Chain Reactions Africa Shines at SABRE Awards, Challenges Global Giants

In a landmark achievement, Chain Reactions Africa distinguished itself at the 2026 SABRE Awards Africa, claiming three prestigious trophies amidst a highly competitive field representing the best of the continent’s public relations and communications sector.

The consultancy’s accolades include the SABRE Award for Superior Achievement in Measurement and Evaluation for its exclusive use of public relations in rebranding 9mobile to T2. It also earned top honors in the Public Sector/Government category for the Presidency’s *From Promises to Recovery* campaign, and took home the Travel & Leisure award for its work on the Lagos Shopping Festival, executed for the Lagos State Government. These victories highlight not only creative excellence but also the firm’s consistent ability to turn innovative strategies into tangible, measurable results.

Out of over 500 entries, with more than 120 campaigns shortlisted, the 2026 SABRE Awards ceremony was held on March 17 in Johannesburg, South Africa. The event was organized in partnership with the Public Relations and Communications Association (PRCA) and judged by a panel of esteemed industry leaders.

Speaking to a global audience, Paul Holmes, Founder of PRovoke Media, the event’s organizers, remarked, “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 the competition and praised the judges for making difficult decisions.”

In this fiercely contested arena, Chain Reactions Africa competed against renowned global public relations firms such as WE Communications, Weber Shandwick, and Edelman, alongside leading South African agencies. Notably, it was the only Nigerian consultancy to secure three awards this year. The event’s top winner took home four trophies, underscoring the growing parity between international networks and independent firms on the continent.

Beyond its wins, Chain Reactions Africa also earned a Platinum finalist spot for *From Promises to Recovery*, a citizen-focused campaign that successfully shifted national sentiment and reframed digital conversations around the economic reforms of President Bola Ahmed Tinubu’s administration.

Reflecting on the achievement, Founder and Chief Strategist Israel Opayemi stated, “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 behavior, 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 organizations 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.”

Opayemi added, “I am delighted that we have given Nigeria a seat at the table of global public relations giants. When I walked in for the PRCA Conference here in Johannesburg, the question I was asked by many of our foreign colleagues from other parts of the world was not whether Chain Reactions Africa would be winning an award this year, but how many boxes my team and I have brought to cart away awards this year. It is fulfilling to see that we have built a perception for award-winning works not just for ourselves, but indeed our country. In 2014, we were in the audience clapping in Miami, Florida. Today, Nigeria is on stage being applauded.”

This latest recognition builds on Chain Reactions Africa’s expanding global influence, including its recent victory at the World Public Relations and Communication Awards 2025, where it was recognized as the top agency in the Internal Communication Campaign category.

More than just trophies, this achievement signals a broader shift: the rise of African-led innovative thinking as a serious force on the global stage. For Chain Reactions Africa, it affirms a vital principle — that reputation is not a by-product of communication; it is a strategic asset that, when well-managed, fosters trust, influence, and long-term value.