The awards were held in the Botswanan capital of Gaborone on Thursday, 10 May, in partnership with the African Public Relations Association.

The Platinum Award was presented to the 'Life Uncensored' campaign for pharmaceutical company Pfizer. Ogilvy also took home four Diamond and Gold SABREs.

The award saw a record number of entries from a record number of countries across the continent, including Kenya, Morocco, Nigeria and South Africa. The four Platinum SABRE finalists are:
  • 'Innovation Prize for Africa 2017' — African Innovation Foundation with Djembe Communications 
  • 'Jameson Connects' — Jameson Irish Whiskey with Brands we Love Agency
  • 'Rouge New Era Sessions' — Rouge with Instinctif Partners, and
  • 'Siemens AirDrop' — Siemens South Africa Atmosphere Communications together with the King James Group companies.

"This year saw not only a significant increase in the number of entries but a real improvement in quality, too," says Paul Holmes, who chaired the SABRE judges.

"Across Africa, public relations people are producing creative, innovative and socially-beneficial PR campaigns, engaging consumers and other stakeholders and driving meaningful results. The best work in Africa is also among the best work in the world," adds Holmes.

Other agencies, with multiple trophies on the night, include Instinctif Partners (four), Edelman (three), Burson-Marsteller branded agencies, FleishmanHillard, Hill+Knowlton Strategies, Nigeria’s Image Merchants Promotion and Red Media and Reputation Matters (two each).

The full list of winners can be found here. 

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