Chain Reactions Africa has once again asserted its continental leadership in Public Relations practice, clinching the Gold trophy in the Travel & Leisure category for the Lagos Shopping Festival, at the 2026 African SABRE Awards. The win sets the tone for an unprecedented year, as the consultancy leads all contenders with a record 10 nominations—more than any other consultancy across the continent.
The Nigeria-based public relations and integrated communications powerhouse leads a competitive field that includes South Africa’s Clockwork with eight nominations, alongside global agencies such as Edelman and Weber Shandwick.
Now in its tenth year, the African SABRE Awards recognize Superior Achievement in Branding, Reputation and Engagement and celebrate excellence among agencies and in-house teams across the continent.
This year’s competition, held for the first time in partnership with the Public Relations and Communications Association (PRCA), attracted over 500 entries, with more than 120 campaigns making the final shortlist. Winners will be honored at the PRCA South Africa Conference in Johannesburg on March 17–18, 2026.
Chain Reactions Africa’s dominance is built on a history of record-breaking performance. In 2024, the consultancy made SABRE history by winning seven trophies, the most ever claimed by a single firm. In 2025, it maintained its leadership position, securing four awards, consolidating its status as a powerhouse in African PR and showcasing Nigerian excellence on the global stage.
The firm’s momentum extends beyond the continent. Chain Reactions has also earned five nominations at the 2025 Global Alliance World Public Relations and Communication Awards, reflecting its growing international influence and thought leadership in communications.
At the 2026 SABRE Awards, Chain Reactions Africa’s 10 nominations span multiple sectors and disciplines, underscoring its versatility and expertise. Highlights include, Company of the Year – Guinness Nigeria Premier League Trophy Tour, Reputation Management – 9mobile: A Symphony of Voices, Measurement & Evaluation – The Vibranium: Rebranding 9mobile to T2, Western Africa Category – From Promises to Proofs (Presidency), Show Some Love to Mum (Indomie), Standing for Climate Action. Repping the Future (C40 Cities/Lagos State). Marketing to Consumers (Existing Product) – Orijin: Deeply Rooted Campaign, Public Sector/Government – From Promises to Proof and Technology – The Vibranium: Tech Meets Tenacity, unveiling T2 as “Your Digital Lifestyle Partner”
Commenting on the achievement, Israel Opayemi, Managing Director/Chief Strategist of Chain Reactions Africa, said, “Winning Gold and leading the continent with 10 nominations is a powerful validation of our belief that African storytelling, powered by data, insights, and cultural intelligence, can set the global standard. From rewriting SABRE history in 2024 to sustaining momentum in 2025, and now 2026, we continue to engineer trust, build enduring brands, and fly the Nigerian flag proudly on the world stage. What a brilliant way to start the year!”
Other Nigerian organizations receiving recognition this season include Image Merchants Promotion Limited, Integrated Indigo, Red Media Africa, and CMC Connect.
As the countdown to Johannesburg begins, Chain Reactions Africa is not just participating, it is defining the narrative of African communications, asserting its unmatched authority and setting a benchmark for excellence across the continent.