Ikay 
In Ghana, the older generation holds an immense amount of untapped potential for brands. They may not be called “Baby Boomers” as in Western contexts, but this demographic—largely aged 60 and above—represents an influential group with spending power that shapes industries like agriculture, real estate, healthcare, and tourism. They’re deeply loyal, not just to the … Read more
In Ghana’s ever-evolving digital landscape, where consumer attention is split across countless platforms, businesses face an important challenge: how to create advertising campaigns that truly stand out. The need for compelling, relevant, and well-timed messages has never been greater, especially for brands looking to connect with diverse audiences across multiple regions. Enter programmatic digital out … Read more
Coca-Cola’s holiday campaigns have long been iconic, with its “Holidays Are Coming” ad becoming a hallmark of festive nostalgia. However, the 2024 reboot—crafted using generative AI—has sparked significant backlash, leaving many viewers unimpressed. Despite an ambitious creative process involving 10,000 rendered frames, over 40 creatives, and global collaboration, the ad has been criticized for lacking … Read more
Volvo is being celebrated for its recent “For Life” campaign, which has resurfaced this week amidst widespread criticism of Jaguar’s rebrand. The nearly four-minute ad, created for Volvo’s new all-electric SUV, the EX90, highlights the car’s advanced safety features by weaving a heartfelt story of a man learning he is going to be a father … Read more
Luxury car brand Jaguar has faced significant backlash following its recent brand overhaul, which aimed to embrace a creative philosophy called “Exuberant Modernism.” According to media intelligence firm CARMA, sentiment toward Jaguar dropped sharply, with positive perceptions falling from 23.1% to 8%, while negative opinions surged from 21% to 40.3% after the launch. Criticism from … Read more
The language of advertising is a specialized form of communication designed to persuade, inform, and connect with audiences. It’s a blend of psychology, linguistics, and cultural cues, crafted with precision to deliver messages that resonate deeply with viewers. Advertising language is not just about words; it’s about tone, structure, symbolism, and emotional appeal, all working … Read more
Advertising and popular culture share a deeply intertwined relationship, each influencing and reinforcing the other in a cycle that shapes public perception, social trends, and consumer behavior. From its earliest days, advertising has borrowed from and contributed to the cultural landscape, using the symbols, language, and narratives of popular culture to resonate with audiences on … Read more
As technology transforms how people connect and experience the world, the metaverse has emerged as a groundbreaking platform, opening up limitless possibilities in the realm of digital advertising. This interconnected virtual space allows users to explore a 3D environment, interact with one another, and engage in activities that mimic or surpass real-world experiences. As a … Read more
In a world where consumers are bombarded with thousands of advertisements every day, standing out is no small feat. For advertisers, the battle for attention has become more complex and competitive, and traditional approaches are losing their charm. Yet two elements have proven to be a potent combination in capturing hearts, minds, and brand loyalty: … Read more
In a digital age dominated by mega-influencers and brand ambassadors with millions of followers, a quieter yet potent movement is redefining the landscape of marketing: micro-influencers. Unlike their high-profile counterparts, micro-influencers boast smaller followings—often between 1,000 to 50,000 followers—but hold a remarkable sway, especially in niche markets. With high engagement rates, specialized knowledge, and genuine … Read more