Fleishman, Weber Shandwick Top Asia-Pacific SABRE Nominations-Part 1
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Fleishman, Weber Shandwick Top Asia-Pacific SABRE Nominations-Part 1

Fleishman-Hillard and Weber Shandwick lead the way with 19 finalists each in our inaugural Asia-Pacific SABRE (Superior Achievement in Branding and Reputation) Awards competition, which attracted close to 400 entries from across the region.

Paul Holmes

BEIJING—Fleishman-Hillard and Weber Shandwick lead the way with 19 finalists each in our inaugural Asia-Pacific SABRE (Superior Achievement in Branding and Reputation) Awards competition, which attracted close to 400 entries from across the region.

 

Ogilvy Public Relations Worldwide turned in an impressive performance too, with 15 finalists (including entries from the firm’s Howorth, Impact Employee Communications and Pulse brands in Australia), while there were 12 finalists each from Hill & Knowlton and MS&L Group.

 

Other major multinationals also finished with multiple nominations, including Edelman and GolinHarris (four each); and APCO, Burson-Marsteller, Hoffman Agency, InComm Brodeur, Ketchum and Text 100 (two apeice), while there was success for locally-based firms as well: Reputation of Australia scored three finalists and Cosmo of Japan, Dentsu of Japan, Eastwei of China, Fulford PR of Singapore, Network PR of New Zealand had two finalists each, an indication of the geographic diversity of successful campaigns.

 

“We were delighted with the quality of the entrants we received in our first Asia-Pacific SABRE Awards competition,” says Paul Holmes, editor of The Holmes Report and chairman of the SABRE Awards judges. “The SABRE competition now sees the best work being done in North America, EMEA and the Asia-Pacific, and it is clear that the best work in Asia is now every bit as well-planned, well-executed and well-measured as the best work anywhere in the world.”

 

“At the same time, we are disappointed and embarrassed that technology-related issues have delayed the announcement of the finalists until so late in the year. We learned a lot from our first attempt to accept electronic submissions and conduct the judging online, and we anticipate that the process will go much more smoothly next year.”

 

As a result of those delays, the inaugural SABRE Awards dinner in the Asia-Pacific region has been postponed until 2010. Winners of the 2009 competition—chosen from among these finalists—will be announced via the website in two weeks time and will receive their trophies in the mail.

 

The complete list of finalists:

 

AUSTRALIA

                        

BlueScope Tank a Day Challenge—BlueScope Steel with Pulse Communications

Canon IXUS Zooms Ahead of Competition—Hill & Knowlton

Personal Best: Achieving an Olympic Sized Sales Effort—Nestlé Australia with Impact Employee Communications

PR and Rosemount O Toast to Style Over Ice—Foster's Group with Pulse Communications

The Launch of Oral Contraceptive YAZ—Bayer Schering Pharma with Weber Shandwick

 

GREATER CHINA 

                         

Collecting Smiles Across China: The Crest Smile-vocate Campaign—Crest of P&G with Weber Shandwick  

Creating a Parenting Lifestyle for Chinese Moms—Johnson's Baby with Ogilvy Public Relations Worldwide  

Huawei: Recognized Globally as China's Most Influential Company—Huawei with Fleishman-Hillard Hong Kong  

Redefining Online Mapping in Hong Kong—Google Hong Kong with Hoffman Agency

Shall we talk? Act now! Cervarix Launch Campaign—GlaxoSmithKline Hong Kong with Weber Shandwick  

 

INDIAN

 

Creating and Activating a Digital Community for Author Shobhaa De—Penguin Books with Hanmer MS&L India

Creating the India Art Summit and Promoting India's Artistic Creativity—India Ministry of Culture with Hanmer MS&L India

Drop Sugar for a Healthy Honeylicious Life!—Dabur India with Corporate Voice|Weber Shandwick  

Launching 'Decoding the Hair' in India—L'Oreal with Hanmer MS&L India  

SanDisk Sing-a-thon, 8GB Campaign—SanDisk India with Text 100 Public Relations

 

