Advertisers have been urged not to lose focus but rather remain relevant in these austere times by using technology to stay competitive.

According to President of the Institute of Public Relations Ghana, Mawuku Afadzinu, advertising agencies must not be deterred by the current economic conditions, but rather remain resilient by revamping their brands now and in the future.

Speaking at the 31st Annual General Meeting of the Advertising Association of Ghana, Mr. Afadzinu, said it is incumbent on advertising agencies to leverage on data to expand and grow their businesses.

“For you to be able to succeed and perform very well in turbulent and challenging circumstances, you must not only be agile, but must be ahead of the curve.”

“That understanding must be predicated on data, so data gives you a sense of insight and allows you to see beyond the ordinary”, he explained. 

The AGM which brought together various advertising agencies saw the election of new executives to steer the affairs of the association for a two-year term.

Andrew Ackah was elected as the 31st President of the association.

Speaking to Joy Business on the sidelines of the AGM, Mr. Ackah said his main objective will be to ensure the smooth passage of the Advertising Bill before parliament.

“We have an advertising bill that has been hanging in and out of parliament for over a decade, and we need to make sure we regulate the industry. We need to let parliamentarians appreciate the urgency of getting a bill to regulate the industry.”

“You see a lot of aspects of what we do which are unregulated. And so we need that to go through”, he added.

The AGM saw the induction of five new advertising agencies into the association.