback to reality' cos 'he's dope and he knows that' but 'the clocks run out' all too soon.

And like a son will do to a father to honor him in public or in this case to the rest of the world, Eminem just had to bend the knee to greatness. In response to this humble gesture, Dre took charge of a white piano and played one or two of his legendary songs, and like the boss he is, he ended this short piano performance with his 'Still D.R.E. ' classic before teaming up again with Snoop to do the actual 'Still D.R.E.' song. The entire host of artists joined him on stage.

Though Dr. Dre is grown a lot, he is still ahead of his game and he still got love for the streets.

The 2022 Pepsi Super Bowl was a beautiful Dre Day!!!

By: Nii Ogbamey Tetteh

About author

Nii Ogbamey Tetteh is an Entertainment Pundit and a Communication Specialist who has worked with several brands such as Global Media Alliance, Planet Sports Limited, Noyam African Dance Institute, Daily Guide

Detty December in Ghana: Brands that got it Right

Detty December in Ghana is simply the enjoyment level in Accra every December. It is always that time of the year that the world comes to Ghana.

It is a fine opportunity for the diaspora to connect with their roots - cultural diversity, heritage and “new skuul” lifestyles like pop culture, music and food.

With the elevation of all the tourism value chain elements coupled with Africa being the new market target, many companies are increasingly making their brands relevant to the Gen Z and Millennials.

In no particular order, these are the brands that came out December.

Daily Paper

Daily Paper is an African-inspired fashion brand known for its ready-to-wear garments and accessories with a creative direction fueled by rich African culture wrapped in contemporary designs.

READ ALSO: It was a beautiful Dre Day!!!

The brand has truly become one of the fastest growing fashion brands in Africa and Europe, offering timeless designs across accessories, streetwear and a range of capsules across the season.

During December, Daily Paper which has truly become one of the fastest growing fashion brands in Africa and Europe, opened its sought-after pop-up shop in Accra to drive lovers of streetwear to their hub.

The brand collaborated with other partners such as Off-White by the late Virgil Ablorh, Surf Ghana, Afrochella, NSG, Free The Youth among others to host a line of activities such as parties, networking hangouts, football tournament and other special curated events connected to the culture.

Free The Youth

Free The Youth (FTY) is a collective of young creatives determined to empower young Africans in the area of street-style fashion and culture.

Started as a social media Ghanaian street-style movement, FTY has now developed into a multi-branched organisation with the grand goal of promoting an art-based, youth-oriented movement for creative freedom and community development. It has gradually grown to become the creative mouthpiece for young people.

During the Christmas, the FTY opened its headquarters in Accra, a really impressive space created as a hub for African youth in Ghana. The space, according to the FTY, was a physical representation of Africa’s unmistakable creative evolution.

That grand opening saw a host of paneled talks, the opening of a Free The Youth store, as well as studio sessions and parties which saw likes of Black Sheriff, Chance The Rapper, Vic Mensa, Oxlade, Rema, Kwesi Arthur, Fuse ODG, Kofi Mole and others passing through to catch the vibe.

Ghana Tourism Authority

The Ghana Tourism Authority (GTA) is the lead state agency in charge of implementing the December in Ghana campaign to its highest optimal points.

Since 2019, the government has had a deliberate tourism campaign championed by the GTA to make Ghana the favourite destination for Christmas vibes.

With a master brand ‘December in GH’, the GTA ensured that a large number of the events in December enjoyed a near perfect enabling environment to attract global attention to the country.

“Thanks to the Ministry of Tourism, Arts and Culture (MOTAC) under the able leadership of Dr. Ibrahim Awal, this year’s activations were carefully crafted – focusing on more outdoor activities bearing in mind the times we are in,” said Akwasi Agyeman, CEO-Ghana Tourism Authority (GTA).

GTA supported most of these events with sponsorship, marketing and promotions, and provided health and safety support among others.

