Accra, September 11th, 2020

Born out of a purpose to inspire, So Fraiche Media is a full-service agency with offices in London, United Kingdom and Accra, Ghana.

The agency has an international reach, creating content that helps brands to tell stories that empower and inspire people. Its dynamic teams are purpose-built around their client’s challenges, bringing multidisciplinary creative thinking to every stage of the engagement.

Esther Ofori is the head of events at So Fraiche Media in Accra. She met the agency’s team at an event and was so fascinated that she decided to apply for a job and join them.

On this interview Esther describes her professional path and her daily work at the agency. She highlights the So Fraiche’s network in Africa and their capacity to tackling different projects at the same time.

What makes your city an attractive place to work and live?

There is a freedom in Accra, Ghana that is unlike many African countries. As a woman you can walk alone at night in a majority of areas and feel safe. This is an element of freedom that made me move from Ivory Coast to Ghana back in 2015.

How did you find yourself working as Head of Events at So Fraiche?

I was going to a lot of social and business events and I saw the So Fraiche Media team at work, which lead me to enquire about the company. By getting to know the staff members at the company an opportunity opened up and I was employed.

How is communication flowing these days?

Now because of lockdown being eased and the borders opening in September 2020 a lot of our work as been via e-mails, Zoom and phone calls. Most events this year have been cancelled or switched to virtual events. This has been a totally different experience but something we have had to embrace as a challenge and a window for new opportunities.

In your opinion, what makes So Fraiche stand out?

Our wide network in Africa allows us to work on various projects simultaneously. With a fluid network business model we are able to assign project managers and creatives to handle projects under the So Fraiche brand. I like to see ourselves as the Uber of advertising, which is the future.

What’s a challenge you’re currently facing?

Because we have a limited number of creative the workload is often so much we have to call upon our creative team in London for support.

How have you managed when working with multiple events at the same time?

We do this by hiring for freelance staff and trying to develop a timetable that allows us be at the most important place at the right time. Our team is now big enough and experience to cope with 3 events at a time regardless of the size of event.

What research methodologies give you greater insight?

We are constantly working with third party applications like Google Analytics, MOZ and a lot of public engagement to find out what is happening on the ground in real time.

What advice do you have for women aiming for leadership positions?

Just start! There will be a lot of challenges and people waiting for your downfall but once you overcome that the sky is the limit. I have a strong faith in God so I know with him and hard work all things are possible.

Can you share a fun fact people would be surprised to learn about you?

My second job is also a chef for private clients. Sometimes when an international organization comes to Ghana or Ivory Coast and they need a sit-in chef I have a small team that can help me cater to them.

Do you have a playlist that helps you get focused?

Sure! Take a look

Esther OforiEventsGhana