JAPAN

 

Innovative Approach Brings Smaller Player to the Forefront—Fuji Fire & Marine with Fleishman-Hillard Japan  

Novartis Pharma K.K.: Roll Up Your Sleeves, Japan!— Novartis Pharma KK with Cosmo Public Relations

Reinventing Middle Management Catapults Company Into 21st Century—Fleishman-Hillard Japan

Soul Searching the KKE Way—Fleishman-Hillard Japan

Turn the Page: Redefining the Paper Dictionary—Iwanami Shoten, Publishers with Dentsu Public Relations

 

KOREA

 

“Joyful Wave” Central Radio Management Office, Not Just a Regulatory Monitoring Organization!—Central Radio Management Office with InComm Brodeur  

Addressing Aging Society Campaign—Ministry of Health, Welfare, and Family with Fleishman-Hillard  

Fly to Global, Young Café is Coming!—Ministry of Labor Korea with InComm Brodeur

Philips Sonicare '28 Day Promise Campaign—Philips with KPR & Associates

Switch On: Restoring the Reputation of U.S.Beef in Korea—U.S. Meat Export Federation with Fleishman-Hillard Korea  

 

SOUTH-EAST ASIA

 

BMW Shorties 2008—BMW Maylasia with Fleishman-Hillard Malaysia

F1 Hybrid Oil Pam Seed—Sumatra Biosciences with Fleishman-Hillard Singapore  

Lighting Up A Global Audience With The Royal Cremation Ceremony—Ministry of Culture & Tourism of the Republic of Indonesia with IndoPacific Edelman

NTUC FairPrice: The People's Supermarket—NTUC FairPrice with Fulford Public Relations  

Perception Change Campaign—Microsoft with Hill & Knowlton Thailand  

 

MULTI-COUNTRY PROGRAM

 

Countdown to Beijing 2008—BOCOG with Hill & Knowlton

Lexus Cup 2008—Lexus Asia and IMG with Fulford Public Relations  

Peaches & Rice: China Opens Its Arms to Georgia—Georgia Department of Economic Development with GolinHarris (BJ)  

 

PAN-REGIONAL PROGRAM

                         

A Private Company Communicates with the Public—Temasek Holdings with Weber Shandwick  

Johnnie Walker: Join The Pact—Diageo       

Lenovo: Winning at Every Olympic Moment—Lenovo with Ketchum  

Promoting Seoul as Asia's Next Financial Center—Seoul Metropolitan Government with Fleishman-Hillard  

SightFirst II in Asia and Humanitarian Services in China—Lions Club International with MS&L Hong Kong  

 

MARKETING TO CONSUMERS (EXISTING PRODUCTS)

 

Beautiful China: Creating Demand for POLA Cosmetics—POLA with GolinHarris
Cranbelicious: Cranberries Take Australia by Storm—Cranberry Marketing Committee with Hill & Knowlton  

Go for Happiness: Launching Bel Laughing Cow Cheese—Bel with MS&L China  

IKEA Sleeping Revolution Campaign—IKEA with Eastwei  

ZESPRI New Zealand Kiwifruit’s Hong Kong Promotional Campaign 2008—ZESPRI International with GolinHarris  

 

MARKETING TO CONSUMERS (NEW PRODUCT)

 

Sony Influenced the Influencer—Sony with Eastwei  

Out of the Box Intel Core i7 Processor—Intel Indonesia with IndoPacific Edelman  

Launch of GoSwitch—GoSwitch with Reputation

Shall we talk? Act now! Cervarix Launch Campaign—GlaxoSmithKline Hong Kong with Weber Shandwick  

Milo B-Smart Tackles Iodine Deficiency In Children—Nestle with Pulse Communications

 

BUSINESS-TO-BUSINESS MARKETING

 

Adding Fashion to Foodsolutions—Unilever Foodsolutions with GolinHarris (SH)
HP Total Care Campaign—China Hewlett-Packard with Burson-Marsteller China

