MAD Conversations

The Adverbe
  • 5.0 (3)
  • Marketing

MAD Conversations is Ghana’s Marketing Leadership Podcast focused on brand strategy, campaign execution, and marketing leadership.We are building an archive of marketing excellence in Ghana and across Africa.New episodes weekly.Subscribe to stay ahead in marketing.

  1. 4 days ago

    The Making - Episode 8

    Every marketer wants a seat at the executive table but very few speak the language that gets them there. In Episode 8 of The Making, Abeiku breaks down Campaign Performance Measurement & Analytics from Part Nine of Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey, and explains why understanding marketing analytics, attribution, ROI, ROMI, and AI is no longer optional. Most marketers love strategy. Many love creativity. But when the CEO or CFO asks: "What financial value did this campaign create?" that's where careers are made or stalled. This episode explores three ideas every modern marketing professional should master: • Why attribution is more complicated than "last-click" analytics • How Return on Marketing Investment (ROMI) changes executive conversations • Why AI is an incredible marketing tool, but a terrible marketing strategist without human judgment If you're a marketing executive, brand manager, entrepreneur, founder, agency professional, communications student, CMO, or anyone responsible for marketing budgets, this episode will change how you think about campaign performance forever. Because great marketers don't just create campaigns, they prove business value. 📚 Call 0591343421 to get the book:  Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey 🎬 Watch Episodes 1–7 first if you're new to the series. Every episode builds on the previous one. Subscribe so you don't miss the final chapters. Chapters 00:00 Intro 00:42 Why Marketers Who Hate Numbers Are Becoming Obsolete 03:26 Three Financial Lessons Every Marketer Must Learn 04:18 Lesson 1: What Actually Caused the Sale? 06:24 Why Last-Click Attribution Can Mislead You 08:09 Lesson 2: The Language Every CEO Understands 09:31 Why Marketing Struggles to Defend Its Budget 10:43 How ROMI Changes Business Decisions 11:57 Lesson 3: AI Is a Capability, Not a Strategy 13:12 What AI Can Never Replace 14:09 When AI Creates Great Results but Bad Decisions 15:55 What's Next in The Making Series Connect with Abeiku LinkedIn: https://linkedin.com/in/samuel-ad Follow MAD Conversations Instagram: https://instagram.com/mad.conversations_ Facebook: https://facebook.com/madconversations TikTok: https://tiktok.com/@mad.conversations X: https://x.com/MADConversation Website: https://adverbemedia.com/shows/mad-conversations Listen on Apple Podcasts: https://podcasts.apple.com/gh/podcast Spotify: https://open.spotify.com/show/1M5ojvM Website: https://adverbemedia.com/shows/mad-co

  2. 22 Jul

    The Making - Episode 7

    In Episode 7 of The Making, Abeiku explores one of the most overlooked ideas in marketing strategy: visibility doesn't automatically create credibility. Drawing lessons from Part Eight of Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey, this episode explains why media strategy, channel selection, paid media, earned media, owned media, and customer experience matter just as much as the creative itself. If you're a marketing manager, brand strategist, entrepreneur, agency professional, founder, or communications student, this episode will change how you think about building brands. Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey - 0591343421 Watch Episodes 4, 5 and 6 first if you missed them. Subscribe for the rest of the series. MAD Conversations - Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented. Enjoyed this episode? Leave a review on Spotify, it helps more people find the show. Chapters 0:00 Why Awareness Doesn't Equal Trust 3:20 The Biggest Media Planning Mistake 6:57 Why Great Creative Still Fails 11:10 The Hubtel vs MTN Example 17:40 The Platform That Loses Sales 25:45 The Experience Customers Actually Remember 32:00 Final Lessons Connect with Abeiku: LinkedIn: /samuel-ad Follow MAD Conversations: Instagram: /mad.conversations_ Facebook: /14zri1aebddTikTok: /mad.conversations X: https://x.com/MADConversation Listen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast Spotify: https://open.spotify.com/show/1M5ojvM Website: https://adverbemedia.com/shows/mad-co

