Holmes Report 30 May 2013 // 11:00PM GMT
BARCELONA—It was a big night for UK creative boutique Unity and for international network Porter Novelli at the EMEA region SABRE Awards dinner, held last night at the Cupula las Arenas in Barcelona.
Unity’s “shwopping” campaign for Marks & Spencer—which saw the retail giant take ownership of the trend, encouraging consumers to donate their unneeded clothes to benefit the charity Oxfam—took home the Platinum Award for the best public relations campaign of the year in the EMEA region, in front of more than 500 leaders from 100 companies and 30 countries across the region.
The Launch of Schwopping beat out four other finalists: the Beer Defence campaign, mounted by Slovakia´s Association of Small Independent Breweries with Slovakian agency Dynamic Relations; an immersive experiential effort to launch the new Halo game, conducted by X Box with Edelman; Routine is Fantastic, a dramatic press event for the UN Refugee Agency with Italian firm Istituto Nazionale per la Comunicazione; and the Thank You Mum campaign to leverage P&G’s Olympic sponsorship, with Hill+Knowlton Strategies.
Meanwhile, Porter Novelli and its various European branded firms took home five Gold and Diamond trophies, more than any other agency, and ahead of multinational giants Burson-Marsteller, Fleishman-Hillard, Hill+Knowlton, and Ketchum; Unity of the UK; and Nordic firms Geelmuyden Kiese of Norway and Prime of Sweden, with three each.
Other multiple winners included Cake, Cohn & Wolfe, Dynamic Relations, Edelman, Grayling, Jung Relations, M&C Saatchi, Ogilvy, Trigger, and Weber Shandwick.
A complete list of Gold and Diamond winners follows:
CEO OF THE YEAR
The Diamond Sabre Awards for Excellence in Public Relations in the C-Suite: CEO of the Year
AGCO Corporation with Stockheim Media Gesellschaft für Kommunikationsberatung
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING
The Launch of EE – Britain’s First Superfast 4G Network
EE with Nelson Bostock Group / M&C Saatchi PR
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT
DNB – Best Bank for Young Families
DNB ASA with Gambit Hill+Knowlton Strategies
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION
Alcohol-Free Pregnancy
Norwegian Directorate of Health with Burson-Marsteller
AFRICA
Johnnie Walker One Bottle Store
Johnnie Walker with Atmosphere Communications
THE BALKANS
Discovery School / Scoala Discovery
Discovery Networks CEEMEA with Grayling
THE BALTIC
Polish and Pregnant
ADAMED with Headlines Porter Novelli
BENELUX
IBM Seen in 3D
IBM with Ketchum
DACH
Post, Vote, Like – Primark Premiere in Berlin
Primark with Grayling
CENTRAL EASTERN EUROPE
House in 24 hours
Xella Czech Republic with Neopublic Porter Novelli
FRANCE
Badoit Express
Badoit with Agence ELAN
IBERIA
The Best Job of the Spring: See the Grass Grow
Husqvarna with Cohn & Wolfe
MEDITERRANEAN
ROUTINE IS FANTASTIC
UN REFUGEE AGENCY (UNHCR) with ISTITUTO NAZIONALE PER LA COMUNICAZIONE
THE MIDDLE EAST
Cheyef Halak
LBCi with IMPACT Porter Novelli / IMPACT BBDO
NORDICS
The World's Finest Job is Vacant (Verdens Fineste Stilling Ledig)
The Norwegian Department of Education with Geelmuyden-Kiese, Try and Apt
RUSSIA AND THE CIS
"The Green Button": Forming a Culture of Energy Conservation in Russia
