Who We AreINSIGHT ADVERTISING LTD. was established as a fully-owned Ghanaian Advertising Agency in January 1997 and is a member of the Argon Group of Companies, the largest marketing... read more »
What We DoOur Key Strengths lie in the following area: Traditional & Digital Media Advertising Facility Branding Website Creation & Management Social Media & SEO Creative Designing & BTLs... read more »
Our SuccessesWe have the privilege of working with some of the most well known companies in the world and we don’t take this lightly. Our clients engage us in a number of ways - we help them solve business... read more »
Vision & MissionVISION: To be recognized as the best Creative Agency in the Integrated Marketing Communication Industry in Ghana.
AffiliatesDoing business with us exposes you to an available pool of specialized expertise in various fields within the Argon group which translates to added value to you, our clients: • DDP Outdoor Ltd (Outdoor Advertising)
With over four decades of experience in Management, Advertising, Exhibition design, as well as Real Estate Development, Mr. Torgbor Mensah is a Ghanaian business icon. He has served as Chairman on a host of Boards and led many formidable groups. In view of his passion for social work, he is a member of many community development groups...Continue Other Executives »
Dr. Torgbor MensahBoard Chairman
Carlos Emeka Jay IjeomaManaging Director
Bubune SokporChief Operations Officer
MaameSerwaa AmoakoheneCreative Director
Russell QuarcooHead, Business Development
Donald WardHead, Strategy and Digital Media
Antoinette L.C. NwosuHead, Client Service
Why funny women should take the lead
There's a wealth of female comedy talent out there, so let's tap into it and inject some humour back into our creative output, says Grey London's creative chief.
It's 2018 and advertising isn’t quite what it used to be. You can’t call your PA "sugar tits" or hire your talentless son. You can’t have a post-pitch grope in the edit suite or make the occasional racist joke "just for bantz".
HR is preventing you from recruiting from your alma mater and one woman on the board isn’t good enough. There’s no more pinkwashing a scam ad in case they find out you pay women less than men, and no-one good will work with you because word’s got around that you’re a misogynist prick who can’t keep his hands to himself.
Oh, well, at least you can have a laugh. Funny ads are back in fashion, after all. But all your go-to guys for funny, like Kleinman and Linehan, are busy and Peter Kay is still trotting out "garlic bread". What to do? You could go for something cute and furry instead. Kittens? Been done. Meerkats? Also done. Or just cute – women? Minefield. How about funny women? Now, that’s not been done for a while.
Time to dust off a few clichés. You wonder whether Maureen Lipman is still alive. Or how about a childless Bridget Jones-type, with big pants and shrivelling ovaries? Or a ditzy chick who needs to call a plumber to get her out of a fix? No, that’s a bit porno and, besides, you can’t shoot with Terry any more. A power-suited ballbreaker surrounded by spineless male lackeys, perhaps? Or fat and funny? But, oh no, Dawn French has gone and lost weight. And now you’re out of ideas.
When it comes to women, the ad industry is still clueless. Research from The Geena Davis Institute on Gender in Media last year showed that in advertising women are "humourless, mute and in the kitchen". The Museum of Brands has charted women’s evolution in ads in six dismal stereotypes: Domestic Obsessive, Selfless Nurturer, Sex Object, Unattainable Goddess, Fraught Juggler and Bit Part. Not funny. Never funny. In 2017, men were 2.6 times more likely to be funny in ads than female characters. This industry is desperately lagging behind. Even the BBC banned all-male comedy panel shows back in 2014.
Advertising has become focused on values and higher purpose lately, which has ended up making everything look a bit, well, samey. There was a time when British advertising was the envy of the world because – wait for it – it was funny. Everyone talks about how brands need to show human qualities but humour is one of the most important human characteristics. For most people, funny is how you choose your partner. In ads, funny cuts through, builds brands, increases equity and gives you a distinct tone of voice.
The nature of female humour can be different from men’s. Often, women use humour to "create moments of connection", according to Carol Vallone Mitchell, author of Breaking Through "Bitch" – How Women Can Shatter Stereotypes and Lead Fearlessly. In contrast, men are more likely to use humour to gain top status, she says. Either way, in these dark times, we could all do with a laugh.
