The Chartered Institute of Marketing, Ghana (CIMG) has thrown down a significant challenge to the government, calling for a national policy that mandates the inclusion of professional marketing expertise in all marketing-related public sector appointments.
This crucial demand was made by the President of CIMG, Mr. Michael Abbiw, during his address at the 36th Annual National Marketing Performance Awards held at the Labadi Beach Hotel on Friday, September 26, 2025.
The event’s theme, “Repositioning Brand Ghana: Marketing for Economic Growth and Transformation,” set the stage for the Institute’s plea to embed marketing excellence at the core of national policy.
Mr. Abbiw, emphasizing the strategic importance of the profession, described marketing as the fundamental link required to achieve Ghana’s economic aspirations.
“We have been doing this thing 36 years running,” Mr. Abbiw stated, highlighting the long-standing credibility of the awards. “It’s the oldest you have and the most prestigious that one can have. Marketing is therefore the bridge that will carry Ghana from the potential to prosperity and from local to international markets.”
He argued that for Ghana to successfully transform its economy, marketing must evolve from a peripheral function to a central, policy-driven instrument.
In a pointed address directed at the Chief of Staff, Mr Julius Debrah, who was represented by Presidential Staffer Nana Yaa Jantuah at the ceremony, Mr. Abbiw called for urgent leadership intervention.
He stressed that effective national branding, trade promotion, and the success of initiatives like the Accelerated Export Development Programme cannot be left to non-specialists.
“We’ve had initial discussions, and I hope that you can take this message along for us because, as he’s the lead on coordinating government policy, we want to call on his leadership in championing a national policy mandating professional marketing expertise in all marketing-related sector appointments,” Mr. Abbiw asserted.
He elaborated that such a policy is essential to ensure a data-driven, customer-centric approach in state agencies responsible for promotion, communication, and economic development.
“Such a policy will embed marketing excellence at the core of Ghana’s economic transformation. Without professional marketers steering the ship, we risk having the finest policies and products but failing to penetrate the competitive global marketplace,” he added.
The CIMG’s call aligns with global trends where professional marketing capabilities have been proven to directly impact national economic growth, especially in:
- Export Revenue: Professionally branded and marketed Made-in-Ghana products are significantly more likely to succeed in international markets.
- Foreign Direct Investment (FDI): Coordinated national branding, driven by marketing experts, enhances Ghana’s image and reputation, making it a more attractive investment destination.
- SME Growth: Research shows that the application of innovative marketing strategies and professional marketing capabilities by Small and Medium Enterprises (SMEs)—which account for an estimated 70% of Ghana’s GDP—directly leads to improved financial performance and survival.
By demanding that only certified chartered marketers and other highly qualified professionals be appointed to marketing-related roles in government agencies, the CIMG aims to institutionalize best practices and elevate the standard of public sector communications and economic promotion.