Deputy Presidential Spokesperson Shamima Muslim has called on Ghana’s marketing and communications industry to play a leading role in reshaping the country’s national narrative in line with the government’s “Resetting Ghana Agenda.”
Speaking at the 14th Marketing World Awards (MWA) in Accra, Muslim said Ghana had reached a pivotal moment where brand builders, innovators and communicators must become partners in crafting a unified and confident national identity capable of driving development, attracting investment and boosting citizen optimism.
“There is power in storytelling for nation-building. We need you not only as spectators, sometimes disgruntled voters even, but as collaborators at the centre of our national transformative journey,” she said.
Shamima Muslim noted that Ghana possessed strong value propositions — including democratic stability, a youthful and talented population, Pan-African symbolism, a growing creative economy and a vibrant digital innovation space.
These, she said, were “brand assets” waiting to be amplified to position the country as a top destination for investment, tourism and culture.
Citing global examples such as Rwanda, Singapore, South Korea, Dubai and Kenya, she stressed that national transformation often began with a deliberate narrative shift.
“A nation becomes the story it deliberately chooses to tell,” she said. “It tells it clearly before it becomes it.”
She also outlined key aspects of the government’s “Resetting Ghana Agenda”, describing it as a renewed phase that requires strong private-sector collaboration to advance economic recovery, improve governance, and stimulate innovation.
She pointed to improved fiscal discipline, restored investor confidence and strengthened public financial management as signs of renewed leadership credibility.
Measures such as reducing ministerial appointments, eliminating waste, restricting foreign travel and enforcing accountability among officials, she said, demonstrated a shift toward responsible governance and laid the foundation for sustainable growth.
On the 24-Hour Economy initiative, Shamima Muslim said it was intended to expand productivity, create jobs and make Ghana a competitive, round-the-clock hub.
Its success, she added, depended heavily on private-sector innovation, investment, and partnership.
She also referenced the “Black Star Experience project”, a national rebranding effort aimed at establishing Ghana as the global home of Pan-African culture, creative arts and tourism.
She encouraged marketers to explore opportunities within the emerging national vision.
The Deputy Presidential Spokesperson further urged communicators and the media to amplify truth-driven narratives that reflect Ghana’s ongoing recovery and counter misinformation.
“If the cedi is doing well, tell that story. If the economy is rebounding, tell that story too. We are not out of the woods yet, but we are certainly not where we started,” she said.
Emphasising that a strong national brand boosts corporate brands and expands business opportunities, she added: “A confident Ghana creates fertile ground for business expansion.”
She called on marketers and communicators to commit to advancing a unified narrative defined by optimism, creativity and shared progress.
“Let us tell the story of the Black Star — bold, innovative, unstoppable. When Ghana works, your businesses will grow, and our economy will expand. Let us tell our national story with courage, unity and purpose,” she stated.
MWA CEO Akin Naphtal reflected on the evolution of the awards, noting that the event had grown from a West African initiative into a continent-wide platform celebrating marketing excellence across Africa.
He said Artificial Intelligence was reshaping the industry by transforming how brands analyse data and design personalised consumer experiences.
However, he emphasised that technology could not replace the human elements of creativity and emotional connection.
“AI cannot replace the human spirit that drives storytelling, emotional connectivity and authentic brand experience,” he said. “The future belongs to those who merge technology with humanity.”
Established over a decade ago, the Marketing World Awards has become one of Africa’s leading honours in marketing, communications and branding.
Originating in Nigeria before expanding to Ghana and Kenya, the awards now spotlight excellence across technology, media, sales, public sector communication, advertising and corporate branding.
