’Value apprenticeship to succeed as a marketer’ – Dentsu Ghana CEO

Chief Executive Officer (CEO) of Dentsu Ghana, Andrew Ackah has advised marketers and advertisers to value the essence of first-hand research and learn directly from their consumers if they want to rake in profits for their business and accounts.
According to him, apprenticeship is a very important aspect of marketing and advertising as the engagement with customers of the brand gives one first time information which you will not get from anywhere.
Speaking in an interview on Y107.9FM’s Y Leaderboard Series hosted by Akosua Hanson, Andrew said, “I was working on a campaign for Guinness and had to travel to Kumasi to do some research. I was at the bar with people and that gave me the chance to know what they were thinking and this understanding is what brands are after”.
He indicated that such first-hand information is always reliable and accurate because “There is no way someone will lie about a brand they love so much”.
The CEO of Dentsu Ghana advised marketers and companies to engage more in outdoor events and activations if they really want to know how well their products and services are doing. “To know what people think about the brand, you need to be on the grounds all the time, get to these outdoor events. Getting the first-hand information is very important in shaping the overall brand of the company”.
He reiterated that the core strategy for every brand to be top of mind is by being with the customer and understanding their lifestyle.
By: Joel Sanco