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2012 SABRE AWARD WINNERS
THE DIAMOND SABRE AWARDS FOR EXCELLENCE IN PUBLIC RELATIONS IN THE C-SUITE
COMPANY OF THE YEAR
Closing the Perception Gap: Compelling Content Paves GM's Way Back to No. 1
General Motors with Weber Shandwick
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING
Starbucks Brand Transformation
Starbucks with Edelman
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT
Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis
Nuclear Energy Institute (NEI) with Burson-Marsteller
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION
Changing Behavior Through PR: Earned Media Boosts Campaign Effectiveness During Medicare Open Enrollment
Centers for Medicare and Medicaid Services with Porter Novelli, PRIME Research
PRACTICE AREA CATEGORIES
MARKETING COMMUNICATIONS
BUSINESS-TO-BUSINESS MARKETING
IBM's Jeopardy! - Winning Computer Watson Scores Big as Business Innovator
IBM
CONSUMER MARKETING (EXISTING PRODUCT)
Downy Puts Mike in the Window for Clean Sheets Week
Procter & Gamble with DeVries Public Relations
CONSUMER MARKETING (NEW PRODUCT)
Trojan Pulls Back the Sheets on Sexy Tech
Church & Dwight/Trojan Brand Condoms with Edelman
INTEGRATED MARKETING
Small Business Saturday
American Express OPEN with M Booth
CORPORATE REPUTATION
CORPORATE IMAGE
IBM at 100: Focusing Our Place in the Past, Present and Future
IBM with Ketchum
EMPLOYEE COMMUNICATIONS
Flight Plan for the Future: JetBlue Preserves Its Direct Relationship with Pilots
JetBlue Airways with MWW Group
EXECUTIVE LEADERSHIP
The New Digital Economy: Deloitte Technology and the Center for the Edge
Deloitte with Hill+Knowlton Strategies
FINANCIAL COMMUNICATIONS
How the World's First Conglomerate Pulled Off One of the Biggest, Fastest and Most Successful Corporate Spinoffs in History
ITT Corporation with Edelman and Joele Frank, Wilkinson Brimmer Katcher
ENGAGING SOCIETY
CAUSE-RELATED MARKETING
Dick's Sporting Goods PACE Program: Protecting Athletes Through Concussion Education
Dick's Sporting Goods with Catalyst Public Relations
COMMUNITY RELATIONS
Winning Community Support for a New Corporate Headquarters
Navistar with Culloton Strategies
CORPORATE SOCIAL RESPONSIBILITY
American Airlines Reduces Its Carbon Footprint
American Airlines with Weber Shandwick
PUBLIC EDUCATION
Drive4COPD Races to Find the "Missing Millions" with COPD
Boehringer Ingelheim Pharmaceuticals with Biosector 2
ADVOCACY
CRISIS MANAGEMENT
The Aflac Duck Gets Its Quack Back: How Aflac Turned "Black Eye into a Beauty Mark"
Aflac Corporate Communications with Citizen Paine
ISSUES MANAGEMENT
FordAhead.com
Ford Motor Company with Proof Integrated Communications and Burson-Marsteller
PUBLIC AFFAIRS: FEDERAL
Keep Potatoes in Schools "Proof" Campaign
National Potato Council with FoodMinds
PUBLIC AFFAIRS: STATE AND LOCAL
A Bridge to a Sustainable Future
Rosemont Copper with Davies
MEDIA RELATIONS
CORPORATE MEDIA RELATIONS
Fighting Fire with Fire: Resetting the Media Dialogue for Mexico
Mexico Tourism Board with Ogilvy Public Relations
PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)
Yoplait Original Yogurt "Calcium in Every Cup" Campaign
Yoplait with Cone Communications
PRODUCT MEDIA RELATIONS (TRADE MEDIA)
Valvoline NextGen: Launching a "Green" Motor Oil without Making Trade Media See Red
Valvoline with Cohn & Wolfe
DIGITAL AND SOCAL MEDIA
DIGITAL CAMPAIGN
Old Spice "Mano a Mano in el Baño Campaign
Old Spice with Citizen Paine and Weiden+Kennedy
BLOGGER OUTREACH
Ford Reinvents the Test Drive- and Blogger Outreach - Globally
Ford Motor Company with WPP
SEARCH ENGINE OPTIMIZATION
MexicoToday
Marca Pais: Imagen de Mexico Qorvis Communications
SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN
Pampers "Little Miracle Missions"
Pampers with Citizen Paine
SPECIALIST AUDIENCE
MARKETING TO MEN
Boston's Brewin': How Amstel Light Shared a Single Beer with 115 Million People
Amstel Light, HUSA with MSLGROUP
MARKETING TO WOMEN
DEREK LAM + eBay
eBay with Edelman
MARKETING TO YOUTH
Our Birthday, Your Bash
7-Eleven with FreshWorks/Ketchum
MULTICULTURAL MARKETING
It's a Family Affair
Verizon Wireless with Lagrant Communications
INDUSTRY SECTOR CATEGORIES
CONSUMER GOODS
AUTOMOTIVE
General Motors Revival: GM Dealers Take Comeback Story to the Streets
General Motors with Weber Shandwick
FASHION AND BEAUTY
Why Celebs and A-Listers Are "Tie-ing" One On
TheTieBar.com with Zapwater Communications
FOOD AND BEVERAGE
Launching the World's Number One Ice Cream in the U.S.
