There Has Been A Boom In Creativity When It Comes To Advertising – Edward Owusu

Head of Commercials at 3Music TV, Edward Owusu, in an interview with the Culture Squad on Culture Daily said there has been a massive growth in creativity when it comes to advertising in Ghana. Speaking on the topic Has Advertising Lost Its Touch?, he said there has been a huge improvement in creativity when it comes to commercials we see on television. To him, advertising has not lost its touch but rather evolving.

‘’What I have seen is a boom of creativity when it comes to advertising. Brands are now trying to do a lot with little.’’

The evolution comes to play when advertisers think of creating commercials for different platforms - television, radio, digital media as well as print media, he added.

‘’In today’s advertising you don’t just look at one platform. You look at a mix. A mix including radio, TV, digital and sometimes print. Even though print has somehow lost its relevance as compared to the other traditional platforms. For instance, whiles using TV commercials which is going to get your attention if you watch TV. Pepsodent decided to do a smart brand placement in Sarkodie’s Country Side music video which for them is likely to generate some variety when it comes to digital.’’

Edward Owusu also said brands look out for numbers before they associate themselves with a channel. However, the best way in getting to know the numbers is through social media. Therefore, they look at the number of views a show has on social media as well as the comments it generates before they think of associating themselves.