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Chain Reactions Africa Wins ‘Edge Outstanding PR Agency of the Year’ at Marketing Edge Awards 2024

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L-r: Marketing Communications Consultant, Chris Adetayo; Executive Vice Chairman and Group CEO, Verdant Zeal Group, Dr. Tunji Olugbodi; Managing Director/Chief Strategist, Chain Reactions Africa Ltd and Public Relations Grand Pix Award Winner 2024, Israel Jaiye Opayemi, and Comptroller General, Nigeria Customs Service, Mr. Adewale Adeniyi at Edge Awards 2024 held at The Balmoral, Sheraton, Ikeja, Lagos at the weekend.
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Chain Reactions Africa (CRA), one of Africa’s leading Public Relations and Integrated Communications Consultancies, has further consolidated its market leadership position as one of Africa’s best public relations consulting firms by emerging as the ‘Outstanding PR Agency of the Year’ at this year’s edition of the prestigious Marketing Edge Awards.

The award, according to the organisers, is in recognition and celebration of the company’s “rising brand equity and sterling performance over and above its peers in the last one year.”

Israel Opayemi, the company’s Managing Director/Chief Strategist, was also adjudged as the overall best in the individual category, carting away the ‘Edge Grand Prix In PR’ award, the highest category of the Marketing Edge Awards that any personality could get.

This was in recognition and celebration of his professional and entrepreneurial odyssey, and the Olympian heights to which he has led the company across Africa over the years, the award organisers said.

This is the second time in two years that the company has won both awards. It would be recalled that Chain Reactions Africa had during the 2023 edition of the award, then known as the Marketing Edge Brands and Advertising Excellence Awards, won the ‘Outstanding PR Agency of the Year’, while its Chief Executive scooped the ‘Outstanding Leadership Award in Public Relations’ award.

This year’s the award ceremony held on Saturday, September 28, 2024, in Lagos coincides with the 21st anniversary of Marketing Edge, Nigeria’s leading brand-focused marketing and advertising publication, and which has been at the vanguard of brand journalism in the last 21 years.

Speaking on the awards, the Managing Director/ Chief Strategist of Chain Reactions Africa, Mr. Israel Jaiye Opayemi noted the significance of the recognitions to the firm as a brand, the nation, and the integrated marketing communication ecosystem whilst appreciating the awards organisers.

“This Edge Awards, from the stable of Marketing Edged is most appreciated. We thank the organisers for this recognition. The awards are another evidence of Chain Reactions Africa’s leadership, competence, hard work, commitment, and discipline imbued to distill client’s briefs and deliver superior value to them,” he said.

He extolled the exceptional professional skills of the staff of Chain Reactions Africa, thanking them for their dedication, hard work and sacrifice over the years. “I am most grateful to the Chain Reactions Africa tribe of creative rebels, as I call them. There wouldn’t be a Chain Reactions Africa without my team of dedicated and talented individuals who drive the business with exceptional passion.

“I am very proud of the brave hard work we do, our irrevocable commitment to always lead with strategy, our investment in neuroscience, our investment in data and research, and our absolute commitment to always end everything we do with creativity so as to deliver quality service to our various clients.”

“On behalf of Chain Reactions Africa, I dedicate this recognition as Nigeria’s Outstanding PR firm to all our present clients. I thank you for the liberty you have given us to breathe our unique approach to strategy into your brands. Thank you for allowing us the space to be irreverent to normal. We will continue to make strategy first the holy grail of what that we do for you,” Opayemi added.

“These awards conferred on us will be a catalyst to spur us to go the extra mile to reaffirm the essence of our core mandate, which is ‘gold service standard’ that is rooted in Chain Reactions Africa’s brand DNA”, Opayemi said.

In his comments, the Publisher/ CEO of Marketing Edge Magazine, John Ajayi, congratulated all the winners on their awards, and urged them to sustain the momentum of their endeavours, character, and all the things that stands them out in the marketing communications industry. “Congratulations to all the winners, as well as all the nominees, for the various awards and nominations, and more wins in the future. Your contributions have indeed brought out the best in the industry. You are all winners”, Ajayi said.

The latest awards are just a few out the many recognitions in the cabinet for Chain Reactions Africa.  The company had in May this year been recognised with the ‘PR Agency of the Year’ award at ‘The Industry Awards’ for the year ending 2023.

In addition to this, the company had also put up a seven-star performance during the annual African Public Relations Association (APRA) Conference on May 16, in Basam, Abidjan, Cote D’Ivoire where it was presented with seven African SABRE trophies by Provoke Media, the highest by any public relations firm in Africa in the 2024 competition.

