The global public relations community is once again turning its attention to Africa as the SABRE Awards Africa 2026 prepares to recognise excellence in strategic communications across the continent. This year, the spotlight also falls on one of Nigeria’s leading brand strategists as Mabel Adeteye joins the distinguished panel of jurors for the prestigious awards.
Adeteye, who serves as Head of Brands and Marketing Communications at Wema Bank Plc, has been officially appointed as a jury member for the 2026 edition of the awards. Her selection places a Nigerian communications professional among the influential voices that will evaluate some of Africa’s most innovative public relations campaigns.
A Recognition of Strategic Communications Leadership
The SABRE Awards, organised by PRovoke Media, rank among the most respected recognitions in global public relations and reputation management. The awards celebrate campaigns that combine creative storytelling with measurable business impact.
Adeteye joins a panel of senior communications professionals drawn from corporate organisations and public relations agencies across Africa. The jury is responsible for assessing entries based on strategic insight, innovation, creativity, and effectiveness.
Industry watchers see her appointment as a reflection of the growing influence of African professionals in shaping global communications standards.
Across the continent, the public relations profession is evolving rapidly. Many organisations now view communications not simply as media outreach but as a core component of business strategy.
That transformation is exactly what the SABRE Awards aim to recognise.
Evaluating Africa’s Best Communications Campaigns
The 2026 edition of the awards has attracted more than 500 campaign submissions from across Africa. From that pool, over 120 campaigns have already been shortlisted as finalists competing across multiple disciplines and industries.
These campaigns span sectors such as technology, finance, consumer brands, social impact initiatives, and corporate reputation management.
Jurors like Adeteye will evaluate each entry through a rigorous process. The review focuses on creativity, strategic thinking, execution, and measurable impact on business or society.
For the communications industry, the SABRE Awards have become a benchmark that signals excellence and innovation.
Winning campaigns often go on to influence global communication practices.
Adeteye’s Perspective on the Role
Speaking about her appointment, Adeteye described the opportunity as both an honour and a responsibility.
She emphasised that the SABRE Awards remain one of the most respected benchmarks for strategic communications worldwide.
In her words, African communications practice is evolving beyond basic execution into true strategic leadership where culture, insight, business performance, and societal impact intersect.
Her perspective reflects a wider shift across the communications industry.
Brands today operate in a more complex environment where reputation, stakeholder engagement, and digital storytelling carry greater importance than ever before.
The role of strategic communications professionals has therefore expanded.
They are no longer only communicators.
They are architects of brand trust and business influence.
A Career Shaped by Brand Strategy and Reputation Management
Adeteye brings more than fifteen years of experience in brand strategy, corporate communications, and stakeholder engagement.
At Wema Bank, she has led several high impact communications initiatives that align brand positioning with broader societal engagement.
Her work spans integrated media campaigns, corporate reputation management, and stakeholder communications across African and international markets.
Beyond her corporate role, she is also a member of the Forbes Communications Council, an invitation only network of senior communications leaders worldwide.
She holds professional accreditations from respected industry bodies including:
- Chartered Institute of Public Relations in the United Kingdom
- Nigerian Institute of Public Relations
- Chartered Institute of Marketing in the United Kingdom
These credentials reinforce her reputation as one of the continent’s respected communications strategists.
A Moment for African PR on the Global Stage
Adeteye’s appointment arrives at a time when African communications professionals are gaining increasing recognition internationally.
Over the past decade, Africa has produced several award winning campaigns that combine cultural insight with strong business results.
Industry analysts say this shift reflects a broader evolution within the communications profession across the continent.
Public relations is no longer limited to publicity management.
It now plays a central role in shaping corporate reputation, managing stakeholder relationships, and guiding brand narratives in an increasingly digital world.
Platforms like the SABRE Awards provide global visibility for that progress.
The Road to the Awards Ceremony
The SABRE Awards Africa 2026 ceremony is scheduled to take place on March 17 at Melrose Arch in South Africa. The event will be held in partnership with the Public Relations and Communications Association.
The ceremony will bring together communications professionals, brand leaders, and agency executives from across the continent.
For many participants, the awards represent more than recognition.
They offer a snapshot of where the industry is heading.
They also highlight the campaigns that are redefining how brands connect with audiences in Africa’s dynamic media environment.
What This Appointment Means for the Industry
For Nigeria’s communications industry, Adeteye’s appointment signals continued global recognition of local expertise.
It also underscores the growing role of African professionals in shaping international standards for public relations and brand communications.
As Africa’s business landscape expands, the demand for sophisticated communications strategies continues to rise. Leaders like Mabel Adeteye represent the new generation of practitioners guiding that transformation. And through platforms like the SABRE Awards, their influence now extends far beyond the continent.
