CBG Wins Below-the-Line Award at 37th CIMG Awards

In Short

Consolidated Bank Ghana (CBG) picked up two honours at the 37th Chartered Institute of Marketing, Ghana (CIMG) Annual National Marketing Performance Awards.

CBG’s CBG Electroland Promo won the Below-the-Line award. CBG’s Head of Corporate Communications, Marketing and Brands, Madam Mavis Frempong, was also named Marketing Practitioner of the Year.

What Happened: CBG Electroland Promo And A Practitioner Award

The awards ceremony was held at the Labadi Beach Hotel in Accra. It recognised marketing achievements for the 2025 assessment year.

CBG said the recognition put its promotional work in the national spotlight. The event was held on the theme “Brand Ghana Reimagined: Trust, Innovation and Growth in the AI Economy,” and organisers recognised winners in over 60 categories.

CBG also highlighted what “below-the-line” marketing means. It described it as direct, audience-focused engagement rather than relying only on mass advertising.

Why It Matters: Direct Marketing Matters For Banks

CBG said below-the-line marketing can help banks explain services, respond to customer questions, and make brand interactions more relevant to everyday needs.

The bank said the CBG Electroland Promo’s win creates a platform to highlight customer engagement as part of the banking experience, moving the brand beyond advertising and into more direct contact with the public.

For CBG, the two honours mark recognition at both an institutional level, the campaign award, and an individual level, through Frempong’s Marketing Practitioner of the Year award.