MAD Conversations

The Adverbe
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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. ٣٠ يونيو

    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

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  2. ١٣ يونيو

    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

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  3. ١٠ يونيو

    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

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  4. ٥ يونيو

    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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  5. How A Few Seconds of Sound Became Decades of Memory | The Closing Argument

    ١٩ مايو

    How A Few Seconds of Sound Became Decades of Memory | The Closing Argument

    How did a few seconds of sound become decades of memory? That was the question. This is the answer. In eleven episodes, I sat across producers, artists, marketers, regulators, and consumers  each one holding a different piece of the same puzzle. Episode 11 is where I put it together. And here is what I found that none of them said out loud. Ghana doesn't use music in advertising; music is the foundation, not a layer. And it has been that way long before radio, television, or TikTok existed.  This was Season 1. It is just the beginning.   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 0:00 The Question That Started It All   2:02 Sound as Authority  4:22 Somatic Engineering & Cultural Identity   7:10 Craft, Sacrifice, and Loss   9:18 The Invisible Artist   11:05 The need for originality   12:44 Does It Actually Land?   15:38 The Numbers That Proved the Thesis   19:21 AI and the Future of Sound   20:48 The Real Answer   26:05 What This Season Was Actually About   27:31 The Industry Goes Undocumented No More

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  6. How Jingles Create Brand Recall: Lessons From Campaigns That Have Worked

    ٥ مايو

    How Jingles Create Brand Recall: Lessons From Campaigns That Have Worked

    Three product-spec jingles. Three failures. Less than five people participated in the last one. And then one decision, to stop selling the phone and start selling the feeling produced 200 million impressions, 5,000 dance entries, and 240% of a sales target. In this episode of MAD Conversations, Awurakua, a marketer with an unlikely foundation in psychology, English, and theatre arts, sits down with Abeiku Dadson to walk through one of the most instructive brand music case studies in recent Ghanaian advertising. She co-wrote the song. She briefed Stonebwoy on it. She built the TikTok dance challenge. And she watched Techno go from a brand influencers quietly avoided to one consumers lined up for. She has since moved on to use AI ( Suno, ChatGPT, Gemini, and Higgsfield) to develop original brand music for Bruhm and Electromart, with the same emotional precision she learned from failing three times first. In this conversation, she breaks down why specs never stick but feelings do, what it actually takes to write a song brief for an artist without diluting their brand, how she onboards AI the same way she would onboard a brand ambassador, and why she believes fan love is the real premium in music marketing, not the artist's name on the brief. You have five seconds to make someone remember your brand name. She has done it with a human being and with AI. This episode tells you how. 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  0:00 Intro  0:55 From Psychology, English & Theatre to Marketing  3:50 How Her First Marketing Career Started  6:43 What Marketing Is Really Supposed to Do  7:37 Growing Up on Jingles: The Brands That Never Leave You  11:10 The Tecno Jingles That Failed Woefully  16:05 Writing the Song That Changed Everything  30:55 200M Impressions, 5,000 Entries & 240% of Sales Target  45:43 Using AI to Create Brand Music  58:33 What Will Always Be True About Music in Advertising

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  7. The Digital Sound Revolution: How Technology Is Transforming Music in Advertising

    ٢٨ أبريل

    The Digital Sound Revolution: How Technology Is Transforming Music in Advertising

    The rules of music in advertising have changed. The question is whether brands, agencies, and artists are ready. In this episode of MAD Conversations, Abeiku Dadson sits down with Eli-Daniel Wilson, a digital strategist and marketing leader whose career has taken him from building one of Ghana's first influencer marketing platforms to leading brand strategy across West Africa at Publicis Groupe. They go deep on what it really took to launch Whoopro alongside Kelvyn Boy's Black Star album, why that campaign was years ahead of its time, and what it tells us about how music and digital marketing have converged. Eli-Daniel also breaks down the thinking behind the award-winning Mikakrawa campaign for Prudential Bank, how to decide between riding a trending sound and commissioning an original one, and what the rise of AI-generated music means for the advertising industry. This is not a conversation about theory. It is a conversation about decisions, strategy, and what it means to build something in a market that is still figuring itself out.   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    0:00 Intro 4:00 Building an influencer marketing platform in the heart of COVID 14:00 Partnering Kelvyn Boy 24:00 Measuring Success 32:00 The Mikakrawa Campaign 41:00 Trending Sounds vs. Original Music 49:00 TikTok-Ready Jingles and the Fight for Attention in a Scrolling World 56:00 AI Is Coming for the Jingle 1:03:00 Brands and Agencies in the Age of AI 1:08:00 Music in Ghanaian Advertising by 2036

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  8. What Happens When A Brand Song Becomes a Cultural Asset (The Case of Club Beer’s Pata Pata Jingle) | Michael Gordon

    ٢١ أبريل

    What Happens When A Brand Song Becomes a Cultural Asset (The Case of Club Beer’s Pata Pata Jingle) | Michael Gordon

    The Club Beer Pata Pata jingle has been in Ghanaian living rooms and airwaves for over three decades. It outlasted agencies, survived a legal dispute, was blocked by the FDA, and is still the first thing most Ghanaians think of when someone says the word beer. In this episode of MAD Conversations, Adman and Creative Director, Michael Gordon sits down with Abeiku Dadson to give the most detailed account of this campaign ever put on record. Michael has worked on the ABL Club Beer account since 2015, and every iteration of the brand from Club at 85 to Together We Are Gold.  In this conversation, he breaks down the real origin of the Pata Pata recording used in the ad, the difference between inheriting a brand asset and inheriting a cultural one, what it actually takes to steward a legacy creative asset without breaking what makes it work, and what he believes modern Ghanaian advertising is losing in the age of fast content and short attention spans. Beer dier enoa ne club. After this episode, you will know exactly where that line lives — and why nobody, not even the people who built the campaign, can fully explain how it got there. Chapters 0:00 Intro  3:19 From KNUST to Origin8  9:19 The Origin8 Legacy  11:09 How the ABL Account Found Michael Gordon  13:43 The Real Story Behind the Pata Pata Recording  20:10 Inheriting a Cultural Asset  29:01 Bridging the generational divide  38:11 The Charlie Spelling Incident  46:15 Gen Z and the Future of Music in Advertising  1:09:06 What Ghanaian Advertising Is Losing 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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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.

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    The Adverbe
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