Andrew Ackah, a Branding and Marketing Communications expert, has shared some nuggets about salving broken artiste brands. 

He has outlined some crucial things to do when an artiste gets involved in a scandal or any form of mishap that puts their brand in a bad light.

Speaking on Joy FM's Showbiz A-Z while discussing the principles of branding for artistes, Andrew noted that the surest way to clean up a mess made by an artiste or creative is to rely on Public Relations experts.

“You need to find good PR persons, people who understand the craft of not spinning the story but actually putting a very frank and honest projection of whatever it is. Because you are hurt already. There is nothing to lie about. Be open, which most of them end in an apology. The apology is fine but in there, you also need to state the strategy of moving forward. 

PR is an art. It is not somebody who puts English language and tenses together. It’s an art that you need to craft very well. Because what you are doing is that you are appealing to the conscience and hearts of people," he told the host, Kwame Dadzie.

He explained that in managing the effect occasioned by a scandal or an unfortunate incident about an artistes, every statement that goes out to the public should consider impacting the brain and the heart of the people.

"So what PR does is that it brings the logic and the emotions and locks it in. And that is why they always end in an apology," he noted.

Andrew added that when something untoward about an artiste or creative happens, it is important to act in time.

“PR has a lifespan. Something happens and you let it simmer for days and weeks it will seem to be ‘silence means consent’," he further noted.

According to him, apart from waiting for a scandal to hit before taking PR actions, artistes should be engaged in corporate social responsibility initiatives and also put out opinion pieces on issues that positively affect society. 

He also advised that artistes or creatives should allocate 5% of their earnings for PR services. 

Andrew Ackah is the CEO of Dentsu Ghana, the largest marketing communications group in the country, which is made up of Carat, iProspect and Dentsu Creative.

Andrew started his media artier some two decades ago at MediaCom Ghana, first as a media planner and then quickly grew into media strategy role where he honed his passion for deliveing cutting•edge media solutions for many global blue-chip clients and other local brands in Ghana. later on, he became the MD of the company, helping to develop, talent and solutions for clients.

He also had an extended role to developed and managed several media business affiliates in West Africa including Senegal, Cote d'Ivoire, Benin and Togo and in Southern Africa, Zambia.

He holds an MBA in Marketing from the University of Ghana and a degree in Economics and Geography from Kwame Nkrumah University of Science and Technology -Kumasi, Ghana. Andrew is also the current President of the Advertising Association of Ghana (AAG).

His key mandate is to promote and preserve the best standards of advertising practice in the country. He is currently working with lawmakers to pass into law the first advertising bill.