CIMG seeks stronger gov’t collaboration to advance competitive identity     

 By Kizito CUDJOE

The Chartered Institute of Marketing, Ghana (CIMG) has called for deeper collaboration with government to strengthen the country’s competitive identity, arguing that Ghana’s long-term economic transformation hinges on a deliberate, data-driven approach to national branding.

President-CIMG Michael Abbiw noted that no country has achieved sustained development without first defining and projecting a clear national brand grounded in insight, consumer behaviour and strategic policy design.

He therefore urged government to work more intentionally with professional bodies, including CIMG, to embed the ‘Brand Ghana’ agenda into development frameworks; thus positioning the country as a leading hub for investment, tourism, trade and talent on the continent.

Addressing members and guests at the 34^th CIMG President’s Ball in Accra, Mr. Abbiw stressed that: “As the country navigates economic growth, structural challenges and global competitiveness, effective marketing must become a central pillar of national policy – not a peripheral afterthought”.

He also called for strengthened consumer protection, noting that CIMG continues to advocate for stronger enforcement of consumer rights, ethical marketing and market regulation. “When consumers trust the marketplace, economies grow faster,” he said.

On marketing integration in the public sector, Mr. Abbiw highlighted its value across agriculture, health, education and sanitation.

He urged government agencies to collaborate with CIMG in designing social and behavioural change campaigns that shift attitudes, improve adoption and drive sustainable impact.

“Ghana must accelerate its digital transformation by embracing data as a national asset. CIMG stands ready to support government in crafting digital communication frameworks, citizen-engagement models and e-governance strategies that deliver transparency and efficiency,” he added.

He reaffirmed CIMG’s commitment to supporting policymakers with evidence-based insights, advisory support and national marketing development programmes, adding that “when professional bodies and government work hand in hand, Ghana wins”.

The 34^th President’s Ball, held under the theme ‘Repositioning Brand Ghana: Marketing for Economic Growth and Transformation’, saw 23 out of 35 applicants conferred as Chartered Marketers after a rigorous process.

Mr. Abbiw highlighted CIMG’s forward-looking strategy for membership, which prioritises engagement to expand and strengthen the community of marketing professionals nationwide. This growth, he said, enhances collective influence and reinforces the Institute’s advocacy within the industry.

“Members benefit from tailored professional development opportunities, dynamic networking events, awards recognising excellence and support programmes designed to promote well-being,” he added.

The newly conferred Chartered Marketers pledged to uphold values of the Institute, apply marketing strategically within their organisations and contribute meaningfully to CIMG activities.

“We step forward ready to serve, ready to innovate and ready to champion marketing as a catalyst for CIMG’s progress and growth of our various organisations,” a spokesperson said.

Outgoing Governing Council and Committee members expressed gratitude for the opportunity to serve the Institute and noted key successes during their tenure.

“We are proud to have championed several pioneering initiatives, including the establishment of Ghana’s first-ever Customer Satisfaction Index and Regional Brand Index – a major milestone in building a research-driven, insight-led marketing environment for our country,” they said.

They also highlighted steps taken toward the localisation agenda and said they leave with pride and confidence in the new Governing Council, pledging to remain active ambassadors and supporters of CIMG even after their official roles end.

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