Axelle Mounier, Head of PR, CIRCUS! : "Rigorous journalism is not just another industry - it is a safeguard"

CIRCUS! won the Business-to-Business Marketing Award at the SABRE Awards Africa 2026 for Newsmakers. What does this recognition mean for you and for the agency?

It is a particular source of pride. This award recognises, at an African level, a creative idea that originated from our PR & Content department, the newest within the agency. It is also a collective achievement: Newsmakers would not have had the same impact without the contribution of our audiovisual and creative teams, who brought production quality and visual consistency to the project. This distinction validates the approach we have championed from the outset - combining strategic rigour, creativity, and a deep understanding of the media landscape. Most importantly, it gives us a strong foundation to keep growing.

What made Newsmakers stand out in the B2B category?

The project had a genuine purpose beyond visibility. We were addressing media professionals with content that was sincere, well-documented, and paid tribute to them. In B2B, relationships are central - it is about precise communication with audiences who know their industry inside out. We fully immersed ourselves in the subject. We spoke to the media by understanding their reality, respecting it, and offering something they would not typically expect from a communications agency. I believe that credibility made the difference.

How did the idea for Newsmakers come about?

It started from a simple observation: journalists tell the world’s stories, but they are rarely given a voice themselves. We wanted to reverse that dynamic. There was also a deeper conviction: in a context of growing distrust in the media and the spread of misinformation, it is essential to highlight the value of this profession. In Mauritius, as elsewhere, the quality of information is a democratic issue. For our team, it was also an opportunity to meet these professionals, understand their reality, and build stronger relationships.

What message did you want to convey through this web series?

That behind every piece of information, there is a professional making editorial, ethical, and human choices. As the lines between information and opinion continue to blur, it is crucial to reaffirm what journalism stands for. At a time when misinformation spreads rapidly and trust is eroding, rigorous journalism remains a safeguard. If we have helped people better understand its standards and responsibilities, then we have achieved our goal.