CIMG calls on gov’t to back incentives for public sector marketing certification
The Chartered Institute of Marketing, Ghana (CIMG), has called on government to endorse and facilitate a system of incentives for public sector institutions that invest in professional marketing certification for their staff.
The institute believes such a move would accelerate national development and enhance Ghana’s global competitiveness.
Delivering the keynote address at the 36th CIMG Annual National Marketing Performance Awards held at the Labadi Beach Hotel, CIMG National President, Michael Abbiw, stressed that institutionalising incentives is vital to elevating marketing standards across all state agencies.
Mr Abbiw argued that Ghana’s ambition to reposition “Brand Ghana” on the global stage depends heavily on embedding marketing excellence into the public sector.
According to him, professional qualifications serve as “the bridge that will carry Ghana from potential to prosperity and from local to global markets.”
He urged government to champion a national policy mandating marketing expertise in key public sector appointments, insisting that boards and agencies need the guidance of professionals skilled in branding, sales and communications.
Such a policy, he explained, would inject fresh thinking into governance and strengthen how state institutions engage with citizens and international partners.
“The time for half-measures is over. Excuses have passed. The time for transformation is now,” Mr Abbiw charged, rallying chief executives, HR directors and business leaders to prioritise equipping their teams with professional marketing credentials.
To reinforce its push for higher standards, CIMG announced plans to publish a League Table to recognise and rank organisations that actively support their staff’s membership and continuous professional development in marketing.
This ranking, the institute believes, will motivate both public and private entities to invest in their marketing workforce.
