Charting the future of public relations

2015 SABRE Awards North America Winners

Edelman and its clients took home nine Gold SABRE Awards and the Platinum SABRE for Best in Show at the 2015 SABRE Awards dinner at Cipriani in New York on 5 May, attended by 850 industry leaders.
 
Edelman’s work with CVS around the pharmacy chain’s decision to stop selling tobacco products was awarded the Platinum SABRE, beating out four other winners: the Always #LikeAGirl campaign for Procter & Gamble with MSLGroup; The Clorox Ick Awards for Clorox with Ketchum; The First Case of Ebola in the US for Texas Health Resources with Burson-Marsteller; and World’s Toughest Job for American Greetings with Mullen.
 
The firm also won Gold awards for its work for Chipotle, Starbucks, Unilever and the Atlanta Hawks among others.
 
Other multiple winners included Golin and Ketchum (six Golds each); Weber Shandwick (five); MSLGroup (four); Burson-Marsteller (three); and Cohn & Wolfe, Mullen, Ogilvy Public Relations, and Spong (two each).

PLATINUM SABRE AWARD FOR BEST IN SHOW

CVS Quits Campaign: Repositioning a Leader in Health Care—CVS Health with Edelman

FINALISTS
Always #LikeAGirl: Turning an Insult into a Confidence Movement—P&G Always Brand with MSLGroup
The Clorox Ick Awards—The Clorox Company with Ketchum
The First Case of Ebola in the US— Texas Health Resources with Burson-Marsteller
World's Toughest Job—American Greetings with Mullen

DIAMOND SABRE AWARDS

COMPANY OF THE YEAR        CVS Quits Campaign: Repositioning a Leader in Health Care—CVS Health with Edelman

BRAND-BUILDING

Chipotle Mexican Grill in 2014—Chipotle Mexican Grill with Edelman

CORPORATE REPUTATION        
Atlanta Hawks Play it Forward Against Racism—Atlanta Hawks with Edelman

RESEARCH AND PLANNING       
Audubon's Birds and Climate Change Report: 314 Species on the Brink—The National Audubon Society

MEASUREMENT AND EVALUATION       
The First Case of Ebola in the US—Texas Health Resources with Burson-Marsteller

GOLD SABRE AWARDS

PRACTICE AREAS
BUSINESS-TO-BUSINESS        
Reshaping a B2B Brand through Content Publishing—Ricoh with Weber Shandwick

CONSUMER MARKETING (EXISTING PRODUCT)       
World's Toughest Job—American Greetings with Mullen

CONSUMER MARKETING (NEW PRODUCT)          
Scotch with a Brooklyn Accent—Jura Brooklyn/ Whyte & America with Emanate

INTEGRATED MARKETING       
Chipotle's "Farmed and Dangerous": An Unbranded TV Series that Highlights Values (Not Products)— Chipotle Mexican Grill with Edelman

CORPORATE IMAGE
CVS Quits Campaign: Repositioning a Leader in Health Care—CVS Health with Edelman

EMPLOYEE COMMUNICATIONS        
"Be the Customer" Challenge Sparks PayPal Growth Surge—PayPal with MSLGroup

EXECUTIVE LEADERSHIP       
NRG Energy & David Crane: Leading the Race for a Clean Energy Future—NRG Energy with Golin

FINANCIAL COMMUNICATIONS       
Project Oscort: Perrigo's Acquisition of Omega Pharma—Perrigo Company with FTI Consulting - Strategic Communications

CAUSE-RELATED MARKETING        
Always #LikeAGirl: Turning an Insult into a Confidence Movement—P&G Always Brand with MSLGroup

COMMUNITY RELATIONS

Chevron's Richmond Proud Campaign: Creating a Newer, Safer, Cleaner Refinery in Richmond—Chevron Richmond with Singer Associates, Inc.

