The Advertisers Association of Ghana (AAG) is bemoaning the negative impact of COVID-19 on their operations, but is urging its members to be more creative.

Although some areas of the industry have experienced great results, the association says other areas have not been spared the harsh nature of the virus.

But during the 14^th edition of the AAG Gong Gong awards, President of the Association, Tagbor Mensah said although the pandemic has wreak havoc on their dealings, members must find creative ways to overcome the challenges.

“We’ve had a whole year that has been truncated. We’ve lost revenuebecause of COVID and so it’s been very challenging. But we have to live with it and we are winning. These are hard times for some of our members, but we encourage our members to find creative ways to strive through the storms.”

Mr. Mensah also indicated that there is collaboration ongoing between the AAG and other partners to ensure a further easing of the challenges incurred due to the coronavirus pandemic.

“Between us and our client, we find ways and means of working together. So yes, there’s a collaboration happening”, he added.

The theme for this year’s event was “Advertising beyond Covid-19; Reintegrating Agencies, Brands and Consumers”.

The Gong Gong Awards is organized annually to demonstrate the contribution of advertising to business, and to reward creativity and strategic thinking that have been developed locally.

This year’s edition saw Joy Business and Joy Fm being rewarded for it immerse contribution towards the International Advertisers Association’s 3^rd Africa Leadership Conference.