Innova DDB Guides UPSA Students in Digital Content Creation

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In a bid to bridge the gap between academia and industry, Innova DDB Ghana, a leading full-service advertising agency and part of the Ninani Group, recently conducted a masterclass on digital content creation for Digital Marketing students at the University of Professional Studies, Accra (UPSA).

Emmanuel Amankwa, Creative Director at Innova DDB, delivered an insightful lecture on the evolution of content creation, tracing its roots from traditional media to the digital era. “In the pre-digital age, content creation was dominated by newspapers, magazines, radio, and television, controlled by a few media conglomerates. The internet revolutionized this landscape, democratizing content creation through platforms like blogs, forums, and early social media sites. Today, social media giants like Facebook, Twitter, YouTube, and Instagram have further empowered individuals to share their stories globally,” Amankwa explained.

Ivy Mintah, Content Creator & Community Manager at Innova DDB, emphasized the transformative role of technology in content creation. She urged students to embrace continuous learning to stay ahead in the industry. “AI-generated content, virtual reality, and augmented reality are revolutionizing how we create content. Staying updated with these trends and honing new skills are crucial for success in this rapidly evolving field,” she advised.

Fafa Mccaughly, Head of Strategy and Digital at Innova DDB, provided practical advice on developing effective content strategies and monetizing digital content. She highlighted the importance of identifying target audiences, crafting compelling narratives, and measuring success. “To generate revenue from content creation, explore diverse monetization strategies like advertising, subscriptions, sponsorships, and merchandise. Ethical considerations, such as transparency and responsible data use, should always be prioritized,” Mccaughly stressed.

This initiative by Innova DDB Ghana underscores its commitment to enhancing educational experiences and fostering industry-academia collaborations. Earlier this year, the agency also partnered with Westfield Bridge College to offer thought leadership activities aimed at aligning academic learning with industry practices.

For more information, please visit the University of Professional Studies, Accra, or Innova DDB Ghana’s website.

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