If you are thinking about entering this year’s SABRE Awards competition—in North America, EMEA, or Africa—but want to understand more about how to format your entry and what our SABRE judges are looking for, PRovokeMedia editors Paul Holmes and Maja Pawinska-Sims are hosting a webinar that will help you understand the process.

The webinar will take place on Zoom next Thursday, December 12, at 4.30pm UK time and you can register here to take part, and ask questions of the hosts.

Paul Holmes, founder and editor-in-chief of PRovokeMedia has been chairing the SABRE judges for more than 20 years and has seen thousands of winning entries (and tens of thousands that didn’t make the cut). Maja Pawinska-Sims has also served on the jury—but she is also a SABRE winner herself and has crafted numerous winning campaigns.

The webinar will help experienced awards entrants understand what makes the SABRE Awards different (and so widely coveted) while those new to awards submissions will learn about formatting, category selection, the judging process, and how best to emphasize the factors that make for a winning campaign.

In the meantime, entrants can find some tips for winning entries at our awards website. More details (including deadlines, categories and jury information) on our EMEA awards here; Africa awards here; North America awards here.

We have also been asking our judges what they look for in winning entries, and here are a few sample quotes from this year’s jurors:

"I’ll be looking for campaigns that demonstrate a deep understanding of their audience, execute with clarity and creativity, and show measurable impact. A winning campaign should not only achieve its objectives but also inspire and set a new standard for strategic communications."—Olena Androshchuk, Head of Corporate Communications, Henkel (EMEA judge)

“The most impactful campaigns are those that demonstrate both creativity and authenticity—telling a story that resonates deeply with audiences while delivering measurable results. The SABRE Award isn’t just a recognition of great work; it’s a celebration of the power of communication to drive change and build trust.”— Alexander Lazarou, Senior Manager, NA Communications, Getty Images (North America judge)

“I’m looking for campaigns that make me kick myself for not coming up with the idea myself.   Ideas that have a simple insight at their heart, might challenge the status quo and are beautifully executed.”—Jo Carr, Co-Founder and Chief Client Officer. Hope & Glory (EMEA judge)

“I am looking for work that confuses me. Confuses me because it breaks down the walls of usual categories and silos we have in our minds about how PR works. Communications at its most effective is wholly immersive and all encompassing, and I am looking for ideas that aspire to that ideal."— Abhijit Dutta, Leader, North America Communications, Kimberly-Clark (North America judge)

“For me, what separates ‘award winning’ from solid work is the clear connectivity to commercial need; the bravery of the creativity; integrated campaign execution that demonstrates learnings through its lifecycle; and outcomes tying directly back to the desired impact. To be award winning you need the full stack, not just one or two.”—Chris Talago, Senior Director, Communications, Adobe (EMEA judge)

“I know just how much effort goes into making a campaign successful—the planning, collaboration, fine-tuning and endless attention to detail. And when all that hard work is recognized with a SABRE Award? That’s the ultimate win. It’s proof that your team’s work is truly among the best of the best. I’m excited to dig into this year’s submissions and see the incredible ideas and creativity shaping the world of communications.”—Katie Clark, chief communications officer, Hormel Foods (North American judge)