Holmes Report 07 May 2014 // 2:18AM GMT
NEW YORK—MWW’S work for the New Jersey Economic Development Authority in the wake of Hurricane Sandy, “Making ‘Stronger than the Storm’ A Self-Fulfilling Prophecy for NJ Shore Businesses and Communities,” took home the Platinum SABRE for the best public relations program of 2013 at the SABRE Awards ceremony on May 6.
The integrated campaign, which helped drive an increase in hotel occupancy rates in New Jersey in the wake of the devastating super-storm, beat out four other finalists for the best in show award: a Scranton-only SuperBowl ad for Quill.com and its Dunder Mifflin brand, conducted by Olson Engage; a brand marketing program for Hawaiian Tropic, conducted by Edelman; the Wendy’s pretzel bacon cheeseburger launch, handled by Ketchum; and the World Hunger Relief CSR program for Yum Brands by Weber Shandwick.
In addition, Allison + Partners was named North American Agency of the Year, having also taken home our Midsize Agency of the Year honors; Olson Engage was named Specialist Agency of the Year; and ReviveHealth was named the Best Agency to Work For.
It was a good night too for agencies such as Edelman (which took home seven Gold and Diamond awards) and Ketchum (six). Other multiple award winners included Ogilvy Public Relations (four awards), and Allison + Partners, MSLGroup, Padilla CRT and Spong (three each). A complete list of winners follows:
2014 AMERICAS SABRE AWARD WINNERS
DIAMOND SABRE AWARD CATEGORIES
COMPANY OF THE YEAR
MasterCard Worldwide
MasterCard with Ketchum
CEO OF THE YEAR
Doug Parker: The CEO Who Leveraged Communications to Make the Combination of US Airways and American Airlines a Reality
US Airways with Joele Frank and SKD Knickerbocker
BRAND-BUILDING
Gillette Asks "How Does The Man of Steel Shave?"
Gillette with Ketchum
REPUTATION MANAGEMENT
Manufacturing Matters: GE Helps Reignite America's Industrial Renewal
General Electric with Edelman
RESEARCH AND PLANNING
"Promoting the Power of .ORG Worldwide: Going Global in Advance of an Internet Evolution"
Public Interest Registry with Allison+Partners
MEASUREMENT AND EVALUATION
Convincing the C-Suite: The Proven Power of the Influence Scoring System (ISS)
BMC Software
PRACTICE AREAS CATEGORIES
MARKETING COMMUNICATIONS
B2B MARKETING
From Treading Water to Making Waves: The Story of Dow Water & Process Solutions
Dow Water & Process Solutions with Gibbs&Soell
CONSUMER MARKETING (EXISTING PRODUCT)
Dove Real Beauty Sketches
Dove / Unilever with Edelman
CONSUMER MARKETING (NEW PRODUCT)
Filip: A Little Device For a Big World
Filip Technologies with MSLGROUP
INTEGRATED MARKETING
ChapStick® Sessions Makes New Talent Shine
ChapStick®/Pfizer Consumer Healthcare with Coyne Public Relations
CORPORATE REPUTATION
INSTITUTIONAL IMAGE
The New Hertz
The Hertz Corporation with Ketchum
EMPLOYEE COMMUNICATIONS
Transforming employee communications to power Hewlett-Packard's Turnaround
Hewlett-Packard (HP) with Edelman
EXECUTIVE LEADERSHIP
Long Live Life: Starting a Movement Through Emotional Engagement
Novartis with Ruder Finn
FINANCIAL COMMUNICATIONS
US Airways and American Airlines Merge to Create the New American Airlines - How They Got to "Yes"
US Airways with Joele Frank
CAUSE-RELATED MARKETING
AXE Showerpooling
AXE / Unilever with Edelman
COMMUNITY RELATIONS
Smarter Football: A Look Inside the Film Room with Riddell
Riddell with Cohn & Wolfe
CORPORATE SOCIAL RESPONSIBILITY
World Hunger Relief
Yum! Brands, Inc with Weber Shandwick
PUBLIC EDUCATION
OK2TALK: Giving Youth a Voice to Discuss Mental Health
National Association of Broadcasters (NAB) with Ogilvy Public Relations
CRISIS MANAGEMENT
Don't Ground America
Airlines for America with Ketchum
ISSUES MANAGEMENT
Making "Stronger than the Storm" A Self Fulfilling Prophecy for NJ Shore Businesses and Communities
New Jersey Economic Development Authority with MWW
PUBLIC AFFAIRS (FEDERAL)
Changing the National Conversation: 2013 Infrastructure Report Card
American Society of Civil Engineers with The Glover Park Group
PUBLIC AFFAIRS (STATE OR LOCAL)
Save Our Safety Net
Connecticut Community Providers Association with Global Strategy Group
MEDIA RELATIONS
CORPORATE MEDIA RELATIONS
Dunkin' Donuts: Brewing Hot PR in 2013
Dunkin' Donuts with RF|Binder Partners Inc.
