The 2024 Global WiM Awards shortlist has been announced, celebrating exceptional women who embody this year’s theme of "Exemplary." As we look forward to the upcoming Awards Ceremony, we spotlight the remarkable talent and achievements of the shortlisted nominees from across the continent.
For the last of the shortlisted nominees from the WiM Africa community, we speak with Yaa Boateng, Managing Director & Chief Creative Officer at The Storytellers, Ghana.
WiM Africa: What has been one of the most defining projects of your career, and what impact did it have?
YB: One of the most defining projects of my career was the 2022 Vlisco Ghana Brand Ambassador campaign, which celebrated the inspiring legacy of African women who have been at the heart of Vlisco’s story since 1847. This campaign honoured exceptional women contributing positively to society and inspiring the next generation of female leaders.
Central to this project was the rich symbolism woven into African fabrics. Each pattern tells a story, carrying meanings that reflect values, milestones, and aspirations. These fabrics are more than fashion—they are cultural statements, and the women who adorn them embody leadership, grace, and strength. We celebrated this by creating a campaign rooted in the traditions of African regality, featuring a reimagined enstoolment ceremony to symbolize the crowning of modern queens.
This approach not only highlighted the intricate beauty of Vlisco fabrics but also positioned the brand as a champion of women’s leadership. By marketing the fabrics as symbols of empowerment, we reinforced their connection to the dynamic women who wear them. The campaign inspired women to embrace their heritage and leadership potential, aligning Vlisco’s brand with a powerful message of celebration, tradition, and modernity.
This project was a reminder of the transformative impact of storytelling in marketing where the celebration of women’s achievements and leadership could deepen brand loyalty and honor the culture that sustains it.
WiM Africa: Marketing can have such a powerful social impact. How do you see your work contributing to larger
societal change?
YB: Marketing is a powerful tool for driving social impact, and at The Storytellers, we are intentional about using it to inspire larger societal change. Our mission is to change the world for the better, one story at a time, because we believe stories have the unique ability to emotionalize brands, foster deeper connections, and ignite meaningful conversations.
As an unconventional ad agency, we’re driven by the transformative power of storytelling. Every campaign we craft isn’t just about selling a product—it’s about creating narratives that resonate with audiences on a human level. By blending marketing with our passion for storytelling, we help brands move beyond transactions to build relationships rooted in shared values and purpose.
For instance, when we celebrate the achievements of women or champion causes like cultural preservation and sustainability through our work, we’re not just telling a brand’s story; we’re influencing how people see themselves, their communities, and their potential. We’re redefining marketing as a force that not only drives business results but also inspires a more inclusive, empathetic, and progressive society.
Through this approach, we’ve seen firsthand how emotionally engaging campaigns can spark action, change perceptions, and inspire people to be the best they can be. That’s the power of storytelling, and that’s how marketing, when done with purpose, can leave an indelible mark on society.
WiM Africa: What advice would you give to other women aspiring to make a mark in the marketing world?
YB:
Check out all the 2024 Global WiM Awards Shortlisted nominees.