Chain Reactions Africa: Winning with brands; winning with laurels

Chain Reactions Africa is a leading full-service strategic communications consultancy firm in Nigeria.

The Company offers a one-stop solutions house for Brand, Consumer, and Leadership PR; Reputation Management; Crisis Communication; Government Relations; Thought Leadership Orchestration; and Digital Marketing.

Established in 2007 in Lagos, it has since grown into an international, next-generation Communications Consultancy serving multinationals and top-tier local brands across the EMEA (Europe, Middle East and Africa) Region.

Chain Reactions Africa is an exclusive affiliate of Chicago-based Edelman, which is currently the largest public relations network across the globe, operating in 65 countries.

In almost 20 years of its existence, the agency has evolved from just another great public relations and communications consulting firm into the Prophets of the African market. What do Prophets really do? They predict the future and help you make sense of the complexities of the present. That is exactly what CRA does for brands and governments alike.

Whether it is marketing a brand or pushing a public policy for social approval, smart organisations know they need consultants like CRA with the minds of Prophets. That is not just what the agency does. It sees that as its calling.

HIGHLIGHTS OF CHAIN REACTIONS AFRICA’S OUTSTANDING WORKS

1. Lagos Shopping Festival – The Lagos Shopping Festival is a flagship initiative supported by the Lagos State Government designed to promote economic and entertainment activities and consolidate the city’s positioning as a premium destination for business and leisure.

The Lagos Shopping Festival (LSF) is a 3-day, non-stop celebration of the Lagos culture, music, fashion, and fun. The event features massive discounts on top global and local brands, live music, food, fashion shows, and more. It celebrates everything that makes Lagos, Nigeria, and Africa unique—our culture, energy, and love for life. With 72 hours of shopping and entertainment, the party never stops.

It was held at the iconic Mobolaji Johnson Arena (formerly Onikan Stadium), Lagos, from December 23rd to 25th, 2024.

2. Lagos Corporate Assembly – The Lagos Corporate Assembly (BOS Meets With Business Community) is a public-private engagement where business-related issues such as infrastructure development, business regulations, MSME challenges,

taxes, revenue, security, transportation, traffic management, and technology are cohesively presented by the private sector. These issues are discussed with the Governor, leading to directives for the State Government’s MDAs to resolve the highlighted problems. This assembly has become a staple event, held annually or bi-annually, fostering a strong relationship between the State Government and the Organised Private Sector (OPS).

The primary objectives of the Lagos Corporate Assembly (BOS Meets with Business Community) include fostering a harmonious relationship between the State Government and the Private Sector and creating an agreeable business environment that promotes private sector and MSME development. This reduces business complaints related to multiple taxes, levies, infrastructure, and regulatory burdens.

3. Federal Ministry for Art, Culture, and Creative Economy (FMACCE) Corporate Partners’ Roundtable with Corporate Nigeria in Lagos – FMACCE Corporate Partners’ Roundtable with Corporate Nigeria is a bold policy and strategic action plan to generate at least

$100 billion and create over two million jobs from Nigeria’s creative economy yearly.

The Federal Government plan was unveiled by the Honourable Minister of Art, Culture and the Creative Economy, Hannatu Musa Musawa, to local and international investors, including the Digital & Immersive Art Centre, the Renewed Hope Creative City at the Wole Soyinka Centre, Arts Village in Abuja, setting up of Creative Hubs in Nigeria’s 36 states, the National Entertainment Centre, Abuja Creative City, and the National Gallery of Art, among others.

The event featured a panel session involving the Minister and top officials of the Ministry, including the director-general of the National Council for Arts and Culture, Obi Azika; Principal Adviser to the Minister of Art, Culture and Creative Economy, Faiz Imam; Managing Director, Nigerian Film Corporation, Aliyu Nuhu. It was held at The Wheat Baker, Ikoyi, Lagos, on September 11, 2024.

4. Windfall Tax Campaign – FIRS/FG CRISIS AND RISK COMMUNICATION CAMPAIGN

The Federal Government introduced a Windfall Tax on banks a few months ago as part of its Finance Act Amendments. This one-time levy targets banks’ substantial profits from foreign exchange (FX) transactions in 2023.

The government aims to utilise these funds for critical infrastructure development, education, healthcare, and other public welfare initiatives. The tax rate has increased from 50% to 70%, and its application period has been extended to all profits from FX transactions through 2025.