PRODUCT MEDIA RELATIONS - CONSUMER
Creating the World's Most Buzzed-About Bar: The Dead Rabbit, a "Gangs of New York"-Inspired Cocktail Saloon
The Dead Rabbit with Hanna Lee Communications, Inc.
PRODUCT MEDIA RELATIONS - TRADE
Taking a Smart Approach to Launching Samsung SMART Camera
Samsung with Allison+Partners
DIGITAL AND SOCIAL MEDIA
DIGITAL CAMPAIGN
Dunder Mifflin's Scranton Super Bowl
Quill.com with Olson Engage
SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN
HAVING A ‘BALL’ ON PINTEREST: Engaging Fans and Driving Sales for Ball® Canning Products Jarden Home Brands with 360 Public Relations
BLOGGER OUTREACH
Online Inspiration Motivates DIYers
Sherwin-Williams with Carmichael Lynch Spong
BRANDED JOURNALISM
Taking A Fresh Look at the Future of Frozen Food
ConAgra Foods with Ketchum
WORD OF MOUTH
Keurig "Brew the Love" Brewer on Doorstep
Keurig with Cake
EXPERIENTIAL
GUERRILLA MARKETING
THE #EVERYDAYEFFECT - LIVE FROM NEW YORK
Procter & Gamble with Citizen Relations
PUBLICITY STUNT
P&G Scope Bacon
P&G – Scope with MSLGROUP
SPECIAL EVENT
JELL-O Makes the Taste of Football Defeat Sweet
JELL-O refrigerated, ready-to-eat snacks with Hunter Public Relations
SPONSORSHIP
On Your Mark, Get Set, Race Across America Powered by Trane
Trane Residential Solutions with Carmichael Lynch Spong
TRADE SHOW
Making Magic at Commodity Classic 2013
BASF Crop Protection with PadillaCRT
SPECIALIST AUDIENCE
MARKETING TO MEN
Flannelytics: Using Humor to Reach Tradesmen
Duluth Trading Co. with Exponent PR
MARKETING TO WOMEN
Hawaiian Tropic Reclaims its Spot in the Sun
Hawaiian Tropic with Edelman
MARKETING TO YOUTH
U by Kotex and Generation Know: Creating a Movement of Young Women to Spread the Word About Vaginal Health
U by Kotex, from Kimberly-Clark Corporation with Marina Maher Communications
MULTICULTURAL MARKETING
Uncovering the Oral Health Crisis
W.K. Kellogg Foundation with Burness Communications
INDUSTRY SECTOR CATEGORIES
CONSUMER GOODS
AUTOMOTIVE
Suzuki - Way of Life! Protecting a Brand through Bankruptcy and Market Exit
American Suzuki Motor Corporation with FTI Consulting
FASHION AND BEAUTY
Head & Shoulders "Season of the Whiff"
Head & Shoulders with Marina Maher Communications
FOOD AND BEVERAGE (BRANDED)
Dos Equis Saves the Party with Dos de Mayo
Dos Equis with Edelman
FOOD AND BEVERAGE (COMMODITY)
Mango Gets a Mangover
National Mango Board with FleishmanHillard
TOYS AND GAMES
#GetReplaced
Activision with Edelman
HOME AND FURNITURE
#ThermosThursday Refreshes Thirst For Iconic Thermos Brand
Genuine Thermos Brand with Carmichael Lynch Spong
CONSUMER SERVICES
ENTERTAINMENT
EA SPORTS Madden NFL 25 Launch Campaign
EA SPORTS with FleishmanHillard
FINANCIAL SERVICES
Heralding the Financial Rise of American Women
Allianz Life with PadillaCRT
FOOD SERVICE
Wendy's Pretzel Bacon Cheeseburger Love Fest
Wendy's with Ketchum
RETAILERS
BYOF (Bring Your Own Friend) Day
IKEA with Ketchum
TRAVEL AND TOURISM
British Airways UnGrounded
British Airways with Text100
BUSINESS-TO-BUSINESS
ENERGY AND NATURAL RESOURCES
The Spirit of Possibility: Voyaging into the Next Era of Aviation History with Solar Energy
Solar Impulse with Weber Shandwick
CHEMICALS AND INDUSTRIALS
Hill+Knowlton Canada: CNOOC purchase of Nexen
Nexen with Hill+Knowlton Canada
PROFESSIONAL SERVICE FIRMS
America Prepares for the Affordable Care Act
Towers Watson with kwittken + company
TRANSPORTATION AND LOGISTICS
Navistar's Reputation Management Turnaround
Navistar, Inc.
