The Ninani Group has launched the Daniel Ampedu Twum Jnr Fellowship, a new industry-focused initiative aimed at nurturing the next generation of creative talent in Ghana’s marketing communications sector.

The fellowship, unveiled to mark 20 years since the passing of the late Daniel Ampedu Twum Jnr, is designed to honour his legacy while addressing what industry leaders describe as a growing gap in high-quality creative professionals.

Mr Joel Nettey, Chief Executive of the Ninani Group, said the programme represented a shift from recognition to deliberate talent development within the industry.

“This is about celebrating the legacy and remembering the life of Daniel Ampedu Twum Jnr, who remains one of Ghana’s most decorated creative directors. But beyond remembrance, we want to invest in the future of the industry,” he said.

According to him, the group had previously run an award scheme that recognised top-performing students in selected institutions. However, ongoing engagement with the sector revealed deeper structural challenges around talent quality.

“We realised  that we could either keep complaining about the perceived decline in quality or take responsibility and contribute to change. This fellowship is our answer to that challenge,” Mr Nettey explained.

The programme is open to a wide range of aspiring professionals across the creative ecosystem, including writers, designers, animators, and strategists, regardless of their academic background or institution.

Applicants will undergo a rigorous selection process involving portfolio assessments, written submissions, and practical tests. Successful candidates will be enrolled in an intensive three-month fellowship programme.

Unlike traditional internships or awards, the fellowship offers structured mentorship from both academia and seasoned industry practitioners. Participants will also receive stipends to ensure financial constraints do not hinder access.

“We want to remove barriers. Whether someone is based outside Accra or lacks financial support, this programme is structured to ensure inclusivity and accessibility,” Mr Nettey said.

At the end of the programme, fellows will receive certification, signaling to employers that they have undergone high-level training and evaluation.

Graduates of the fellowship will be free to pursue opportunities across the industry, including advertising agencies, corporate organisations, banking, insurance, and telecommunications.

“For us as an industry, it means we can confidently identify individuals who have gone through a certain standard of training and mentorship. It helps maintain quality across the board,” he added.

Mr Nettey emphasised that the initiative is not driven by profit but by a long-term vision to strengthen Ghana’s creative economy.

“What we want in return is simply to know that we helped someone get better. That is the only return we are looking for,” he said.

The fellowship is fully funded by the Ninani Group, which has committed dedicated resources to sustaining the programme.

The company is also inviting support from other stakeholders who recognise the importance of investing in local creative talent.

Beyond the fellowship, the launch event also featured the introduction of a commemorative book highlighting key principles for marketing communications professionals, further cementing the legacy of Daniel Ampedu Twum Jnr.

Industry players say the initiative could play a critical role in building a pipeline of skilled professionals capable of competing in an evolving landscape shaped by digital transformation and artificial intelligence.

Mr Nettey noted that while technology was reshaping the sector, human creativity, discipline, and mentorship remain essential.

“We know what quality looks like, and we know it does not happen by chance. It requires deliberate effort, and this fellowship is our commitment to passing that knowledge to the next generation,” he said.

The Daniel Ampedu Twum Jnr Fellowship is expected to run annually, with each cohort contributing to a growing network of trained creative professionals across Ghana and beyond.