Anyone who is at odds with their own advertising existence or thinks that advertising is at an end must listen to Joel Edmund Nettey, the Senior Vice President of the International Advertising Association (IAA) that becomes its President and World Chairman in October 2020. His perspective on the world and advertising is refreshing, stimulating and hopeful. A conversation about advertising during Corona and what drives him to contribute to the development of diverse communities.<\/p>\n
Mr Nettey, you studied at the University of Ghana and ended up in advertising. Please tell us how that happened.<\/p>\n
Hahahahaha.\u00a0 That\u2019s a long story.\u00a0 In High School I wanted to become a Lawyer. Somehow, studying Economics and Psychology in University, I changed that and started thinking about a career in Banking\/Finance. Unfortunately for me just when I\u2019d completed the 2nd year of a 3-year honors degree program the lecturers went on strike over disagreements they were having with the government.\u00a0 This strike lasted close to a year and turned a 3year program into a 4year program.\u00a0 So, during that hiatus, I got very involved in student activities which involved organizing all kinds of events and approaching the big brands to sponsor.\u00a0 I got hooked on that whole process of generating ideas and convincing marketing managers to bring their brands on board.\u00a0 I think my loving Psychology also helped me in the whole \u201cunderstanding consumer behaviour\u201d space.\u00a0 So by the time the strike was over and we went in to complete our final year I was convinced I\u2019d never be able to survive in the straight jacket 9 to 5 life of banking.\u00a0 I was hooked on marketing communications and marketing generally.\u00a0 I think the bug\u2019s still got me. So you see, very much like a lot of other things in my life, my foray into Advertising is really a story of \u201cadversity turning into opportunity\u201d.<\/p>\n
What fascinates you about advertising in general?<\/p>\n
What fascinates me the most about advertising in general is the power we have as advertising people to influence change, whether it\u2019s in changing bad behaviour or positively reinforcing desirable behaviour or even to educate. Brands, people, nations \u2026 all depend on advertising to positively impact their fortunes. Advertising is probably one of the greatest influencers of behaviour.<\/p>\n
Why should young people go into advertising?<\/p>\n
In my opinion, there are very few professions where you get to influence outcomes the way advertising does. It\u2019s quite fascinating, the opportunities that are now presented in advertising. Especially with everything technology offers \u2013 speed, digital, data etc. It\u2019s definitely more unique and inspiring than when I started advertising some 25 years ago. When I started 25 years ago, there was no school in my part of the world (Ghana, West Africa) that offered a course of study in Advertising. That\u2019s totally changed today. Even outside of formal education the internet offers material and examples that would have been unimaginable 2 decades ago. So in my mind, now more than ever, young people who want to change the world, influence behaviour, support causes etc anywhere in the world can consider a career in advertising and marketing communications generally as a means to achieve those ends. Advertising gives you the platform and opportunity to do that. Purpose-driven brands and campaigns are definitely the winners in this space.<\/p>\n
Why should companies advertise now, in the middle of this crisis?<\/p>\n
Classic marketing communication or advertising will tell you that, the brands that are remembered coming out of a recession because they had a consistence presence right through it, are the ones who typically generate the most loyal customers.<\/p>\n
But there are also some practical, common-sense reasons why this is so. First, the most common knee-jerk reaction of most businesses is to cut back on the \u201cexpenditure\u201d in a recession to improve their bottom-line.\u00a0 Although it seems like the commonsensical thing to do, what that does essentially is that it gives those brands that stay the course and greater Share Of Voice in the market \u2026 which then means that even for the same amount of spend, they get better impact and thus better returns.<\/p>\n
Second?<\/p>\n
Also \u2026 we all know the AIDA model of advertising which essentially suggests that all things being equal consumers go through 4 stages in their decision-making process, namely Awareness, Interest, Desire and then Action.<\/p>\n
So, if you think about it logically even if customers are not up and buying during the \u201cthroes of a recession\u201d they would consciously or unconsciously go through the stages as they interact with the communications\/brands they come into contact with during a recession. So, as they come out of the recession they are more likely to have gone through at least the first 2 stages (awareness and interest) for the brands that they have seen and heard during the recession. Coming out of a recession, therefore, such brands are most likely to be in the consumers desire and action stages as opposed to brands who go quiet and would now be creating or re-creating awareness and so on.<\/p>\n
And thirdly?<\/p>\n
There\u2019s also the \u201csofter\u201d side of the reasoning that informs the importance of advertising during a recession. For instance, at this moment, in the middle of this pandemic\/recession, there is a lot happening. People are at their lowest, and by default, as humans, we remember who was with us at our \u201cdarkest hours\u201d \u2026 and naturally gravitate towards them.<\/p>\n
So for brands, it\u2019s important that they not only advertise, but that they support causes that mean a lot to people in these difficult times.<\/p>\n
Your love campaign, ever?<\/p>\n
There have been lots of campaigns I\u2019ve fallen in love with over the years. Currently though I think the campaign that\u2019s reigning on my \u201clove list\u201d is the Nike Colin Kaepernick campaign.\u00a0\u00a0 \u201cBelieve in something. Even if it means sacrificing everything\u201d is a powerful idea or principle that\u2019s timeless. It will last forever, literally.\u00a0 And that Nike had the \u201ccharacter\u201d to support Colin and what he stood for \u2026 at a time when they could have lost significant market share in their biggest market over such a sensitive matter, says a lot for Nike itself as a brand. Of course it says even more about the people behind the brand.<\/p>\n
