Charting the future of public relations

2015 SABRE Awards EMEA Winners

Clients of Ogilvy Public Relations and Weber Shandwick took home five Gold SABRE trophies each and Norwegian public relations firm Trigger and its client Plan Norway won the Platinum SABRE for the best public relations campaign of 2015 for “Stop the Wedding,” which captured the attention of a nation to prevent the marriage of Norway’s first child bride—before revealing that the “wedding” was a hoax to raise awareness of the practice in developing markets.

“Stop the Wedding” beat out four other exceptional campaigns to take home top honors: the Always Like a Girl campaign from Procter & Gamble and MSLGroup, which sought to turn an old insult into a statement of empowerment; The Autocomplete Truth, from UN Women and Memac Ogilvy, which used Google’s autocomplete feature to spotlight global attitudes toward women; Speak Out Against Domestic Violence, a Bulgarian CSR campaign from Avon and All Channels Communications; and a public affairs initiative on behalf of Shale Gas Europe, led by FTI Consulting.

Among the agencies with multiple winners, Weber Shandwick and Ogilvy led the way (Swedish acquisition Prime contributed one of Weber’s five, while Middle Eastern operation Memac Ogily won three). Ketchum won four awards for its clients, while Burson-Marsteller, Edelman (including acqusitions Elan and Dabo), Trigger, and another Norwegian independent Geelmuyden Kiese picked up three each.

More than 650 PR professionals from Europe, the Middle East and Africa gathered at legendary London music venue The Roundhouse to celebrate the winners, selected from a record 2,400 entries to this year’s competition.

PLATINUM SABRE AWARD FOR BEST IN SHOW

#StopTheWedding — Plan Norway with Trigger

FINALISTS
The Autocomplete Truth —UN Women with Memac Ogilvy Public Relations - Dubai
Speak Out Against Domestic Violence — Avon with All Channels Communication Group
Always Like A Girl — Procter & Gamble with MSLGroup UK
Shale Gas Europe — Shale Gas Europe with FTI Consulting

DIAMOND SABRE AWARDS

BRAND-BUILDING        
To Do a BlaBlaCar    
BlaBlaCar with Burson-Marsteller

REPUTATION MANAGEMENT        
McDonald's at 40    
McDonald's UK with Blue Rubicon   

RESEARCH AND PLANNING        
Breast Cancer Awareness Campaign
Roche Lebanon with Memac Ogilvy Public Relations

MEASUREMENT AND EVALUATION        
#StopTheWedding    
Plan Norway with Trigger

GOLD SABRE AWARDS

GEOGRAPHIC CATEGORIES
AFRICA        
K9 Anti-Poaching Awareness Powered by Photo-Journalism    
Paramount Group with Burson-Marsteller

THE BALKANS        
Speak Out Against Domestic Violence    
AVON with All Channels Communication Group

THE BALTIC        
The Game is on for Women’s Health    
The Foundation Pilka jest Piekna, the Federation of Amazon Clubs with Practum Consulting Sp. z o. o.

BENELUX        
A Pear for an Apple    
Samsung Electronics Belgium with Ketchum Brussels

DACH        
The Mystery Scent Oasis    
Bolton Austria with Ketchum Publico

CENTRAL EASTERN EUROPE        
National Receipt Lottery    
TIPOS National Lottery Company with Dynamic Relations 2000

FRANCE        
Badoit Express    
Danone Eaux France with ELAN-Edelman

IBERIA        
DIABETES GETS A BEATING    
NOVARTIS with apple tree communications

MEDITERRANEAN        
FIFA World Cup Trophy Tour by Coca-Cola: Cohn&Wolfe Turns the World Cup into Everyone's Cup    
Coca-Cola with Cohn & Wolfe

THE MIDDLE EAST        
Park it Right    
Al Baik with TRACCS

NORDICS        
Try my Hybrid    
Toyota Norway AS with Geelmuyden Kiese and Saatchi & Saatchi

RUSSIA AND THE CIS        
Grants of Gratitude: Introducing the #IOU Grant’s Scotch Whisky Global Concept to the Ukrainian Market    
William Grant & Sons LTD with Mainstream Communication & Consulting

