The Deputy Presidential Spokesperson, Ms. Shamima Muslim, has called on Ghana’s marketing and communications industry to take a central role in shaping a renewed national narrative under the Government’s “Resetting Ghana Agenda.” Speaking at the 14th Marketing World Awards (MWA) in Accra, she emphasized that strategic storytelling could help redefine Ghana’s identity, attract investment, and strengthen citizen confidence.
Addressing industry leaders, innovators, and media professionals, Ms. Muslim noted that the country had reached a pivotal moment where marketers and communicators must move beyond being observers to becoming active collaborators in national development. She stressed that Ghana possesses “brand assets” – including democratic stability, a youthful workforce, Pan-African symbolism, a vibrant creative economy, and growing digital innovation – that must be deliberately amplified to position the country as a regional and global hub.
“Ghana becomes the story it chooses to tell. When told clearly, the narrative shapes reality,” she said, drawing inspiration from global examples such as Singapore, Rwanda, South Korea, Dubai, and Kenya, which successfully leveraged storytelling to redefine national identity and drive economic transformation.
Ms. Muslim highlighted key elements of the Resetting Ghana Agenda, pointing to fiscal discipline, restored investor confidence, streamlined governance, and accountability reforms as foundations for long-term growth. She also urged the private sector to engage in initiatives like the 24-Hour Economy and the Black Star Experience, which aim to expand productivity, create jobs, and position Ghana as a Pan-African cultural and creative hub.
“Marketers and communicators must amplify truth-driven narratives about Ghana’s progress, counter misinformation, and help rebuild public trust,” she said. “A confident Ghana creates fertile ground for business growth.”
The Deputy Presidential Spokesperson encouraged industry professionals to integrate their brands into the national story, noting that successful national branding would elevate both corporate and country profiles. “Let us tell the story of the Black Star – bold, innovative, unstoppable. When Ghana works, businesses grow, and the economy expands,” she added.
Mr. Akin Naphtal, CEO of InstinctWave and organisers of the MWA, reflected on the evolution of the awards from a West African initiative into a Pan-African platform celebrating innovation, creativity, and excellence in marketing and communications. He noted that while artificial intelligence is transforming the industry, human creativity, emotional intelligence, and cultural understanding remain irreplaceable.
Established over a decade ago, the Marketing World Awards honour iconic brands, high-performing individuals, and organisations whose strategies, campaigns, and innovations have shaped markets across Africa. Originally launched in Nigeria, the awards have since expanded to Ghana and Kenya, spotlighting the continent’s best in technology, media, advertising, public sector communication, and corporate branding.