There is no doubt that December in GH has become one of Ghana’s successful tourism brands and an anchor that has created a global wave, perhaps a movement, with people always looking forward to it every year.

Instagram

The picture sharing social media platform was intentional about how to immerse its brand into the Christmas vibes in Ghana. Instagram partnered with Afrochella Festival and was also the lead headline sponsor of the festival’s very first Fashion Night Out event.

Produced by Debonair Afrik, a Ghanaian based fashion brand and Afrochella, the Instagram Fashion Night Out was designed to celebrate the thriving fashion scene in Africa and showcase up-and-coming designers from the continent.

The dazzling event included 13 talented designers, two fashion exhibitions, a panel discussion and multi-brand pop up shops. It was Instagram’s way of celebrating Africa’s diverse culture and the vibrant work of African creatives and entrepreneurs. These activities were amplified by Instagram to its millions of followers to gain wider reach.

Martell Cognac

Throughout the year 2021, Martell Cognac has been busy. Most of the brand’s activations were on the back of partnership it had with Amapiano & Brunch Party which has become Accra’s favorite day party. The party is held periodically at Front/Back, music, food, and art club located in Accra, and it has featured major artistes such as R2Bees, MzVee, Stonebwoy, King Promise, Adenkule Gold, Uncle Waffles, Tiwa Savage and many others.

Martell, in partnership with Polo Beach Club also put together arguably the most-talked about high-end lit party known as the Martell Blue Foam Party. It was an epic night and the post-event reactions on social media was crazy, literally everybody looking forward to the next party.

At any of the events during December, guests had the chance to a sensory experience of Martell’s finest eaux-de-vie produced cognacs.

Surf Ghana (Freedom Skate Park)

For the first time, Ghana opened its first skate park – Freedom Skate Park in Accra. The opening which happened in December was also in honour of the late Ghanaian US-based fashion icon Virgil Abloh who was supporting Surf Ghana, the project initiators, to complete the park.

Unveiling the park, organisers paid tribute to the American designer of Ghanaian origin with musical performances by local artists and skate sessions by both professionals and amateurs. A new sport ecosystem that supports well-being, creativity and entrepreneurship.

The Founder of Surf Ghana, Sandy Alibo, said though skating is a lesser-known sport in Ghana, she believes it will go a long way towards boosting tourism and creating networking opportunities for young Ghanaians.

“We’re not talking only about sports, but we’re talking building self-confidence in the youth, about tourism and developing youth entrepreneurship,” she told AFP.

Ever-since its opening, the skate park has become a converging point for a lot of creative minds to connect with each other in sharing ideas and thoughts.

Twitter

The social media giant announced its presence in Africa in April 2021. Twitter’s presence announcement brought a lot of excitement among Ghanaians.

Per observations, whenever Twitter enters new markets, it invests in local communities and the social fabric through relevant partnerships that touches the emotions of the locals.

Ahead of its outdoor activations in December, Twitter partnered Ghanaian rapper M.anifest to launch a special emoji icon for the rapper’s latest album #MadinaToTheUniverse.

After, Twitter debuted its dedicated @TwitterGhana handle, bringing tweets to life on billboards in Accra. According to AdWeek, @TwitterGhana is the social network’s first dedicated handle in sub-Saharan Africa.

These Twitter billboards covered topics and hilarious moments that were uniquely Ghanaian, hence becoming part of viral conversations and also setting the tone for Detty December. One of the billboards captured the mood for Christmas saying “December in Ghana is just a two-week festival”.

Lastly, Twitter partnered with one of the biggest festivals on the continent – Afrochella Festival which was headlined by music superstars Wizkid and Stonebwoy with other talents. The blue bird social platform set up an art installation at the festival which really brought the brand to live.

YouTube

YouTube has always been a place to be entertained — from your favorite dance trends, new sound to exciting video contents.

Over the years, YouTube has enabled an entire generation of creators who have shared their voice and found an audience of more than two billion people.

