Nigeria’s IMPR Wins Grand Prix at 2026 IPRA Golden World Awards

The Nigerian public relations firm earned the top global distinction for its campaign, “AI for Crisis Communication: From Study to Strategy,” which the international jury described as representing the highest standards of public relations practice in 2026.

IPRA President Esther Cobbah said the Grand Prix capped IMPR’s outstanding performance at this year’s ceremony, where the company also won two Golden World Awards in the AI in Crisis Management and Publication categories.

The award‑winning initiative began as a research project led by IMPR’s Chief Executive Officer, Yushau A. Shuaib, after he withdrew from the Senior Executive Course at the National Institute for Policy and Strategic Studies (NIPSS). The research was conducted in collaboration with the Centre for Crisis Communication (CCC), with support from the National Information Technology Development Agency (NITDA).

The project examined the rising threats of AI‑driven misinformation, deepfakes, and digital information disorder, and translated its findings into a strategic communication framework to strengthen Nigeria’s crisis‑response capabilities.

Its recommendations informed the inaugural National Symposium on Digital Innovations in Crisis Communication, which convened security agencies, government institutions, media organisations, civil society groups and technology experts.

The symposium laid the foundation for the proposed Crisis Communication Hub (CCHub) — a 24‑hour, AI‑enabled platform designed for social listening, deepfake detection, misinformation monitoring and coordinated crisis communication.

The Grand Prix was received on IMPR’s behalf by the Comptroller‑General of the Nigeria Customs Service, Bashir Adewale Adeniyi, who led the Nigerian delegation to Athens. Adeniyi was also honoured with a special award for his contributions to transparent communication, stakeholder engagement and the promotion of international best practices in public relations.

In his acceptance message, IMPR CEO Yushau Shuaib described the Grand Prix as a historic achievement for the company and a landmark moment for Nigeria’s public relations industry.

“After 10 years of participation and multiple wins at the IPRA Golden World Awards, IMPR has, for the first time, been honoured with the Grand Prix — the highest distinction in public relations — in Athens, the historic city where the Code of Athens was adopted in 1965,” he said.

Shuaib said the winning campaign demonstrates how research‑driven public relations can inform institutional reforms and address national challenges.

“This global recognition is a testament to the trust, collaboration and professionalism of our clients, partners and stakeholders across Nigeria.”

He expressed appreciation to the Federal Ministry of Information, NITDA, CCC, the Nigeria Customs Service, media partners, security agencies and the research team whose contributions supported the initiative.

IMPR’s latest honour builds on its growing international reputation. In 2020, the company was named the world’s most creative public relations agency in the Global Creativity Index published by PRovoke Media.

Among the Nigerian representatives at the Athens ceremony were IMPR Board Chairman Professor Sule Yau Sule; NITDA spokesperson Hajiya Hadiza Umar; and the Managing Director of Emirate Radio and spokesperson to the Emir of Ilorin, Dr. Abdulazeez Arowona, alongside other dignitaries.

IPRA Secretary‑General Philip Sheppard described IMPR’s winning campaign as a pioneering initiative at the intersection of artificial intelligence and public relations.

He announced that the 2026 Grand Prix was awarded to IMPR for its contribution to the emerging application of AI in strategic communication. Sheppard also revealed that the Global Contribution Award, recognising campaigns aligned with the United Nations Sustainable Development Goals, went to V+O Greece | SEC Newgate for Mastercard’s ReStart employment initiative.

The 2026 IPRA Golden World Awards brought together public relations professionals from more than 50 countries to celebrate outstanding campaigns, innovative communication strategies and global excellence.

For IMPR, the Grand Prix marks the culmination of a decade of participation in the international awards and underscores the growing influence of Nigerian public relations practitioners in research, innovation and strategic communication on the global stage.