Healthcare Workforce Thought Leadership Campaign—Kronos with Text 100  

Sun Rises on Eco—Sun Microsystems with n2n Communications  

20:20 Vision: Identifying Key Motivators of Australian Job Seekers—Hudson with Cannings Corporate Communications  

 

CORPORATE IMAGE

                         

Breaking Through the Sex Taboo: Durex AIDS Day Event 2008—Durex with Weber Shandwick  

Greater Olympic Moments in Omega Time—Omega with Fleishman-Hillard  

Huawei: Recognized Globally as China's Most Influential Company—Huawei with Fleishman-Hillard  

Lenovo: Winning at Every Olympic Moment—Lenovo with Ketchum  

time2rock—Sony Ericsson Mobile Communications with Hill & Knowlton  

 

CORPORATE SOCIAL RESPONSIBILITY

 

Green Lamma Green—Hongkong Electric Holdings
Launch of HSBC Green Credit Card—HSBC with Hill & Knowlton Hong Kong  

Six Minutes Protect a Life—Procter & Gamble Taiwan with Strategic Public Relations Group  

The Coca-Cola Olympic Village Green Pin Trading Center—Coca-Cola with APCO Worldwide  

U3A Network: Enriching the Lives of Hong Kong’s Retired Citizens—Hongkong Electric Holdings

 

FINANCIAL COMMUNICATIONS

 

A Private Company Communicates with the Public—Temasek Holdings with Weber Shandwick  

Promoting Seoul as Asia's Next Financial Center—Seoul Metropolitan Government with Fleishman-Hillard  

Setting the Standard: Best Practice for Chinese Companies to Tap into the Global Capital Market—China Security & Surveillance Technology with Fleishman-Hillard Hong Kong  

 

PUBLIC AFFAIRS/ISSUES MANAGEMENT

 

Addressing Aging Society Campaign—Ministry of Health, Welfare & Family Affairs with Fleishman-Hillard  

Campaign to Address Korea's Low Birth Rate---Ministry of Health, Welfare & Family Affairs with Fleishman-Hillard Korea

Countdown to Beijing 2008—BOCOG with Hill & Knowlton

Hong Kong Wine & Spirits Industry Coalition Tax Campaign—Hong Kong Wine & Spirits Industry Coalition with APCO Worldwide  

Trials of Advanced Screening Technologies at Australian Airports—Department of Infrastructure, Transport, Regional Development & Local Government with Reputation

 

EMPLOYEE COMMUNICATIONS

 

Celebrating the Power of One: Bringing Together Johnson & Johnson China's 5000 Employees—Johnson & Johnson with Ogilvy Public Relations Worldwide  

Creating Brand Ambassadors Out of the Mary Kay Sales Force—Mary Kay with Ogilvy Public Relations Worldwide  

Soul Searching the KKE Way—Kozo Keikaku Engineering with Fleishman-Hillard Japan  

Think 10—Stuart Alexander with Pinque  

Woolworth's Eco Ambassador Program—Woolworths with Impact Employee Communications  

 

DIGITAL AND SOCIAL MEDIA

 

Coca-Cola China Digitally Unveils its 2008 Beijing Olympic Games Marketing to Online Users—Coca-Cola with MS&L China

Collecting Smiles Across China: The Crest Smile-vocate Campaign—Crest of P&G with Weber Shandwick  

Ernst & Young Australia: The New Face of Graduate Recruitment—Ernst & Young Australia with Impact Employee Communications  

iGoogle: Customizing Users' Online Experience—Google Taiwan with Hoffman Agency               

Sony Ericsson Australia Goes Digital—Sony Ericcson Australia with Hill & Knowlton  

FOR THE REST OF ASIA-PACIFIC SABRE NOMINEES PLEASE SEE PART 2 OF THIS ARTICLE AT: http://www.holmesreport.com/story.cfm?edit_id=10762&typeid=1


 

 

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