Charting the future of public relations
2014 In2 SABRE Awards - The Shortlist
Holmes Report
Holmes Report
News and insights from the global PR industry

2014 In2 SABRE Awards - The Shortlist

Holmes Report

It's with great pleasure we announce the first-ever shortlist for the In2 SABRE Awards. The sheer volume of submissions proved, once again, agencies and organizations are hungry to do outstanding work -- even in emerging areas.

Along the way, however, we did get many questions on the difference between the In2 SABRE Awards in San Francisco and the SABRE Awards in New York. The short answer is, the New York SABRE Awards continue to recognize excellence in full campaigns. But, given the ever-growing role of creative product, digital and social, analytics and content in influence and engagement, we've spun out -- and expanded -- the Silver SABRE Awards into the In2 SABREs.

Given the evolution of our industry, we felt these categories warranted their own brand and awards dinner. So, on the evening of January 23, the inaugural In2 SABRE Awards will be held at the Four Seasons San Francisco to celebrate North America’s best content and engagement work. We hope you'll join us for a night that shines a spotlight on the biggest and best ideas and the most creative execution --- and for a glimpse at what’s next in branding, influence, reputation and engagement.

There were a few instances in which -- either because of the quality or volume of entries -- the judges opted to award only one winner (rather than finalists), and in some cases, one runner up. Those categories (and winners) have been denoted with an asterisk. The remaining winners will be unveiled at the awards dinner.

Now, the shortlist. Congratulations to all.

EVENTS

In2 Marketing Buzz Breaking Bad’s Trip to Belize Belize Tourism Board with Olson Engage

Bleach It Away Clorox with Ketchum

Dropbox: 100 Million Thanks Dropbox with Allison + Partners

For the Breath That Sizzles Scope with MSLGroup

STEM Behind Hollywood Texas Instruments Education Technology with Golin Harris

In2 Live Events Building a Bridge for Fruttare and Festival Goers Fruttare (Unilever) with Golin Harris

Glimpse: Building a conference from the ground up Inner Circle Labs

 I Want My Wireless! Transit Wireless with Access Communications T.G.I. Friday’s ‘Last Friday’: Mayan End of the World T.G.I Friday’s with Peppercom You’re Killing Me, Smalls! Twentieth Century Fox Home Entertainment Hits a Home Run With the Sandlot Twentieth Century Fox Home Entertainment with Hill + Knowlton Strategies

In2 Insider Events & Awards Say What? Lenovo Launches ‘Coffee Table’ PC at North America’s Largest Furniture Show Lenovo with Text 100

Mastering Mobile World Congress with MasterPass MasterCard with Ketchum

Get Schooled in Anaphylaxis Mylan Specialty with Chandler Chicco Agency

Stump the Agronomist WinField with Exponent PR

Taking a Smart Approach to Launching Samsung SMART Camera Samsung with Allison + Partners

In2 Sponsorships Crown Royal Presents the Samuel Deeds 400 at the Brickyard DIAGEO/Crown Royal with Taylor

How Hilton Goes Out To Reach LGBT Travelers Hilton Worldwide with Murphy O’Brien and Golley Slater Tide Asks NFL Fans to Show Their Colors Procter & Gamble with DeVries Global Unveiling a Statistical Slam Dunk Experience SAP with Burson-Marsteller Xerox Takes the Frontline at TEDMD, Earning a Seat at the Healthcare Discussion Table Xerox Corporation with Text 100

EARNED MEDIA & INFLUENCE

In2 Media (Broadcast/Print) Shop Small American Express Canada with High Road Communications

Utilizing Undercover Boss to Revitalize National Brand Awareness Fatburger with Konnect PR

Gillette Saves the KISS Gillette with Ketchum

The New York Times Exclusive Hilton Worldwide with Murphy O’Brien

Making ‘Stronger Than The Storm’ A Self-Fulfilling Prophecy For NJ Shore Businesses and Communities New Jersey Economic Development Authority with MWW

