SABRE Awards North America 2019 Winners | Holmes Report

2019 SABRE Awards North America Winners

The 2019 North American SABRE Awards, which recognizes Superior Achievement in Branding Reputation and Engagement, were announced at the awards ceremony on May 7 at Cipriani 42nd Street in New York along with the Agencies of the Year and Best Agencies to Work For.

Check out the winning case studies here


Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion — Gerber with Edible, Inc.

2. #CoverTheProgress — Discover Puerto Rico with Ketchum
3. The Oh Henry! 4:25 Bar Launch — The Hershey Company with UM, Mint, Reprise, Anomaly
4. Big Mac 50th Anniversary — McDonald's with Golin, The Marketing Store, Design by Disruption, Osborne Coinage, Moving Picture Company
5. Purple Purse: Overshare the Invisible — The Allstate Foundation with MSL

Diamond SABRE Awards

Diamond SABRE Awards

Company of the Year

  • Now That's a Cardiac — Cadillac with Kovert Creative

CEO of the Year

  • John Legere for CEO of the Year — T-Mobile with Porter Novelli

The SABRE Award for Superior Achievement in Brand-Building

  • BuickStyle: The Ultimate Driving Shoe — General Motors Canada with Weber Shandwick Canada

The SABRE Award for Superior Achievement in Reputation Management

  • #CoverTheProgress — Discover Puerto Rico with Ketchum

The SABRE Award for Superior Achievement in Research and Planning

  • Bernzomatic Emergency Preparedness — Bernzomatic with Zeno Group

The SABRE Award for Superior Achievement in Measurement and Evaluation

  • Building a Campaign Validation Machine with Attribution — Lupin Pharmaceuticals, Inc. with W2O

Gold SABRE Awards

Practice Areas

Business-To-Business Marketing

  • Welcome to the Water Revolution — Niagara Conservation with Padilla

Consumer Marketing (Existing Product)

  • Big Mac 50th Anniversary — McDonald's with Golin, The Marketing Store, Design by Disruption, Osborne Coinage, Moving Picture Company

Consumer Marketing (New Product)

  • Mayochup — Heinz with ICF Next

Integrated Marketing

  • #HowWeCare — Johnson & Johnson Consumer, Inc. with The Neighborhood for J&J. Agencies include Ogilvy, Burson Cohn & Wolfe, J. Walter Thompson, and VML

Institutional Image

  • The Bridge to Possible — Cisco with The Hatch

Employee Communications

  • May is for Mothers | Merck for Mothers — Merck for Mothers with Marina Maher Communications

Employer Branding

  • Creating Online Ambassadors to Share Emerson’s Story with the World — Emerson with FleishmanHillard

Executive Leadership

  • Establishing ABB's First Chief Digital Officer As An IOT Champion — ABB with Zeno Group

Capital Markets Communications

  • Defense Against Bill Ackman — Herbalife Nutrition

Cause-Related Marketing

  • Dove Men+Care Champions Paternity Leave for All Dads This Father’s Day — Dove Men+Care with Edelman, VaynerMedia, VIRTUE, Mindshare, Access2Insight

Community Relations

  • Purple Purse: Overshare the Invisible — The Allstate Foundation with MSL

Corporate Social Responsibility

  • Always Fights to #EndPeriodPoverty — Procter & Gamble with MSL

Public Education

  • UL Close Before You Doze — UL Firefighter Safety Research Institute with Allison+Partners

Crisis Management

  • Emerging Contaminate Environmental Crisis Support — Wolverine Worldwide with Lambert & Co.

Issues Management

  • Prosocial: Changing the Conversation Around 13 Reasons Why — Netflix with Zeno Group

Public Affairs

  • Mass Bail Out — Robert F. Kennedy Human Rights Foundation with Kivvit

Corporate Media Relations

  • Target's Turnaround — Target

Product Media Relations (consumer media)

  • Helzberg Diamonds Breaks the Rules of Engagement — Helzberg Diamonds with Carmichael Lynch Relate.

Product Media Relations (trade media)

  • Clorox® Total 360® System: A Game Changer in Fighting Outbreaks — CloroxPro with Ketchum, Inc.

Digital Campaign

  • Divorce Stories — TIAA with 360PR

Social Media/Social Networking Campaign

  • Conoco Launches “Choose Go” — Conoco with Carmichael Lynch Relate

Influencer Marketing

  • Taste is Blind: How Arla Got Consumers to Care About an Upstart Cream Cheese — Arla Foods with Carmichael Lynch Relate.

Branded Journalism

  • Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion — Gerber with Edible, Inc.

