Unity And M&S Win Top Award, Porter Novelli Takes Five At EMEA SABREs
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Unity And M&S Win Top Award, Porter Novelli Takes Five At EMEA SABREs

It was a big night for UK creative boutique Unity and for international network Porter Novelli at the EMEA region SABRE Awards dinner.

Holmes Report

BARCELONA—It was a big night for UK creative boutique Unity and for international network Porter Novelli at the EMEA region SABRE Awards dinner, held last night at the Cupula las Arenas in Barcelona.

Unity’s “shwopping” campaign for Marks & Spencer—which saw the retail giant take ownership of the trend, encouraging consumers to donate their unneeded clothes to benefit the charity Oxfam—took home the Platinum Award for the best public relations campaign of the year in the EMEA region, in front of more than 500 leaders from 100 companies and 30 countries across the region.

The Launch of Schwopping beat out four other finalists: the Beer Defence campaign, mounted by Slovakia´s Association of Small Independent Breweries with Slovakian agency Dynamic Relations; an immersive experiential effort to launch the new Halo game, conducted by X Box with Edelman; Routine is Fantastic, a dramatic press event for the UN Refugee Agency with Italian firm Istituto Nazionale per la Comunicazione; and the Thank You Mum campaign to leverage P&G’s Olympic sponsorship, with Hill+Knowlton Strategies.

Meanwhile, Porter Novelli and its various European branded firms took home five Gold and Diamond trophies, more than any other agency, and ahead of multinational giants Burson-Marsteller, Fleishman-Hillard, Hill+Knowlton, and Ketchum; Unity of the UK; and Nordic firms Geelmuyden Kiese of Norway and Prime of Sweden, with three each.

Other multiple winners included Cake, Cohn & Wolfe, Dynamic Relations, Edelman, Grayling, Jung Relations, M&C Saatchi, Ogilvy, Trigger, and Weber Shandwick.

A complete list of Gold and Diamond winners follows:

CEO OF THE YEAR       
The Diamond Sabre Awards for Excellence in Public Relations in the C-Suite: CEO of the Year   
AGCO Corporation with Stockheim Media Gesellschaft für Kommunikationsberatung

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING       
The Launch of EE – Britain’s First Superfast 4G Network   
EE with Nelson Bostock Group / M&C Saatchi PR

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT       
DNB – Best Bank for Young Families    
DNB ASA with Gambit Hill+Knowlton Strategies

THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION       
Alcohol-Free Pregnancy   
Norwegian Directorate of Health with Burson-Marsteller

AFRICA       
Johnnie Walker One Bottle Store   
Johnnie Walker with Atmosphere Communications

THE BALKANS       
Discovery School / Scoala Discovery   
Discovery Networks CEEMEA with Grayling

THE BALTIC       
Polish and Pregnant   
ADAMED with Headlines Porter Novelli

BENELUX       
IBM Seen in 3D   
IBM with Ketchum

DACH       
Post, Vote, Like – Primark Premiere in Berlin   
Primark with Grayling

CENTRAL EASTERN EUROPE       
House in 24 hours   
Xella Czech Republic with Neopublic Porter Novelli

FRANCE       
Badoit Express   
Badoit with Agence ELAN

IBERIA       
The Best Job of the Spring: See the Grass Grow   
Husqvarna with Cohn & Wolfe

MEDITERRANEAN       
ROUTINE IS FANTASTIC    
UN REFUGEE AGENCY (UNHCR) with ISTITUTO NAZIONALE PER LA COMUNICAZIONE

THE MIDDLE EAST       
Cheyef Halak   
LBCi with IMPACT Porter Novelli / IMPACT BBDO

NORDICS       
The World's Finest Job is Vacant (Verdens Fineste Stilling Ledig)   
The Norwegian Department of Education with Geelmuyden-Kiese, Try and Apt