In2 Digital Influence - Subject Matter Experts Clorox Cleans Up the ICK The Clorox Company with Ketchum

Creating Value in the Land of the Free The Economist with Allison + Partners

Gillette Asks ‘How Does the Man of Steel Shave?’ Gillette with Ketchum

Simple Skincare: Driving Mass Awareness via a Holistic Approach to Skincare Simple Skincare (Unilever) with Weber Shandwick

In2 Digital Influence - Media Apartment Guide - Building a Beloved Consumer Brand Apartment Guide with M Booth

Breaking Bad’s Trip to Belize Belize Tourism Board with Olson Engage

British Airways Ungrounded British Airways with Text 100

Monopoly Save Your Token Campaign Hasbro with Hunter PR

Wendy’s Pretzel Bacon Cheeseburger Love Fest Wendy’s with Ketchum

In2 - Persuasive Content Lessons from the Drought:What We Must Learn from 2012 to Feed 9 Billion People Cargill with Weber Shandwick

Cisco Dave Evans Keynote Cisco with Golin Harris

San Bruno’s Fight for Reform: From Victim to Advocate for Gas Pipeline Safety City of San Bruno with Singer Associates

TEDxWomen, The Paley Center for Media The Paley Center for Media with Weber Shandwick

We-Vibe: Sexual Health Headlines the Consumer Electronics Show for the First Time Standard Innovation with Ogilvy PR

In2 Generated Content - Earned - Consumer/General LaunchLM Alliance for Downtown New York/LM with HORN. Vikings Target Content History Haunting Melissa Hooked Digital Media with Rogers & Cowan For the Breath That Sizzles Scope with MSLGroup

Verizon Wireless News Center Verizon Wireless with Weber Shandwick

In2 Generated Content - Earned - Business/Trade PRISM-Proof Search: DuckDuckGo Heralds User Privacy Amidst NSA Scandal DuckDuckGo with Allison + Partners

PR Saves the Planet: The Power of PR Awarded To Environmental Heroes Goldman Environmental Prize with Allison + Partners

Surviving Flu Season with Staples Staples Advantage with Text 100

BRAND PUBLISHING & OWNED MEDIA

In2 Owned Media Properties Diversifying from Dependence on the Informerical Bowflex (Nautilus) with the Hoffman Agency

The City of Fremont Crashes Silicon Valley ‘Party’ The City of Fremont with the Hoffman Agency

DC Comics: Superhero Social Media DC Entertainment with Voce/Porter Novelli

Sue the Bears Jim Beam with Edelman

LifeWise Health Plan of Washington LifeWise Health Plan of Washington with Weber Shandwick

In2 Social Media Presence - B2C Gillette Asks ‘How Does The Man of Steel Shave?’ Gillette with Ketchum

Sue the Bears Jim Beam with Edelman

Reaching a New Generation with Simple Goodness Land O’Lakes with Exponent PR

Marriott Social Media Marriott with Blaze PR

A Beautiful Way to Engage an Audience Mary Kay Cosmetics with Coyne

In2 Social Media Presence - B2B Earning C-Suite Consideration Through Content Marketing DuPont Sustainable Solutions with Ogilvy PR

The Re-Launch of McAfee Endpoint Suites McAfee with Lewis Pulse

Taking a Smart Approach to Launching Samsung SMART Camera Samsung with Allison + Partners

In2 Community Management* Winner: Verizon Innovation Index / Innovating for the Connected Home, Living Room and TV* Verizon FIOS with MWW Group

In2 SEO/Content Syndication* Winner: Creating Value in the Land of the Free* The Economist with Allison + Partners Runner-up: Sweet SEO for Sunshine Corn Florida Sweet Corn Exchange with PadillaCRT

In2 Non-video Broadcast - Podcast/Webinar/Webcast* Winner: Xerox Wants You To ‘Ask the Experts’* Xerox Corporation with Text 100

