For the second consecutive year, the Nigeria Customs Service (NCS) has clinched the prestigious 2025 Golden World Award (GWA) of the International Public Relations Association (IPRA), in partnership with Image Merchants Promotion Limited (IMPR) publishers of PRNigeria and Economic Confidential.
The award was presented during IPRA’s 70th anniversary ceremony in Accra, Ghana, which also marked a historic moment the inauguration of Esther Amba Numaba Cobbah as IPRA’s first African female President. She succeeds Natasa Pavlovic Bujas.
Established in 1990, the Golden World Awards often described as the “Oscars of Public Relations” honour communication campaigns that demonstrate excellence, ethics, and impact. The 2025 edition was the first to be hosted on African soil, coinciding with the 50th anniversary of the Institute of Public Relations, Ghana.
Winning Entry: A Book on Strategic Communication
The NCS–IMPR collaboration won in the Publication Category with a book titled “Impactful Public Relations in Customs Management.” The publication showcases innovative communication strategies adopted under the leadership of Comptroller-General Wale Adeniyi, emphasizing transparency, stakeholder engagement, and institutional accountability.
The 162-page book, co-authored by Kabir Abdulsalam and Maryam Na’Allah, presents case studies on how strategic communication can enhance public trust, drive revenue generation, and strengthen national security through effective crisis management.
It has been endorsed by the Nigerian Institute of Public Relations (NIPR) and the Centre for Crisis Communication (CCC), and also received commendation from Vice President Kashim Shettima for its relevance to public sector transformation.
Reactions from Award Recipients
Receiving the award in Accra, the Customs spokesperson, Abdullahi Maiwada, described the honour as a validation of the Service’s ongoing communication reforms.
“This recognition reaffirms the power of strategic communication in building institutional credibility,” he said. “Under Comptroller-General Adeniyi, the Service continues to embrace transparency, innovation, and accountability.”
Also speaking, Dr. Sule Yau Sule, Chairman of IMPR’s Board of Directors, said the award reflects the success of Nigeria’s public-private collaboration in advancing communication excellence.
“This recognition proves that Nigerian agencies can compete globally,” he stated. “Public relations is not merely about publicity; it is a powerful tool for reform, trust, and transformation.”
Sustained Global Recognition
The new award follows the 2024 Golden World Award in Belgrade, Serbia, where the NCS and IMPR were honoured in the Crisis Management Category for their campaign, “100 Days of Impactful PR at Customs Service.”
Since 2016, IMPR, led by its founder and CEO Yushau Shuaib, has maintained a consistent winning streak at the IPRA awards securing international recognition for nine consecutive years. In 2020, it was named the Most Creative PR Agency Worldwide by the Global Creativity Index (GCI), published by PRovoke Media, organisers of the SABRE Awards.
