Ghanaian-born global marketing executive Bozoma Saint John has advised creatives to stop depending solely on social media to build their brands and businesses.
Speaking in a recent interview, the former Netflix Chief Marketing Officer said many talented creatives are producing outstanding work but often fail to market themselves effectively beyond their immediate audiences.
According to her, challenges such as limited funding, poor distribution networks and inadequate promotion structures continue to affect the growth of many creatives because marketing is often treated as an afterthought rather than a key part of the business.
She stressed that talent alone is no longer enough in today’s competitive creative industry. Creatives must be intentional about how they present themselves, tell their stories and position their brands to attract opportunities and partnerships.
Bozoma explained that visibility does not happen by accident. It requires strategy, consistency and a clear brand identity.
She encouraged creatives to engage with traditional media, participate in meaningful conversations and place themselves in spaces where their work can gain wider recognition.
The marketing expert noted that Ghana already has an abundance of creative talent capable of competing on the global stage.
However, she believes more effort is needed to shine a spotlight on that talent internationally.Using Ghanaian fashion as an example, she praised local designers for their creativity and originality, adding that the industry deserves greater global exposure.
Beyond marketing, Bozoma also highlighted the importance of collaboration in the creative sector. She said many creatives limit their growth by trying to handle everything on their own instead of building strong professional relationships.
According to her, collaboration allows people to learn from one another, improve their craft, expand their reach and unlock new opportunities.
She encouraged young creatives to focus less on competition and more on supporting one another.Bozoma added that collaboration goes beyond working together on projects. It also includes promoting each other’s work, celebrating shared successes and helping amplify one another’s voices.She believes that strong creative industries are built on collective effort, mutual support and meaningful partnerships rather than individual success alone.