In2 Digital Video I Got a Diet Pepsi And… Pepsi with Weber Shandwick

Genentech Video Encourages Cancer Patients to Spit for Science Genentech with Weber Shandwick

Celebrating Ketchum’s 90th with a Sketch Above the Rest Ketchum

"What Would A Celebrity Do For A Klondike Bar?” Klondike (Unilever) with Golin Harris Chocolate Milk: From the Grid Iron to IRONMAN Milk Processors Education Program (MilkPEP) with Weber Shandwick

In2 Digital Newsrooms Cisco Live Social Media Hub Cisco with Golin Harris

ASCO Digital Newsroom: Digital Storytelling Puts Genentech in the Driver’s Seat Genentech with Weber Shandwick

Hilton Worldwide Hilton with Covalent Logic

MasterCard’s Engagement Bureau MasterCard

Starbucks Newsroom 2.0 Starbucks with Edelman

In2 Microsite/Website/Portal AIG’s CyberEdge Application AIG with Burson-Marsteller

 Shop Small American Express Canada with High Road Communications

The City of Fremont Crashes Silicon Valley “Party” The City of Fremont with the Hoffman Agency

Anaphylaxis101.com - An Evolving Resource Center Mylan Specialty with Chandler Chicco Agency

A Blueprint for New York City’s Future: the Partnership for New York City The Partnership for New York City and Hill + Knowlton Strategies

SPONSORED & PAID MEDIA

In2 Other Advertising Raising Awareness of Long-Term Care Administration on Aging with Porter Novelli

 Moving America Out of the Red: Fix the Debt’s Campaign to Build a Groundswell of Support for Reducing the National Debt Fix the Debt with Burson-Marsteller

imbornto Integrate, a 360 Non-profit Campaign March of Dimes with MSLGROUP

In2 Public Service Announcement* Winner: OK2TALK: Giving Youth a Voice to Discuss Mental Health* National Association of Broadcasters (NAB) with Ogilvy PR

In2 Product Placement* Winner: Litter Genie Launches the Hottest Item in Kitty Litter Disposal* Little Genie with Lippe Taylor Runner up: A Heluva Good Branded Integration on CBS’ ‘The Talk’ Heluva! Good with 451 Marketing

In2 Sponsored Content/Native Advertising - Consumer* Winner: GI Exchange* Nestle Purina PetCare with Exponent PR

In2 Sponsored Content/Native Advertising - B2B* Winner: Behr Buzzfeed Campaign* Behr with Burson-Marsteller

RESEARCH, ANALYTICS & INSIGHTS

In2 Measurement or After-action Reporting Putting I in Health IT Department of Health and Human Services with Ketchum

From Data to Doors: EB Brands’ SYNC Burn Launch EB Brands with Shift Communications

Make Your Mark on Texas Office of the Texas Secretary of State with Burson-Marsteller

Convincing the C-Suite: The Proven Power of the Influence Scoring System (ISS) Mark Stouse

Placing Social Media Marketing in Context: Measuring How Social Media Impacts Home Video Sales Warner Brothers with W2O Group

In2 Research Analytics for Campaign Planning Dedicating the George W. Bush Presidential Center: Shaping the Message of a Historic Event The George W. Bush Presidential Center with Burson-Marsteller

Gillette Saves the Kiss Gillette with Ketchum

Convincing the C-Suite: The Proven Power of the Influence Scoring System (ISS) Mark Stouse

The MasterCard Conversation Suite MasterCard

Hooked on a Good Catch: McDonald’s Reels in Customer Support for Sustainable Seafood Offering McDonald’s with Golin Harris

In2 Original or Commissioned Research for PR - B2C Shop Small American Express Canada with High Road Communications 

Discover Fan Loyalty Poll: Bringing College Football Fans’ Passion to Life Discover Financial Services with Burson-Marsteller

Cleaning Up the Confusion: 2013 Germ Study Brings Credibility, Awareness and New Business to NSF International NSF with Ketchum

