CIMG launches 33rd annual national marketing performance awards

The 33rd edition of the CIMG annual national marketing performance awards was on Friday launched by the Chartered Institute of Marketing, Ghana (CIMG).

The national vice president of CIMG, Theodore Osae said the theme for the awards this year is; “Creative Marketing and Innovation in a Volatile Global Economy”

Osae, who doubles as the chairman of the awards planning and selection committee added that, “These themes are usually tilted to how corporate organisations can vary their strategies and reposition their corporate and product brands for effective performance.”

“It is in this regard that we have chosen an appropriate theme for this year’s awards “Creative Marketing and Innovation in a Volatile Global Economy”, considering the current situation globally and how it affects nations and businesses of all sizes.”

President of CIMG, Dr Daniel Kasser Tee said that COVID-19 had created an unfriendly macro-environment but business operators should refrain from cutting marketing budgets, as an effective deployment of marketing communications is necessary for stimulating demand for your products. 

“As you operate in these challenging times and get ready for this year’s awards, I advise all corporate organizations to focus on some of the most important marketing pillars that ensure effective performance – by way of gaining market shares, revenues, and profits.”

For his part, the registrar and CEO of CIMG  Kwabena Agyekum,  said the stakes were high this year. 

“This year’s edition promises to be exciting and as glamorous as ever. The stakes are going to be very high with a high level of scrutiny and robust system even at the shortlisting stage.”

THE PROCESS OF SELECTING AWARD WINNERS

The CIMG Awards usually go through a very rigorous process as follows:

• We first notify organisations to start filling out their corporate diaries with the key marketing-related activities in their awards categories for the year under consideration.  
• Adverts are then placed electronically, in the national dailies, and letters sent out, to solicit nominations for the various award categories, and per the set criteria.  
• Nominated candidates are asked to complete a very detailed questionnaire to justify their choice.  
• The completed questionnaires and supporting documents are reviewed, with the support of focus groups, drawn from captains of industry and academia, and guided by our research partners.  

We have the expertise of Maverick Research and Media Monitoring Services as our research partners for the awards. Some organisations that will join us in the nomination and selection process include the; 

• Association of Ghana Industries (AGI), 
• Advertising Association of Ghana (AAG), 
• Ghana Standards Authority (GSA), 
• Ministry of Trade and Industry (MOTI),
• Ghana National Chamber of Commerce and Industry (GNCCI),
• Ministry of Local Government, Decentralisation & Development (MOLGDD)
• Ministry of Foreign Affairs & Regional Integration (MOFARI),
• Ministry of Tourism, Arts & Culture (MOTAC),
• Ghana Tourism Authority (GTA),
• Ghana Tourism Federation (GHATOF),
• Ghana Hotels Association (GHA),
• National Insurance Commission (NIC),
• Ghana Insurers Association (GIA),
• Health Facilities Regulatory Agency (HeFRA),
• Private Health Facilities Association of Ghana (PHFAoG),
• Association of Oil Marketing Companies (AOMC),
• Institute of Public Relations, Ghana (IPR-GH), 
• Ghana Independent Broadcasters Association (GIBA), 
• Ghana Advertisers Board (GAB) and many others.

The results of the assessments are compiled by the research partners for final presentation to the Governing Council of the CIMG, who make the final decision on the winners.  

It should be noted that the Governing Council reserves the right not to award a category, if none of the nominations meet the basic standards set for the awards.

THE AWARDS

The Awards cover 6 major competitive areas: 

• Hall of Fame, 
• Personality, 
• Media and Marketing Communications organisations, 
• Business organisations, 
• Products, and 
• Not-for-Profit organisations 

There is a non-competitive award category known as the CIMG President’s Special awards which are given to noticeable female and male achievers in any endeavour, or a business entity or product or service that has positively contributed to national progress.   

1. CIMG Hall of Fame – 10 categories

Companies that have won awards in a category for 3 consecutive years are inducted into the CIMG Hall of Fame on the fourth win. 

