IMPR wins Africa’s top crisis communication award as Nigeria excels at SABRE 2026
Image Merchants Promotion Limited (IMPR), publishers of PRNigeria and Spokespersons Digest, has emerged as Africa’s Best Strategic Communication Agency in Crisis and Issues Management at the 2026 SABRE Africa Awards.
Image Merchants Promotion Limited (IMPR), publishers of PRNigeria and Spokespersons Digest, has emerged as Africa’s Best Strategic Communication Agency in Crisis and Issues Management at the 2026 SABRE Africa Awards.
The ceremony, held in Johannesburg, South Africa, took place on the sidelines of the Public Relations and Communication Association (PRCA) Conference, a shift from its hosting alongside the African Public Relations Association (APRA).
IMPR clinched Gold in the Crisis/Issues Management category for its widely acclaimed “War Against Drug Abuse” campaign executed for the National Drug Law Enforcement Agency (NDLEA) under the leadership of Brig. Gen. Buba Marwa (Rtd).
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The jury commended the initiative for demonstrating how coordinated, evidence-based communication can enhance public trust while addressing complex societal challenges such as drug trafficking and substance abuse.
IMPR’s campaign for the Nigeria Customs Service (NCS) earned a finalist position in the CEO of the Year category, spotlighting the communication-driven leadership of Comptroller-General Bashir Adewale Adeniyi, whose reform-focused messaging has enhanced NCS's image and operational transparency.
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IMPR’s recognition adds to its international honours, including wins at the SABRE Awards during the APRA Conference, the Golden World Awards of the International Public Relations Association (IPRA), and its ranking as the Most Creative PR Agency worldwide in 2020 by the Global Creativity Index.
Other 2026 SABRE winners include Chain Reaction Africa (Nigeria), which secured multiple prizes across the Public Sector, Travel, and Measurement and Evaluation categories, and Integrated Indigo (Nigeria), winner of the Industrial/Manufacturing category.
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From South Africa, Edelman Africa clinched four awards—Best in Show, Corporate Social Responsibility, Public Education, and Media, Arts & Entertainment. Clockwork also won four awards in Reputation Management, Southern Africa Region, Cause-Related Marketing, and Digital Campaign.
Other agencies recognised in various categories included WE Communications, Burson (Blast), Weber Shandwick, Tribeca, APO Group, Jenny Griesel Communications, Razor, ByDesign Communications, Bophelo Communications, Retroviral, Irvine Partners, and KFC Africa.
The 2026 SABRE Africa Awards—which celebrate Superior Achievement in Branding, Reputation and Engagement—attracted over 500 entries. About 120 finalists made the shortlist, with 42 emerging as winners, underscoring the growing sophistication and competitiveness of Africa’s communication industry.
A member of the jury of industry leaders said this year’s edition, which PRovoke Media and the PRCA collaborated on, shows that "African agencies are no longer merely following global trends—they are defining them."
IMPR CEO Yushau A. Shuaib described the awards as a strong affirmation of Nigeria’s rising prominence in strategic communication. He lauded the level of competition and the impressive performance of Nigerian PR agencies at the continental stage.