Share Your Now Samsung with Weber Shandwick

Global Millennial Survey - A Global Conversation Focused on the Future Telefonica with Burson-Marsteller

In2 Original or Commissioned Research for PR - B2B BD’s Journey Into Uncharted Pharmaceutical Market BD with Ketchum

Putting I in Health IT Department of Health and Human Services with Ketchum

iStock Makes the Case for Creative Freedom iStock by Getty Images with Weber Shandwick

Promoting the Power of .ORG Worldwide: Going Global in Advance of an Internet Evolution Public Interest Registry with Allison + Partners In2 Insights Product or Service - Agency* Winner: DeltaSet: A New Golin Harris Approach to Research and Communications Analytics* Golin Harris Runner up: Listening Post - Building A Social Data Analytics Tool Hotwire

In2 Insights Product or Service - Vendor* Winner: CisionPoint* Cision Runner up: Beautiful Data at Your Command Brandwatch Vizia

CREATIVE PRODUCT

In2 Visual Storytelling - Social Images (TIE)* Winner: Skittles Surprises Superfan* Skittles with Olson Engage

Winner: Turning Likes into Love* American Express with Mbooth

In2 Visual Storytelling - Infographic Discover Fan Loyalty Poll: Bringing College Football Fans’ Passion to Life Discover Financial Services with Burson-Marsteller

Flannelytics Duluth Trading Company with Exponent PR

Eastwick Un-Demystifies the Cloud Eastwick

Social Oscars The Motion Picture Association of America with Brandwatch

Walmart Goes on the Shelf Walmart US with Mitchell Communications

In2 Gamification/User-Generated Contests Flight School: Prepare for Turbulence Hill + Knowlton Strategies

DoubleTree by Hilton’s DTour of a Lifetime Hilton Worldwide

Raise Your Hand for Anaphylaxis Awareness Competition Mylan Specialty with Chandler Chicco Agency

Share Your Now Samsung with Weber Shandwick

Convincing the C-Suite: The Proven Power of the Influence Scoring System (ISS) Mark Stouse

In2 Branding & Identity LaunchLM Alliance for Downtown with the Horn Group

FleishmanHillard Makes Its Mark FleishmanHillard

As Good as Gold: The US Launch of Magnum Gold?! Unilever - Magnum Ice Cream with Golin Harris

INNOVATION EXCELLENCE In2 Best Agency Blog or Editorial Channel FleishmanHillard for TRUE Magazine: Branded Content That Goes Beyond

Inner Circle Labs for Glimpse: Building a conference from the ground up

Lewis PR for Lewis 360: An Inside Look at PR, Digital Marketing and the Communications Industry

March Communications for PR Nonsense

Shift Communications for Shift Happens: From Launch to Leader

In2 Best Agency Website Burson-Marsteller

Carmichael Lynch Spong

Exponent PR

Konnect PR

Mitchell Communications Group

In2 Innovator of the Year - Agency Blaze PR for the Marriott Hotel’s Social Media campaign

Eastwick Communications for the 2013 GAP Year Initiative

FleishmanHillard for Dave Senay: The Power of a True Vision

Inner Circle Labs for Glimpse: Building a conference from the ground up

In2 Innovator of the Year - In-house* Winner: Mark Stouse - Convincing the C-Suite: The Proven Power of the Influence Scoring System* Runner upTrulia - In-house PR team

In2 Most Innovative Agency - Social/Communications/PR* Winner: Olson Engage*

In2 Most Innovative Agency - Digital/Integrated Winner: Weber Shandwick for MediaCo*

In2 Most Innovative - Content Creation/Syndication* Winner: ReviveHealth for ReviveHealth Goes Native on LinkedIn to Drive Brand Awareness and Test Drive for Clients*

In2 Most Innovative - In-house team Winner: Trulia - In-house PR team* Runner up: HISTORY - PR team

View Style:

Load 3 More
comments powered by Disqus