British company which predicted Chamisa would win presidential elections worked for CCC in the just ended elections- says it helped Hakainde win the Zambian elections after five failed attempts


Although the Daily Maverick did not disclose what the Sabi Group did for CCC, the company is a campaign specialist and one of the staff members worked on Zambian President Hakainde Hichilema’s campaign.

Hichilema was elected in August 2021 after five previous attempts.

According to the company’s website, Sabi says it “provides comprehensive, research- driven campaigns and strategic communications support to international corporations, political leaders, family offices and advocacy groups across the world”. 

“Our mission,” it says,  “is to help clients to identify and communicate behaviour-changing messages to target audiences. Our campaigns are built upon in-depth investigative research, data analysis and polling. We then provide counsel and execute the campaign strategy through all appropriate channels, to ensure our client’s message is translated into positive action amongst target audiences.”

Moakes, the company says, joined SABI Strategy Group from American campaigning consultancy, GQR Research. Prior to GQR, Moakes was both the Chief Executive and Chief Strategist for the Democratic Alliance (DA), the official opposition in South Africa. 

“He is a multi-skilled organisational leader and an expert in strategy, communications, campaign design and campaign management. Jonathan has consulted to corporates, governments, advocacy groups, political parties and candidates in over fifteen countries on four continents.  

“Jonathan specialises in transforming strategic insights and messaging recommendations from qualitative and quantitative research into actionable campaign plans focused on delivering a core message in volume and over time to an identified target market.”

Moakes is a director of the company.

Chichester is an account manager.

The company says Chichester is an experienced communications and public affairs advisor. He assists clients with in-depth political analysis and stakeholder mapping, as well as specialising in digital content and social media campaigns.  

“At SABI Group, George has advised private and public corporations on how to best leverage their external communications through both conventional and digital media. He has helped companies at every stage in their development: from launch, to IPO, to specialised single-issue campaigns.

“In 2021, George supported the digital and third-party communications for the UPND Alliance’s successful election campaign in Zambia, resulting in President Hakainde Hichilema taking office on 24th August. George continues to advise on African politics, as well as providing policy analysis to UK and EU clients, particularly in the field of sustainability. “

Osborne is a junior associate of the company and assists SABI’s research and communications operations, supporting its political and corporate clients in areas of political analysis, stakeholder mapping, and media insights. She also supports SABI’s open-source intelligence research. 


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Charles Rukuni
The Insider is a political and business bulletin about Zimbabwe, edited by Charles Rukuni. Founded in 1990, it was a printed 12-page subscription only newsletter until 2003 when Zimbabwe's hyper-inflation made it impossible to continue printing.


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