RUSSIA AND THE CIS       
"The Green Button": Forming a Culture of Energy Conservation in Russia       
SPN Ogilvy

TURKEY   
Keep Living Turkey   
Aksigorta with Caretta Communication

UNITED KINGDOM AND IRELAND (LESS THAN £50,000 IN FEES)       
Cock & Bull Pie   
Charlie Bigham's with Frank PR

UNITED KINGDOM AND IRELAND (£50,000 - £100,000 IN FEES)       
How the West (Coast) was won   
Virgin Trains with Fishburn Hedges

UNITED KINGDOM AND IRELAND (£100,000 IN FEES OR MORE)       
The Launch of Shwopping   
M&S with Unity

MULTI-COUNTRY PROGRAMME (ONE TO FOUR EMEA MARKETS)       
Sony NEX-5R Real-Time Gallery   
Sony with Cake

PAN-EUROPEAN PROGRAMME (FIVE OR MORE EMEA MARKETS)       
“Thank you, Mum” Olympic Games PR Activation for P&G Western Europe   
P&G with H+K Strategies

GLOBAL PROGRAMME (MULTIPLE MARKETS IN MULTIPLE REGIONS LED FROM EMEA)       
Curatos of Sweden   
Swedish institute and VisitSweden with Volontaire

BUSINESS-TO-BUSINESS MARKETING       
The Gnome Experiment   
Kern & Sohn with Ogilvy Public Relations/London and OgilvyOne

CONSUMER MARKETING (EXISTING PRODUCT)       
The Tailfin Election   
Norwegian Airshuttle with Trigger & Kitchen

CONSUMER MARKETING (NEW PRODUCT)       
Experience: Halo for Halo 4   
X Box with Edelman

INTEGRATED MARKETING       
Get Ahead of the Games   
Transport for London and Olympic Delivery Authority with M&C Saatchi

INSTITUTIONS IMAGE       
State within a State   
City of Ventspils with Nords Porter Novelli

EMPLOYEE COMMUNICATIONS       
Plumbers Without Borders   
Comfort with Prime

EMPLOYER BRANDING AND RECRUITMENT   
Picture Your Perfect Candidate   
Avanade UK with Waggener Edstrom

FINANCIAL COMMUNICATIONS       
Relaunching Tecnotree With a Revamped Strategy   
Tecnotree with Netprofile Finland Ltd.

CAUSE-RELATED MARKETING       
Coca-Cola Ecofan - Change Your City for UEFA EURO 2012   
the Coca-Cola Ukraine with PRP, a Weber Shandwick Affiiate Company

COMMUNITY RELATIONS       
CENTRAL is a Good Neighbor   
Immocap Group with Dynamic Relations

CORPORATE SOCIAL RESPONSIBILITY       
For Better, For Worse, For the Worst   
Avon Cosmetics with Neopublic Porter Novelli

PUBLIC EDUCATION       
A Message From Scratch   
The Swedish Civil Contingencies Agency with Prime

CRISIS MANAGEMENT       
Can a Political Decision of One-Party Government Be Reversed?   
Union Zdravotná Poistovna with Seesame Communication Experts

ISSUES MANAGEMENT       
Between Needs and Fears - About the Managing Issue of Nuclear Energy   
Polish Ministry of Economy with Partner of Promotion Sp. z o. o.

PUBLIC AFFAIRS       
Single Seat Week   
Campaign for a Single Seat for the European Parliament (Edward McMillan-Scott MEP and Alexander Alvaro MEP) with Burson-Marsteller

CORPORATE MEDIA RELATIONS       
Pulse of Interpipe – Presenting the Unique Electric Steel-Melting Mill INTERPIPE STEEL   
Interpipe with Mainstream Communication & Consulting

PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)       
50 THINGS TO DO BEFORE YOU’RE 11¾   
NATIONAL TRUST with MISCHIEF

PRODUCT MEDIA RELATIONS (TRADE MEDIA)       
When World of Warcraft Meets World of PR    
Avaya with Fleishman Hillard