  3. 17 Jul

    The Making - Episode 6

    You can have the sharpest strategy in the room and still put out beautifully executed irrelevance. In Episode 6 of The Making, Abeiku takes on Part Seven of Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey: Creative Development and Content Systems, covering the creative brief, creative evaluation, content strategy, and public relations. If you've ever sat in a creative review where someone said "I just don't like it," or watched a PR team get blamed for a problem that started long before they showed up, this one is for you. 📖 Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey - 0591343421 Watch Episode 5 first if you missed it. Subscribe for the rest of the series. CHAPTERS:  00:00 Intro  04:42 Rule 68  05:03 Corporate Brief vs Creative Brief  09:38 Rule 73  10:27 The "I Don't Like It" Pattern in Creative Reviews  11:35 Setting Criteria Before You See the Work  15:07 Rule 74  15:45 Why Brands Fail  16:37 Everybody's Posting  18:17 Building the Architecture   20:46 Rule 86  24:40 The Two Mischaracterizations of PR  25:41 Image vs Reputation  26:39 The Naomi Campbell Story   29:26 When Reality Catches Up  30:11 Recap MAD Conversations - Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented. Enjoyed this episode? Leave a review on Spotify - it helps more people find the show.

  4. 7 Jul

    The Making - Episode 5

    Tecno ran the same phone twice. One campaign got five entries. The other got 200 million impressions. In Episode 5 of The Making, Abeiku takes on Part Six of Rules for the Marketing Communication Executive by Prof. Robert Ebo Hinson & Joel Nettey: Integrated Marketing Communications Strategy. If you've ever sat in a meeting where someone said "we need a TikTok strategy," this one is for you. 📖 Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey - 0591343421 Watch Episode 4 first if you missed it. Subscribe for the rest of the series. MAD Conversations - Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented. Enjoyed this episode? Leave a review on Spotify - it helps more people find the show. Connect with Abeiku:  LinkedIn: /samuel-ad Follow MAD Conversations:  Instagram: /mad.conversations_  Facebook: /14zri1aebdd  TikTok: /mad.conversations  X: https://x.com/MADConversation Listen on:  Apple Podcasts: https://podcasts.apple.com/gh/podcast Spotify: https://open.spotify.com/show/1M5ojvM Website: https://adverbemedia.com/shows/mad-co Chapters 00:00 Intro  01:56 Book Spotlight: Citizen Experience  05:21 Rule 53  06:56 The WWII Campaign That Invented IMC  12:06 "TikTok Is Not a Strategy"  12:49 Rule 54  16:06 Why Ego Breaks Integration  19:39 Rule 61: Narrative Is Cognitive Necessity  22:31 The Tecno Case Study  26:30 Same Phone, Different Story: 200 Million Impressions

  5. 30 Jun

    The Making - Episode 4

    You can change your logo, your name, your colours, and still keep every reason people stopped buying from you. In Episode 4 of The Making, Abeiku takes on Part Five of Rules for the Marketing Communication Executive by Prof. Robert Ebo Hinson & Joel Nettey: Branding Strategy, Positioning and Identity Systems. If you've ever sat in a meeting where "rebrand" was pitched as the fix for a service problem, this one will sting a little. Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey - 0591343421 Watch Episode 3 first if you missed it. Subscribe for the rest of the series. MAD Conversations - Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented. Enjoyed this episode? Leave a review on Spotify - it helps more people find the show. Connect with Abeiku:  LinkedIn: /samuel-ad Follow MAD Conversations:  Instagram: /mad.conversations_  Facebook: /14zri1aebddTikTok: /mad.conversations  X: https://x.com/MADConversation Listen on:  Apple Podcasts: https://podcasts.apple.com/gh/podcast Spotify: https://open.spotify.com/show/1M5ojvM Website: https://adverbemedia.com/shows/mad-co Chapters 00:00 Intro  01:23 Rule 41  08:25 Why Rebrands Don't Fix Broken Experiences  09:43 Rule 43  14:28 The Negotiation Consumers Always Win  18:22 Rule 49  21:29 Conglomerates vs. Dilution  23:15 The Cost of Trying to Be Everything  26:04 Rule 50  28:22 Twitter vs. X  31:10 Recap