CORPORATE SOCIAL RESPONSIBILITY       
Pedigree See what good food can do—Pedigree Brand with Weber Shandwick

PUBLIC EDUCATION       
T2 Dance Crew: Small Steps Can Have a Big Impact—Janssen Pharmaceuticals with Chandler Chicco Agency

CRISIS MANAGEMENT       
Under Armour Sochi Speedskating Crisis Communications—Under Armour with Catalyst

ISSUES MANAGEMENT       
Restore Wrigley Field—Chicago Cubs with Culloton Strategies

PUBLIC AFFAIRS       
Red White and Food Campaign To Bring Wine to Tennessee's Retail Food Stores—Red White and Food with MP&F

CORPORATE MEDIA RELATIONS       
MasterCard Bites into Apple Pay, Gets to the Core of Safe & Secure Contactless Payments—MasterCard with Ketchum

PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)       
Overnight Coffee Challenge Heats Up Genuine Thermos Brand—Genuine Thermos Brand with Spong

PRODUCT MEDIA RELATIONS (TRADE MEDIA)  
     
"Ditch the DSLR" For a Samsung NX Smart Camera—Samsung Electronics America with Allison+Partners

DIGITAL CAMPAIGN  
    
Our Food. Your Questions.: How the World's Largest Burger Chain Answered a Communications Crisis—McDonald's with Golin

SOCIAL MEDIA/SOCIAL NETWORKING       
U by Kotex Taps into a Universal Female Truth, Connects with Young Women Everywhere and Saves the Undies—U by Kotex, from Kimberly-Clark Corporation with Marina Maher Communications and Crowdtap, Inc.

BLOGGER RELATIONS        
"Choose Your Own Escape" Dreams and Now Resorts Spring Blogger Campaign—AMResorts Collection with rbb Public Relations

BRAND JOURNALISM 
      
Helping Kids have a Hunger Free Summer—ConAgra Foods & ConAgra Foods Foundation with Ketchum

WORD OF MOUTH       
Tommee Tippee's Tommee Mommees Drive Mom-to-Mom Recommendations—Mayborn USA with 360 Public Relations

GUERRILLA MARKETING       
Jockey Supports Madison Bumgarner's Greatness—Jockey International, Inc. with Zeno Group

PUBLICITY STUNT       
Happiest Travel Day—Zappos.com and JetBlue Airways with Mullen

SPECIAL EVENT       
Jack Link's National Jerky Day: A Monumental Achievement in Meat—Jack Link's Beef Jerky with Spong

SPONSORSHIP       
The Ultimate Sledding Machine—BMW of North America with FleishmanHillard

TRADE SHOW          
Adobe's DMA Abandoned Carts—Adobe

MARKETING TO MEN        
Calls For Dad—Dove Men+Care with Edelman

MARKETING TO WOMEN        
Always #LikeAGirl: Turning an Insult into a Confidence Movement—P&G Always Brand with MSLGroup

MARKETING TO YOUTH       
Meijer becomes first retailer on Snapchat with back-to-college campaign—Meijer with Weber Shandwick

MULTICULTURAL MARKETING       
Making "Tu Sonrisa" Your Best Accessory—Colgate-Palmolive with Cohn & Wolfe
INDUSTRY SECTORS
AUTOMOTIVE       
Toyota Sienna Influencer Launch—Toyota with Golin

FASHION AND BEAUTY 
      
PVH and Kaplow: Solving the Sleevage Problem—PVH with Kaplow

FOOD AND BEVERAGE       
Lights, Camera, Farmland—US Farmers & Ranchers Alliance with Ketchum Inc.

BEERS, WINES AND SPIRITS       
America's Beer Celebrates America's Pastime: Budweiser Sends Mr. (Ozzie) Smith to Washington to Make Opening Day a National Holiday—Budweiser with Weber Shandwick

HOME AND FURNISHINGS       
The Clorox Ick Awards—The Clorox Company with Ketchum

ENTERTAINMENT    
   
Saving the Daytime Emmy Awards From Becoming a Daytime TV Rerun—National Academy Of Television Arts And Sciences with MWW

FINANCIAL SERVICES       
Billion Back with Block—H&R Block with Ketchum

FOOD SERVICE       
Reimagining Holiday: Starbucks 2014 Holiday Campaign—Starbucks with Edelman

