A youth platform. A reason to care.
A telecoms brand wanted to attract young people in Ghana. Reaching them was one task. Giving them something they could identify with was another.
The choice
We built an audience around an attitude: #LetsNotPretend. The conversation began on Twitter before the product was introduced, giving the platform a cultural identity from the outset.
My contribution
As founder and creative director of the agency, I led the platform’s development. Our team connected strategy, ideation, communication, execution and production.
The outcome
The platform brought in more than 400,000 new subscribers in its first year and continued beyond the launch campaign. This was a team outcome. The lesson I carry forward: before asking people to adopt something new, understand why it would matter to them.
One continent. Many realities.
My regional creative leadership remit covered 23 markets across West and Central Africa. Working across languages and cultures made context a practical responsibility. It still shapes how I approach adoption and transformation.
Understanding into capability.
My advisory and executive education work includes an AI programme for IC Securities. The useful questions are concrete: where should we begin, what needs oversight and what must the team learn to make this work?
Read The Human in the Room for the thinking that connects these experiences.