It is important to note that existing CIMG Hall of Fame companies must complete corporate diaries to justify their marketing activities and why they should remain in the Hall of Fame.

Those of them who perform creditably for a period of 10 years are elevated to the Hall of Fame Elite Category.

1. Personalities 

Effective marketing requires effort, attention and creativity, and we realise that individuals can excel in the formation and management of businesses.  It is, thus, important to recognise and award these personalities for their work. The four awards in this category are:  

1. Marketing Man of the Year
2. Marketing Woman of the Year
3. Marketing Practitioner of the Year (Practicing Marketer)
4. Marketing Student of the Year (Student Marketer or just qualified – from CIMG’s professional marketing qualifications examinations)

Media and Marketing Communications

There are 5 awards in this category:

1. Above-the-Line Campaign of the Year – Mass media advertising
2. Below-the-Line Campaign of the Year – Sales promotions and activations
3. New Media Campaign of the Year – Social media and Online advertising
4. TV Programme of the Year
5. Radio Programme of the Year

Business 

In the area of business, there are 29 awards categorised as follows: 

1. Marketing-Oriented Insurance Company of the Year – General
2. Marketing-Oriented Insurance Company of the Year – Life
3. Marketing-Oriented Hospitality Facility of the Year (Hotels)
4. Marketing-Oriented Hospitality Facility of the Year, (Allied & Support Services) 
5. Marketing-Oriented Manufacturing Company of the Year
6. Marketing-Oriented Petroleum Company of the Year
7. Marketing-Oriented Media Organisation of the Year
8. Marketing-Oriented Motor Firm of the Year
9. Marketing-Oriented Bank of the Year
10. Marketing-Oriented Rural Bank of the Year
11. Marketing-Oriented Finance House of the Year
12. Marketing-Oriented Savings and Loans Company of the Year
13. Marketing-Oriented Micro-Finance Company of the Year 
14. Marketing-Oriented Agro-Based Company of the Year
15. Marketing-Oriented Indigenous Catering Facility of the Year
16. Marketing-Oriented Internet Service Provider of the Year
17. Marketing-Oriented Telecommunications Company of the Year
18. Marketing-Oriented Telecommunications Company of the Year (Allied and Support Services)
19. Marketing-Oriented Airline of the Year (International)
20. Marketing-Oriented Airline of the Year (Domestic)
21. Marketing-Oriented E-Commerce Organisation of the Year
22. Marketing-Oriented Digital Media Organisation of the Year
23. Marketing-Oriented Retail Outlet of the Year
24. Marketing-Oriented Real Estate Company of the Year
25. Marketing-Oriented Private Health Facility of the Year
26. Marketing-Oriented Postal and Courier Service Company of the Year (Domestic)
27. Marketing-Oriented Postal and Courier Service Company of the Year (International)
28. Marketing-Oriented Corporate Pension Trust of the Year
29. Overall Marketing-Oriented Company of the Year

Product 

The competitive area of products has three award categories:

1. Product of the Year – Services 
2. Product of the Year – Manufacturing
3. Emerging Brand of the Year 

Not-for-Profit Making Organisation 

There is only one award for the Not-for-Profit Organisation of the Year.

THE CRITERIA

The judges and assessors for the year’s event will invest time and effort to ensure these Awards represent Ghana’s best and finest.  The criteria for selecting the winners and benchmarking their performance will include:

1. Marketing Metrics including awareness, numeric distribution (where appropriate) and others
2. Marketing Innovation
3. Technological Innovation
4. Segmentation, Targeting and Positioning (STP)
5. Social Impact
6. Contribution to National Development
7. Public Image
8. Success in the Market Place
9. Market Share
10. Customer Service Orientation
11. Business Sustainability (Economic, Environment, Social and Ethical Issues)
12. Competitor Orientation 

The basic considerations that run through the evaluation process include Marketing effectiveness, brand visibility, corporate social responsibility and financial performance.

We expect award winners, especially in the personality award categories (like the Marketing Man and Woman) to conceive and introduce one project idea, which they can carry out during their year of being the CIMG Marketing Man/Woman.

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