FutureBrands General Manager calls for data-driven transformation in advertising industry

The General Manager of FutureBrands Advertising and PR, Emmanuel Odoom, has called for a bold embrace of innovation and data-driven strategies to redefine advertising success in the country. 

He urged marketing professionals to move beyond visibility and focus on meaningful audience engagement.

“Advertisers no longer seek mere visibility; they demand meaningful connections with their target audiences,” Mr. Odoom said. 

Presentation

He was delivering a presentation on Advertiser Expectations and Effective Pitching at the Ghana Broadcasting Corporation (GBC) 2025 Marketing Conference.

A participant asking a question at the GBC Marketing Conference

The conference brought together leading voices in advertising, media, and marketing to explore the evolving landscape of media and advertising in the country.

Mr Odoom underscored the importance of knowing the audience’s behaviors, preferences, and consumption patterns, highlighting that the foundation of any successful campaign lied in understanding those dynamics.

He further noted the transformative role of data in modern advertising.

“Data is the advertiser’s compass, it guides strategy, optimises budgets, and measures impact. Without it, campaigns are left navigating blindly,” he stated.

Innovation

Innovation, according to Mr Odoom, was another vital tool for breaking through advertising clutter.

He encouraged marketers to adopt creative, immersive solutions such as augmented reality and digital brand integration to capture attention and deliver measurable results.

Mr Odoom also addressed the ongoing shift in media consumption habits, emphasising the importance of integrating traditional and digital media to maximise engagement.

“The era of one-size-fits-all campaigns is over. It’s about reaching the right audience, not just the largest audience,” he remarked.