Group Chief Executive Officer of Media General, Beatrice Agyemang has underscored the need for media organisations to contribute to becoming partners in positive outcomes and success of their clients.
Madam Beatrice Agyemang urged media firms to ensure that they don’t become just a means for propagating creativity but also solution builders.
Delivering a speech at the 2025 Gong Gong Festival of Creativity & Awards, Mrs. Agyemang said such commitment would require “deeper audience insights, more immersive formats, real-time reporting and a fierce commitment to helping advertisers and clients to win.”
“Across the media landscape, we all have a duty to perform. It’s time for media houses, traditional and digital to shift from being mere carriers of arts to becoming partners in outcomes,” she stated.
The Group CEO of Media General further highlighted how relevant it is for media organisations to inculcate problem-solving ideas as part of their creativity.
“Looking ahead, the future belongs to media brands that are not only story tellers but solution builders. Those who match creativity with clarity and innovation with impact.
“In my experience, one thing has stood out. Creativity that merely pleases will be forgotten but creativity that dares to understand is the kind that lingers,” she added.
The event, held on Saturday, June 28, 2025 in Accra brought together leading advertising professionals, creatives, and industry stakeholders, was held under the theme: “Disrupt & Inspire: Recognising Brands and Agencies That Challenge Norms and Redefine Creativity.”
Media General has for the past years helped advertisers, clients and brand achieve results and has committed to making advertisers and clients win.
In 2024 alone, TV3 averaged over 3.5 million impressions and delivered a record-breaking share of audience during prime time, securing its position as Ghana’s most watched station for six consecutive years.
This is evidence by TV3’s unmatched digital dominance leading with the highest number of followers and subscribers on Facebook, X, TikTok and YouTube.
“They say creativity sells but in our industry credibility sells longer. I speak not just as Group CEO of Media General but as a partner who understands the weight our advertisers carry.
“We just don’t air your campaigns, we multiply their reach, energize your brand and help turn bold ideas into results, that’s not rhetoric. It is what the data says.
“So when we say Media General is your partner, we don’t mean just for a season, we mean in the planning rooms, the deadlines, the pivot and the pressure,” Madam Beatrice Agyemang emphasised.
On his part, the President of the Advertising Association of Ghana, organsiers of the Gong Gong Festival and Creativity Awards, Andrew Ackah bemoaned the indiscriminate manner in which advertising billboards are mounted on the roads.
He noted that more than majority of the billboards mounted along the streets in the country are not in conformity with the guidelines of the Ghana Standard Authority.
“By our estimate, 70% of Billboards on our roads do not conform to the guidelines agreed by all stakeholders in the document GS847 2019 Second Edition issued by the Ghana Standard Authority.
“Majority of the Metropolitan. Municipal and District Assembly (MMDAs) who by law are mandated to issue the requisite permission of such billboards have unfortunately performed poorly,”
He continued: “This has allowed nameless and faceless charlatans to clutter our cities with billboards that pose danger to our road users.”
He appealed to President John Dramani Mahama to issue an Executive Order for MMDAs to halt the issuance of new permit for billboards, while a lasting solution to the nuance is discussed.
“We are once again appealing to President of Ghana Mahama who hone is communication credibility in this industry to take a keen interest in the passing of the Advertising Bill into law,” he stated.
The bill, when passed into law will establish an authority that will advocate for the approved standards of advertising practice, protect vulnerable groups from exploitation, protect local industries and investors, administer punitive measures against those who flout advertising laws among others.