YouTube, for the first time brought its brand to live in Ghana. The video streaming platform heavily pushed its YouTube Shorts which is a new short-form video experience for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones. YouTube Shorts is a way for anyone to connect with a new audience using just a smartphone and the Shorts camera in the YouTube app.

YouTube had the biggest brand installation at Afrochella by creating what it called “The YouTube Shorts Playground” for over 10,000 revelers that attended the festival.

The brand also engaged in some music thought leadership programmes to help develop the youth and provide assistance to aspiring music industry professionals.

YFM

Ghana’s number one urban radio and leading music station, YFM launched a new initiative “Y Holiday Havoc” to support key December events with marketing, promotions, ticket sales and on-air talents – Presenters and DJs, all to create unforgettable memories for revelers.

Through the Y Holiday Havoc, YFM partnered major festivals such as Afrochella, Wildaland, Tribvl Jungle Fever, concerts – Gold Coast Carnival, Bhim Concert, and parties – PineXGinja, Gold Block Party. Others include Around the World, Taste of Ghana and Beach Lantern Festival.

For the brand, December in Ghana was right time to achieve two things with YHolidayHavoc Campaign – To create brand awareness and Showcase YFM’s Talents to the world. Talents like Kojo Manuel, Mensah Junior, DJ Loft, DJ MzOrstin, AD DJ, DJ MicSmith became household names at every major event and parties during the December. It was one sure way of winning with the brand.

In setting the tone for December in Ghana, YFM engineered a series of thought leadership conversations on Twitter Spaces talking to stakeholders, organizers and musicians who shared their thoughts on December in Ghana.

The brand also activated its waste recycling bottle radio booth. This was to re-enforce the brand's commitment to encourage plastic waste recycling under the YFM Plastic Recycling Campaign championed by Y Cares.

I want to conclude with special shoutouts to all the events that created the platform for these brands to connect with their audience – Afrochella, Wildaland, Amapiano & Brunch, Polo Beach Club, Tribvl Jungle Fever, Gold Coast Carnival, PineXGinja, Gold Block Party, Around the World and Akwaaba UK Parties.

By: Ekow Quandzie (pequandzie@gmail.com)

About the author

Ekow Quandzie is a Brands and Communications Executive

Celebrating Versatility and Innovation in the Midst of a Pandemic: Even COVID Innovates

Kwabena G. Oppon-Kusi, the author

A brand is something that has a clear-cut identity among consumers, which a company creates by sending out a clear, consistent message over a period of years until it achieves a critical mass of marketing.” - Phil Knight

One word that is often mentioned during conversations about brands is Consistency. The biggest brands in the world, among other things, are believed to have remained consistent in their persona, look and feel, themes, messaging, etc. Even in personal branding, you are advised to consistently speak about one particular field, and carve yourself a niche audience in that field. Consistency is undoubtedly one of the main pillars of successful branding but it should however not be misconstrued to be synonymous with being static, stubborn, or averse to change.

By definition, to be consistent is to be unchanging in nature, standard, or effect over time. Managers of brands and creatives will agree that those are not words that inspire creativity. Having the same look and message over a long time has proven to be counterproductive for many brands. So how are innovation and dynamism so important to a discipline that is built on consistency?

Dynamic Consistency

Consistency in branding is not to be taken literally or swallowed whole. A consistent brand is not exactly unchanging but instead gives a perception of being unchanging while being fully dynamic.

The true value of a brand is the perception one has of it. If a brand is experienced in the mind of its consumer, then that is exactly where its consistency should be measured.

For instance, if a person says two different things to a sad friend, but the effect of comfort or the feeling of joy it gives to the friend remains the same, the messaging has been dynamic but the goal remains consistent.

