Chain Reactions Africa has reinforced its dominance in African public relations, clinching the Gold trophy in the Travel & Leisure category for the Lagos Shopping Festival at the 2026 African SABRE Awards.
The win crowns an impressive showing for the Nigeria-based integrated communications consultancy, which secured a record 10 nominations—the highest by any agency on the continent this year.
Chain Reactions tops a competitive list that includes South Africa’s Clockwork with eight nominations, as well as global giants such as Edelman and Weber Shandwick.
Now in its 10th year, the African SABRE Awards (Superior Achievement in Branding, Reputation and Engagement) celebrate excellence in public relations across the continent. This year’s edition, organised in partnership with the Public Relations and Communications Association (PRCA), attracted over 500 entries, with more than 120 campaigns shortlisted.
Winners will be honoured at the PRCA South Africa Conference in Johannesburg on March 17–18, 2026.
The latest achievement builds on Chain Reactions Africa’s history of standout performances at the SABRE Awards.
- 2024: Made history with seven trophies – the highest ever won by a single firm.
- 2025: Secured four awards, maintaining its leadership position.
- 2026: Clinched Gold and earned 10 nominations, setting a new benchmark.
The firm’s influence also extends globally, with five nominations at the 2025 Global Alliance World Public Relations and Communication Awards.
Chain Reactions Africa’s 10 nominations span multiple sectors and disciplines, reflecting its versatility and strategic depth. Recognised campaigns 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
- Technology: The Vibranium – Tech Meets Tenacity, unveiling T2 as “Your Digital Lifestyle Partner”
Reacting to the achievement, Israel Opayemi, Managing Director and Chief Strategist of Chain Reactions Africa, described the recognition as validation of the firm’s philosophy.
“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,” he said.
“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.”
Other Nigerian organisations recognised this season include Image Merchants Promotion Limited, Integrated Indigo, Red Media Africa, and CMC Connect.
As preparations begin for Johannesburg, Chain Reactions Africa is not merely participating in the 2026 SABRE Awards, it is shaping the narrative of African communications and setting new standards for excellence across the continent.
