SABRE Awards - FAQs | The Holmes Report



Q: What does SABRE stand for?
SABRE stands for Superior Achievement in Branding, Reputation & Engagement.

Q: What are the eligibility requirements?
These depend on the specific show but, typically, programs must have run during the 18 months prior to the closing date for entries.

Q: Who can enter?
The SABRE competition is open to anyone working in public relations, advertising, digital and social media firms, marketing, corporate communications, investor relations, public affairs, employee communications or any other field related to branding, reputation management and stakeholder engagement. We welcome entries from consulting firms, agencies, corporate departments, not-for-profit organizations, government agencies, or other institutions, without restriction.

Q: How many campaigns or categories can I enter?
You can enter as many campaigns as you like, and there are no restrictions on the number of categories you can enter.

Q: Can jury members enter the SABRE competition?
We welcome entries from individuals, companies and agencies on our judging panel. We make every effort to ensure that judges are not assigned to categories in which their own work is in competition, but winners are picked by panels of at least four judges — all of them senior figures with strong opinions. This makes it difficult — not to mention embarrassing — for judges to advocate on behalf of their own work.

Q: How should I format my entry?
The ideal entry contains a summary of the assignment as well as a sample of the work. Because there are many ways to tell a good public relations case story, we have relaxed our rules when it comes to summary formatting. Many people will choose to provide the traditional two-page written summary, but others are free to use Powerpoint or similar (we suggest 6-10 slides as an ideal length). You can also, of course, provide us with a video if you think that gets your story across in the most compelling fashion.

Whatever format you choose, the summary should include a brief description of the assignment; the challenge it presented; any research and insight that contributed to the creative strategy; details of the creative execution; and the results. The sample of the work will vary from category to category, but can include (but is not limited to) printed materials such as white papers or company publications; links to online content such as websites and videos; sample ads, infographics or web pages; mobile applications. Content may be uploaded via our SABRE Awards website or linked to in the summary.

Q: Do you require budget information?
We do not require budget information and we understand that many clients are sensitive about releasing this information. If budget information is included (and many of our judges find it helpful), it will be treated in strictest confidence.

Q: How much does it cost to enter?
This depends on the specific SABRE competition you are entering. In general a specific campaign is charged a base fee that includes a certain number of categories. Beyond that, if the same overall campaign (for a single client) is being entered in additional categories, each additional category incurs an additional charge. Entries submitted after the late deadline incur a late entry fee.

Q: What are the deadlines?
The deadlines are specified according to the SABRE competition in question and follow the following general schedule: (please check specific competitions for exact deadlines)
SABRE Awards Americas & EMEA: December (late deadline in January)
SABRE Awards South Asia: May (late deadline in June)
SABRE Awards Asia-Pacific: June (late deadline in July)