Media and communications practitioner, Giyo Ndzi is expected to share insights on his craft at the Bolessa Academic Conference, scheduled for Friday, January 30, 2026, at the Advanced School of Mass Communication (ASMAC) in Yaoundé.
The academic conference, organised by Year 3 Advertising students of ASMAC, is held under the theme “Storytelling: the weapon of brands that sell.” It brings together professionals from media, advertising, and the creative industries to examine how storytelling shapes brand perception and audience engagement in today’s media environment.
Giyo who is Communications Officer at digital rights advocacy organisation, Paradigm Initiative will intervene under the third sub-theme, “Formats and styles: the appealing cocktail of modern storytelling,” where he will focus on the strategic use of narratives across platforms.
“Storytelling today is no longer just about telling a good story,” Giyo said ahead of the conference. “It is about choosing the right format, the right style, and the right narrative structure for a specific audience.”
In his presentation, he is expected to discuss dominant storytelling formats, the alignment of story types with appropriate platforms, and the importance of adapting narratives to audience behaviour and expectations.
According to Giyo, brands that fail to adapt their storytelling approaches risk losing relevance in an increasingly saturated media space.
“A powerful story can fail if it is delivered in the wrong format or on the wrong platform,” he noted. “Modern storytelling requires both creativity and strategic thinking.”
The panel will also feature Inès Ntsama, content strategy lecturer and podcaster; Boris Mfa, artistic director and artist; and Magrace Montigni, copywriter and junior head of advertising at Ideas Box. The session will be moderated by Moïse Benga, Deputy Director General of Audace Media Group.
Speaking on the importance of engaging with students, Giyo said academic spaces such as the Bolessa Conference play a critical role in preparing young communicators for professional realities.
“Students need to understand early that storytelling is a professional skill, not just a creative instinct,” he said. “Spaces like this help bridge the gap between theory and practice.”