  6. 13 Jun

    The Making - Episode 3

    The data said the campaign succeeded. The behaviour says otherwise. So what was the campaign actually testing? In Episode 3 of The Making, Abeiku takes on Part Four of Rules for the Marketing Communication Executive by Prof. Robert Ebo Hinson & Joel Nettey: Consumer Insight Development and Data Interpretation. If you've ever watched a campaign hit every metric and still wonder why nothing changed, this one's for you. 📖 Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey — 0591343421 Watch Episode 1 and Episode 2 if you missed them. Subscribe for the rest of the series. Chapters: 0:00 – Why the first answer is never the insight 0:00 – Rule 33: The question behind the question 9:05 – Rule 39: Every campaign tests a hypothesis 11:12 – The promotion that worked every time and changed nothing 16:48 – Reframing failure as data 18:20 – Synthesis: ask deeper, then test what you find MAD Conversations - Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented. Enjoyed this episode? Leave a review on Spotify - it helps more people find the show. Connect with Abeiku:  LinkedIn: /samuel-ad Follow MAD Conversations:  Instagram: /mad.conversations_  Facebook: /14zri1aebdd  TikTok: /mad.conversations  X: https://x.com/MADConversation Listen on:  Apple Podcasts: https://podcasts.apple.com/gh/podcast Spotify: https://open.spotify.com/show/1M5ojvM Website: https://adverbemedia.com/shows/mad-co

  7. 10 Jun

    The Making - Episode 2

    The consumer in your brief is not a real person. They are a clean funnel on a slide. Awareness, consideration, preference, purchase. But that is not how anyone in Accra actually buys anything. In Episode 2 of The Making, Abeiku takes on Parts Two and Three of Rules for the Marketing Communication Executive by Prof. Robert Ebo Hinson and Joel Nettey: Markets, Consumers and Segmentation. If you build briefs, plan media, or read dashboards for a living, this one will make you pause. 📖Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey - 0591343421 Watch Episode 1 on Part One, The Campaign Mindset, first if you missed it. Subscribe for the rest of the series. MAD Conversations - Marketing. Advertising. Digital. Design.  Ghana’s commercial creativity - documented. Enjoyed this episode?  Leave a review on Spotify - it helps more people find the show. Connect with Abeiku: LinkedIn: /samuel-ad   Follow MAD Conversations: Instagram: /mad.conversations_ Facebook: /14zri1aebdd TikTok: /mad.conversations  X: https://x.com/MADConversation  Listen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast  Spotify: https://open.spotify.com/show/1M5ojvM  Website: https://adverbemedia.com/shows/mad-co

  8. 5 Jun

    The Making - Episode 1

    How do you make work that doesn't just sell, but stays? That was the question. This is where we start finding the answer. In this episode, I sat with a book written by two people who have spent decades inside the African marketing industry, not studying it from the outside, but building it. Prof. Robert Ebo Hinson and Joel Nettey put 150 rules on paper, so the next generation doesn't have to figure it all out from scratch. And here is what those rules are really saying. African marketing doesn't need to borrow frameworks from markets that look nothing like ours. The landscape, the culture, the trust dynamics are different here. And the executives who understand that are the ones making work that lasts. This is Episode 1 of The Making - a series where I go through Rules for the Marketing Communications Executive, rule by rule, and show you what they look like in the real world. This is the beginning of a new dawn. 📖Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey Call - 0591343421 Chapters 0:00 inttro 1:03 Why Ghana Finally Has Its Own Marketing Bible 2:41 The Story Behind the Book 5:36 Rule 1: Read the Room Before You Brief It 10:18 Rule 2: You Are an Architect, Not a Decorator 18:17 Rule 3: Communication Doesn't Just Report Value — It Creates It 25:22 Rule 9: Your Work Shapes Culture. Are You Doing It Deliberately? MAD Conversations - Marketing. Advertising. Digital. Design.  Ghana’s commercial creativity — documented. Enjoyed this episode?  Leave a review on Spotify — it helps more people find the show. Connect with Abeiku: LinkedIn: /samuel-ad   Follow MAD Conversations: Instagram: /mad.conversations_ Facebook: /14zri1aebdd TikTok: /mad.conversations  X: https://x.com/MADConversation  Listen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast  Spotify: https://open.spotify.com/show/1M5ojvM  Website: https://adverbemedia.com/shows/mad-co

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About

MAD Conversations is Ghana’s Marketing Leadership Podcast focused on brand strategy, campaign execution, and marketing leadership.We are building an archive of marketing excellence in Ghana and across Africa.New episodes weekly.Subscribe to stay ahead in marketing.

Information

  • Creator
    The Adverbe
  • Years Active
    2026
  • Episodes
    20
  • Rating
    Explicit
  • Copyright
    © 2026 MAD Conversations
  • Show Website
    MAD Conversations