CALABAR, NIGERIA—The Holmes Group is partnering with the African Public Relations Association to expand the presence of the SABRE Awards competition in Africa and showcase the best work from across the continent.

This year will see both the SABRE Award for the best public relations campaign from Africa and The Holmes Report’s African Consultancy of the Year award presented at APRA’s annual conference, which will take place in Calabar, Nigeria, in May 2016.

According to Paul Holmes, chair of the SABRE Awards jury: “We have seen an impressive increase in both the number and quality of entries from Africa over the past few years, and it is clear that the PR profession is growing in stature and sophistication across the continent. We are excited to see the best work from across the continent and we believe this partnership with APRA will help us identify and showcase that work.”

After presenting this year’s African winners with their trophies in Calabar, the two organizations will work to create a new SABRE competition and awards ceremony for Africa in 2017.

Says Yomi Badejo Okusanya, managing director of CMC Connect Burson Marsteller in Nigeria and secretary general of APRA, “The African Public Relations is pleased at this partnership that will no doubt lead to the deepening of public relations practice on the African continent. This platform will showcase and reward excellent public relations work will be a critical step towards Africa taking its rightful place on PR's global stage."