The President of the Chartered Institute of Marketing, Ghana (CIMG), Mr. Michael Abbiw, has called on the government to institute a national policy mandating the inclusion of professional marketers in all public sector appointments and state boards.
Delivering his maiden address as National President at the 36th Annual National Marketing Performance Awards at the Labadi Beach Hotel in Accra, on the theme "Repositioning Brand Ghana: Marketing for Economic Growth and Transformation”, Mr. Abbiw noted that repositioning Brand Ghana was no longer optional but “a national imperative”. He stressed that the task ahead goes beyond slogans and logos; it is about projecting Ghana’s values, products, culture, and economic potential on the global stage.
“Marketing is the bridge that will carry Ghana from potential to prosperity, from local recognition to global relevance,” he noted, pointing out that the bold vision of repositioning Brand Ghana must rest on the shoulders of professionally qualified marketers.
Addressing the Guest of Honour, Hon. Julius Debrah, the Chief of Staff, Mr. Abbiw called for a national policy mandating professional marketing expertise in all public sector appointments. He also urged the government to institutionalize the inclusion of professional marketers on state boards, noting that this would incorporate sales, advertising, communications, and branding expertise into decision-making processes.
According to him, without a deliberate policy shift, Ghana risked underutilizing the power of marketing to drive growth and global competitiveness. “This decisive policy move will drive a marketing orientation into governance that supports national economic goals”. He said.
Mr. Abbiw emphasized CIMG’s commitment to working hand in hand with the government and key stakeholders to ensure the success of the initiative, highlighting the institute’s role in driving national progress.
“CIMG stands ready for meaningful dialogue with the government on how we can contribute significantly to Ghana’s economic development. Our expertise, we believe, must be central to the national development strategy,” he stated.
The CIMG President also encouraged organizations to commit to the professional development of their marketing teams by enrolling them in the institute’s qualification programmes.
In line with this vision, he announced the launch of a CIMG League Table to recognize organizations that actively invest in staff membership and professional development in marketing.
“I firmly challenge every CEO, HR director, and team leader here tonight: empower your sales, marketing, business development, customer service, relationship managers, brand managers, and communications teams by ensuring their active membership in CIMG,” he noted.
Acknowledging the role of partnership and stewardship, Mr. Abbiw thanked sponsors, CIMG officials and the Awards, Conferences and Events Committee. He also congratulated award winners, urging them to take their celebrations beyond the ballroom to customers, employees, and media platforms.
The night ended with the recognition of top brands and organizations that have demonstrated outstanding marketing performance across diverse sectors of the economy.
The event brought together corporate Ghana and international partners in a night celebrating marketing excellence and innovation.