The Nigeria Customs Service, in partnership with Image Merchants Promotion Limited, has won the prestigious Golden World Award for the second consecutive year. Presented by the International Public Relations Association (IPRA), the award recognizes their 162‑page handbook, *Impactful Public Relations in Customs Management*, which showcases innovative PR strategies implemented under Comptroller‑General Wale Adeniyi’s leadership.
The award was presented at IPRA’s 70th‑anniversary gala in Accra, Ghana, where Esther Amba Numaba Cobbah was inaugurated as IPRA’s President‑elect, becoming the first African woman to hold the position. This year’s Golden World Awards attracted entries from at least 35 countries, with winners including 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, a comprehensive guide to effective public relations that features practical case studies and engagement tools. The book demonstrates 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 it received commendation from Nigeria’s Vice President, Kashim Shettima. The award underscores Nigeria’s growing influence in global strategic communication and positions Nigeria Customs as a 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. Established in 1990, the Golden World Awards are widely regarded as the “Oscars of Public Relations,” celebrating campaigns that exemplify excellence, ethics, and impact. The 2025 edition 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.
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