In the same way, a brand can be dynamic with its message, logo, visual identity and objective, but must ensure that the end feeling or perception in the mind of the consumer is fully or partially consistent. A clear-cut example would be Nike’s campaigns. A campaign about its latest trainers results in the feeling of motivation that is conveyed by their slogan ‘Just Do It.

In the same way when Nike picks up a social cause, as it did for the Black Lives Matter movement, the same motivational feeling of ‘Just Do It’ is still felt throughout the campaign. In this case, the brand Nike has been consistent in perpetuity with its brand name and logo, has been consistent long term with its slogan, theme, and promise but has been dynamic with its messaging, which changes according to the times we find ourselves in.

Innovative COVID

Not to sound insensitive about a global pandemic that has taken and continues to take the lives of many, but there is no denying the fact that there are lessons to be learned from this deadly virus. The Coronavirus has caused brands to think deeper and act differently these past two years, however, this same pandemic that brands are battling through is giving everyone a lesson on branding, consistency, and innovation. The virus started spreading 2 years ago and has evolved every time scientists find a vaccine or solution for it. The virus has evolved, reinvented itself as multiple variants such as Delta, Omicron and so on, showing different symptoms and spread behavior. The virus however remains consistent in its effect. The perception and end goal we have of it hasn’t changed; it is still as deadly as its first variant and is still taking the lives of many.

Brands that are navigating this pandemic without being innovative must first take a look at the opponent, and at the very least innovate and evolve alongside it. The new variants have new brand names and even stronger modes of transmission. In a similar manner, brands must evolve beyond their business as usual and do more to reach their audience. One major example that we saw during the early days of the pandemic was major restaurants evolving to focus more on food delivery because directives did not allow them to operate as they were used to. They needed to evolve in order to survive, similar to the virus that caused the situation.

Brands that are looking to be dynamic creative and innovative need to make a few changes in their way of work to improve this culture and can follow a few simple pointers that I’ve outlined as ‘The ABCD of Brand Innovation’.

A. Acknowledge your Attitude

A brand must always be fully aware of who it is, what are your strengths, your weaknesses, who is your audience, and so on. It is known that you cannot improve yourself if you don’t know yourself. In times like this, it goes beyond Marketing Managers running sentiment surveys and developing a SWOT analysis based on their own experience of their brand. The best way to go is to run a full brand audit via a non-biased third party. This will uncover the truth about your brand and its positioning strength in the mind of the consumer. A brand audit is a thorough examination of a brand's current positioning in the market compared to its competitors and a review of its effectiveness. This can reveal the parts of the brand’s communication or operation that require innovation.

B. Be Bold and Brave

The corporate attitude that always precedes innovation is boldness. Boldness to choose the road less traveled and do something that has not been done before. Boldness to accept change and readiness to behave differently to ensure different results. This is an attitudinal fix that can start with something as small as changing the formats of meetings, the way reports are sent and the way days are spent in the office. Some of the common ways of incorporating a change in attitude towards innovation in any institution are:

1. Spell out the values and behaviors your innovative culture should exude.

2. Develop a plan to effectively communicate your innovation plan to your staff.

3. Change the workspace, or its look and feel, to instigate the change

4. Make sure that those influential positions embrace and act on the new culture

Consider the Crazy

As the Creative Strategy lead at Pulse Marketing, the Digital Marketing Agency of Pulse Africa, the most important comment I look out for during my brainstorm sessions is, “this idea is crazy”. As a creative person, I consider this high praise. When you want to make significant change and impact, you need to think of the craziest and most improbable solution before you distill it to the coolest, safest and possible. Welcome the crazies, it births the true solutions and challenges you to do things that your competitors are not doing. Always create an environment where your team feels comfortable to share the craziest of ideas without fear of judgment or reproach. This becomes the result of properly implementing the second point and introducing an innovation attitude by being bold. A few ways to develop creative ideas are:

1. Oxymorons: Putting two complete and improbable ideas together are a good way to come up with some new ideas.

2. Reverse Thinking: Taking common concepts and thoughts flipping them over and looking at them from an opposite perspective is another helpful way.

