The government has described the marketing profession as a critical driver of Ghana’s development, describing marketers as the “custodians of our national narrative” and “architects of our economic future.”
This comment came from the Chief of Staff, Julius Debrah, in a speech read on his behalf by Presidential Staffer Nana Yaa Jantuah at the 36th Annual National Marketing Performance Awards of the Chartered Institute of Marketing, Ghana (CIMG).
The awards ceremony, held at the Labadi Beach Hotel, was themed “Repositioning Brand Ghana: Marketing for Economic Growth and Transformation.”
In his address, the Chief of Staff emphasized that in an interconnected world, a nation’s brand is its most valuable asset.
He stressed that the success of Ghana’s journey towards sustainable prosperity hinges on how effectively its unique value propositions are marketed to both domestic and international audiences.
“Your work transcends traditional marketing as you are the storytellers who shape how the world perceives Ghana, the strategies that position our industries for global competitiveness, and the innovators who drive our economic transformation agenda.”
He congratulated the CIMG for its “exemplary leadership,” recognizing that the strategies employed by professional marketers are essential for attracting investment, tourists, and promoting national development.
The Chief of Staff clearly linked the marketing profession’s role to the core of President John Dramani Mahama’s research agenda for national development.
The agenda, which calls for a bold reorientation of the economy, is anchored on key pillars:
- Industrialization
- Job Creation
- Export-Led Growth
- Full Harnessing of Ghana’s Human and Natural Capital
Mr. Debrah noted that this national vision challenges every sector, especially marketing, “to rethink strategies, realign priorities and champion the kind of innovation that will reposition Ghana not just as a participant, but as a leader in economic renaissance.”
He cited various sectors requiring strategic marketing to unlock their potential, from the thriving agricultural sector to the emerging FinTech ecosystem, and from the nation’s rich cultural heritage to its stable democratic governance.
The government affirmed that through the expertise of the CIMG and its members, Ghana is marketing a vision far beyond selling mere products.
“We are marketing a vision for Ghana as a preferred investment destination, a hub for innovation, a beacon of democracy, and a gateway to the African markets,” the Chief of Staff conveyed.
He specifically lauded the profession’s direct contributions to job creation, export growth, and economic diversification through successful campaigns that attract Foreign Direct Investment (FDI) and showcase Ghana’s readiness for the digital economy.
In closing, the Chief of Staff challenged the award winners and nominees to continue their innovative work.
“I challenge you to continue pushing boundaries, embracing innovation and leveraging emerging technologies to position brand Ghana for an unprecedented growth. Together, we shall build a Ghana that is not only beyond aid, but also a model for Africa prosperity and transformation.”
The government reiterated its commitment to supporting the profession through policy reforms, digital infrastructure development, and support for creative industries.