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.

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

    -5 ДН.

    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

    1 ч. 12 мин.
  2. What Happens When A Brand Song Becomes a Cultural Asset (The Case of Club Beer’s Pata Pata Jingle) | Michael Gordon

    21 АПР.

    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

    1 ч. 18 мин.
  3. After The Jingle: The Truth Nobody Expected

    14 АПР.

    After The Jingle: The Truth Nobody Expected

    For five episodes, MAD Conversations has heard from the composers, the producers, the sound engineers, and the regulators. The people who built Ghana’s most iconic jingles and the people who approved or rejected them. This time, we hit to the streets. We stopped real Ghanaians and asked them one question: do you remember the jingle? Most did, some didn’t. And what they said on those streets led us straight back to the studio, where we brought in two of them to take the conversation further. Mawunya (Gen Z) and Raymond (millennial) sit across from Abeiku Dadson to dissect the question every brand manager, advertiser, and creative director wants answered: Did the jingle actually work? They talk about the ads they still remember word for word. The ones that annoyed them into muting the TV. The ones that followed them to the supermarket shelf. And the ones they sang at parties; long after the campaign had ended. What they say is not from a focus group. It is not from a research report. It is the unfiltered consumer perspective - two generations of it - and it will change how you think about your next campaign brief. 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

    1 ч. 33 мин.
  4. After The Jingle: The Rules Nobody Told You

    7 АПР.

    After The Jingle: The Rules Nobody Told You

    Ghana's advertising industry generates billions each year and operates with almost no legal framework to protect brands, agencies, artists, or consumers. In this episode of MAD Conversations, Andrew Ackah, CEO of Dentsu Ghana and President of the Association of Advertisers in Ghana, breaks down everything the industry won't say out loud. The Ghana Advertising Bill that has been stuck since 2012, the FDA regulations that kill campaigns before they launch, the celebrity alcohol ad ban that makes no sense, the charlatans on digital TV that no one can legally stop, and the billions flowing through influencer marketing that nobody is taxing. This is the conversation Ghana's creative economy needs. This is 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  12:20  Ghana's Advertising Regulatory Framework Explained  14:31  How the FDA Approves and Rejects Ads in Ghana  21:41 What Gets an Ad Rejected  49:53 The Celebrity Alcohol Advertising Ban  54:31 Digital Advertising and the Regulation Gap  1:00:18 FDA's 8-Second Rule  1:05:39 Charlatans on Digital TV 1:11:06 Ghana vs Nigeria 1:21:22 The Bill's Journey Through Parliament  1:29:49 Ghana's Billboard Problem and the Wallpaper Effect  1:37:21 Disrupt and Inspire 1:39:26 Consumer Loyalty, Competition, and How Brands Must Adapt  1:47:28 What Keeps Andrew Up at Night  1:52:32 The Future of Music in Advertising: AI, Copyright, and Original Scores

    1 ч. 53 мин.
  5. Adonko Fa Me Ko: The Love Song That Became Ghana's Biggest Bitters Anthem

    31 МАР.

    Adonko Fa Me Ko: The Love Song That Became Ghana's Biggest Bitters Anthem

    Everyone in Ghana knows the Adonko jingle. Almost nobody knows the man who made it. Dr. Yaw Stone wrote Adonko Fa me kɔ as a love song in 2013, and it flopped. Three years later he received a call, and without a brief, a contract, and a label, he turned it into one of the most recognizable piece of music in Ghanaian advertising history. Then Ghana sang his song everywhere and forgot his face. In this episode of MAD Conversations, Abeiku Dadson sits down with Dr. Yaw Stone -   highlife musician, Mentor 6 winner, herbal medicine practitioner, and the quiet force behind some of Ghana's most iconic jingles - for a conversation about music, advertising, and what happens when creativity meets commerce with no one in your corner. They get into how the original love song became a bitters jingle, why FDA regulators changed his lyrics three times before approving it, how he owns the copyright to Adonko and has never stopped getting paid for it, why he chose relationships over lawsuits when things went wrong, and what every young Ghanaian creative needs to know before they sign anything. This is not just a music story. It's a masterclass in creative ownership. This is 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 Dr. Yaw Stone  Twitter : @YawStoneGh Instagram: yawstone1.  YouTube: Yaw Stone TikTok: Doctor Yaw Stone  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 Meet Yaw Stone 0:32 Mentor 5: Getting Kicked Out & Life in Between 5:32 Growing Up in Kumasi 8:59 The Road Back to Mentor…6 14:17 Winning Mentor 6 24:45 What Came After the Win 26:20 The Prayer That Changed Everything 33:23 How the Adonko Deal Really Happened 36:45 The FDA Process Behind the Jingle 45:19 Originality, Brand Relationships, & Getting Paid 57:30 Beyond Adonko 1:23:27 Advice to Young Artists

    1 ч. 29 мин.
  6. He Made 300+ Jingles. You Know Them All. You Don't Know Him | Fred Kyei Mensah (Fredyma)

    24 МАР.

