Celebrity Endorsements in Ghana: Are celebrities Accountable to their Brands? Using Menzgold as a case

Before we sweep it under the carpet as usual, since there's a new case on board let me attempt this. Friday morning, on my way to work in a 207 trotro chocked at the corner and I am looking at Billboards on the road. I love ads, I love billboards, I love digital marketing. Something just crossed my mind. Are Celebrities in Ghana acountable to their brand? In a country with a weak royalties and copyrights regime (umusiconline was tackling this issue so I know what I am talking about), product endorsement is more straightforward a revenue stream for celebrities. Sometimes these endorsements work out so well that, for years, we cannot help but remember both the product and the celebrity in the same breath. A personal favourite is David Dontoh’s “He is a good Samaritan, that is all” advert for the National Lottery Authority from the mid-90s. Also, it is difficult to forget the Key Soap ‘MedÉ”fo pa’ advert featuring Kofi Middleton Mends. The legendary comedian, Super OD also featur...