Ghana’s marketing body honours top industry performers for 2021

By our News Team | 2022

Marketing Man and Marketing Woman of the Year named at awards event, as well as others who made an outstanding professional contribution.

The Chartered Institute of Marketing, Ghana (CIMG), has named the Chief Executive Officer of Consolidated Bank Ghana, Daniel Wilson Addo, and the Managing Director of the ABSA Bank, Abena Osei-Poku, respectively as the Marketing Man and Marketing Woman of the Year for 2021. 

These awards were conferred at the 33rd CIMG Annual National Marketing Performance Awards held at the Labadi Beach Hotel in Accra.

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Pictured at the CIMG awards (from left): Dr Daniel Kasser Tee; Mr Nana Agyei Yeboah; Mr Daniel Wilson Addo; Mrs Abena Osei-Poku; Mr Idorenyen Enang; and Dr Edith Dankwa of the The Business & Financial Times and former Marketing Woman of the Year for 2020 (Photo courtesy of CIMG)

Marketing Man of the Year 2021, Daniel Wilson Addo was recognised for leading CBG’s transformational drive from ground zero after the defunct banks were collapsed and consolidated into one bank. The Consolidated Bank Ghana has since grown steadily from 6.70% in 2019 to 7.70% in 2021, with a 151,333-usage rate culminating into a transaction value of US$80,5-million (GHS1.1-billion) 

According to a media statement from CIMG, customer-centricity has been the most notable characteristic of the new CBG, introducing innovative customer-care programmes such as SME Seminars, provision of advisory services, Adesua training series and wealth-creation sensitisation schemes. These initiatives aim to help build networks for SMEs, enhancing financial and business knowledge skills through business and financial management programmes.

Marketing Woman of the Year 2021, Abena Osei-Poku, was recognised for, among other things, successfully leading the development of some excellent schemes that trained over 3,140 SMEs, financially supporting 1,277 SMEs with an amount of US$10,1-million (GHS138-million) and the creation of 9,144 jobs.

Mrs Osei-Poku led the execution of the Young Africa Works entrepreneurship development programme, which is geared towards offering training to MSMEs and supporting them with loans. This helped Absa Bank gain a 6.9% share of the market.

Also on the personality awards list were the Marketing Practitioner and Marketing Students of the year 2021, which went respectively to Ms Cynthia Ofori-Dwumfuor, Group Head, Marketing & Corporate Affairs at Hollard Ghana, and Mr. Mark Mensa-Abban, who emerged overall best student in the professional marketing examinations. 

Other awards categories were Hall of Fame, Media/Marketing Communications, Business Organisations, Products, and Not-for-Profit Organisations.

With the global economic challenges, the CIMG deemed it appropriate to emphasise the alternative options for business sustainability, hence the theme: ‘Creative Marketing and Innovation in a Volatile Global Economy’.

Addressing participants, the National President of CIMG, Dr Daniel Kasser Tee, intimated that Ghana’s economy had been pointing in the right direction until the last three years when the economy was first struck by the coronavirus pandemic and, more recently, the Russia-Ukraine War. Dr Tee highlighted the need to rationalise business operations to be able to protect the interests of investors, employees and customers.

Must bring transparency to bear

“Employee associations and labour unions should also explore ways by which they can promote the interest of employers in such challenging times. It is not all the time that employees should be agitating for higher wages. It is our wish that we could make it possible for every public sector organisation to keep and publish their individual books of accounts. This will, in no doubt, bring transparency to bear, making it possible for every public sector worker to see the profitability of their institutions,” Dr Kasser Tee stated.

He believes the absence of such transparency in the public sector is mainly responsible for the most agitations on the labour union front. 

“The private sector workers are usually quiet, not necessary because they are well paid, but because they know what their organisations are capable of paying, at least from the published accounts,” the National President of the CIMG said. 

Speaking on behalf of the Honourable Minister for Education, Dr Yaw Osei Adutwum, was Mr Nana Agyei Yeboah, CEO of the Student Loan Trust Fund. 

“The importance and need for marketing education in the country, and the need for its acceptability as a profession with all disciplines imbibing – marketing, sales and customer service – can be our saving grace,” he said

“As a nation, Ghana should invest some efforts into marketing because, through marketing, we can ignite a massive transformation of the economy that would go a long way to reducing the economic challenges we face, hence the poverty levels. Marketing should not be an afterthought, but rather something that should commence the entire value chain of every process in life. It is my wish to see marketing being accepted in the public spaces in Ghana,” Mr Yeboah added.

The Guest of Honour for the 33rd awards ceremony was Mr Idorenyen Enang, President of the National Institute of Marketing, Nigeria (NIMN).

He revealed that it is no longer gainsaying that the world is indeed going through a significant period of change and transformation, all occasioned by the force and pull of technology.

Advising marketing professionals and practitioners, he emphasised that the current global dispensation is founded on data and technology, which is the background and environment within which brands and businesses must strategise to compete and win sustainably. 

“Customers no longer need your brands as much as they once did. Now they are spoilt for choices more than they ever did. As we have seen, hundreds of new marketing messages and fresh competitors are vying for the customer’s attention daily,” Mr Enang said.

“Brands, new companies and businesses are not backward about coming forward. Competitors are doing all they can to engage with the target audience as quickly, meaningfully and efficiently as possible. 

“The brand with the biggest marketing budget will not necessarily win, but the brand with the best customer experience will. And for you to be that brand or business, you must build the customer into every element of your business,” he advised.

The CIMG Annual National Marketing Performance Awards is the Institute’s annual recognition platform to create awareness about the relevance of marketing for the success of businesses, promote higher professional standards and excellence among practitioners, and stimulate healthy competition among organisations – while ensuring improved quality of products and services offered by organisations.

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