TURKEY        
"Women First"    
Vodafone Turkey with Hooper Consulting International

UNITED KINGDOM AND IRELAND (SMALL BUDGET)        
Just for Tots for Butlins    
Butlins with Unity

UNITED KINGDOM AND IRELAND (MEDIUM BUDGET)        
Wear the Rose    
O2 with Hope&Glory PR

UNITED KINGDOM AND IRELAND (LARGE BUDGET)        
#FollowTheFairies    
M&S with Unity

MULTI-COUNTRY CAMPAIGN        
Bringing Moto Back    
Motorola Mobility with Weber Shandwick

PAN-EUROPEAN CAMPAIGN        
"Little Boy Freezing"    
SOS Children's Villages with Släger Kommunikasjon AS

GLOBAL PROGRAMME        
Taking Pestaurant Global
Rentokil with Brands2Life
PRACTICE AREAS
BUSINESS-TO-BUSINESS        
Kick the Fax out of Football    
DocuSign with Chameleon PR

CONSUMER MARKETING (EXISTING PRODUCT)        
All Things Hair    
Unilever with Weber Shandwick

CONSUMER MARKETING (NEW PRODUCT)        
#4eversticky –How to Remain Attached for the Whole Life    
3M with MY PR

INTEGRATED MARKETING        
Launch of Robinsons SQUASH'D    
Robinsons with iris Worldwide

INSTITUTIONAL IMAGE        
#StopTheWedding    
Plan Norway with Trigger

EMPLOYEE COMMUNICATIONS        
The Social Ironman    
PwC Norway (Western Region) with Geelmuyden Kiese

FINANCIAL COMMUNICATIONS        
Printing Money for the Fastest Kickstarter Ever    
M3D with Dynamo PR

CAUSE-RELATED MARKETING        
Secret Continent    
Sodastream with FleishmanHillard

COMMUNITY RELATIONS        
Breakfast with Finland    
Arla with Miltton

CORPORATE SOCIAL RESPONSIBILITY        
Preparing Today for the Jobs of Tomorrow    
Samsung Electronics Romania with MSLGROUP The Practice

PUBLIC EDUCATION        
Breast Cancer Awareness Campaign
Roche Lebanon with Memac Ogilvy Public Relations

CRISIS MANAGEMENT        
The Book of Mormon Musical Response and Launch of “Ask a Mormon” Advertising Campaign    
The Church of Jesus Christ of Latter-day Saints with APCO Worldwide

ISSUES MANAGEMENT        
#FreeAJStaff    
Al Jazeera

PUBLIC AFFAIRS        
Multimedia Project "UN Hundred'    
Ukraine Crisis Media Center with СFC Consulting Company

CORPORATE MEDIA RELATIONS        
The DGC-X-Factor! How DGCX Transformed its Regional and Global Profile    
Dubai Gold & Commodities Exchange (DGCX) with Weber Shandwick

PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)        
Hawking Talking    
Paddy Power with Taylor Herring

PRODUCT MEDIA RELATIONS (TRADE MEDIA)        
doorgaan.nl    
De Amersfoortse with Coebergh Communicatie & PR

DIGITAL CAMPAIGN        
The Autocomplete Truth    
UN Women with Memac Ogilvy Public Relations

SOCIAL MEDIA/SOCIAL NETWORKING    
#phonies    
HTC with Hope&Glory PR

BLOGGER OUTREACH        
A Truly Surprising Holiday: Being Swept Away by the Unexpected!    
Curaçao Tourist Board Europe with FleishmanHillard

GUERRILLA MARKETING        
Dill    
Lidl with Cohn & Wolfe Stockholm and INGO

PUBLICITY STUNT        
Samsung Midnight Rainbow    
Samsung Electronics UK with Red Consultancy

SPECIAL EVENT        
Welcome to Hotel VW California by Frank PR    
Volkswagen with Frank PR