SPN Ogilvy
TURKEY
Keep Living Turkey
Aksigorta with Caretta Communication
UNITED KINGDOM AND IRELAND (LESS THAN £50,000 IN FEES)
Cock & Bull Pie
Charlie Bigham's with Frank PR
UNITED KINGDOM AND IRELAND (£50,000 - £100,000 IN FEES)
How the West (Coast) was won
Virgin Trains with Fishburn Hedges
UNITED KINGDOM AND IRELAND (£100,000 IN FEES OR MORE)
The Launch of Shwopping
M&S with Unity
MULTI-COUNTRY PROGRAMME (ONE TO FOUR EMEA MARKETS)
Sony NEX-5R Real-Time Gallery
Sony with Cake
PAN-EUROPEAN PROGRAMME (FIVE OR MORE EMEA MARKETS)
“Thank you, Mum” Olympic Games PR Activation for P&G Western Europe
P&G with H+K Strategies
GLOBAL PROGRAMME (MULTIPLE MARKETS IN MULTIPLE REGIONS LED FROM EMEA)
Curatos of Sweden
Swedish institute and VisitSweden with Volontaire
BUSINESS-TO-BUSINESS MARKETING
The Gnome Experiment
Kern & Sohn with Ogilvy Public Relations/London and OgilvyOne
CONSUMER MARKETING (EXISTING PRODUCT)
The Tailfin Election
Norwegian Airshuttle with Trigger & Kitchen
CONSUMER MARKETING (NEW PRODUCT)
Experience: Halo for Halo 4
X Box with Edelman
INTEGRATED MARKETING
Get Ahead of the Games
Transport for London and Olympic Delivery Authority with M&C Saatchi
INSTITUTIONS IMAGE
State within a State
City of Ventspils with Nords Porter Novelli
EMPLOYEE COMMUNICATIONS
Plumbers Without Borders
Comfort with Prime
EMPLOYER BRANDING AND RECRUITMENT
Picture Your Perfect Candidate
Avanade UK with Waggener Edstrom
FINANCIAL COMMUNICATIONS
Relaunching Tecnotree With a Revamped Strategy
Tecnotree with Netprofile Finland Ltd.
CAUSE-RELATED MARKETING
Coca-Cola Ecofan - Change Your City for UEFA EURO 2012
the Coca-Cola Ukraine with PRP, a Weber Shandwick Affiiate Company
COMMUNITY RELATIONS
CENTRAL is a Good Neighbor
Immocap Group with Dynamic Relations
CORPORATE SOCIAL RESPONSIBILITY
For Better, For Worse, For the Worst
Avon Cosmetics with Neopublic Porter Novelli
PUBLIC EDUCATION
A Message From Scratch
The Swedish Civil Contingencies Agency with Prime
CRISIS MANAGEMENT
Can a Political Decision of One-Party Government Be Reversed?
Union Zdravotná Poistovna with Seesame Communication Experts
ISSUES MANAGEMENT
Between Needs and Fears - About the Managing Issue of Nuclear Energy
Polish Ministry of Economy with Partner of Promotion Sp. z o. o.
PUBLIC AFFAIRS
Single Seat Week
Campaign for a Single Seat for the European Parliament (Edward McMillan-Scott MEP and Alexander Alvaro MEP) with Burson-Marsteller
CORPORATE MEDIA RELATIONS
Pulse of Interpipe – Presenting the Unique Electric Steel-Melting Mill INTERPIPE STEEL
Interpipe with Mainstream Communication & Consulting
PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)
50 THINGS TO DO BEFORE YOU’RE 11¾
NATIONAL TRUST with MISCHIEF
PRODUCT MEDIA RELATIONS (TRADE MEDIA)
When World of Warcraft Meets World of PR
Avaya with Fleishman Hillard
DIGITAL CAMPAIGN
Blocket Easter Eggs
Blocket with Jung Relations
SOCIAL MEDIA /SOCIAL NETWORKING CAMPAIGN
Absolut Unique
The Absolut Company with Jung Relations & Family Business
BLOGGER OUTREACH
Rowenta Secret Mission
SEB Group East with COMUNICA
MARKETING MEN
Man on a Ledge – Entertainment One
Entertainment One with Shine Communications
MARKETING TO WOMEN
IKEA Textilery
IKEA Norway with Trigger
MARKETING TO YOUTH
R UV UGLY?