CRA developed a strategic policy communication campaign to announce and amplify the policy and its positive impact on supporting the government in delivering key people-centric initiatives.

5. Eko Cares Initiative Campaign – LASG PUBLIC SECTOR HEALTH CAMPAIGN

The ‘Eko Cares’ initiatives launched in April 2024 by Governor Sanwo-Olu is the umbrella signature for the following campaigns: ‘Alafia Eko’; ‘Ounje Eko’ Sunday Market; ‘Eko Fund Me’; ‘Alaafia Eko’; ‘Owo Isowo Eko’; and ‘Edinwo Owo Oko Eko’, are focused on lessening the burden of more than 500,000 Lagos households amid current economic hardship in four critical sectors, including transportation, education, health and agriculture. This intervention aligns with the Lagos government’s undertaking to better the lives of its citizens in the 20 LGAs and 37 LCDAs.

6. Indomie Heroes Award – DUFIL PRIMA/ INDOMIE NOODLES CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN

Indomie Heroes Award (IHA) is a Dufil Prima Foods Ltd., makers of Indomie Instant Noodles’ project aimed at celebrating children’s bravery, creativity, and innovative ingenuity and qualities. This is a passionate project about fostering a world where children can grow, flourish, and unlock their boundless potential.

VII. Indomie Show Some Love Campaign – DUFIL PRIMA/ INDOMIE NOODLES CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN

Dufil Prima Foods Ltd., makers of Indomie Instant Noodles, embarked on a nationwide mission to feed two million vulnerable Nigerians, helping to alleviate their present economic challenge, as part of its Corporate Social Responsibility (CSR) footprint.

ITS LANDMARK ACHIEVEMENTS

I. 7-STAR PERFORMANCE AT THE 2024 SABRE AWARDS
At the SABRE Awards for Europe, Middle East, and Africa (EMEA), 2024 Chain Reactions Africa (CRA) won these awards:

‘Superior Achievement in Reputation Management’ for “The Hack – Expand Your Hustle” campaign for 9mobile.
‘Special Event/Sponsorship’ category prize for ‘The Hack – Expand Your Hustle’ campaign for 9mobile.

‘Crisis and Issues Management Practice Area’ category for its crisis management campaign on removing fuel subsidies by the Federal Government, titled, ‘Taming the Bull’ managed for the Presidency.

‘Employee Communications’ category for the ‘Next Era of Happiness’ campaign for leading biscuit company Pladis Foods Nigeria Limited during the rebranding exercise that saw it change its name from A&P Foods Limited.

‘Public Affairs/Government Relations’ category for its campaign for the ‘Lagos Blue Rail’ legacy project campaign and Public Sector/Government campaigns by Lagos Metropolitan Area Transport Authority – LAMATA, respectively.

‘CEO of the Year’ category for LAMATA CEO’s brand positioning; and a corresponding Certificate of Excellence in recognition of CRA’s hard work in publishing the Nigerian Youth Trends Report 2024 tagged ‘ARAMANDA’, which focuses on the issue of the new variant of populism, and renaissance of Afro-centric sentiments, among Nigerian youths, brands, and government.

Prestigious ‘SABRE Awards Diamond’ category for Lagos State Governor Babajide Sanwo-Olu’s use of public relations to
tell the story of his administration’s achievements as part of his re-election campaign.

II. LAPRIGA AWARDS: ‘PR Agency of the Year’; ‘Best in Crisis Management’; ‘Best in Political Communication’; ‘Public Sector PR Campaign of the Year’; and ‘PR Practitioner of the Year’ in 2023.

III. MARKETING EDGE AWARDS: Outstanding PR Agency of the Year’ ‘Edge Grand Prix in PR Award’ for its Managing Director/Chief Strategist, Israel Opayemi, adjudged as the overall best in the individual category.

IV. BRANDCOMM AWARDS: ‘Most Outstanding Strategic Communications Consultancy of the Year’., Most Outstanding PR Agency of the Year, ‘Most Outstanding in Public Relations Agency Political and Public Sector in PR’, ‘CEO of the Year in the Public Relations’ Category. for its Managing Director/Chief Strategist, Israel Opayemi, as the CEO of the Year in the Public Relations Category.

V. THE INDUSTRY AWARDS: ‘PR Agency of the Year 2023’

VI. ICONIC BRANDS AWARDS:

‘Legend of Marketing Communications Award’ for its Managing Director/ Chief Strategist, Israel Opayemi, at the Iconic Brands and Legends of Marketing Communications Awards.