The Sabre Awards covered campaigns for the Lagos Metropolitan Area Transport Authority (LAMATA), and its Lagos Blue Rail, 9mobile’s The Hack – Expand Your Hustle’, ‘Taming the Bull’ for the Presidency, and ‘Next Era of Happiness’ for leading biscuit company, Pladis Foods Nigeria Limited.

The Marketing Edge, Edge Awards ceremony is a major industry event that recognizes, rewards, and celebrates deserving brands, institutions, agencies and personalities with enviable milestones. This years’ Edge Awards ceremony themed, ‘Tech Acceleration: Integrating AI Without Sacrificing Human Creativity’ was held as a hybrid event, with the physical location at the Sheraton Hotel in Ikeja, Lagos. It featured both the awards and Marketing Edge National Marketing Stakeholders Summit.

 


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Leadway Assurance Commences Use of Fintech in Insurance Product Distribution

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Leadway Assurance has entered into strategic partnership with Paga, the fintech company behind the Doroki merchant platform for the distribution of insurance products.

In the partnership, Paga will use its technology to deliver comprehensive insurance solutions designed specifically for Doroki merchants. The collaboration aims to help merchants safeguard their businesses against everyday risks and recover quickly from unforeseen events. Speaking on the partnership, the General Manager, Doroki Merchants, Arike Okwunowo, said the development meant that its merchants could focus on growing their businesses with peace of mind due to insurance protection.

“At Doroki, we see our merchants as partners in driving economic activity across Nigeria’s retail landscape. This partnership with Leadway, an insurer with decades of experience and a strong reputation for reliability, means our merchants can focus on growing their businesses with the peace of mind that they’re protected,”

Also commenting on the development, Head of Digital Business, Leadway, Diana Mulili reiterated Leadway’s commitment to expanding access to financial security for every Nigerian, saying, “At Leadway, we believe insurance should integrate seamlessly into the everyday realities of people and businesses.

“By partnering with Doroki, we are embedding practical, easy-to-understand insurance solutions into a platform—helping them protect their income, assets, and livelihoods while continuing to grow with confidence.”

 


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New Study Reveals How Moniepoint Powers Nigeria’s Downstream Oil Sector with Same-Day Settlements and Working Capital Boost

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In a move to strengthen Nigeria’s downstream oil and gas sector, Africa’s all-in-one financial platform for businesses and their customers, Moniepoint Inc. says it is transforming how petrol stations across the country manage payments, access credit, and track inventory through innovative financial solutions.

As the largest distribution network for financial services in Nigeria, the leading banking and payments platform trusted by million in its latest case study titled, “Fueling the Nation: How Moniepoint Powers Nigeria’s Oil and Gas Industry”, reaffirmed its commitment to providing digital payment solutions and business management tools to improve operational efficiency in Nigeria’s downstream sector.

The study released recently examined how petrol stations play a crucial role as vital distribution points for fuel in Nigeria, especially in areas with limited access to alternative energy sources. Over 90 per cent of passenger and freight movement in Nigeria is by road, literally fueled by petrol stations that facilitate an average of 41 to 47 million litres of petrol every day.

The downstream oil and gas sector has been considered as the lifeblood of the Nigerian economy, however, for decades, petrol station operators have grappled with the “T+1” settlement cycle, where funds from card payments are only accessible the next day. In an industry with razor-thin margins and the need for immediate restocking, this delay often leads to “dead tanks” and lost revenue.

According to the case study, Moniepoint has bridged this gap by introducing same-day settlements, ensuring that station owners can access their funds instantly to pay suppliers and keep pumps running. The report further reveals that 90.9% of petrol stations now utilize POS terminals as standard infrastructure, with digital channels accounting for 43% of all fuel payments nationwide.

The Moniepoint case study on Nigeria’s downstream oil and gas sector provides very insightful commentary on critical aspects of running a petrol station, including payment systems, inventory management, and funding challenges.

Giving insight into the report and its relevance to the nation’s energy segment, Managing Director, Moniepoint Microfinance Bank, Babatunde Olofin, noted that the study seeks to deepen policy engagement, provide actionable intelligence on critical success factors needed for the nation’s socio-economic growth across different verticals.

Olofin noted, “We are pleased to release this comprehensive report on Nigeria’s downstream sector. Moniepoint’s reason for being is to create financial happiness and power dreams. Reports like this move us in that direction, enabling us to support critical infrastructure that keeps the nation moving.

