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, reinforcing Nigeria’s growing influence in the global public relations landscape.

The prestigious awards ceremony, held in Johannesburg, South Africa, took place on the sidelines of the Public Relations and Communication Association (PRCA) Conference, marking a shift from its traditional hosting alongside the African Public Relations Association (APRA).

Two other leading Nigerian PR agencies recorded impressive performances at the awards. Chain Reaction Africa secured multiple honours across the Public Sector, Travel, and Measurement and Evaluation categories, while Integrated Indigo emerged as the winner in the Industrial/Manufacturing category.

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 Brigadier General Buba Marwa (Rtd).

The award jury commended the campaign for demonstrating how coordinated, evidence-based communication can enhance public trust while addressing complex societal challenges such as drug trafficking and substance abuse.

In addition, IMPR’s communication campaign for the Nigeria Customs Service (NCS) earned a finalist position in the highly competitive CEO of the Year category, spotlighting the communication-driven leadership of Comptroller-General Bashir Adewale Adeniyi, whose reform-focused messaging has helped reposition the Service’s public image and strengthen operational transparency.

IMPR’s latest recognition adds to its expanding list of international honours, including previous wins at the SABRE Awards at 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.

Meanwhile, beyond Nigeria, leading agencies from South Africa dominated several of the night’s most competitive categories. Edelman Africa clinched four awards, including Best in Show, Corporate Social Responsibility, Public Education, and Media, Arts & Entertainment, while Clockwork South Africa matched the feat with wins in Reputation Management, Southern Africa Region, Cause-Related Marketing, and Digital Campaign.

Other agencies recognised across various categories included WE Communications, Burson (Blast), Weber Shandwick, Tribeca, APO Group Jenny Griesel Communications, Razor, ByDesign Communications, Bophelo Communications, Retroviral, Irvine Partners, as well as global brands such as KFC Africa.

The 2026 SABRE Africa Awards, which recognise Superior Achievement in Branding, Reputation and Engagement, attracted over 500 entries from across the continent. About 120 finalists made the shortlist, with 42 emerging as winners, underscoring the growing sophistication and competitiveness of Africa’s communication industry.

This year’s edition also marked a milestone collaboration between Provoke Media and the PRCA, aimed at strengthening professional standards and enhancing global integration within Africa’s communications ecosystem.

“The quality of work this year shows that African agencies are no longer merely following global trends—they are defining them,” a member of the award jury said.

Reacting to the recognition, the CEO of IMPR, Yushau A. Shuaib, described the awards as a strong affirmation of Nigeria’s rising prominence in strategic communication.

He commended the level of competition and the impressive performance of Nigerian agencies at the continental stage.

“For agencies such as IMPR, Chain Reaction Africa, and Integrated Indigo, the 2026 SABRE recognitions further affirm Nigeria’s growing strategic influence within the global public relations and communications industry,” he said.

The strong showing by Nigerian firms at the awards highlights the country’s expanding footprint in crisis communication, digital storytelling, and reputation management across Africa.

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