2015 SABRE Awards Asia-Pacific Winners

HONG KONG—In a rare trifecta, Ogilvy Public Relations Worldwide took home the Holmes Report’s Asia-Pacific Consultancy of the Year award, the Platinum SABRE for the region’s best PR campaign (for its work on behalf of Visit Britain, and an evening-best eight SABRE Awards for its clients—more than any other agency on the night. 

Ogilvy’s “Great Chinese Names for Great Britain” was selected as best in show over four other finalists for the award:

• Art & Heart—Mercedes-Benz Korea with Ketchum Korea
• Banking Giant SBI Wins Over Indian Millennials—State Bank of India with Adfactors PR
• Look Again Campaign—Ministry of Gender Equality and Family with FleishmanHillard Korea
• The Release of Peter Greste—Al Jazeera English with Howorth and Parker & Partners, Ogilvy PR Australia

“There’s a reason the Great Chinese Names campaigns has picked up a host of awards,” says Paul Holmes, chair of the SABRE jury. “It’s a great creative campaign, executed using a blend of traditional and digital and social tactics, that delivered really impressive business results. In a very competitive field of terrific contenders, it really resonated with judges.” 

Ogilvy also picked up eight Gold SABRE Awards for its clients, more than competitors such as MSLGroup (five); India’s Adfactors PR and multinationals Edelman and Weber Shandwick I(four each); FleishmanHillard (three); and BlueDigital, Dentsu PR, Fortune PR, Hill+Knowlton Strategies, and Ketchum.

DIAMOND SABRE AWARDS

CEO OF THE YEAR                          

Ashishkumar Chauhan, MD & CEO, BSE Ltd—BSE Ltd         

COMPANY OF THE YEAR                             

Transforming for Success in Asia—Microsoft        

SUPERIOR ACHIEVEMENT IN BRAND-BUILDING                

The Shut-down Island!—Miyakojima City with Dentsu Public Relations Inc.

SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT                         

Arcadis: From Complicated Language to 15 Million New Business Leads—Arcadis with FleishmanHillard

SUPERIOR ACHIEVEMENT IN RESEARCH AND PLANNING                       

Propelling Thought Leadership: CFA Institute Global Market Sentiment Survey Campaign Sets Out Big Agenda for Financial Industry—CFA Institute with FleishmanHillard

SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION                       

Banking Giant SBI Wins Over Indian Millennials—State Bank of India with Adfactors PR

GOLD SABRE AWARDS

GEOGRAPHIC CATEGORIES

AUSTRALIA/NEW ZEALAND                       

The Release of Peter Greste—Al Jazeera English with Howorth and Parker & Partners, Ogilvy PR Australia

GREATER CHINA                            

Great Chinese Names for Great Britain—Visit Britain with Ogilvy Public Relations (Beijing)

INDIAN-SUB CONTINENT                           

Come, Take that Step!—STAR Plus with MSLGROUP

JAPAN                 

Marukome: Rocking Out with Miso Soup!—Marukome with Dentsu Public Relations Inc.

KOREA                

Look Again Campaign—Ministry of Gender Equality and Family with FleishmanHillard Korea

SOUTH-EAST ASIA                         

So You Think You Can Fly—iFLY Singapore with Cohn & Wolfe Singapore

MULTI-COUNTRY                           

Gillette Kiss Him Or Not—P&G Gillette      with Ketchum Hong Kong

REGIONAL                        

#WeSpeakCode – Code as the Second Language of Asia Pacific—Microsoft with IN.FOM            

GLOBAL                             

Where Does the Internet Come From?—Tata Communications with Hill+Knowlton Strategies

GOLD SABRE

PRACTICE AREAS

MARKETING TO CONSUMER (EXISTING PRODUCT)                         

How We Helped Tommy Hilfiger Score the Perfect Touchdown in China—Tommy Hilfiger with Ogilvy Public Relations Beijing

MARKETING TO CONSUMER (NEW PRODUCT)                  

Putting a Halo Around Humanities—Ashoka University with Genesis Burson-Marsteller

INTEGRATED MARKETING                         

Dongfeng Citroën C3-XR: “When I Say, Go!”—Dongfeng Citroën with MSLGROUP

BUSINESS-TO-BUSINESS MARKETING                   

Australia's Choice: Work to Live or Live to Work?—Kronos with Howorth, Ogilvy PR Australia

CORPORATE IMAGE                      

Art & Heart—Mercedes-Benz Korea with Ketchum Korea

CRISIS AND ISSUES MANAGEMENT        

Sainsbury’s: Identification of Critical Supply Chain Risks to Business and Roadmap for Pre-emptive Crisis Prevention and Risk Mitigation—Sainsbury’s Supermarket Ltd. with Edelman

