Ghana's advertising industry, just like many industries that depend on the services and manufacturing industries for their livelihood, is counting its costs from the current economic challenges the country is facing.
President of the Advertisers Association of Ghana (AAG), Mr Joel Nettey, laments the industry is facing some challenges that is putting a strain on the revenues of most advertisers.
�The challenges our economy is going through is having a major impact on the fortunes of our industry. Our costs are sky-rocketing while our revenues plummet. This is not a good position to be in,� Mr Nettey grieved.
The President of the Association, who is also the CEO of advertising agency, Innova DDB, said even though the scourge of the challenge was destructive, it was a reality that advertisers needed to put up with.
He was speaking at the 24th Annual General Meeting of the AAG in Accra last week.
Mr Nettey told members of the Association that Ghana�s transition from the use of analogue to digital (DTT) platforms will present yet another challenge for some industry players, adding that, �in the same breadth, it will present an opportunity� if members stay up beat.
He noted that despite the current challenge, it was the hope of the Association that things would improve.
He urged members to collectively strive to pursue excellence in the advertising industry.
�We commit to growing this Association but we can only do that through our individual and collective efforts. We must live and practice the highest standards and ethics of the profession,� Mr Nettey said.
This, he said, was critical to weed out pretenders who give the advertising profession a bad name, adding that �self-regulation is the surest way to ensure only true professionals remain in the industry.�
Mr Nettey also announced that the Advertising Association�s Gong-Gong Awards would be held on October 10, 2015.
He said as part of efforts to build good relations with counterparts in South Africa and Nigeria, there are plans to introduce a category for the awards that would allow foreign entries.
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