The Ninani Group has launched the D.A. Twum Jnr Fellowship, alongside a new industry guide titled The Rules of the Marketing Communications Executive. The initiative forms part of efforts to address concerns over declining talent quality in Ghana’s marketing communications sector.
Unveiled at a ceremony marking 20 years since the passing of celebrated creative leader and former Chief Executive Daniel Ampedu Twum Jnr, the programme is designed to go beyond recognition and focus instead on structured talent development through mentorship, training, and hands-on industry exposure.
Chief Executive Joel E. Nettey described the initiative as a deliberate response to long-standing concerns about the quality of talent within the industry.
“We’ve recognised a gap in the quality of talent within the industry, and instead of just discussing it, we decided to take deliberate steps to address it. This fellowship is about creating opportunities for young creatives and giving them the rigorous training and mentorship needed to raise standards across the sector,” he said.
The fellowship is open to creatives across a range of fields, including writing, design, animation, and strategy. Selection will be competitive, with applicants assessed through portfolio reviews, applications, and other evaluations. Successful candidates will take part in a three-month programme that combines mentorship from industry professionals and academics with practical, hands-on experience. Participants will also receive stipends to support their full participation.
Mr. Nettey explained that the aim is to ensure graduates of the programme meet recognised industry standards and are well-prepared for opportunities across sectors such as advertising, banking, telecommunications, and beyond.
“We are not focused on financial returns. What matters to us is being able to look back one day and know we helped someone improve and succeed. That is the kind of value we are trying to build for the industry,” he added.
Delivering the keynote address, executive coach Rev. Albert Ocran highlighted the importance of mentorship and investment in human capital as key drivers of sustained industry growth.
“The legacy of Daniel Ampedu Twum Jnr is reflected in the people he mentored—many of whom are now in leadership roles across the industry. Mentorship is real, and people genuinely matter,” he said.
He added that building strong talent through skills development is essential for resilience and long-term innovation, particularly as industries undergo rapid transformation driven by technologies such as artificial intelligence.
The Ninani Group has already committed internal funding to support the programme and says it is optimistic that other industry players will join as the initiative expands.
Industry stakeholders say sustained investment in skills development and mentorship will be critical to improving competitiveness and ensuring long-term growth in Ghana’s creative sector.