The Nigeria Customs Service, in partnership with Image Merchants Promotion Limited, has won the prestigious Golden World Award for the second consecutive year. The award, presented by the International Public Relations Association, recognizes the duo’s publication, “Impactful Public Relations in Customs Management,” a 162-page handbook that highlights innovative PR strategies implemented under the leadership of Comptroller-General Wale Adeniyi.
The award was presented at IPRA’s 70th anniversary gala in Accra, Ghana, which also saw the inauguration of Esther Amba Numaba Cobbah as IPRA’s President-elect, the first African woman to assume the role. This year’s Golden World Awards featured entries from at least 35 countries, with winners including notable organizations such as Pan American Energy, UN Special Rapporteur on Torture Dr. Alice Edwards, and Coca-Cola Hellas.
The NCS-IMPR collaboration was honored in the Publication category for their handbook, which serves as a comprehensive guide to effective public relations. The book features practical case studies and engagement tools, illustrating how strategic communication can enhance an institution’s reputation, boost revenue, and reinforce national security. The publication has been endorsed by the Nigerian Institute of Public Relations and the Centre for Crisis Communication, and has received commendation from Nigeria’s Vice President, Kashim Shettima.
The award reinforces Nigeria’s growing influence in global strategic communication and positions Nigeria Customs as a global benchmark for reform-driven government communication. Image Merchants Promotion Limited, led by CEO Yushau Shuaib, has now secured IPRA awards for nine consecutive years, collaborating with various Nigerian institutions to elevate the country’s international PR standing.
The Golden World Awards, established in 1990, are widely regarded as the “Oscars of Public Relations,” celebrating campaigns that exemplify excellence, ethics, and impact. The 2025 edition of the awards is historic, marking the first time the gala was hosted on African soil and coinciding with the 50th anniversary of the Institute of Public Relations in Ghana. With this latest win, Nigeria Customs joins an elite circle of global institutions leveraging strategic communication to drive reform, further cementing Nigeria’s leadership in innovative public relations across the continent.