RIM And Edelman Scoop Top Honors At Asia-Pacific SABRE Dinner
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RIM And Edelman Scoop Top Honors At Asia-Pacific SABRE Dinner

Ogilvy Public Relations Worldwide was the night’s other big winner, taking home six SABREs, ahead of Weber Shandwick with five campaign awards.

Holmes Report

SINGAPORE—Blackberry manufacturer Research in Motion took home top honors at The Holmes Report’s first ever Asia-Pacific SABRE Awards dinner at Singapore’s Ritz-Carlton Hotel, picking up the Platinum SABRE Award for the best public relations campaign in the region last year for the “BlackBerry Customers: Loving What They Do Online” campaign.

Edelman helped BlackBerry create large and highly engaged social media communities across 13 countries. In June 2011, RIM online content was being viewed by over 6 million people a month and the firm’s regional Facebook community had grown from 50,000 to over 2.5 million, with social media generating almost 100,000 clicks from branded communities to other RIM online assets, including regional website.

That campaign beat out four fellow-finalists for the Best in Show honors: Ford, with WPP; Cisco with text 100; Gillette with Corporate Voice | Weber Shandwick; and Meat & Livestock Australia with Kreab Gavin Anderson.

Ogilvy Public Relations Worldwide was the night’s other big winner, taking home six SABREs for a variety of campaigns, ahead of Weber Shandwick with five campaign awards and Text 100 with three. Other multiple winners included Burson-Marsteller, Fleishman-Hillard, KPR of Korea and Hong Kong-based Strategic Public Relations Group.

Fleishman-Hillard received the award for Asia-Pacific Consultancy of the Year and there were SABRE Awards for Outstanding Individual Achievement for Serge Dumont of Omnicom and Kumi Sato of Cosmo Public Relations (all previously announced).

A complete list of campaign winners:

PRACTICE AREA CAMPAIGNS

MARKETING-TO-CONSUMERS (EXISTING PRODUCT)

Are You Lenovo?
Lenovo with Spark Communications/Text 100

MARKETING-TO-CONSUMERS (NEW PRODUCT)

McDonald's "Make Room for Happiness"
McDonald's China with Weber Shandwick

BUSINESS-TO-BUSINESS MARKETING

Delivering the "Social Smarts" for Qualcomm China
Qualcomm with Burson-Marsteller

CORORATE IMAGE

The Return to Glory of 3D-GOLD
3-D GOLD Jewellery (HK) Limited with Strategic Public Relations Group

CRISIS/ISSUES MANAGEMENT

Be Proactive! Break the Crisis Before the Crisis Breaks!
TCL with Fleishman-Hillard

PUBLIC AFFAIRS/GOVERNMENT RELATIONS

Together with Japan
Meat & Livestock Australia with Kreab Gavin Anderson

PUBLIC EDUCATION

Australia's Cholesterol Crossroads
Baker IDI Heart and Diabetes Institute with SHJ

FINANCIAL COMMUNICATIONS

Light Up Japan
SBI Holdings, Inc. with Strategic Public Relations Group

EMPLOYEE COMMUNICATIONS

Dog-Napping the MD's Dog - Pfizer PawClub Internal Launch
Pfizer Animal Health Australia with Weber Shandwick

CORPORATE SOCIAL RESPONSIBILITY

Dancing from Disaster: Road to Recovery from Fukushima
Joban Kosan Co., Ltd. with Dentsu Public Relations Inc.

MEDIA RELATIONS

Launch of iON
Tata Consultancy Services (TCS)

DIGITAL CAMPAIGN

Sony Ericsson Extra Time
Sony Ericsson with Waggener Edstrom Worldwide

SOCIAL MEDIA CAMPAIGN

Flip Your Profile
Cisco Consumer Products with Text 100 Singapore

SPECIAL EVENT

Dream Plane with Post-it Super Sticky Notes
3M Korea with KPR & Associates, Inc.

INDUSTRY SECTOR CAMPAIGNS

CONSUMER PRODUCTS/SERVICES

Shave Sutra: Shave India Movement 3
P&G Gillette (India)

INDUSTRIAL/MANUFACTURING

The Goodyear Blimp Makes Its China Social Media Premier
Goodyear China with Ogilvy Public Relations Shanghai

FOOD AND BEVERAGE

California Almonds Integrated marketing 2010-2011
Almond Board of California with Hill & Knowlton China

FASHION BEAUTY & LUXURY

Blue Book Collection launch in China
Tiffany & Co.

HEALTHCARE

Restoring Harmony to Chinese Marriages
Eli Lilly with Ogilvy Health

TECHNOLOGY

BlackBerry Customers - Loving What They Do Online
Research In Motion, Asia Pacific with Edelman

TRAVEL AND LEISURE

Rock Gaga Style
Madame Tussauds Hong Kong with Ogilvy Public Relations Worldwide, Hong Kong

FINANCIAL AND PROFESSIONAL SERVICES

Cook for Your Career (C4YC)
HOSTPLUS with Burson-Marsteller Australia

ASSOCIATIONS

Make It So Campaign - Driving Australia's Brightest Minds Into Engineering
Engineers Australia with Pulse Communications (Ogilvy PR Australia)

PUBLIC SECTOR/GOVERNMENT

The Vibrant Gujarat 2011 Summit
Government of Gujarat with APCO Worldwide

NOT-FOR-PROFIT

YOUTH'10 - Malaysia Largest Youth Festival
Youth Asia with Weber Shandwick

GEOGRAPHIC CAMPAIGNS

AUSTRALIA/NEW ZEALAND

Carlton Draught Wagyu Beef, Made from Beer
Carlton Draught with Pulse Communications (Ogilvy PR Australia)

GREATER CHINA

A Lifetime Commitment to Safety
Goodyear China with Ogilvy Public Relations Shanghai

INDIAN SUB-CONTINENT

Every One
Save The Children (India) with Corporate Voice | Weber Shandwick

JAPAN

AMDD Public Awareness Program
American Medical Devices and Diagnostic Manufacturers' Association (AMDD) with COSMO Public Relations Corporation

KOREA

Seoul International Financial Hub Marketing and Public Relations Campaign
Seoul Metropolitan Government - Investment Promotion Division with KPR & Associates, Inc.

SOUTH-EAST ASIA

The Ford Fiesta Launch in Thailand
Ford Motor Company Asia Pacific and Africa with WPP X Team

MULTI-COUNTRY (AT LEAST TWO COUNTRIES)

Nokia Rangers
Nokia with Text 100

REGIONAL (MORE THAN FIVE COUNTRIES)

Driving Skills for Life CSR Program
Ford Motor Company - Asia Pacific and Africa with WPP Communications team for Ford Asia Pacific and Africa


 

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