The Chartered Institute of Marketing, Ghana (CIMG) has officially launched its 36th Annual National Marketing Performance Awards, setting a transformative agenda aimed at repositioning marketing at the heart of Ghana’s economic development.
Speaking at the launch, National President of CIMG, Michael Abbiw, urged all sectors to recognize marketing not as a peripheral business function, but as a strategic national asset driving growth and innovation.
“Since the new Governing Council came into office, our primary focus has been to redefine the role of marketing in Ghana. We believe marketing must evolve beyond merely supporting individual businesses or organizations; it should be seen as a strategic driver of national economic development.”
He explained that, in pursuit of this vision, CIMG has engaged in meaningful conversations with key stakeholders.
“At our inauguration, the Hon. Minister for Education officially commissioned us to lead the ‘Drink Ghana’ agenda. Just a month ago, we met with the Chief of Staff, who also expressed strong support for our mission. He endorsed the idea of positioning CIMG at the forefront of the ‘One Brand Ghana’ agenda, a unified national branding initiative.”
Mr. Abbiw stated that the underlying concept is simple yet powerful: Ghana needs a central institution capable of transcending successive administrations, upholding high standards of professionalism, and serving as a hub where professional bodies, businesses, and government agencies can align around a common national marketing agenda.
“One of our key aspirations is to take center stage in national discourse. This must come through effective communication. Ghanaians need to understand the critical role marketing plays; not just in business, but in shaping the economy.
Take, for example, the 24-hour economy initiative. How do we drive public understanding and participation? Marketing plays a vital role in explaining such policies, mobilizing public buy-in, and ultimately ensuring their success.”
He noted that even within state agencies, there exists a gap in how policy messages are communicated.
“We believe CIMG has the professional expertise to bridge that gap; to translate complex government initiatives into simple, relatable narratives that resonate with the average Ghanaian. By approaching this from a professional, structured perspective, we can foster broader public understanding and national cohesion.”
Looking ahead to this year’s edition of the CIMG Awards, Mr. Abbiw pledged that the Institute intends to raise the bar once again.
“Each year, we build on the previous year’s success, and this year will be no exception. We will continue to recognize and reward marketing excellence, highlighting the contributions of outstanding professionals and organizations across various sectors.”
He concluded with a strong statement on the integrity of the awards process:
“Let me be clear: CIMG Awards are not given, they are earned. They are not paid for, and they are not influenced by favoritism. Our selection process is rigorous, transparent, and merit-based, which is why these awards remain the gold standard for marketing excellence in Ghana.”
He reaffirmed CIMG’s commitment to working with partners in government, industry, and academia to elevate the role of marketing and make it a key pillar of Ghana’s national development agenda.
Speaking on the awards, Chairperson of the Awards, Conferences and Events Committee, Kwasi Kyere, stated that the institute is determined to maintain high standards, ensuring that the criteria for evaluating individual and corporate performances are never compromised.
“We are dedicated to keeping the awards processes simple, transparent, and fair. This commitment has driven us, as a forward-thinking institution, to continually introduce innovative ideas that improve our categories, streamline our processes, and refine our procedures.”
“In recent years, we have successfully implemented an online system for nominees to complete the awards questionnaire and for judges, selected from various industries, to conduct their assessments. This setup has enabled CIMG to uphold a rigorous process, maintaining both standards and credibility. We will continue to review and introduce new elements to ensure the awards remain relevant and exciting.”
Mr. Kyere stated that the judges and assessors for this year’s event have devoted substantial time and effort to ensure the Awards truly reflect the best and finest in Ghanaian marketing.
The criteria for selecting winners and benchmarking their performance will include:
- Marketing Metrics, including awareness, numeric distribution (where applicable), and others
- Marketing Innovation
- Technological Innovation
- Segmentation, Targeting, and Positioning (STP)
- Social Impact
- Contribution to National Development
- Public Image
- Success in the Marketplace
- Market Share
- Customer Orientation
- Ecological and Ethical Considerations
- Competitor Orientation
The core considerations running through the entire evaluation process include:
– Marketing effectiveness
– Brand visibility
– Corporate social responsibility
– Financial performance
In addition, award winners in personality categories, such as Marketing Man and Marketing Woman of the Year, are expected to conceive and implement a project during their year of recognition. This project should align with CIMG’s broader national agenda and reflect the recipient’s dedication to advancing the marketing profession.
In closing, Mr. Kyere extended heartfelt appreciation to the valued stakeholders who have supported the CIMG Annual National Marketing Performance Awards for over three decades. He acknowledged the essential roles of:
• Sponsors, whose support sustains the awards
• Research partners, whose work ensures objective and credible results
• Media, for the timely and wide dissemination of CIMG activities
“We look forward to the continued growth and expansion of these partnerships, as CIMG relies on your support to set standards and regulate the marketing profession across the country.”
The theme for this year’s awards is: “Repositioning Brand Ghana: Marketing for Economic Growth and Transformation.
Source: Ghana/Starrfm.com.gh/Benjamin Sackey
