Holmes Report 03 Nov 2011 // 12:00AM GMT
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