Ghanaian rapper, Sarkodie
Following reports that Ghanaian rapper Sarkodie has filed a lawsuit against Ecobank Ghana for allegedly using a look-alike image of him in an advertising campaign without permission, an outburst of debate has erupted across various social media platforms.
As the case unfolds, many are asking how this could potentially affect the creative landscape for advertisers and brands in Ghana.
To provide branding and advertising insights on the discussion, Brand strategist, Kofi Cephas, has shared some insights on the situation in an exclusive interview with GhanaWeb.
The risk of creativity being “boxed in”
Brand strategist Kofi Cephas stated that the lawsuit could have a chilling effect on bold and daring creativity within the advertising and marketing industry.
He warned that the legal battle between Sarkodie and Ecobank may cause marketing managers and brand strategists to become overly cautious in trying out daring and bold ideas, which will limit room for innovation.
According to Kofi Cephas, the concern is that marketers and brands may now operate with the fear of potential lawsuits or backlash at the back of their minds as they go about their work.
“The recent incident between Ecobank and Sarkodie is likely to box the creativity of other brands and creatives. When other brands consider taking daring and bold actions, marketing managers may caution their creative teams by referencing the Ecobank situation. This could stifle the creatives’ willingness to explore bold and daring ideas,” he said.
Balancing bold and daring ideas with legal awareness
While Kofi Cephas acknowledges the potential for creative restraint, he also believes that this situation presents an opportunity for growth.
He went on to urge creative minds to remain bold and daring, but also to read extensively and approach advertising campaigns with a more informed mindset.
He suggested that creatives can still push boundaries with their creativity, but with a clearer understanding of legal frameworks and intellectual property rights, during their campaign development.
“Creatives would be more open to new innovations and make an effort to read more. They should also explore bold and daring ways to convey their campaign messages, ensuring that these approaches do not negatively impact the brands they represent,” he stated.
How Ecobank can respond
Cephas also shared thoughts on how Ecobank might handle the situation from a public relations perspective.
He mentioned that rather than Ecobank reacting immediately, he recommends a more strategic approach.
According to the brand strategist, by delaying their response, Ecobank could avoid adding fuel to the current narrative and could possibly redirect public attention to the advertisement again when the buzz around it dies down after a week or two.
“Ecobank should consider waiting a week or two before addressing the issue in a press statement. If they respond immediately, the focus will be on that statement, and the conversation will revolve around it.
“However, if they remain silent for now and release a statement next week or two, the discussion might shift, allowing for a fresh link to the advertisement,” he advised.
AK/EB
