At this year’s edition, Nigerian campaigns led by Chain Reactions Africa and Integrated Indigo in collaboration with globally renowned brands and government institutions secured top honours across multiple categories, affirming the country’s rising global influence in the communications industry.

The Nigerian entries stood out among thousands of submissions across the Europe, Middle East and Africa (EMEA) region, earning five highly coveted SABRE Awards:

1. Diamond SABRE Award – Company of the Year

IndomieHeroesAward — Indomie Noodles with Chain Reactions Africa

This award recognises the organisation that has demonstrated the most impressive reputation management over the past year.

2. SABRE Award for Superior Achievement in Research and Planning

OdourPandemic — Nivea with Chain Reactions Africa

Awarded for excellence in insight-led campaign development and execution.

3. Healthcare Category

OdourPandemic — Nivea with Chain Reactions Africa

Celebrating outstanding public relations efforts in the healthcare sector.

4. Public Sector/Government Category

Striking Gold — Federal Ministry of Art, Culture and Creative Economy (FMACCE) with Chain Reactions Africa.

Recognising impactful communication that bridges government policy with public engagement.

5. Financial Communications Category

NB Rights Issue Campaign — Nigerian Breweries with Integrated Indigo.

Honouring effective financial communication strategy and execution.

Speaking on the historic win, Dr. Nkechi Ali-Balogun, Chair/CEO of PRCAN, stated:

“These awards are not just a win for the agencies and their clients, but a national triumph. They showcase the creativity, strategy, and global relevance of Nigerian public relations. We commend Chain Reactions Africa, Integrated Indigo and their clients for flying the Nigerian flag high and setting a new benchmark for excellence in the African communications landscape.”

She further emphasised that the wins reflect the transformative role of strategic communication in enhancing brand equity, influencing public policy, and solving societal problems.

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The certificates of excellence were presented recently at the SABRE Africa Awards dinner ceremony in Lusaka, Zambia.

9mobile was awarded a Certificate of Excellence for its innovative CSR initiative, 9mobile Health Talk Series, which focuses on addressing different health issues with an emphasis on stress and mental health.

The company was also recognized in the Technology category for the 9mobile Future CEO Initiative, designed to inspire and hone the enterprising spirit in Nigerian students.

“We are thrilled and honoured to be recognized by the SABRE Africa Awards. This achievement reflects our team’s hard work, dedication, and passion to provide our customers with cutting-edge services and transformative experiences. It motivates us to continue pushing boundaries and raising the bar in the telecommunications industry,” said Juergen Peschel, the Chief Executive Officer of 9mobile.

This award demonstrates the company’s unwavering commitment to delivering innovative and customer-centric solutions and corporate social responsibility initiatives.

The SABRE Africa Awards recognized 9mobile’s exceptional achievements and the positive impact it has made in the lives of Nigerians. This prestigious accolade is a testament to the company’s commitment to excellence, innovation, and providing unmatched telecommunications services in Nigeria and beyond.

9mobile remains committed to empowering individuals, businesses, and communities through advanced telecommunications solutions. The company continues to invest in cutting-edge technologies and services that drive connectivity, foster digital inclusion, and contribute to the country’s economic growth and social development.

The SABRE Africa Awards, renowned for acknowledging excellence in public relations, marketing, and communications, celebrates outstanding campaigns, initiatives, and organizations that have significantly impacted the African continent. The event attracts industry leaders, innovators, and creative minds, showcasing the best in strategic communications.

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The Marketing World Awards recognise creativity and innovation among Public Relations, creative and communications agencies, brands, and personalities within the West African region.

For Modion Communications, the win is its third international recognition in 2022 after the agency clinched two SABRE Awards Certificates of Excellence for its’ # ZOLAEffect’ campaign for ZOLA Electric Nigeria and ‘Stand Back, Don’t Touch Me’, an in-house creative media relations tactic to support AriseTV Correspondent, over Police brutality in the course of her work.