“Looking at the relevance, with data on their business transactions and our business management tools, petrol stations can effectively plan their inventory and availability, knowing exactly when to stock up and ensuring operations run smoothly to serve more customers.

“By providing fuel retailers with the financial tools they need, Moniepoint is creating a future where access to reliable fuel distribution is improved and represents more than a fundamental right for all in an equitable and efficient system.”

Some other Key insights from the report include: The Liquidity Gap: 1-in-3 station owners identify access to credit as their biggest recurring challenge.

Credit Success: Moniepoint has disbursed millions of Naira in working capital to the sector with a 99.81% repayment success rate.

These tools have enabled nearly three in five fuel stations nationwide to transition from cash-dependent, manually-operated businesses into digitally-enabled enterprises with reliable access to both payments’ infrastructure and growth capital.

This study by Moniepoint comes on the heels of others like the previous case studies on family-owned businesses, South-East’s Onitsha Market, community pharmacies, women-owned businesses, North-East agriculture and the definitive Informal Economy Report, which collectively demonstrated how digital payment solutions are transforming Nigeria’s commercial landscape across diverse sectors and market structures.

Moniepoint’s ongoing commitment to financial inclusion and economic development has positioned it as a catalyst for growth across Nigeria and beyond. The company processes billions in transactions monthly and continues to expand its reach, supporting millions of businesses with payments, banking, credit, and business management solutions.

 


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FG Mandates Shared Funding for N1.98trn Electricity Subsidy

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Federal Government has directed state governments to begin sharing the cost of electricity subsidy alongside the Federal Government.

FG Mandates Shared Funding for N1.98trn Electricity Subsidy

It was gathered that payments for the subsidy will now be funded through the Power Assistance Consumers Fund (PCAF), a government-backed pool created to subsidise electricity bills for low-income and vulnerable consumers.

The fund is designed to replace blanket subsidies with targeted support, improve affordability amid rising tariffs and stabilise the power sector.

More than 18 states are already operating electricity regulatory agencies, while others are preparing to do so. The states include Lagos, Ondo, Osun, Ekiti, Edo, Delta, Bayelsa, Akwa Ibom, Cross River, Abia, Anambra, Imo, Kogi, Niger, Nasarawa, Plateau, Gombe and Jigawa.

The Director-General of the Budget Office of the Federation, Mr. Tanimu Yakubu, disclosed this in Abuja at the opening of the 2026 Post-Budget Preparation workshop on the Government Integrated Financial Management Information System (GIFMIS).

Speaking in an address read on his behalf by the Director of Expenditure Social, Mr. Yusuf Muhammed, Yakubu said states that enjoy the political benefits of electricity subsidy must also contribute to covering the financial gap created by the policy.

“Mr. President has directed that we operationalise a clearer framework to share the cost of electricity across the federation, so the burden is not treated as an open-ended fiscal residual — I mean federal residual,” he said.

“If you want a stable power sector, we must pay for the choices we make. When tariffs are held low, a gap is created. That gap is a subsidy, and a subsidy is a bill.”

He added: “In 2026, we will stop pretending that this bill can be left to the Federal Government alone, especially where the policy choice or the political benefit is shared across tiers of government.”

According to him, the President has ordered the activation of the electricity sector’s legal framework to ensure subsidy burden-sharing is practical and transparent.

“This means subsidy costs must be explicit, tracked and funded, so they do not return as arrears, liquidity crises or hidden liabilities in the market,” Yakubu said.

“It also means that if any tier of government chooses affordability intervention, the responsibility must be clear, agreed and enforceable. This is not punishment. It is an alignment.”

He further warned MDAs to make subsidy-related costs visible in their planning.

“The implication is simple: make subsidy-related costs visible in your planning and submissions. Do not push liabilities into the market as arrears or unfunded commitments,” he said.

Yakubu also disclosed that President Bola Tinubu has directed a review of Nigeria’s Fiscal Responsibility Framework to make fiscal rules more dynamic and enforceable.

“Fiscal rules are not a slogan; they are the guardrails of government,” he said.

“Without guardrails, spending becomes impulsive, debt becomes casual, and the budget becomes a statement of intent rather than a tool of delivery.”

He added that capital projects in 2026 must be delivery-ready and properly financed.

“A long list of projects is not a development strategy. It is often a map of disappointment. What citizens feel is delivery, completed roads, reliable power, functional schools and working hospitals,” Yakubu said.

Reacting to the development, the Director of Media and Communications of the Nigerian Governors’ Forum, Mr. Yunusa Abdullahi, said: “We are reviewing the context and content of the information. We will not be making further comments on it.”


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