Marketing is the bridge between innovation and technology – Deputy Minister

He was joined in the declaration ceremony by dignitaries from the African Marketing Confederation (AMC), Technology Information Confederation Africa (TICON Africa), Chartered Institute of Marketing, Ghana (CIMG) and the Institute of ICT Professionals, Ghana (IIPGH). 

The marketing gathering is being held alongside that of the technology event in recognition of the growing synergies between the two fields in Africa. The venue is the Labadi Beach Hotel and the conferences run until 22 August. 

In his address, the Deputy Minister said technology alone does not guarantee impact. “Marketing is the bridge between innovation and impact. It is how we tell our stories, shift perception and drive adoption,” he told delegates. 

“In a world saturated with information, it is marketing that helps us cut through the noise and connect with people … Africa’s marketers must embrace the responsibility of rebranding the continent – not as a land of challenges, but as a vibrant hub of opportunity and potential.” 

The Deputy Minister said it is imperative that the marketing, ICT and business community actively promote Africa’s innovations, rich culture, heritage, tourism, trade and boundless talent.

“We must cultivate African brands that are globally respected, yet firmly grounded in local identity and values.” 

An experience, not just a destination 

In his remarks, Mr Gilbert Abeiku Aggrey, representing the Ghana Tourism Authority, said it is an honour for Ghana to host the joint gathering, emphasising that “Ghana is an experience, not just a destination”. 

The tourism authority relished the opportunity to showcase the country’s Pan-African heritage, food, music and culture to the marketing and technology communities. 

“Marketing and technology are about a sustainable future for Africa,” Mr Aggrey stated.