Chain Reactions Africa wins seven awards at 2024 SABRE


L-R: Yomi Badejo-Okusanya, Out-going President, African Public Relations Association (APRA); Israel Opayemi, Managing Director/Chief Strategist, Chain Reactions Africa, and Dr. Ike Neliaku, President and Chairman of Council, Nigerian Institute of Public Relations (NIPR) at the 2024 SABRE Awards held in Basam, Abidjan, Cote d'Ivore

Chain Reactions Africa (CRA), one of Africa’s leading Public Relations put up a seven-star performance at the SABRE Africa awards, the world’s biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.

Chain Reactions Africa beat global and continental heavy weights as it swept home seven African SABRE trophies, more than any other public relations firm in Africa in the 2024 competition.

The awards which were held at the end of the annual African Public Relations Association (APRA) Conference, were presented by Provoke Media, organizers of the awards in Basam, Abidjan, Cote D’Ivore on May 16th 2024.

Chain Reactions submitted work, covered campaigns for the Lagos Metropolitan Area Transport Authority (LAMATA), and its ‘Lagos Blue Rail’, 9mobile’s ‘The Hack – Expand Your Hustle’, ‘Taming the Bull’ for the Presidency and ‘Next Era of Happiness’ for leading biscuit company, Pladis Foods Nigeria Limited.

Receiving the awards on behalf of Chain Reactions and its clients, its Managing Director/Chief Strategist, Israel Opayemi, noted that this is a seven-star performance by the company at the 2024 SABRE Awards and will go down as one of our finest hours.

Opayemi said “to emerge as the winner with the highest haul at the 2024 edition of the award with seven SABRE trophies is humbling as well as exciting for us at Chain Reactions Africa. We are immensely proud to be honoured on such a global platform like the SABRE awards which is the holy grail of Public Relations globally, recognizing and rewarding the best work within the Public Relations industry.”

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He continued, “I am making a three-fold dedication of these multiple trophies to our clients who believe in us, my team members who do the brave works relentlessly and our dear country Nigeria. Ten years ago, we were at the SABRE Awards in Miami, Florida in the United States watching and applauding as winners took turn on stage. Ten years ago, we were asking for a seat at the table. Today, we are sitting in creative resplendence at the head of the table. Today, we are flying the Nigerian flag on the global stage. We are now a territory of reckon and relevance in the global PR space.”

“It seems winning awards is just a Chain Reactions thing,” said Arun Sudhaman CEO and Editor-in-Chief of Provoke Media, organizers of the SABRE Awards as Opayemi rose up seven times to receive the awards.

The PR consultancy also picked up four Certificates of Excellence in recognition of its work with the Nigerian Youth Trends Report 2024 known as ‘ARAMANDA’, ‘Next Era of Happiness’, ‘Lagos Blue Rail’, ‘The Hack – Expand Your Hustle’, and ‘Taming the Bull’.

Chain Reactions Africa has over the years won several prestigious SABRE awards and has been awarded more than 15 Certificates of Excellence.

At last year’s award, the company won CEO of the Year category for the Lagos State Governor, Babajide Sanwo-Olu for use of public relations to tell the story of his administration’s achievements and scooped two Certificates of Excellence in the Corporate Image category for the ‘Momentum Campaign’ for Cellulant, a flagship payment solution provider; and ‘Marketing to Consumers’ category for ‘The #NaijaHighlandah Campaign’ for William Lawson’s, Scotch Whiskey brand.

The 2024 Africa SABRE Awards shortlist included more than 120 campaigns, selected from over 500 entries in this year’s competition, which recognizes Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury of industry leaders.

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