Commenting on the award, Odion Aleobua, the Chief Executive Officer, Modion Communications,  said, “We thank the organisers of the Marketing World Awards for considering our creative endeavours deserving of this honour. This is our second Marketing World recognition in four years, now underpinned by other international, continental and regional recognitions befitting our status as an African ideas’ powerhouse.”

He added, “We are very proud as this win demonstrates our capacity to deliver superior, winning, creative and communications solutions to our growing clientele who have trusted us for their strategic communications solutions.”

In his remarks, Chief Executive Officer of Instinct Waves, the organisers of the award, Mr. Akin Naphtal, said, “Modion Communications have consistently demonstrated how disruptive the agency could be with their ideas and excellent capacity delivery. The agency is deserving of this recognition as proof of their inventiveness in the sector.”

Since commencing operations in 2015, Modion Communications has continued to provide cutting-edge public relations and marketing communications advisory to leading brands, organisations, small businesses, and government agencies across variegated sectors, including financial services, mobility, insurance, aviation, oil and gas, manufacturing, and renewable energy.

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The awards will be presented at the Africa SABRE award ceremony on May 25, 2022, as part of the 2022 African Public Relations Conference. 

The SABRE Awards is an annual international competition that recognises outstanding work in the public relations industry across Europe, the Middle East and Africa.

The awards programme recognises superior achievement in branding, reputation and engagement and honours the work of communications professionals across EMEA.

The wins are in recognition of MTN Nigeria’s stellar Stakeholder Engagement and Superior Achievement in Measurement and Evaluation for its public offer of ordinary shares to retail investors in December 2021.

 The two projects, helmed by BHM represented a period of ensured improved government relations and financial growth for the company.

MTN Nigeria’s retail offer to sell up to 575 million of the company’s shares was the first in Nigeria to be delivered via a digital platform, Primary Offer. By leveraging technology, the company aimed to facilitate the maximum possible participation by Nigerian investors.

Upon announcement of the results of the public offer, it was revealed that there was an oversubscription of the shares by 139.47%, which led to the activation of the approved 15% greenshoe of an additional 86.25 million MTN Nigeria shares.

As a result, a total of 661.25 million MTN Nigeria shares were allotted, comprising the 575 million Offer shares and the 86.25 million greenshoe.

In addition, 76% of successful applicants from the digital platform are women while 85% are youths under the age of 40.  

Speaking on behalf of the company, Chief Corporate Services Officer, MTN Nigeria, Tobechukwu Okigbo, said, “BHM’s recognition at the SABRE awards this year is a delight to us. The awards reinforce BHM & MTN’s commitment to best practice in communications and corporate affairs.”

“BHM won the awards based on campaigns they ran for MTN. It is a testament to our commitment to championing digital inclusion as a strategic driver for social and economic development in Nigeria. We will continue to work with our partners to create innovative solutions that accelerate our strategic objectives while delivering on our vision of leading the delivery of a bold new digital world in our markets and communities,” he concluded. 

The award makes MTN Nigeria the only Nigerian telecommunications company nominated at the 2022 SABRE EMEA Awards, receiving two nominations in the Capital Markets Communications and the Crisis Communications categories.

This year, the SABRE awards attracted more than 5,000 entries of public relations and marketing campaigns from across the globe and were judged by a panel of senior industry experts including Allan Kamau of Weber Shandwick, Bidemi Zakariyau of LSF PR, Carol Warui of Ogilvy Africa, Israel Opayemi of Chain Reactions Nigeria and Karena Crerar of Edelman South Africa, amongst others for Africa and Emily Gosen of Ketchum, Georgina Wolfson of Samsung, Ioana Gorganeanu of Mastercard, and Linnéa Rinäs of Amazon amongst others for the EMEA region. 

Speaking on the nominations, Paul Holmes, chair of the SABRE jury, said: “It is fair to say that we have never seen so much good work from so many firms, including international agencies with growing African operations, and indigenous firms from multiple markets.” 

“What we have seen over the past few years in Africa is the investment of large multinationals in the continent, but also a wave of African entrepreneurship that has seen local firms across the continent producing high-quality creative and driving impressive media coverage and social engagement for their clients,” he added.

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