Cancer Research UK with Unity
MULTICULTURAL MARKETING
Afkar - The Launch of Sky News Arabia in the Middle East + North Africa
Sky News Arabia with Hill+Knowlton Strategies
AUTOMOTIVE
Renault Searches and Awards 100 Ambassadors of the Olympic Values
Renault with THE PRACTICE
FASHION AND BEAUTY
Working Together To Make Hair Loss One Less Worry
Proctor & Gamble Pantene Pro-V with Ketchum
FOOD AND BEVERAGE
Danone Adopts the Salami Village
Danone with Burson-Marsteller
FOOD AND BEVERAGE: COMMODITY
The Malaysian Palm Oil Industry Takes Up the French Officials
Malaysian Palm Oil Council with Fleishman-Hillard France
HOME AND FURNITURE
"Powerwaster"
"Miljøvakt AS" with Geelmuyden.Kiese
ENTERTAINMENT
Season Two launch of the FA Women's Super League - Kicking Off a Media Storm
The Football Association with iris
FINANCIAL SERVICES
The Travel Economist
FOREX Bank with Spotlight PR
FOOD SERVICE
Reviving and Celebrating the Oldest Cafe in Bucharest
Cafeneaua Veche with PR People
RETAILERS
The Launch of Shwopping
M&S with Unity
TRAVEL AND TOURISM
Launching Nemesis Sub-Terra
Alton Towers with Cake
ENERGY AND NATURAL RESOURCES
Embracing Responsibility and Restoring Supply Security – Wintershall Communication During and After the Uprising in Libya
Wintershall Holding GmbH with navos - Public Dialogue Consultants GmbH
CHEMICALS AND INDUSTRIALS
From Faeces to Phosphorus
Thermphos
PROFESSIONAL SERVICE FIRMS
Lawyers Go To School
Beck Krist Bubits & Partner Lawyers (BKB) with The Skills Group
REAL ESTATE AND CONSTRUCTION
Putting Sea Containers on the Map
Sea Containers with Golden Goose PR
TRANSPORTATION AND LOGISTICS
NorthLink Ferries
Serco with Weber Shandwick
CONSUMER ELECTRONICS
Samsung Smart Cameras: The Perfect Anti-Endorsement
Samsung with The Red Consultancy
TECHNOLOGY: HARDWARE
Kobold VR100 Robotic Vacuum Cleaner
Vorwerk, Kobold Business Division with Hering Schuppener Unternehmensberatung für Kommunikation GmbH
TECHNOLOGY: SOFTWARE AND SERVICES
The Node Pole
Luleå Business Agency with Prime
TELECOMMUNICATIONS
Campaigning for a Step-Change in Our Reputation
O2 (Telefónica UK) with Blue Rubicon
WEB-BASED BUSINESS
HOW CARS PREDICTED DUTCH ELECTIONS
MARKTPLAATS with FLEISHMAN-HILLARD AMSTERDAM
ANIMAL CARE
Do You Speak Animal? If You Don't, Follow Royal Canin' YouTube Channel
Royal Canin with Cohn & Wolfe
CONSUMER HEALTH
Sole of Fashion
Compeed with Weber Shandwick
HEALTHCARE PROVIDERS
The Life Giver Campaign
The University Hospital of Oslo with Geelmuyden.Kiese
MEDICAL TECHNOLOGY
The Perception of Innovations
German Medical Technology Association with Ketchum
PHARMACEUTICAL: RX
Melanoma: A Matter of Time
Roche Italy with Edelman Italy
ASSOCIATIONS
BeerDefence (PIVOBRANA) - Support Campaign for Slovakia´s Small Independent Breweries
Slovakia´s Association of Small Independent Breweries with Dynamic Relations
EDUCATIONAL AND CULTURAL INSTITUTIONS
Global Conversation
USC with APCO Worldwide
GOVERNMENT AGENCIES
GREAT Britain Campaign
UK Government
NOT-FOR-PROFIT ORGANIZATIONS
First Annual Recognition Award for Social Entrepreneurs "Impulse Good"
Foundation "Our Future" with CROS