RETAILERS       
An Inspired Mission: Taking Heart on the Road—PetSmart with Golin

TRAVEL AND TOURISM  
    
Hilton's Industry-First Innovation Improves Guest Satisfaction—Hilton with Edelman

ENERGY AND NATURAL RESOURCES       
World Water Day: Dow Energizes the Dialogue—Dow Water & Process Solutions with G&S Business Communications

CHEMICALS AND INDUSTRIALS       
North America Bee Care Program—Bayer CropScience with Porter Novelli

PROFESSIONAL SERVICE FIRMS        
Accenture Strategy and Accenture Digital Launch—Accenture

REAL ESTATE AND CONSTRUCTION       
Rise Above: A New Solution for a Booming City—East River Skyway with Group Gordon

TRANSPORTATION AND LOGISTICS    
   
Bringing Awareness to America's Aging Infrastructure—US Council on Competitiveness/Infrastructure Week with Global Strategy Group

CONSUMER ELECTRONICS       
Making 3D Magic—3D Systems with Ogilvy Public Relations

TECHNOLOGY: HARDWARE 
      
Launching a Superhero Tablet—Panasonic System Communications Company of North America with Cohn & Wolfe

TECHNOLOGY: SOFTWARE AND SERVICES       
Plastc Steals Media Limelight from Coin and Books $5.2 M in Pre-orders—Plastc with Sparkpr

TELECOMMUNICATIONS       
No Phone Challenge—US Cellular with Ketchum

WEB-BASED BUSINESS       
Shop Inspired—eBay with Edelman Public Relations

ANIMAL CARE        
"Giving Shelter"—Found Animals with Konnect Public Relations

CONSUMER HEALTH       
Breathe Right "Wins by a Nose" at the Belmont Stakes—GlaxoSmithKline Consumer Healthcare with Golin (Public Relations) & Weber Shandwick (Social Media/Event Marketing)

HEALTHCARE PROVIDERS       
The First Case of Ebola in the US—Texas Health Resources with Burson-Marsteller

MEDICAL TECHNOLOGY       
The Hemopurifier: Elevating a Novel Approach to Treating Ebola in a Crowded Media Environment—Aethlon Medical with Golin

PHARMACEUTICALS       
Step On Up—Pfizer with GCI Health

ASSOCIATIONS       
Saving Lives and Setting a National Example for Quality Health Care—Florida Hospital Association with Weber Shandwick

EDUCATIONAL AND CULTURAL INSTITUTIONS       
DeVry University HerWorld: Elevating High School Girls to New Heights in STEM Fields—DeVry University with MSLGroup

GOVERNMENT AGENCIES        
2014 Open Enrollment—Your Health Idaho with Burson-Marsteller and Gallatin Public Affairs

CHARITIES AND NOT-FOR-PROFITS       
Lung Cancer Alliance Advocates for Patient Access to Lifesaving Screening—Lung Cancer Alliance with Powell Tate

GLOBAL CAMPAIGN  
    
Turning the Lens on the Breast Cancer Experience: The Estée Lauder Companies' Breast Cancer Awareness Campaign Inspires Global Action through the Power of Storytelling—The Estée Lauder Companies

MULTINATIONAL CAMPAIGN       
Brand USA: Selling the Story of the "Land of Dreams"—Brand USA with Ogilvy Public Relations

CANADIAN CAMPAIGN       
Kiss IPF Goodbye—Boehringer Ingelheim with NATIONAL Public Relations
SILVER SABRE AWARDS
PR AGENCY EMPLOYEE PROGRAM        
Practice makes disruption: Kwittken's Quarterly Design Challenge—Kwittken    
    
PR AGENCY CITIZENSHIP        
SKDKnickerbocker helps to free Alan Gross and change US Cuba Policy—SKDKnickerbocker   

PR AGENCY MARKETING        
Cronut at Midnight: Allison+Partners and Dominique Ansel Bakery Take SXSW by Storm--
Allison+Partners   
    
THOUGHT LEADERSHIP IN PR        
2014 ROI Communication Benchmark Report—ROI Communication