The management of the Ghana Export-Import Bank (GEXIM), has doled out a colossal amount of GHC750, 000 to the rowdy Ghanaian songwriter and signer, Charles Nii Armah Mensah Jr. alias “Shatta Wale”and Kumasi-based, actor and comedian, Kofi Adu, alias “Agya Koo” to be its brand ambassadors.
While, “Shatta Wale” is taking home GHC500, 000, his colleague Agya Koo, is getting GHC250, 000, for the job.
Shatta, was described as more expensive, than Agya Koo.
The services of the two according to The Herald’s findings, were procured by the management of the bank through a PR and Communications consultancy firm to support and promote its “Made in Ghana” brand agenda.
The outrageous amount being paid to the two individuals have sent many at EXIM Bank complaining.
They were of the view that, the two only cut across a certain segment of the Ghanaian society, and do not have the mass appeal needed to drive and promote a campaign like “Made in Ghana”.
As part of their engagement process, the two will be seen on TV commercials, social media clips and billboards across the country promoting made in Ghana clothes, food and others.
But insiders, feel the two do not represent a judicious use of the money, considering in particular sometimes the rowdy manners of “Shatta Wale” one of which disrupted last year’s Vodafone Ghana Music Awards (VGMA) after he angrily storming the stage and forcing Stonebwoy to pull a gun on him on live TV in the presence of thousands of patrons.
This was after Stonebwoy was crowned the Vodafone Ghana Music Awards (VGMA) 2019 Reggae/Dancehall Artiste of the year.
The two Dancehall artistes were later arrested by the Police over the gun incident and made to sign a bond of good behavior. Organizers of the VGMA, have since suspended them.
Agya Koo on the other hand, has become tainted with politics, promoting the activities of the ruling New Patriotic Party (NPP), which might negatively affect the brand campaign, PR analysts have said.
Some also hold the view that, he is not as popular as before.
They also mentioned that even Kumasi, where he used to be an icon, his rating has gone down significantly, and he might not have the positive impact EXIM bank is expecting with from the campaign, arguing that his movies don’t sell these days.
Meanwhile, many insiders are demanding the total cost of the EXIM Bank Campaign aside what has been paid to Shata Wale and Agya Koo. Management are keeping details of the contract between it Communications and PR firm close to its chest.
GEXIM was established by The Ghana Export-Import Bank Act 2016 (Act 911) and launched to bolster Ghana’s quest for a feasible and sustainable export-led economy.
Its vision is to become a strong financial institution that will be a key engine in the development of Ghana’s export trade, facilitate cross border trade and make Ghana a pillar in regional and continental trade.
Its mission, is to facilitate the transformation of Ghana’s economy into an export one by supporting and developing trade between Ghana and other countries, overseas investments by Ghanaian Companies and eliminate critical market failures in the Ghanaian economy thereby making Ghana competitive in the global marketplace.
About The Author
