SABRE Africa 2026: NDLEA Wins Gold as Nigeria Customs Earns CEO of the Year Finalist Spot

Nigeria recorded a major triumph on the continental public relations stage as the National Drug Law Enforcement Agency (NDLEA) clinched Gold in the Crisis/Issues Management category at the 2026 Africa SABRE Awards, while the Nigeria Customs Service (NCS) emerged as a finalist for CEO of the Year.

The NDLEA’s winning entry, the “War Against Drug Abuse” campaign under the chairmanship of Brig Gen Buba Marwa (Rtd) was adjudged the continent’s best crisis management initiative by an international jury. The campaign was executed by Image Merchants Promotion Limited (IMPR) and praised for its strategic clarity, sustained public engagement, and effectiveness in reshaping public perception during a sensitive national security period.

Judges noted that the campaign demonstrated how coordinated, evidence-based communication can strengthen public trust while confronting complex social threats such as drug trafficking and abuse.

In another significant recognition for Nigeria’s public institutions, the Nigeria Customs Service was shortlisted in the highly competitive CEO of the Year category for the “Impactful PR in Customs Service” campaign.

The nomination spotlights the communication-driven leadership of Bashir Adewale Adeniyi, Comptroller-General of Customs, whose reform-focused messaging has been central to repositioning the Service’s public image and operational transparency.

Both the NDLEA and Nigeria Customs Service public relations campaigns were executed in strategic partnership with IMPR, the multi-award-winning parent company of PRNigeria, Economic Confidential, and Spokespersons Digest.

Other finalists in the CEO of the Year category include Vodacom’s CEO for the “Beyond the Headlines” campaign, executed with WE Communications, and Harry Scherzer, CEO of Future Forex, for a campaign managed by Irvine Partners.

The 2026 SABRE Africa shortlist—recognising Superior Achievement in Branding, Reputation and Engagement—was strongly dominated by Nigerian agencies and campaigns.

Leading the field was Chain Reactions Africa, which secured the highest number of nominations across categories. Other prominent organisations on the shortlist include Vodacom, KFC Africa, and The Walt Disney Company Africa.

Out of more than 500 entries submitted across Africa, only about 120 finalists made the final shortlist, reflecting the growing sophistication of crisis management, digital storytelling and purpose-driven communication on the continent.

The prestigious Diamond SABRE categories highlighted excellence across both the corporate and public sectors.

In the Company of the Year category, KFC Africa and Guinness Nigeria, in partnership with Chain Reactions Africa, emerged as leading contenders for redefining brand purpose and cultural relevance.

Regional categories further highlighted standout African brands and institutions.
In Northern Africa, GITEX Africa Morocco 2025, managed by APO Group, won for its technology-driven media engagement, while the African Development Bank Group claimed the Global Campaign award for “AFAWA: Banking on Women.”

In Western Africa, Nigerian campaigns dominated the shortlist, led by the Lagos State Government for climate action communications and Indomie for its “Show Some Love To Mum” campaign.

Beyond NDLEA’s gold win, Nigeria’s public sector featured prominently across categories. The Presidency of Nigeria earned a finalist position in the Public Sector category for the “From Promises To Proofs” campaign, also managed by Chain Reactions Africa, highlighting a shift toward evidence-based governance communication.

The shortlist also reflected Africa’s expanding digital creativity. The Walt Disney Company Africa secured multiple nominations for “The Disney Dream Room” and “ESPN on Disney,” while Spotify and Microsoft were recognised for campaigns centred on Afrobeats culture and AI-driven economic development.

Winners across all categories will be unveiled at the Africa SABRE Awards Gala on March 17, 2026, at The Venue Melrose Arch, Johannesburg.

This year’s edition marks a milestone as PRovoke Media partners with the Public Relations and Communications Association (PRCA) to host the awards alongside PRCA’s South Africa conference.

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

For agencies such as Image Merchants Promotion Limited and Chain Reactions Africa, the 2026 SABRE recognitions further affirm Nigeria’s growing strategic influence within the global public relations and communications industry.