3. Fill your space with inspiration from other sources you admire and constantly apply the first two points.

Diversify your Deviants

Innovation is spurred by changemakers or what I like to call, deviants. After creating the right environment to welcome crazy ideas, brands must ensure that the ideas are not coming from a skewed perspective but from people who have varying experiences and are coming from different backgrounds. Diversity has become a key hiring objective for most, including Fortune 500 companies, where diversity and culture leads are well sought after. They recognize the need to ensure that there are different cultures and backgrounds to ensure that there is diversity in the ideas and work output of the company.

Peter F. Drucker’s quote “If you want something new, you have to stop doing something old”, is the best guide for brands when thinking about new and innovative ways to attract and engage customers. The COVID-19 pandemic has resulted in brands pivoting and innovating in the way they communicate and operate as regularly as the virus itself. In summary, if you’re still wondering if you should make that change to find new ways of business, the message I will leave you with is…even COVID innovates

By: Kwabena G. Oppon-Kusi

About author

Kwabena Gyabeng Oppon-Kusi is the Head of Creative Strategy at Pulse Ghana. Kwabena has been crafting and telling compelling and results-oriented brand marketing strategies to achieve the business goals of various companies from diverse industries.

With a Masters’ Degree in Brands & Communication Management, Kwabena has worked on projects for brands such as GCB Bank, Nestle, mPharma, MTN, Access Bank among others

Paa Kwesi Forson, the writer

Once upon a brand, a story is told of a family of Mice who had been living in fear because of a Cat. They came together to discuss how to defeat the Cat. A young Mouse suggested putting a bell around the Cat’s neck so they could hear when the cat approaches. All the other Mice agreed in theory, apart from one wise, old Mouse. The old Mouse asked: “Who will put the bell on the Cat?” The lesson here is that it is never a good idea to boast about an idea until you know it’s going to work when executed.

Having worked at one of Africa’s best Public Relations firms, Global Media Alliance (GMA), I can confidently say that I know what clients want from agencies and why they engage them. From the suggestions of the wise Mice, we are the ones to put the bell on the cat. I’ll explain in a bit. Clients simply want straightforward solutions and not more problems. They need agencies such as GMA to make meaningful connections with the audience through effective branding. Here, branding is what makes a memorable impression on consumers and allows your customers and clients to know what to expect from your company. You can also call it a true representation of who you are as a business, and how you wish to be perceived.

Hence, setting the tone on branding determines the direction, feel, content, vision, and execution of every message that is delivered.

Our team of skilled PR professionals develop and implement tailored communications and marketing solutions to positively influence public perception of our clients, their brands, and products/services. These skilled team members bring experience to bare in satisfying clients in key industries such as Finance, Telecoms, Technology, Travel/Tourism, Healthcare, Automobile, Aviation, Energy, Food, Beverage, Agribusiness, Gov’t relations, and Real Estate industries and more.

BRANDING REALITIES DURING AND AFTER COVID-19

In March 2020 when Ghana recorded its first two confirmed cases of COVID-19, the whole country was in disarray. No one was ready for a pandemic that destabilized economies, claimed lives, ravaged businesses; disrupt our normal way of life, came with job cuts, amongst other challenges.

Companies were in a dilemma on salvaging their businesses or turning attention to the safety of customers or citizens. Coincidentally, customers expected such brands to show their humane side in times of crisis specifically through empathetic actions. The clients GMA works for had to apply tact and sensitivity to the challenging times; we advised maintaining prices, not to burden customers further.

Customers have taken keen interest in scrutinising actions and inactions taken by brands when it comes to safety; this applies to customer, employees and communities in general. Subconsciously, customers and the general public take notice of brand’s efforts at improving society or connecting positively with society; they offer good scores for companies who care and have earned the public’s trust amid health and safety uncertainties. The reverse is true for brands who are making profit but caring less.

