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The Deputy Minister of Communication, Digital Technology and Innovations, Mohammed Adam Sukparu, has urged African marketers to reshape the continent's image from one of challenges to opportunities and potential.
In line with that, he said they must promote Africa’s innovations, culture, tourism, trade and talents as brands rooted in local identity to gain global respect.
Mr Sukparu, who is also the Member of Parliament (NDC) for Sissala West, said by combining marketing with technology, Africa can unlock new markets, support small businesses and drive inclusive, sustainable growth.
"In a world saturated with information, it is marketing that helps us cut through the noise and connect with people authentically, meaningfully and sustainably," he added.
The deputy minister was speaking at the 2025 African Marketing Confederation (AMC) and Technology Information Confederation (TICON) Africa conference. The three-day event, which began in Accra yesterday, is taking place concurrently.
It is on the theme: "Thriving in Africa's evolving markets: Trust, trends & technology," while that of the technology conference is "Empowering Africa's tech future: Innovation, standards, and global influence."
The two annual conferences are being attended by more than 500 leaders, professionals, and innovators from across Africa’s ICT and marketing industries.
Activities in this year’s edition include a city tour to explore Accra’s rich history, creativity, and modern lifestyle.
Participants would also gather at the Kwame Nkrumah Memorial Park and take part in an Akwaaba Cultural Night.
There would also be an awards ceremony to celebrate outstanding marketing personalities and organisations from across the continent.
The host associations for the 2025 edition are the Chartered Institute of Marketing Ghana (CIMG) and the Institute of ICT Professionals, Ghana (IIPGH).
Participants include the Regional Director of Google, Charles Murito; Deputy CEO, Ghana Tourism Authority, Gilbert Abeiku Aggrey; the President of TICON Africa, David Gowu; the General-Secretary of TICON Africa, Dr Jannie Zaaiman; the Secretary-General of AMC, David Balikuddembe; a Marketing Expert, Prof. Robert Ebo Hinson; the Vice-President, CIMG, Ama Amoah; the CEO of IIPGH, Richard Kafui Amanfu, and the General-Secretary, Women in TICON, Gifty Mottey.
Mr Sukparu further said that it was high time Africa shifted from digital dependence to digital determination by creating homegrown solutions and globally competitive brands.
"This calls for the development of digital infrastructure that reflects our unique context, the implementation of regulatory frameworks that both protect and empower and the nature of innovations that are inclusive, sustainable and scalable," he added.
The deputy minister said tackling those challenges required collective action where trust is the currency, technology the infrastructure, and marketing the voice.
Google’s Regional Director, Charles Murito, highlighted the transformative impact of AI on marketing, hinged on four key pillars: creative content, operational efficiency, customer retention, and trust.
He said that AI was not a threat to jobs but a tool that enhances human creativity and empowers those who learn to use it.
It also enables marketers to do more with less by streamlining operations, improving customer engagement, and predicting churn through data insights.
"The digital transformation of Africa, powered by AI, is going to be our generation’s greatest opportunity.
But the journey ahead requires collaboration," Mr Murito added.
For his part, Deputy CEO of the Ghana Tourism Authority, Gilbert Abeiku Aggrey, described Accra as the home of Pan-Africanism and the gateway to Africa.
He encouraged the visitors to explore the vibrant soul of the country through its food, music, and warm hospitality.