TECHNOLOGY
CONSUMER ELECTRONICS
Let's Talk About Sex...With Vibrators
Standard Innovation (We-Vibe®) with Ogilvy Public Relations
TECHNOLOGY: HARDWARE
HP Joy Realized
HP with Porter Novelli
TECHNOLOGY: SOFTWARE AND SERVICES
Dropbox: 100 Million Thanks
Dropbox with Allison+Partners
TELECOMMUNICATIONS
I Want My Wireless!
Transit Wireless with Access Communications
WEB-BASED BUSINESS
Generation Rent: Filling A Vacancy In The Online Rental Market
Apartment Guide with M Booth
HEALTHCARE
ANIMAL CARE
Barking Up a Storm: Dognition Starts New Conversation About Man's Best Friend
Dognition with French/West/Vaughan
CONSUMER HEALTH
Every Day is a Lifetime
Novartis with Burson-Marsteller
HEALTHCARE PROVIDERS
Obamacare Is Working in California
Covered California (California's Health Benefit Exchange) with Ogilvy Public Relations
MEDICAL TECHNOLOGY
Epocrates Bugs + Drugs: Breaking Superbugs Out of the Hospital
Epocrates with MSLGROUP
PHARMACEUTICAL: RX
I Design Prompts Action for World AIDS Day 2013
Merck with Cohn & Wolfe
NON-CORPORATE
ASSOCIATIONS
U.S. Travel's Entry Reform Campaign
U.S. Travel Association with APCO Worldwide
EDUCATIONAL AND CULTURAL INSTITUTIONS
VIRTUAL AMBASSADORS UNLEASH THE POWER OF PLAY FOR MINNESOTA CHILDREN'S MUSEUM
Minnesota Children's Museum with PadillaCRT
GOVERNMENT AGENCIES
Making "Stronger than the Storm" A Self Fulfilling Prophecy for NJ Shore Businesses and Communities
New Jersey Economic Development Authority with MWW
NOT-FOR-PROFIT ORGANIZATIONS
Galvanizing for Giving
United Nations Foundation and 92nd St Y with Havas PR North America
INTERNATIONAL CATEGORIES
GLOBAL CAMPAIGN
Understanding Today's Digital Natives: Burson-Marsteller and Telefónica Conduct the World's Largest Millennial Survey
Telefónica with Burson-Marsteller
MULTIMARKET CAMPAIGN
Spreading the "Good News" to Transform Colombia Into a Top Business and Tourism Destination in Latin America
Proexport Colombia with Ogilvy Public Relations
CANADIAN CAMPAIGN
Hyundai Hockey Helpers 2013
Hyundai Auto Canada Corporation with Citizen Optimum LP
LATIN AMERICAN CAMPAIGN
Project Macondo
BSA | The Software Alliance with Axon Comunicacion International
SILVER SABRE AWARDS FOR PUBLIC RELATIONS MANAGEMENT
PR AGENCY EMPLOYEE PROGRAM
Los Angeles Camp Week
PMK-BNC
PR AGENCY CITIZENSHIP
MMC Mobilizes the Agency to Help She’s the First Change the World…One Girl at a Time
Marina Maher Communications (MMC)
PR AGENCY MARKETING
REFRESHING A BRAND, TRANSFORMING AN INDUSTRY: FleishmanHillard Embodies the Shape of
Communications to Come
FleishmanHillard
THOUGHT LEADERSHIP IN PR
Communicating Character
Hill+Knowlton Strategies