Ebenezer Asante, MTN Ghana CEO and Abiola Bawuah, CEO of UBA Africa with their awards
The Chartered Institute of Marketing (CIMG) has called on corporate Ghana to embrace cause-related marketing to bring about change in national behaviour to ensure socio-economic development.
Speaking at the 28th National Marketing Performance Awards Saturday at the Banquet Hall, Accra, Kojo Mattah, President of CIMG, emphasized that such a move will contribute to eliminating illegal mining, graft and all social ills that continue to wreak unimaginable havoc on the country.
“We are all very much aware of the challenges that confront us as a nation outside our well-furnished and temperature controlled offices. There are environmental problems with so much squalor, filth, deviant behaviour, carnage on our roads, poverty, disease, child labour and illegal mining popularly called ‘galamsey.’
“Corporate Ghana can use cause-related marketing to effect some of these changes from negative top positive behaviours. Cause-related marketing is a marketing strategy that targets the social concerns of consumer groups. ereHeer Here, a company connects its own marketing and sales goals to a social cause or charity to the mutual benefit and promotion of both partners.”
Mr Mattah said CIMG was confident that it could cause behavioural change together with other corporate and marketing organisations.
“The beauty of this kind of social behaviour change is that whiles the corporate organization is doing its normal marketing or sales activities, they tie it to the change factor which endears the organisations to the society as a responsible organisation and its rippling effect of attracting more customers.”
Overall awards
Ebenezer Twum Asante, Chief Executive Officer of Mobile Telecommunication Network (MTN) won the Marketing Man of the Year Award while Abiola Bawuah, CEO of United Bank for Africa (UBA), emerged the Marketing Woman of the Year.
The theme for this year’s awards was, ‘Cause related marketing: A panacea for national behavioural change.’
The special guest of honour was Nana Daasebre Akuamoah Agyapong II, President of Kwahu Traditional Council.