APO Group has strengthened its position as a key player in Africa’s communications industry after winning gold in the Northern Africa category at the 2026 Africa SABRE Awards. The recognition was awarded for its campaign titled GITEX Africa Morocco 2025: A Media-Fuelled Journey for Tech Excellence, a project that is already showing strong positive impact on the continent’s technology landscape.
The campaign played a major role in increasing the visibility of GITEX Africa, helping to position it as one of the leading technology and startup platforms on the continent. By generating more than 3,600 media clippings across African and global outlets, the initiative significantly expanded awareness of the event and the opportunities it creates for startups, investors and innovators. This level of exposure does not just promote a single event. It helps attract global attention to Africa’s growing tech ecosystem, opening doors for partnerships, funding and collaboration.
At the same time, the campaign has contributed to strengthening Morocco’s image as an emerging regional technology hub. Increased international media coverage helps build investor confidence and supports the country’s efforts to attract more tech companies and entrepreneurs. This kind of strategic communication plays a direct role in economic development by shaping how markets are perceived globally.
The SABRE Awards recognise excellence in branding, reputation management and engagement across the global communications industry. Winning in this category shows that African-focused communication strategies are becoming more effective and globally competitive. It also highlights how tailored messaging that understands local markets can deliver measurable results.
APO Group’s performance at the awards extended beyond this win. The company was also named a finalist in two additional categories for campaigns delivered for major international organisations operating in Africa. These included The Africa Flag 2025 Tournament: Raising the Game in Cairo for the National Football League in the Media Relations category and Broadcasting Greatness: Elevating African Hoops and Culture at BAL 2025 for the Basketball Africa League in the Media, Arts and Entertainment category. These recognitions show the company’s ability to deliver strong results across different sectors, including sports and entertainment.
According to Chief Executive Officer Bas Wijne, the award reflects the importance of designing communication strategies that match the realities of African markets. He noted that successful campaigns require a mix of strong planning, local execution and a clear understanding of how different audiences engage with content. This approach ensures that communication efforts are not just visible but also effective in delivering real outcomes.
Beyond the SABRE Awards, APO Group has continued to receive recognition for its work over the past year. The company won Gold and Bronze at the Davos Communications Awards for excellence in strategic communications and campaign execution. It was also named Africa’s Leading PR Agency for 2025 by Brands Review Magazine and Best Public Relations and Media Consultancy Agency of the Year for 2025 by World Business Outlook. These achievements reinforce its reputation as a leading communications partner for organisations operating across Africa.
Operating in all 54 African countries, APO Group provides a full range of services including communications advisory, public relations and media distribution. Its proprietary platform, Africa Newsroom, allows organisations to distribute content to more than 250 Africa-focused news platforms worldwide. This ensures wide reach and consistent messaging across different markets.
The company’s integrated model combines strategy, execution, crisis management and media distribution into one system. This allows businesses and institutions to manage their reputation effectively while reaching key audiences such as journalists, investors and policymakers.
As Africa continues to grow as a hub for innovation and entrepreneurship, the role of communication in shaping perceptions and attracting opportunities becomes even more important. APO Group’s latest achievement shows how well-executed campaigns can go beyond publicity and contribute to real economic and industry growth across the continent.