This may come as rather disquieting news to some of the throwbacks that still haunt the advertising world, but a new generation of female comedians is entering the mainstream. Performers such as Sarah Millican, Katherine Ryan and Bridget Christie are household names, inspired by the likes of French and Saunders, Victoria Wood and Jo Brand.
Female comedians have never been more popular, with tickets sales trebling between 2011-2014, according to Ticketmaster. The rite of passage that is the Edinburgh Fringe last year saw more funny women showcase their comedy in more female-written, female-performed shows than ever.
Michaela Coel’s Chewing Gum and Phoebe Waller-Bridge’s Fleabag have made the transition from stage to TV and been widely acclaimed – both here and in the US. The BBC is now actively seeking fresh young female comedy-writing talent with initiatives such as its Caroline Aherne Bursary for Funny Northern Women. The Maltesers ads, such as "New boyfriend", championed some of our brightest up-and-coming talent.
Meanwhile, Sharon Horgan has started her own production company, Merman, which also has a brand content division. She’s on a mission to champion female ad directors – a move that the #FreeTheBid initiative is also backing, as only 9% of ads and 14% of films globally are directed by women.
We’ve always been shameless borrowers of culture. It’s time to give something back. In 2018, let’s make sure we have strong, funny female leads that aren’t foils or wallpaper. Great comedy powered by empathy, passion and an eye for the bizarre and quirky. Comedy that can connect rather than divide us, or simply score points. All of us – consumers, creators, brand owners included, irrespective of gender, sexual or religious persuasion or nationality, age or race – surely deserve a bit of that.
By Vicki Maguire
Grey Champions Business In Africa
The Grey Africa delegates joined the Grey South Africa team for our heritage day celebrations
While there is no doubt that both the image and reality of Africa has changed dramatically, and the reality of the continent’s economic growth rate is constantly strengthening, there is still much fear which surrounds taking on new business territory in Africa.
You may have heard it all… from “It’s unstable and unsafe” to “Be on your guard as the lions roam free everywhere.” But as Karen Blixen famously said: “You know you are truly alive when you’re living among lions,” and there is one advertising network that’s truly alive and living among lions, excited by the prospect of the vast opportunities which lie hidden in Africa.
Enter Grey, the award-winning advertising giant, which ranks among the world’s top advertising and marketing organisations, serving one-fifth of the Fortune 500, in 96 countries. This year has been one of taking on unchartered African territory with the expanding Grey Africa Network set to acquire even more of a stake in the continent. This year alone, the group has partnered with like-minded agencies in Nigeria, Equatorial Guinea, Ghana, Kenya, Uganda, Tanzania, Rwanda and Mauritius.
“We want to be known as that company which saw the green in every trap,” says Peter Jackson, Chief Executive Officer (CEO) at Grey Africa. “We see there is a huge untapped potential in this amazing continent we are lucky to call home – from its people, to its vast natural resources, Africa is unmined, underestimated and misunderstood,” he says.
The key to Africa’s future is inexorably linked to its population growth, and there is no other economy poised for unprecedented development, workforce growth and with future business opportunities like Africa.
But growth is never achieved by mere chance; it’s the result of forces working together.
As Grey Africa we believe that opportunity dances with those already on the floor, and we see it as a privilege to set up and closely work with partner agencies throughout the subcontinent, creating opportunities for its people as well as getting the opportunity to pioneer well-thought-out and, intelligent campaigns on a continent which doesn’t get the recognition it deserves in the advertising world,” he says.
In Africa, the rise of the digital natives has proven to be a game-changer in more ways than expected. Rather than play catch-up, as is often expected of us, we are leapfrogging, creating new vistas and new frontiers. A young, vibrant, self-propelled African youth, frontrunners tired of waiting for those non-existent government handouts now lead the way.
Which means that the African hustle is born, and it is here to stay. One just has to look at the recent Infomineo global research to see the marked increase in the number of Fortune 500 companies in Africa and the Middle East in 2016 compared to 2015, with Johannesburg and Dubai topping the list as most desirable business centres for global brands.
