Ugandan PR Agencies Miss out on 2020 SABRE Awards As Ogilvy Africa Scoops 5 Accolades & Beats Other African Competitors


Kampala, Uganda

Although there are several Public Relations (PR Agencies) operating in Uganda,  none of them featured in the 2020 African SABRE awards, in which seventeen (17) agencies across the African continent were awarded 35 Diamond and Golden trophies.

Just like they did last year, Ogilvy Africa once again led the way in 2020 after they scooped five awards for five different campaigns across the region.

The SABRE Awards Competition, managed by PRovoke Media in partnership with the African Public Relations Association, selects winners from more than 150 entries from across the African continent but Uganda is nowhere this year.

However, apart from Ogilvy, there were multiple successes for several other agencies, including BCW and Edelman (four each); Tribeca Public Relations (three); and FleishmanHillard, Image Merchants, Joe Public, LSF, Modion Communications, and WE Communications.

While announcing the winners, Paul Holmes, chair of the SABRE jury, said that the theme of ‘Africa Rising’ has come to the fore in recent years, and nowhere is it more true than in the public relations world, where the quantity of work has been increasing and the quality has been improving for the past few years.

He added; “What we saw this year was a really encouraging blend of winning campaigns by multinationals and local agencies, not only in South Africa but across the region.”

In addition, five campaigns were selected as finalists for the Platinum SABRE, which is to be presented to the best campaign in this year’s competition:

•      #BiogenJourney: The world’s first influencer campaign—Biogen with Retroactive

•      #ClearThe Stigma—Jet with Joe Public Relations

•      African migrations: Changing global perceptions—Mo Ibrahim Foundation

•      Shield – Sbonis’IDiski—Unilever South Africa-Shield with Edelman

•      Wings To Fly—Equity Group PLC with Ogilvy Africa

Awards Postponed Due To COVID-19 Pandemic

It should be noted that although the trophies were originally scheduled to be presented at the African Public Relations Association Congress in Dar-es-Salaam in May, this year, the ceremony was later postponed due to concerns over the COVID-19 pandemic. PRovoke Media and APRA are exploring other options for both the Congress and the awards presentation, which will be communicated soon.

Keeping in mind that there are both local and international PR firms  in Uganda, here is a list of agencies that did not feature in the 2020 SABRE Awards;

Fireworks, Brand Vision, Kwanza Communications, WMC Africa, Pison Public Relations ATII and KATI Limited, SFK Investments Limited, Tonda Animation, and Ehany Marketing Agency.

The full list of Africa SABRE Awards winners for 2020 can be found here.

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