SPONSORSHIP        
Everyday Men    
NIVEA MEN with Porter Novelli

TRADE SHOW        
Canon Cabast    
Canon with DABO & CO

MARKETING TO MEN        
The Spirit of BACARDI, A Graphic Novel    
BACARDI Rum with Citizen

MARKETING TO WOMEN        
Always Like a Girl Campaign    
Procter & Gamble with MSLGROUP UK

MARKETING TO YOUTH        
#ClearasilBFF    
Reckitt Benckiser/Clearasil with Geelmuyden Kiese

MULTICULTURAL MARKETING        
How Finland said 'We Do'    
Tahdon2013 with Miltton & Miltton Creative
INDUSTRY SECTORS
AUTOMOTIVE        
The Stutterheim Puzzle    
Volvo Cars with Jung Relations

FASHION AND BEAUTY        
More Courage for Myself    
Unilever Germany/Dove with Edelman GmbH

FOOD AND BEVERAGE        
Hello, My Name is Vladimir    
BrewDog with Manifest London

HOME AND FURNISHINGS        
With the Right Tools You Can Create Wonders    
Jordan Painting Tools with Trigger

ENTERTAINMENT        
#Hoffornot    
David Hasselhoff with Golin

FINANCIAL SERVICES        
Ebola Fund Raising Campaign    
ABAX with Blast Communications

FOOD SERVICE        
Serving the UK    
McDonald's UK with Blue Rubicon, Portland Communications, Red Consultancy and Aiken PR

RETAILERS        
Making Premiumness Affordable    
MediaGalaxy with Dăescu Borțun Olteanu

TRAVEL AND TOURISM        
Are you Klaus-Heidi?    
Lufthansa with Burson-Marsteller and DDB Stockholm

ENERGY AND NATURAL RESOURCES        
Shale Gas Europe – An Engaging Platform to Rebalance a Highly-Emotive Debate    
Shale Gas Europe with FTI Consulting

PROFESSIONAL SERVICE FIRMS        
Carat    
Carat with W Communications

REAL ESTATE AND CONSTRUCTION        
Building Informed Intelligence    
Barbour ABI with Tangerine PR

TRANSPORTATION AND LOGISTICS        
Unlock Christmas with Avis    
Avis with Tin Man

CONSUMER ELECTRONICS        
Finding the G Spot (Launching the LG G Series Mobile Phones in South Africa)
LG Mobile with Ogilvy Public Relations

TECHNOLOGY: HARDWARE        
Printing Money for the Fastest Kickstarter Ever    
M3D with Dynamo PR

TECHNOLOGY SOFTWARE        
Lords of the Fallen Video Game Launch    
CI Games with Hill+Knowlton Strategies

TELECOMMUNICATIONS        
Information Age and the Queen's Tweet    
BT with Porter Novelli

WEB-BASED BUSINESS        
Karenina. Live Edition    
Google Russia with Ketchum Maslov

ANIMAL CARE        
Where’s Mum?
PuPaid with Bellenden

CONSUMER HEALTH        
“C” – Not Just a Metro Line    
AbbVie Czech Republic with Ogilvy Public Relations

HEALTHCARE PROVIDERS        
Health of a Nation
synlab Czech with Ewing Public Relations

MEDICAL TECHNOLOGIES        
Improving Diabetics’ Lives
Roche Diabetes Care Switzerland with Farner Consulting AG

PHARMACEUTICAL RX        
Living Like You    
Novartis Pharmaceuticals AG with Weber Shandwick

ASSOCIATIONS        
White Wedding - When Milk Meets Art    
Landesvereinigung der Bayerischen Milchwirtschaft (Bavarian Dairy Association) with Ketchum Pleon GmbH

EDUCATIONAL AND CULTURAL INSTITUTIONS    
Communication Lab: Bringing up Science Communicators in Russia (Or the First Experiment on Scientists)    
RVC with SPN Communications

GOVERNMENT AGENCIES        
“Active Citizen"    
Moscow City Government with – PR Inc. business communication agency

NOT-FOR-PROFIT        
Piece of Trash Penalty (#sopigstaffskala)    
ECPAT Sweden with Prime