In my previous articles for The Weekly Capital, I’ve explored various branding Marketing and banking related topics, including ‘The Misconceptions About Branding,’ ‘The Basics of Successful Branding,’ ‘Why Brands Matter,’ ‘Can Anything Be Branded?,’ ‘How to Choose the Right Logo for Your Business,’ ‘Amplifying Brands: The Power of the Right Brand Ambassador,’ ‘The Hospitality Culture of Ethiopia and Its Potential for Business Success,’ ‘The Power of Personal Branding in Driving Success,’ ‘Ethiopia’s Digital Banking Revolution and South Africa’s ATM Decline,’ and ‘The Impact of Mergers and Acquisitions on Ethiopia’s Banking Sector.’ Building upon my exploration of advertising ethics issues, this article delves into advertising titled ‘Rethinking Advertising Ethics in Ethiopia.
Introduction: A Journey Through the World of Advertising
Advertising is one of the most powerful tools in the modern world; an engine that drives business visibility, public engagement, and consumer behavior. But it’s not a modern invention. The roots of advertising stretch far back in human history, long before billboards and social media. Ancient traders would shout offers in marketplaces, artists would mark their names on goods, and town criers would deliver public announcements; these were all forms of early advertising.
So, when does advertising begin? It begins with the need to communicate value, to differentiate, and to persuade. Advertising begins the moment someone decides to tell a story to attract attention and spark interest in a product, service, or idea.
Why Advertising? The Core Purposes
Advertising serves multiple core purposes:
- Informing – The first and most basic function of advertising is to make people aware of a product, service, or cause. This is especially vital when something new is introduced to the market.
- Persuading – Beyond just informing, ads aim to convince people that one brand is better than another or that they should take action—whether to buy, subscribe, or engage.
- Reminding – Even for established brands, advertising is necessary to stay in consumers’ minds. Constant visibility maintains relevance in a competitive market.
- Positioning – Advertising shapes how people perceive a product or brand in relation to others. It creates a unique identity and emotional connection.
- Creating Brand Loyalty – Over time, consistent and trustworthy advertising builds long-term loyalty among customers.
In Ethiopia, as in other markets, these core purposes are increasingly recognized, yet how they are delivered often varies based on budget, professionalism, and strategic clarity.
How Advertising Should Be Executed
Good advertising is not accidental; it’s the result of careful planning, creative execution, and strategic insight. Key elements include:
• Audience Understanding – Knowing who the target audience is (age, gender, income, behavior, etc.) helps tailor messages and media platforms effectively.
• Message Clarity – The message must be clear, concise, and emotionally appealing. People should immediately understand the value and identity of the brand.
• Medium Selection – Not every product needs to be on TV. The choice of media; radio, social media, billboards, TV, print; should match the audience’s habits, preferences reachability of the media as well.
• Creative Direction – Visuals, tone of voice, scripts, jingles, and even colors must align with the brand’s identity and the values it represents.
• Talent Selection – The selection of promoters, voice-over artists, or brand ambassadors plays a critical role. Their voice, personality, and even personal behavior can affect how the brand is perceived.
Advertising in Ethiopia: A Growing Industry
The advertising industry in Ethiopia is showing progress. Awareness about branding is increasing and a growing number of agencies offering creative services. Businesses are beginning to understand that advertising is not just about spending money, but about investing in visibility, perception, and trust.
However, challenges persist. Many ads still lack originality or cultural relevance. There is also a tendency to imitate foreign ad styles without adapting them to local realities. Furthermore, the role of advertising as a strategic business function is still undervalued by some organizations.
One Major Ethical Concern: Repetition of Promoters Across Competitors
Among the pressing concerns in the Ethiopian advertising space is the use of the same person to promote multiple competing companies, particularly in industries like banking and real estate. In recent years, it’s become common to hear the same voice or see the same personality promoting more than one bank, often within days or even hours on TV and radio.
This would undermine the brand identity and weakens the message. When the same person praises the unique services of two competing banks, for example, it creates confusion among consumers and raises questions about the authenticity of the advertisement and endorsement.
This issue becomes more noticeable in voice-over ads. A well-known voice might narrate a real estate commercial in the morning and then appear in a competing brand’s ad in the same time. This weakens the distinctiveness of both brands and reduces the impact of the advertising investment.
Recommendations for Stakeholders
To ensure professionalism and brand protection, advertisers and ad agencies should take the following steps:
- Include Exclusivity Clauses in Contracts – Contracts between companies and promoters or media personalities must clearly outline whether the individual can work with competing brands during and after the advertising of the company and
- Set Clear Usage Terms – Contracts should specify how long a company can use the promoter’s voice or image, and on which platforms (TV, radio, newspapers, outdoor ads social media, etc.).
- Conduct Background Checks – Before hiring a promoter, companies should verify whether the person has been associated with a similar brand, especially within the same industry.
- Coordinate Among Industry Players – There shall be strong industry associations or ad councils that can play a role in setting standards and offering guidelines to prevent such conflicts
Learning from a Legend: Gash Wubshet Workalemaw
One of the most respected figures in Ethiopian advertising history is Gash Wubshet Workalemaw, the owner of the then Anbessa Advertising, widely regarded as a pioneer and role model in ethical promotion. I had the honor of working closely with him during my tenure as the Marketing Manager at the Bank of Abyssinia. Gash Wubshet didn’t just promote the bank—he lived its brand values. He was known to say: “As long as I promote Bank of Abyssinia, I will not advertise for another bank, nor even step into one for personal services.”
His professionalism extended beyond banking. While promoting a soft drink brand, he declined all opportunities to promote or consume competing beverages. His ethical consistency and respect for brand integrity are lessons today’s advertising stakeholders should strive to emulate.
His professionalism taught us that advertising is not just about delivering lines; it’s about credibility, consistency, and character. The respect and trust he built with audiences came from the integrity he maintained in every endorsement and advertisement.
Advertising with Purpose and Integrity
As Ethiopia’s advertising industry continues to evolve, we must focus not only on creativity and reach but also on ethics, exclusivity, and professionalism. The future of Ethiopian advertising depends on the commitment of all players; companies, agencies, and talents, to uphold standards that build long-term trust and brand value.
Let us ask not only “How can we advertise more?” but “How can we advertise better?”
We’d love to hear your thoughts on the article. Share your feedback with us via email at info@hayasebat.com or give us a call at +251 988 272 327.
Aschalew Tamiru is the founder and CEO of HayaSebat Marketing and Branding PLC. With extensive experience in senior management roles across various companies, he has made significant contributions to the industry. Aschalew is also a producer and host of popular business radio and TV shows. He is the author of two books: Make a Difference with Customer Service and “ደንበኛ ይቅደም” (in Amharic). A certified Management Consultant, he is passionate about empowering businesses and individuals to achieve success.
