The agency’s Nigeria office delivered the award-nominated work, which spans two distinct but equally competitive categories: Capital Markets Communications and Superior Achievement in Brand-Building (Diamond SABRE). The recognition highlights campaigns executed for UAC of Nigeria PLC and BIC, reflecting the firm’s dual strength in financial communications and consumer brand transformation.
In the Capital Markets Communications category, LSF PR’s nomination stems from its advisory and communications support to UAC of Nigeria PLC during its acquisition of Chivita | Hollandia (CHI) Limited. The transaction stood out as one of Nigeria’s most consequential FMCG deals in recent years, requiring careful stakeholder engagement, narrative shaping, and market-facing clarity to support investor confidence and public understanding.
The second nomination, under the Diamond SABRE category, recognises a sustained, multi-year brand repositioning programme for BIC. The initiative focused on evolving BIC’s identity in Nigeria from a widely recognised stationery manufacturer into a broader, purpose-driven FMCG brand with deeper cultural and regional resonance across African markets. The work emphasised localisation, relevance, and long-term equity building rather than short-term visibility.
The SABRE Awards, organised by PRovoke Media, are widely regarded as one of the global benchmarks for excellence in public relations. They assess campaigns based on their impact on reputation, brand strength, and stakeholder engagement across regions.
Commenting on the recognition, Bidemi Zakariyau Akande, Founder and CEO of LSF PR, described the nominations as validation of the agency’s integrated approach to communications strategy. She noted that the work reflects the organisation’s focus on operating at the intersection of business performance, reputation management, and long-term brand development.
She also emphasised the agency’s broader ambition to build globally competitive communications capabilities rooted in African markets, highlighting the importance of ensuring that work produced across the continent is recognised and positioned within international industry conversations.
From an operational perspective, Tolu Akin-Aribisala, Managing Director of LSF PR Africa, credited the recognition to the consistency and depth of the team’s execution. According to him, both nominated projects reflect a disciplined approach to communications that prioritises measurable business outcomes, stakeholder trust, and strategic clarity over surface-level visibility.
He added that the agency’s work continues to be shaped by a commitment to relevance and accountability, ensuring that campaigns not only attract attention but also withstand scrutiny and deliver long-term value.
The 2026 SABRE EMEA Awards ceremony is scheduled to take place in London on May 21, bringing together leading communications professionals from across Europe, the Middle East, and Africa to celebrate excellence in public relations practice.