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The ideal entry contains a summary of the assignment as well as a sample of the work. Because there are many ways to tell a good public relations case story, we have relaxed our rules when it comes to summary formatting.
Many people will choose to provide the traditional two-page written summary, but others are free to use Powerpoint or similar (we suggest 6-10 slides as an ideal length). You can even provide us with a video if you think that gets your story across in the most compelling fashion.
Whatever format you choose, the summary should include a brief description of the assignment; the challenge it presented; any research and insight that contributed to the creative strategy; details of the creative execution; and the results.
The sample of the work will vary from category to category, but can include (but is not limited too) printed materials such as white papers or company publications; links to online content such as websites and videos; sample ads, infographics or web pages; mobile applications. Content may be uploaded via our SABRE Awards website, linked to in the summary, or when hard copy is necessary mailed to our offices.
Most awards competitions look for the same things—big, bold creative ideas; flawless execution; an impact on business results. We value those things too, but the SABRE Awards judges will ask several additional questions as they review your entries:
We have always taken the view that great work can originate anywhere. Big ideas don’t necessarily originate with big agencies, or for big clients. And they don’t necessarily require big budgets.
Over the 25 years of the SABRE Awards, we have seen plenty of work from giant multinational agencies, tiny boutiques, and in-house teams. We have seen great work designed to promote blue-chip consumer brands and obscure business-to-business companies that few people had even heard of—before someone had a great marketing or PR idea.
And in the digital and social media age, the playing field is more level than ever. It doesn’t matter where a great idea originated; how big the budget was; who the client is; or whether the agency working on the business defines itself as a PR firm, an ad agency, or a digital and social specialist—all that matters is the quality of thinking, the thoroughness of the execution, and the ultimate outcome.
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