    He Made 300+ Jingles. You Know Them All. You Don't Know Him | Fred Kyei Mensah (Fredyma)

    Before the ad ends, a note has found you. Not by chance but by design. Behind every jingle that made you hum, buy, or believe, there was an engineer who understood that sound is not decoration, it is a science and strategy. For over four decades, that producer was Mr. Fred Kyei Mensah (Fredyma). 300+ jingles. A career most people experienced without ever knowing his name. In this episode, Abeiku Dadson sits down with veteran sound engineer Fred Kyei Mensah to talk about the business of sound, the craft and process behind Ghana's most familiar commercial moments, and the life lived on the other side of the glass.   The conversation unpacks what it really takes to build a career in audio production in the 1980s, why jingle-making became one of the most quietly lucrative corners of Ghana's creative industry, and how Uncle Fred navigated the highs, the grind, and the losses that came with it. Because behind every great jingle is a story that never made the final cut. Some sounds stay with you. So do some stories. This is 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

    1 ч. 59 мин.
  7. Sound Engineer : The Music in Your Head is Not An Accident. I Engineered It | Roger Ebo Quansah (QAL-NEL)

    17 МАР.

    Sound Engineer : The Music in Your Head is Not An Accident. I Engineered It | Roger Ebo Quansah (QAL-NEL)

    Before the hit record, before the brand anthem, before the ad that makes you stop scrolling, there was someone in a room, shaping every single sound you heard. In this episode, Abeiku Dadson sits down with Roger Ebo Quansah, sound engineer and music producer, to go behind the glass and into the craft that most people never see but everyone is affected by. The mix. The frequency. The silence between the notes. None of it is accidental. The conversation digs into what it actually means to engineer sound for brands, what separates a good jingle from a great one, how Ghana's music and advertising industries are evolving together, and why the emotional power of audio is one of the most underestimated tools in a marketer's arsenal. And then there is the question that runs through every second of this episode; if you have ever heard a song and felt something before you even understood why that was not by chance, someone built that moment specifically for you. For every creative director, brand manager, musician, and marketer working in Ghana today, this conversation is a reminder that sound is strategy. This is 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: https://www.linkedin.com/in/samuel-ad/ Follow MAD Conversations: Instagram: https://www.instagram.com/mad.conversations_/ Facebook: https://www.facebook.com/share/14Zri1aEBDd/ TikTok: https://www.tiktok.com/@mad.conversations X: https://x.com/MADConversation Listen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast/mad-conversations/id1881906780 Spotify: https://open.spotify.com/show/1M5ojvMvKg8PnbMdcMDobC

    1 ч. 16 мин.
  8. Before The Jingle: Ghana's Ancient Advertising Blueprint as Told by a Musicologist. | Dr. Fiagbedzi

    10 МАР.

    Before The Jingle: Ghana's Ancient Advertising Blueprint as Told by a Musicologist. | Dr. Fiagbedzi

    Before jingles, before radio, before television - there was the town crier. In this episode, Abeiku Dadson sits down with Dr. Eyram Fiagbedzi, a musicologist and traditional music scholar to trace the origins of advertising communication in Ghana all the way back to its roots. The gong, the talking drum, the market chant were not just instruments, they were Ghana's first media, Ghana's first ad formats, Ghana's first strategy for cutting through the noise and reaching people. The conversation unpacks how sound became the most trusted carrier of messages in Ghanaian communities, why drumming was never just entertainment, and how the transition from traditional musical communication to the modern radio jingle was less of a leap and more of a natural evolution. And then there is the question that sits at the heart of it all; if you don't know where you're coming from, how will you know where you're going? For every brand manager, marketer, musician, and creative working in Ghana today, understanding this history is not optional, it is the foundation. This is 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: https://www.linkedin.com/in/samuel-ad/ Follow MAD Conversations: Instagram: https://www.instagram.com/mad.conversations_/ Facebook: https://www.facebook.com/share/14Zri1aEBDd/ TikTok: https://www.tiktok.com/@mad.conversations X: https://x.com/MADConversation Listen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast/mad-conversations/id1881906780 Spotify: https://open.spotify.com/show/1M5ojvMvKg8PnbMdcMDobC

    53 мин.
  9. Pilot Episode - Why Every Ghanaian Ad Has A Song (Music in Ghanaian Advertising)

    3 МАР.

    Pilot Episode - Why Every Ghanaian Ad Has A Song (Music in Ghanaian Advertising)

    Before the guests, the case studies, and the deep dives — this is where MAD Conversations begins. Season 1 is dedicated to one question: how has music shaped the way brands speak to Ghanaians? From the earliest radio jingles to the hiplife era to the sounds playing in your earbuds right now, music has always been doing something most marketers never fully understood. In this episode, Abeiku Dadson sets the stage for what's coming. Conversations with the producers, artists, marketers, brand managers, and historians who made Ghana's advertising sound what it is today. If you've ever caught yourself humming a jingle you haven't heard in years — this season is for you. 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: https://www.linkedin.com/in/samuel-ad/ Follow MAD Conversations: Instagram: https://www.instagram.com/mad.conversations_/ Facebook: https://www.facebook.com/share/14Zri1aEBDd/ TikTok: https://www.tiktok.com/@mad.conversations X: https://x.com/MADConversation Listen on:  Apple Podcasts - https://podcasts.apple.com/gh/podcast/mad-conversations/id1881906780 Spotify - https://open.spotify.com/show/5NbVqYvuR93379GDtQJ7cQ Watch on: www.youtube.com/@mad.conversations

    15 мин.
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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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  • Автор
    The Adverbe
  • Годы выхода
    2 тыс.
  • Выпуски
    9
  • Ограничения
    С ненормативной лексикой
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