COMMUNITY RELATIONS                           

Jotun Warnai Dunia 2014-2015: Bandung City Beautification by Involving Community Attachment in Reviving Local Society Assets—Jotun Indonesia with PT Fortune Pramana Rancang

PUBLIC AFFAIRS/GOVERNMENT RELATIONS                      

The Torch Has Been Passed: JFK’s Legacy Today—John F. Kennedy Library Foundation with Weber Shandwick

PUBLIC EDUCATION                      

Finding Musashi—Vulcan Inc. with Edelman Japan

FINANCIAL COMMUNICATIONS               

Expectations vs. Reality of Retirement in Australia: Launching a Game Changer—Mercer with Ogilvy PR Australia

EMPLOYEE COMMUNICATIONS               

Shell Be Well Program—Shell Companies in the Philippines

CAUSE-RELATED MARKETING                   

Protecting the Gift Called Life—ICICI Lombard General Insurance Pvt Ltd with Adfactors PR

CORPORATE SOCIAL RESPONSIBILITY                    

The Gas Station that Cares - A Better Road Home—Sinopec Group with Brunswick Group

CORPORATE MEDIA RELATIONS               

Go For the Goal: The Bajaj Allianz Way—Bajaj Allianz Life Insurance with Adfactors PR

PRODUCT MEDIA RELATIONS                   

AncestryDNA - Australia, Where Do You Come From?—Ancestry with Howorth, Ogilvy PR Australia

DIGITAL CAMPAIGN                     

British Airways - Ambassadors of British Etiquette in China—British Airways with Ogilvy Public Relations

SOCIAL MEDIA CAMPAIGN                        

Kindle Voyage: Re-Igniting a Love for Reading in China—Amazon with Weber Shandwick

MARKETING TO WOMEN                           

Whisper Touch The Pickle—Procter & Gamble with Madison Public Relations

MARKETING TO YOUTH               

P&G: My Youth is One of a Kind—BlueDigital

GOLD SABRE

INDUSTRY SECTORS

AUTOMOTIVE                  

GrabTaxi, Changing the Way Millions of People Commute—GrabTaxi with Ruder Finn Asia Pte Ltd

FOOD AND BEVERAGE                  

Anti-hangover Drink 'Ready Q' Launching PR—Handok with Medicom

FASHION AND BEAUTY                 

LYCRA Moves You Consumer Campaign—LYCRA with MSLGROUP

TRAVEL AND LEISURE                   

May the Force be with You - LEGO Star Wars Miniland Launch—LEGOLAND Malaysia Resort with The Hoffman Agency Asia Pacific

ENTERTAINMENT                          

Loen Music Camp - Melody on Your Dream—Loen Entertainment with INR

RETAILERS                        

Nespresso Milk Expertise—Nespresso with Weber Shandwick

RESTAURANTS                

Foshan Lingnan Tiandi: A Food-spot for Millennials—Foshan Lingnan Tiandi with MSLGROUP

CONSUMER PRODUCTS               

Haobaba Classroom Across China Campaign—Liby with Hill+Knowlton Strategies Guangzhou

CONSUMER HEALTH                     

Durex: Love Tickle—BlueDigital

PHARMACEUTICAL                       

Roche Young Scientist Award—Roche with Edelman

HEALTHCARE PROVIDERS                           

VTE Awareness—Covidien with Weber Shandwick

INDUSTRIAL/MANUFACTURING                             

Australia's Choice: Work to Live or Live to Work?—Kronos with Howorth, Ogilvy PR Australia

TECHNOLOGY (CONSUMER)                      

OSRAM CSR Program "Light for Fishermen"—OSRAM Indonesia with PT Fortune Pramana Rancang

TECHNOLOGY (B2B)                      

GrowthEnabler: A Start-Up to Help Other Start-Ups—GrowthEnabler with Integral PR Services Pvt. Ltd.  

TELECOMMUNICATIONS                            

Crowdsourcing Brand Loyalty: Huawei Fan Celebration—Huawei with MSLGROUP

FINANCIAL AND PROFESSIONAL SERVICES                         

Banking Giant SBI Wins Over Indian Millennials—State Bank of India with Adfactors PR

ASSOCIATIONS                

Out Leadership and FTI Consulting promoting LGBT Equality in Asia—Out Leadership with FTI Consulting

PUBLIC SECTOR/GOVERNMENT               

The Sarawak Energy Newsroom—Sarawak Energy Berhad with Edelman Malaysia

NOT-FOR-PROFIT                           

TOBACCO FREE BIHAR—CANCER AWARENESS SOCIETY/ CTFK with ADVANTAGE SERVICES