D.A. Twum Jnr founder of Origin8, was celebrated for his transformative influence on the marketing communications industry and his legacy of nurturing talent.

Speaking at the launch, Chief Executive Officer of Ninani Group, Joel Nettey, described the late Twum Jnr as a towering figure in Ghana’s advertising industry and the most awarded creative director of his time. He noted that beyond his accolades, what truly set him apart was his ability to multiply himself through others.

Mr. Nettey explained that the fellowship builds on earlier efforts by the group, including an award scheme established at the Kwame Nkrumah University of Science and Technology (KNUST) to recognise top-performing students. However, he said  that the organisation identified a gap in the quality of talent within the industry, prompting a more intentional intervention.

He stated that unlike traditional award schemes, the fellowship would be open to individuals across the marketing communications industry, particularly creatives such as writers, designers, and strategists. He added that applicants would undergo a rigorous selection process based on their portfolios, interests, written submissions, and assessments before being shortlisted.

According to him, selected fellows would undergo structured mentorship from both academia and industry practitioners over a three-month period, with stipends provided to ensure accessibility. He noted that the initiative was designed not only to recognise talent but to actively develop it for long-term impact within the industry.

Delivering the keynote address, Rev. Albert Ocran, co-founder of the Springboard Road Show Foundation, emphasised that the late Twum Jnr’s greatest legacy was people. He said that individuals mentored by Twum Jnr had gone on to occupy influential positions across Ghana and beyond, demonstrating the lasting impact of intentional mentorship.

Rev. Ocran noted that sustaining such a legacy would require strategy, commitment, and deliberate action. He described the fellowship as a necessary step towards immortalising Twum Jnr’s principles while equipping a new generation of creative leaders.

He further highlighted the importance of investing in human capital, referencing global perspectives that position people as key drivers of economic growth and resilience. He urged stakeholders to support initiatives that prioritise skills development and mentorship.

As part of the event, a book titled The Rules of the Marketing Communications Executive’ was launched with proceeds going to the fellowship. Reviewing the book, marketing strategist Mawuko Afadzinu stated that it underscored the enduring relevance of fundamentals and excellence in advertising practice.

He explained that the publication, which contains 150 rules organised into 11 sections, provides a structured guide through the core principles of marketing communications. He added that it balanced creative expression with the practical realities of the industry and served as a valuable resource for both emerging and experienced professionals.

A panel discussion on the theme “Advertisers Today Versus Years Ago: What Has Changed and What Has Not” brought together industry experts including Growth Consultant Stephen Naasei Boadi; Jason Nartey, Founder and Director of The Storyteller; Mariam Kaleem A. Buhai, Chief Operating Officer of Akuna; Afia Owusu Nyantakyi, Assistant Creative Director at Interactive Digital; and Professor Robert Ebo Hinson of the University of Ghana Business School.

Panellists observed that while the industry had evolved significantly with the rise of digital platforms, data, and artificial intelligence, the fundamental principles of storytelling and understanding consumer behaviour remained unchanged.

They noted that modern advertising required more targeted and intuitive campaigns, as audiences had become more segmented and dynamic. They also highlighted the growing influence of creators and communities in shaping culture, adding that agencies must now collaborate more closely with these groups to remain relevant.