Word Of Mouth

  • #EggsAreHealthy — Pete and Gerry's Organic Eggs with 360PR

Guerrilla Marketing

  • Exclusive the Rainbow — Skittles with ICF Next

Publicity Stunt

  • Reese's Candy Converter — Reese's with Zeno Group

Special Event

  • Hemophilia: The Musical — BioMarin Pharmaceuticals with Chandler Chicco Agency, a Syneos Health company, and Believe Limited


  • Victory Fridge — ABInbev, Bud Light with 3PM Agency (Weber Shandwick in partnership with PMK-BNC)

Trade Show

  • My Special Aflac Duck — Aflac with Marina Maher Communications, FleishmanHillard, Ken Willis International, CSE, Carol Cone ON Purpose, Nation of Artists

Marketing to Men

  • Feel More: Tackling the Taboos around Masturbation & Masculinity — TENGA with Burson Cohn & Wolfe

Marketing to Women

  • #22Victories — Medela with Ogilvy

Marketing to Youth

  • Teens Prove Their #StreetTread — Michelin North America with Ketchum

Marketing to Seniors

  • Terry Bradshaw Pitches A Different Kind of Timeshare to Boomers To Learn More About Pneumococcal Pne — Pfizer with RXMOSAIC

Multicultural Marketing

  • Healing House — Casey House with Narrative

Industry Sectors


  • 1923 - Forward Into The Past — Marvel Mystery Oil with Zeno Group

Fashion & Beauty

  • Making Nexxus Keraphix as a Platinum Power Player — Unilever, Nexxus with Weber Shandwick


  • Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable — Giant with Gillian Small PR
  • Raising the Bar: A Stock Imagery Refresh — Anheuser-Busch (Elevate Platform) with Praytell

Home & Furniture

  • Beautyrest Be More Awake Campaign — Beautyrest with Hunter Public Relations

Consumer Products

  • We Beefin? — Wendy's with Ketchum with VML and Six Course Inc.


  • Take A Seat, Take A Stand — WNBA with Edelman

Financial Services

  • Recognizing 100 Difference Makers with $1M for A Better Tomorrow — TIAA with Weber Shandwick

Food Service (including restaurants)

  • Respect the Egg — Panera Bread with Weber Shandwick and Sloane & Company


  • Time to Vote — Patagonia & Levi Strauss & Co.

Travel & Tourism

  • Air New Zealand Launches New Chicago Route — Air New Zealand with MWWPR

Energy And Natural Resources

  • How EPRI Electrified 2018 — Electric Power Research Institute (EPRI) with APCO Worldwide

Chemicals & Industrials

  • Launching the Alliance to End Plastic Waste — Alliance to End Plastic Waste with Weber Shandwick

Professional Service Firms

  • KPMG Driving the Next Generation of Women Leaders — KPMG

Real Estate & Construction

  • Engel & Völkers: Reimagining a Brand for the Americas — Engel & Völkers Americas with Mission Control Marketing

Transportation & Logistics

  • It's a Bird…It's a Plane…It's the SuperTruck StarShip — Shell Rotella with Coyne PR

Consumer Electronics

  • Milking My Ladies: Launching the Elvie Pump — Elvie with SourceCode Communications

Technology: Hardware

  • Making Gaming More Inclusive with the Xbox Adaptive Controller — Microsoft with Assembly Media Inc.

Technology: Software & Services

  • Employees First: VMware Elevates Employees as Drivers of Digital Transformation — VMware with Weber Shandwick


  • Team of Experts (TEX) — T-Mobile with Porter Novelli

Web-Based Business

  • #RepresentLove — Tinder with M Booth and Marcel Sydney

Animal Care

  • Banfield Foundation Becomes the Calm Before the Storm — Banfield Pet Hospital / Banfield Foundation with Coyne PR

Consumer Health

  • Clearblue Connected — Procter & Gamble with MSL

Healthcare Providers

  • Cigna Combines with Express Scripts, Establishing a Blueprint to Transform the Health Care System — Cigna Corporation with FTI Consulting Strategic Communications

Medical Technology

  • Nothing Artificial About It: A PR Launch for an AI Mammography Solution — iCAD Inc. with ARPR

Pharmaceutical: Rx

  • Choices Matter: An In-Depth Analysis of the Opioid Epidemic and Overprescribing in America — Pacira Pharmaceuticals with Coyne PR


  • Fraud=Fraud — Proof Inc. with Environics Analytics (Proof Inc.'s partner agency that led persona research and development) Environics Research Group (Proof Inc.'s partner agency that led survey and focus group research)

Educational & Cultural Institutions

  • Primrose Schools Helps Working Parents #LetGuiltGo — Primrose Schools with Jackson Spalding

Government Agencies

  • Reducing Distracted Driving in Washington State — Washington Traffic Safety Commission with C+C

Not-For-Profit Organizations

  • Saving Lives in Yemen — International Rescue Committee (in-house)


Global Campaign

  • 3M Champions Science — 3M with Ketchum

Multimarket Campaign

  • KAYAK Helps U.S. Soccer Fans Find A New Fandom — KAYAK with Carmichael Lynch Relate.

Canadian Campaign

  • The Oh Henry! 4:25 Bar Launch — The Hershey Company with UM, Mint, Reprise, Anomaly

Silver SABRE Awards

PR Agency Employee Program

  • LDWW Tells Employees to GO HOME — LDWW

PR Agency Citizenship

  • Pure Earth and TogoRun: Educating About the Impact of Disease-Causing Pollution — Pure Earth with TogoRun

PR Agency Marketing

  • The HealthiHer Movement — GCI Health and HealthyWomen

Thought Leadership In PR

  • Civility in America: A Nationwide Survey — Weber Shandwick