The COVID phase of lockdown and its accompanying hardship saw most organizations contributing to the public good; they donated cash, Personal Protective Equipment (PPEs), among others. Other brands and individuals partnered the COVID-19 Private Sector to construct and stock Ghana’s first Infectious Disease Centre.

More recently, the Appiatse explosion around Bogoso in January 2022 has seen many well-meaning Ghanaians and multinationals donating relief items; mattresses, rice, sugar, buckets, cooking oil, canned fish and toiletries worth millions of Cedis. These were to support the dislocated residents, support towards the rebuilding of the township and commensurate with the grieving families.

THE BRANDING GAMECHANGER

The fundamentals of brand building have remained the same but the “how to build the brand” is different post COVID; it therefore calls for a new or refined playbook that tackles the real issues. Let’s zoom in on some brand game-changing ideas.

Prioritize authenticity to drive action

During the lockdown phase last year especially, the Ghanaian consumers got used to empathy, community support from countless brands. With consumers being served social responsibility by brands, the bar has been raised. The modern-day consumer has outgrown PR and social media stunts, and see right through scripted activities and acting; they lean more towards authentic brands that tell basic stories using great values, messaging and tone of voice; these stories should be just appropriate (not overdone).

Stand for something

To answer why companies and individuals divert huge sums of monies for COVID 19 support and other emergencies, it comes from a place of brand commitment to adjust; and offer innovation strategies to compete against the COVID-19 pandemic-induced market downturn.

To make brands trustworthy, brands are smartly shifting their priority; shifting from solely making profits to ensuring the wellbeing of customers and employees first.

It is as simple as that and a worthwhile investment.

Keep a pulse on what customers want

The major learning during COVID 19 outbreak, lockdown and its accompanying restrictions was that consumers controlled the market in terms of what they wanted and how fast they wanted it; thanks to car-hailing apps, food delivery apps, social media platforms, and others.

In 2022 and beyond, brands must excel at having a clear understanding of customer expectations; and consumer journeys to gain a distinct competitive advantage.

As companies look to build trust, it’s important that marketers own customer experience initiatives across the organization. It’s not enough to have a presence. Marketers must invest in driving engagement mapped to customer needs.

Rethinking brick and mortar module of doing business

The lockdown phase of the COVID outbreak led to schools, offices, churches and all social gatherings being put on hold; that was a wakeup call for clients to revise their strategy beyond physical structures.

Brands today should rethink accolades of having the biggest branch network in a sector or wider on-ground reach; they need to implement agile and innovation platforms to reach a wider market; evolve with their customers and not get left behind.

After two years of living with COVID, brands have no place going back to the old ways of doing business. It’s innovation or nothing.

Hoping unto impactful platforms

In a post-pandemic world, it’s important to promote togetherness online and offline. This will forge a closer bond with your customers at different levels. Virtual connections skyrocketed during the pandemic where people were no longer able to meet up in person; this was due to quarantines, travel restrictions and social distancing guidelines.

To promote togetherness online, brands can host virtual events to engage with customers. For example, banks can host a virtual session to build the capacity of its SME, premium, youth and other segments. It’s about time brands take advantage of platforms like Clubhouse to connect on a deeper level with customers; they can provide helpful advice in interviewing industry leaders and even celebrities.

CONCLUSION: PR AGENCY OPTION

A plane was flying through the clouds and suddenly lost balance. Everyone started shouting in fear. But a small boy kept playing with his toy. When the flight landed safely after one hour, a man asked the boy; “How could you play with your toy when everyone was afraid?”

The boy smiled and said… “My dad is the pilot and I know he will land safely.”

That is the kind of smooth experience the team at Global Media Alliance brings to current and potential clients. We believe the pandemic has been an extremely challenging time for most brands; but innovation can help brands get back on track and even start engaging with customers at higher levels than ever before.

By: Paa Kwesi Forson

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