What motivates you to contribute to the development of diverse communities?<\/p>\n
One of the things that motivates me and has been my guiding principal for a long time is the poem Desiderata. Among other things, Desiderata says: \u201cAs far as possible without surrender, be on good terms with all people\u201d.\u00a0 I have to be honest in saying that in this \u201cdiversity\u201d conversation there are groups whose belief systems I can\u2019t relate to. But, that\u2019s fine.\u00a0 Truth is they probably don\u2019t believe in some of the things I believe in either.\u00a0 Which is also fine. That\u2019s the beauty of a diverse world. So, we all need to \u201cbe on good terms with all people\u201d and treat the next person the way you would want to be treated.<\/p>\n
How do you explain that to people?<\/p>\n
I keep telling people that the fingers of the hand are not equal, and yet we need all of them. So the world is such that you will always meet different people, tall, fat, slim, short, black, white, brown \u2026.., and the beauty of it all is that the world is like a canvas – you need all the colors, images and shades to get the perfect picture, and that is why it\u2019s important for me that we recognize that and give that prominence in everything that we do, whether it\u2019s in our offices, recruiting practices, equity in salaries across genders, casting for commercials where relevant and all those things.<\/p>\n
And what do you see as the advantage of diverse groups?<\/p>\n
It\u2019s a fact that the more diverse a group is, the more likely you are to find varied skill sets and experiences that when put together made the whole greater than the sum of its parts.\u00a0 So that\u2019s my motivation, really.<\/p>\n
What do you see as the advantages of explicitly diverse corporate cultures for companies?<\/p>\n
It tells people upfront what you believe in, that you are welcoming, that when they come in there, regardless of their own peculiar strengths and weakness, their nature, they are going to be accepted and given the opportunity to flourish. That at the very outset, gives anybody who is looking for a job the essence of hope,\u00a0 because everybody wants to at least aspire to be the best they can be, and the only way you can be the best or aspire to be the best you can be is only when you are in an environment that allows you or encourages you to excel.\u00a0 And of course, once they come in and give their best, it\u2019s the organization that ultimately benefits.<\/p>\n
Do you see any other advantages, perhaps those that affect the collective?<\/p>\n
Diversity (and inclusion) enables companies to benefit from different experiences, cultures and knowledge of different people. Like a harmonious choir you get a much better melody when you can harness all these strengths than to have any part sing alone, regardless of how important that \u201cpart\u201d is (or think it is).<\/p>\n
What are the characteristics of corporate cultures that are explicitly designed for inclusion?<\/p>\n
Generally, an inclusive workplace makes all employees feel like they are part of the \u201cteam\u201d. They feel valued and this makes them bring their A-game to work every day because they feel appreciated and know that their thoughts and opinions, however small, will be heard and at least considered. There\u2019s also equity in access to opportunities for growth, remuneration, promotion and access to roles etc.<\/p>\n
Are there any first signs that make you hopeful?<\/p>\n
For instance, in our advertising world we are gradually seeing more women advancing to the C-Suite as CEOs and in Creative Leadership etc.\u00a0 But I don\u2019t think it\u2019s happening as fast as it could.\u00a0 Of course there are also real challenges with gender and how much time women are able to dedicate to work in the typical long hours of an agency establishment etc because of the other important roles they play in their families in most cultures.\u00a0 I understand that. But it is important, for me, that they are encouraged and supported to be the absolute best they can be \u2026 and must definitely earn equal salaries for equal work done.<\/p>\n
Within teams in inclusive organizations also, one generally finds more collaboration between employees and more of a focus on \u201cthe people\u201d by management.<\/p>\n
Final thoughts?<\/p>\n
It is said that \u201cDiversity is being invited to the party; inclusion is being asked to dance\u201d.\u00a0\u00a0 No one wants to be invited to a party as a spectator. Such a \u201cguest\u201d would rather stay at home. So I just want to encourage everyone \u2013 brands, marketeers, politicians – not to make \u201chalf-hearted\u201d attempts at diversity.\u00a0 Let\u2019s go the whole hog and push for proper inclusion. That\u2019s when we can truly harness all the benefits.<\/p>\n
Joel Edmund Nettey is the Senior Vice President of the International Advertising Association (IAA) and becomes its President and World Chairman in October 2020.<\/p>\n
Joel is a savvy and well-acclaimed Management, Marketing and Marketing Communications expert and the Founder and Chief Executive of The Ninani Group, a group of Marketing Communications Specialist Companies that include Innova DDB Ghana, ReZultz Advertising, Touchpoint Magna Carta (Africa and Ghana\u2019s PR Consultancy of the Year 2019), Interactive Digital and Brand Alert in Ghana as well as Innova Liberia.<\/p>\n
A thoroughbred marketing communications professional, he has also been Chief Executive of various multinational marketing communications agency affiliates in Ghana including Saatchi & Saatchi and Publicis.<\/p>\n
In November 2010 the Network Journal USA (www.tnj.com) recognised his sterling qualities when it named Joel as one of the inaugural 20 honorees from across Africa in its “TNJ 40 under Forty Africa” Awards.<\/p>\n
He holds a Master in Business Administration (Marketing) and a Bachelor of Arts (Honours) in Economics and Psychology degrees from the University of Ghana.<\/p>\n
Joel and his wife Rachel, are blessed with 3 children \u2013 Nichole, Natasha and Nigel.<\/p>\n
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“This article was originally published in German language in HORIZONT SWISS<\/a>.”<\/p>\n\n