It goes without saying that brands that will succeed on the continent will be the ones that ‘get’ it. But how do you ‘get’ what is rapidly changing? The good old-fashioned way: with our ears to the ground and being available on the ground!
The recent past has clearly shown the ineffectiveness of those agency networks who have tried to ‘get’ Africa with a very strong centre, but only having an arm’s-length relationship with its partners on the continent. Grey believes in being hands-on and that investing in the network is the best investment it can make, because it not only believes in Africa’s future, but they want to help to shape it!
Believing that when nothing is sure, everything is possible, Grey’s strength lies within the network of local agencies who remain confidently optimistic and relevant to their markets, which is an invaluable asset that needs to be shared within industry.
We believe that regional partnerships remain the very cornerstone to African development, the way to create both local and regional value, and it’s up to us as Africans to create our own platforms to turn entrepreneurial aspirations into sustainable businesses that will help drive economic growth and job creation across Africa.
The next step in your marketing? You're probably already using it.
As noted futurologist Roy Amera observed in 2006: "We tend to overestimate the effect of a technology in the short run, and underestimate the effect in the long run." Never have these words been truer than with marketing technology. Who could have predicted the almost wholesale shift from ‘traditional’ marketing to what we see today as totally normal. From one-to-many advertising and one-size-fits-all messages to bespoke to personalised experiences on any device. Plus, individually tailored copy that targets a customer or prospect at the exact moment they are looking to buy.
Of course, some areas are still catching up – even in digital. How often are you chased by online adverts across web pages for something you have already bought, sometimes only moments before.
Digital marketing services have exploded over the past decade. You may be embracing the change, attempting to evade it, or perhaps you’re just exhausted by it, but the next tranche of advancements may bring some relief.
Advances in artificial intelligence (AI) coupled to programmatic ad or digital media buying, chatbots and advanced recommendation engines will take much of the guesswork out of digital marketing. Even relatively early stage technologies like automated copywriting or design will start to make inroads as customers learn to expect a truly personalised experience whenever they interact with your brand.
Some of these technologies aren’t particularly new, and there continues to be some industry hostility towards them, despite significant improvements recently in functionality and result.
The initial enthusiasm for new technologies tends to be short-lived as the promises of salespeople turn into the reality of using new tools across a marketing organisation and embedding them into normal business practice. The Gartner Hype Cycle model encapsulates this well, with all technologies moving from the ‘peak of inflated expectations’ to the ‘trough of disillusionment’ before a long climb to the ‘plateau of productivity’.
However, if we look outside of marketing technology, many of the technologies we might currently discount are already common to our customers. Technologies such as Amazon’s Alexa, or virtual assistants baked into every smartphone like Apple’s Siri or Google Help, already make use of advanced algorithms that can learn from the user and adapt to their needs. This is machine learning in action.
Increasingly, AI systems already outperform humans in certain areas, particularly where the sheer volume of data makes interpretation and insight difficult. In healthcare, AI systems are tracking early onset signs of diseases such as cancer and dementia by picking up tiny changes in individual cases that doctors can’t see. This is AI in action, and the benefits and applications will only grow over time.
For marketers, scepticism is understandable as revolutionary technologies move towards the trough of disillusionment. P&G’s top marketer Marc Pritchard spoke out in early 2017 against the lack of transparency and effectiveness he sees in many new approaches. The staggering growth – and effect – of fake news has reinforced a general mistrust, both with marketers and customers. And when an algorithmic or programmatic approach serves up ads to sites that no brand would ever wish to be associated with, it’s easy to see why there is growing alarm.
But is this mistrust rational, or fair? The leap to technologies such as programmatic has been swift because the promise is clear. Such approaches take the guesswork out of media buying, and while the AI and programmatic systems need time and training to work effectively, the ultimate goal and benefits will greatly outweigh the current challenges and teething problems.
Despite these kinks in buying programmatically, it is estimated that two-thirds of ad display (67 percent) will be sold this way by 2019, with some major players, like Adcolony, having made the switch to a 100% programmatic ad-serve model.
Skepticism will give way to pragmatism, and I do believe we are currently underestimating the importance of AI and machine learning as a core – and vital – component of marketing in a digital world.
BY ADAMS HOWATSON