Magnum Ice Cream (Unilever) with GolinHarris
HOUSEHOLD PRODUCTS
Duracell's Power Those Who Protect Us Campaign
Duracell with Citizen Paine
CONSUMER PRODUCTS
Ken May Be Plastic, But His Love Is Real
Mattel with Ketchum and HL Group
CONSUMER SERVICES
ENTERTAINMENT
The Force is Strong with "Star Wars: the Complete Saga" on Blu-ray
Twentieth Century Fox Home Entertainment with Hill+Knowlton Strategies and Lucasfilm Ltd.
FINANCIAL SERVICES
BrighterLife.ca
Sun Life Financial with High Road Communications
FOOD SERVICE
"Thank You for Suing Us", Taco Bell's Response to Lawsuit Crisis
Taco Bell and Yum! Brands with Weber Shandwick
RETAILERS
Sears Heroes at Home: A Hero's Song
Sears Holding Corp. with Euro RSCG Worldwide PR
TRAVEL AND TOURISM
DoubleTree by Hilton's Cookie CAREavan Across America
DoubleTree by Hilton with Ketchum
BUSINESS-TO-BUSINESS
BUSINESS SERVICES
A Technology Revolution Inside Your Wallet: the Next Generation Payment Card
Dynamics with Edelman
INDUSTRIAL AND MANUFACTURING
Transforming a Quiet Manufacturing Company Into a Brilliant Brand
SAGE Electrochromics with Brodeur Partners
PROFESSIONAL SERVICES FIRMS
Superheroes of HR
AlphaStaff with rbb Public Relations
TECHNOLOGY
CONSUMER ELECTRONICS
Remember Memorex? It's Back and Streaming Live
Memorex with Padilla Speer Beardsley
TECHNOLOGY: HARDWARE
IBM's Jeopardy! - Winning Computer Watson Powers Business Innovation
IBM
TECHNOLOGY: SOFTWARE AND SERVICES
Establishing Intuit as an Innovative Growth Company
Intuit with Access Communications
TELECOMMUNICATIONS
Sprint Combats Distracted Driving with Sprint Drive First Application
Sprint
WEB-BASED BUSINESS
15 Years of Petfinder.com: Adopt the Internet, Then Adopt a Pet
Petfinder.com with CooperKatz & Company
HEALTHCARE
CONSUMER HEALTH
Educating Girlfriends About the Importance of Folates
Bayer HealthCare with Ogilvy Public Relations
HEALTHCARE PROVIDERS
Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat
MEDICAL DEVICES
Drive the Switch: Novo Nordisk Challenges Diabetes Patients to Re-Think
Novo Nordisk with (Marina Maher Communications)
PHARMACEUTICAL: RX
"Rewrite Your Day" Lost to Chronic Migraine
Allergan, Inc. with GCI Health
NON-CORPORATE
ASSOCIATIONS
Since When Did Agriculture Become a Dirty Word?
U.S. Farmers & Ranchers Alliance (USFRA) with Ketchum, Zócalo Group and maslansky luntz + partners
EDUCATIONAL AND CULTURAL INSTITUTIONS
Arab Spring Dialogue on Peace Liberty & Human Rights: The Fahad Al Salem Center Inaugural Forum in Kuwait
The Fahed Al Salem Center for Dialogue Among Civilizations and Defense of Liberty with Edelman
GOVERNMENT AGENCIES
The Green Build Takes Flight at San Diego International Airport
San Diego County Regional Airport Authority with Porter Novelli
NOT-FOR-PROFIT ORGANIZATIONS
The Purple Purse: Let's talk About Domestic Violence
The Allstate Foundation with Fleishman-Hillard
INTERNATIONAL
GLOBAL CAMPAIGN
Counterfeits Can Kill: Pfizer's Global Awareness Campaign to Protect patients by Combating the Flood of Fake Prescription Medicines
Pfizer
MULTIMARKET CAMPAIGN
Raising IEEE's Profile From São Paolo to Shanghai
IEEE with Weber Shandwick
CANADIAN CAMPAIGN
Harlequin's Office for the Preservation of the Kiss
Harlequin with NATIONAL Public Relations, Sonic Boom Creative Media and Burson-Marsteller
LATIN AMERICAN CAMPAIGN
Animal Day: Signatures to Update Argentine Animal Protection Law
PEDIGREE with Burson-Marsteller
BEST PR PROGRAM OF THE YEAR
IBM at 100: Focusing Our Place in the Past, Present and Future
IBM with Ketchum
