Nigerian agency takes on global PR giants, wins big at SABRE Africa 2026

Chain Reactions Africa has emerged as one of the standout performers at the 2026 SABRE Awards Africa, securing three highly coveted trophies in a fiercely contested year for the continent’s public relations and communications industry.

The consultancy, according to a statement won the SABRE Award for Superior Achievement in Measurement and Evaluation for its work in the exclusive use of public relations for the rebranding of 9mobile to T2. It also claimed top honours in the Public Sector/Government category for the Presidency’s From Promises to Recovery campaign, and clinched the Travel & Leisure category for its work on the Lagos Shopping Festival, delivered for the Lagos State Government. Together, these wins underscore not just creative excellence, but a consistent ability to translate breakthrough strategies into measurable impact.

Selected from over 500 entries, with more than 120 campaigns making the final shortlist, this year’s SABRE Awards which took place on March 17 in Johannesburg, South Africa, with entries evaluated by a distinguished jury of industry leaders, was held in partnership with the Public Relations and Communications Association (PRCA).

Speaking to a packed global audience, Paul Holmes, Founder of PRovoke Media, organizers of the awards, said the 2026 edition attracted a record number of entries, making it one of the most competitive in the award’s history. He noted the intensity of competition across categories and commended the judges for navigating exceptionally tough decisions.

Reflecting on the recognition, Founder and Chief Strategist, Israel Opayemi, said: “Recognition like this is important, but what matters more to us is what it represents. These campaigns were not built for awards; they were built to solve real problems, to shift perception, influence behaviour, and deliver outcomes that clients can stand behind. What this moment affirms is that when communications is treated as a strategic function, not a support role, it can shape national conversations, unlock value, and move organisations forward in very tangible ways. We are particularly proud that these qualitative works are coming out of Nigeria and competing, credibly, against the very best globally. It reinforces our belief that insight and strategy, not geography, are the true currencies of great communications.”