Accra, July 25th, 2025

So Fraiche Media Ltd is a bespoke media production agency with offices in London and Accra, serving clients across Africa and beyond. Known for its international scope and ever-growing network of creatives, the agency offers tailored solutions in events, content, and brand storytelling. With a flexible structure and a clear commitment to excellence, So Fraiche is redefining what it means to produce world-class experiences in dynamic markets.

In this interview, we speak with Cyril Ofori, Managing Director of So Fraiche, about his journey from London to Ghana, his philosophy on leadership, and how he keeps his team focused, adaptable, and inspired. From managing high-level diplomatic events to navigating the fast-changing world of hybrid experiences, Cyril shares his perspective on building an agency that’s as resilient as it is creative.

Cyril, thank you for taking the time to speak with us again. To start, could you share a bit about your background and upbringing?

I was born and raised in London, crazy about football, playing for my district, borough and county. A simple childhood with a passion for all things creative and musical. My family always supported me because they saw my passion in my career goals, which allowed me to travel the world and try my hand at new things.

How does your environment influence your daily life and work?

We currently have our offices in London and Accra, Ghana, which is where I spend most of my time as we aim to expand across Africa.

As a resident of your city, are there any favorite spots or hidden gems you would recommend to foreign visitors seeking an authentic experience?

I would say a trip to the Aburi Mountains and Peduase Valley Resort for breakfast during the week. I specifically say that time of day because it’s virtually empty and quiet — a great time to reflect and plan. The other places I can’t tell you unless you’re hanging out with me!

As the Managing Director, what does a typical day look like for you, and how do you balance the responsibilities of overseeing both the creative and business sides of the agency?

A lot of my role involves calls, meetings, and admin work. I’ve tried to step away from the creative side to focus more on the strategic elements of the company. However, I’ve recently started shifting back to the creative side because I have to keep reminding myself that we are only in business because of our creative processes and ideas.

So Fraiche is known for its wide network in Africa. How do you nurture these relationships, and how has this network helped your agency achieve success?

It’s never-ending! Every country in Africa is very unique in its own right, so it’s important to understand how things are done in each country. This means traveling to these countries to learn their political, economic, and social processes. This has been especially important in our work with clients in South Africa and Nigeria.

What sets So Fraiche apart from other agencies in Accra and beyond? How do you ensure the agency remains innovative and competitive in the market?

It’s no easy feat. For us, it’s about sticking to what we’re good at. It’s very easy to follow trends, and while that might be lucrative initially, if it doesn’t align with your brand, it can slowly kill everything you’ve built.

Can you tell us about a recent event or project that you are particularly proud of and why it stands out for you?

We recently worked with the British High Commission to host the Deputy Prime Minister of the UK. It was a nice intimate event with business owners from the UK and Ghana. For me, it was a chance to see many businesses that expanded to West Africa around the same time we did.

With the events industry constantly changing, how do you adapt your strategy to stay ahead of trends and client demands, especially with the rise of virtual and hybrid events?

It’s very important to have the right partners and also keep them on their toes. The events space is very lucrative with a few major players. You need to constantly think about what new solutions you can offer clients, with reasonable expectations.

How has the team structure evolved at So Fraiche since your time at the company?

We’ve always had a small team in London and Accra so we can focus on client objectives. For larger projects, we work with a roster of freelancers in several countries. To ensure smooth collaboration, I take a project management role, ensuring we meet budgets and deadlines. The key to this is strong communication.

Given the challenges faced by the agency, particularly when working with limited creative resources, how do you motivate your team to maintain a high standard of work?

This is something we never compromise on — even if it means turning down projects. Experience teaches you which projects are right for your agency so you don’t over-service or bite off more than you can chew.

What role do third-party tools like Google Analytics and MOZ play in your event planning process? How do you leverage these insights to make data-driven decisions?

Third-party tools have become a game changer. They allow us to work faster and save money on productions. The downside is that they’ve replaced some administrative roles due to AI. We use data constantly to review and improve internal processes — it’s now essential.

As someone at the helm of the agency, what values or philosophies do you believe are central to the company’s success, and how do you communicate those to your team?

Work on every project like it’s your last — you never know when a client might change direction or a new competitor may take your place. I share this message often so we never get too comfortable or take our clients for granted.

What do you consider to be the most important traits of a successful leader, especially in an industry that demands creativity and agility?

A great leader sometimes needs to lead from the back. It’s easy to fall into the boss role and assume you know everything. But true leadership means empowering your team to become leaders themselves — and when that happens, the rewards are massive.

What advice would you give to women who aspire to leadership positions, particularly in industries that have been traditionally male-dominated?

Go for it! Why wait? What’s stopping you? With social media and content creation, women are excelling and building strong businesses in the creative industries. And with innovations in apps and AI, that momentum will only continue.

Who or what has been your biggest source of inspiration in your personal life and how has it influenced your creative work?

Traveling always inspires me. It humbles me to visit other countries and appreciate different cultures and worldviews. It pushes me to think how our agency can tap into those cultures creatively.

When you have free time, what hobbies or leisure activities do you find most enjoyable and rejuvenating?

My interests constantly change as I read more about self-improvement, wellness, and the history of Africa. I would call myself a nightclub tourist — I love exploring nightlife in new cities. And I never take sleep for granted — I try to get at least 8 hours a night to keep my mind sharp.

From your personal standpoint, what global issues are you most passionate about and why?

Since moving to Ghana, road traffic safety has alarmed me. So many preventable deaths happen due to unsafe roads. I hope to work with professional organizations to help reduce this.

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

I used to be a shareholder in a snail farm — even though I find them grotesque!

Thanks Cyril!

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