Accra, Ghana//-The President of the Chartered Institute of Marketing, Ghana (CIMG), 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.
According to him, the inclusion of professional marketers on state boards would incorporate sales, advertising, communications and branding expertise into decision-making processes of the various state institutions and state-owned enterprises (SOEs) in the country.
Mr Abbiw made the call at the 36th National Marketing Performance Awards in Accra.
The sales and marketing expert noted that without a deliberate policy shift, Ghana risked underutilising 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 emphasised 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.
Delivering his maiden address as the National President, Mr Abbiw, on the theme ‘Repositioning Brand Ghana: Marketing for Economic Growth and Transformation’, he noted that repositioning Brand Ghana was no longer optional but “a national imperative”.
The task ahead goes beyond slogans and logos; it is about projecting Ghana’s values, products, culture, and economic potential on the global stage, he told participants at the well-attended corporate event, which was attended by Julius Debrah, the Chief of Staff. He was the Guest of Honour at the event.
“Marketing is the bridge that will carry Ghana from potential to prosperity, from local recognition to global relevance,” he pointed out. The bold vision of repositioning Brand Ghana must rest on the shoulders of professionally qualified marketers.
The CIMG President also encouraged organisations 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 recognise organisations 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 organisations 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.
