The Deputy Spokesperson — Office of the President, Shamima Muslim, has called on Marketing and communication space to strengthen the country’s national identity.
In an address on behalf of the President, John Dramani Mahama, at the 14th edition of the Marketing World Awards, in Accra, she underscored the power of storytelling, authenticity and stakeholders communication in nation-building.
Ms. Muslim further stressed that marketers and communicators hold considerable influence in shaping public perception and strengthening the relationship between citizens, businesses and the state.
“Your work does more than you sell,” she noted. “It shapes perceptions, builds emotional bridges, influences national conversations and creates shared prosperity. Ghana needs you — not as spectators, but as collaborators at the centre of our national transformation journey,” she added.
On demonstrating how powerful storytelling and unified national branding can accelerate development, she cited Singapore, Rwanda, South Korea, Dubai and Kenya — while stressing that Ghana must now define and project its own renewed narrative under the the government’s Resetting Ghana Agenda.
According to Shamima, the country possesses unique value propositions wmzuch aspolitical stability, AfCFTA positioning, a young creative population, cultural richness and ongoing digital transformation — which make it globally competitive. These, she said, “are not just national attributes; they are brand assets.”
Ms. Muslim described Mahama’s development agenda as “a story worth telling,” built on good governance and economic turnaround driven by fiscal discipline and reforms to restore investor confidence.
A key pillar of this agenda is the 24-Hour Economy Initiative aimed at boosting productivity and job creation.
She also highlighted transformative interventions such as The Black Star Experience — designed as a global cultural and tourism capital, and Digital Ghana & Public Service Modernisation to enhance efficiency through digitization.
Muslim also cited major developmental projects like the Global Business Services Hub and Petroleum Hub Development as core to the government’s strategic narrative.
“These programmes require your expertise,” she told industry professionals. “You are the custodians of perception and architects of national confidence.”
Shamima also called on the marketing and communications community to support government efforts in amplifying progress, countering misinformation and strengthening investor trust.
A strong national brand, she emphasized, ultimately enhances corporate competitiveness and economic growth, while charging the media to focus on messages that brings unity,
She also noted that, there will be significant growth when stakeholders work together, while charging the media to focus on messages that bring unity, empower and inspire.
“A nation becomes the story its people tell with courage, unity and purpose. Let us tell the story of Ghana rising — bold, innovative, confident and unstoppable.”
She congratulated all award winners and commended the organizers for spotlighting excellence across the marketing and communications industry.
The 2025 edition of MWA ceremony celebrated over 50 award winners across West Africa for their groundbreaking campaigns, the brightest brands and most visionary leaders transforming the marketing and communications landscape across West Africa.
Ms. Muslim was honoured with the Social Impact Communicator of the Year Award at the 14th Marketing World Awards.
That award was in recognition of her exceptional leadership in using media, advocacy, and civic engagement to drive national dialogue and empower communities.
Over the years, through strategic communication initiatives, and unwavering dedication to amplifying citizen voices; especially women and marginalized groups, she has shaped public discourse, strengthened democratic participation, and inspired meaningful social change.
The Marketing World Awards in its 14th edition, organized by Instinct Wave provides a unique premier platform for brands, marketers, communicators and agencies to showcase their creative excellence and successful strategies in sustaining their brands and Institutions.
The post Marketers, Communicators urged to shape national brand appeared first on The Business & Financial Times.
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