DIGITAL CAMPAIGN       
Blocket Easter Eggs   
Blocket with Jung Relations

SOCIAL MEDIA /SOCIAL NETWORKING CAMPAIGN       
Absolut Unique   
The Absolut Company with Jung Relations & Family Business

BLOGGER OUTREACH       
Rowenta Secret Mission   
SEB Group East with COMUNICA

MARKETING MEN       
Man on a Ledge – Entertainment One   
Entertainment One with Shine Communications

MARKETING TO WOMEN       
IKEA Textilery   
IKEA Norway with Trigger

MARKETING TO YOUTH       
R UV UGLY?   
Cancer Research UK with Unity

MULTICULTURAL MARKETING       
Afkar - The Launch of Sky News Arabia in the Middle East + North Africa   
Sky News Arabia with Hill+Knowlton Strategies  

AUTOMOTIVE       
Renault Searches and Awards 100 Ambassadors of the Olympic Values   
Renault with THE PRACTICE

FASHION AND BEAUTY       
Working Together To Make Hair Loss One Less Worry   
Proctor & Gamble Pantene Pro-V with Ketchum

FOOD AND BEVERAGE       
Danone Adopts the Salami Village   
Danone with Burson-Marsteller

FOOD AND BEVERAGE: COMMODITY       
The Malaysian Palm Oil Industry Takes Up the French Officials   
Malaysian Palm Oil Council with Fleishman-Hillard France

HOME AND FURNITURE       
"Powerwaster"   
"Miljøvakt AS" with Geelmuyden.Kiese

ENTERTAINMENT       
Season Two launch of the FA Women's Super League - Kicking Off a Media Storm    
The Football Association with iris

FINANCIAL SERVICES       
The Travel Economist   
FOREX Bank with Spotlight PR

FOOD SERVICE       
Reviving and Celebrating the Oldest Cafe in Bucharest   
Cafeneaua Veche with PR People

RETAILERS       
The Launch of Shwopping   
M&S with Unity

TRAVEL AND TOURISM       
Launching Nemesis Sub-Terra   
Alton Towers with Cake

ENERGY AND NATURAL RESOURCES       
Embracing Responsibility and Restoring Supply Security – Wintershall Communication During and After the Uprising in Libya   
Wintershall Holding GmbH with navos - Public Dialogue Consultants GmbH

CHEMICALS AND INDUSTRIALS       
From Faeces to Phosphorus   
Thermphos  

PROFESSIONAL SERVICE FIRMS       
Lawyers Go To School   
Beck Krist Bubits & Partner Lawyers (BKB) with The Skills Group

REAL ESTATE AND CONSTRUCTION       
Putting Sea Containers on the Map   
Sea Containers with Golden Goose PR

TRANSPORTATION  AND LOGISTICS       
NorthLink Ferries   
Serco with Weber Shandwick

CONSUMER ELECTRONICS       
Samsung Smart Cameras: The Perfect Anti-Endorsement   
Samsung with The Red Consultancy

TECHNOLOGY: HARDWARE         
Kobold VR100 Robotic Vacuum Cleaner   
Vorwerk, Kobold Business Division with Hering Schuppener Unternehmensberatung für Kommunikation GmbH

TECHNOLOGY: SOFTWARE AND SERVICES       
The Node Pole   
Luleå Business Agency with Prime

TELECOMMUNICATIONS       
Campaigning for a Step-Change in Our Reputation   
O2 (Telefónica UK) with Blue Rubicon

WEB-BASED BUSINESS       
HOW CARS PREDICTED DUTCH ELECTIONS   
MARKTPLAATS with FLEISHMAN-HILLARD AMSTERDAM

ANIMAL CARE       
Do You Speak Animal? If You Don't, Follow Royal Canin' YouTube Channel   
Royal Canin with Cohn & Wolfe  

CONSUMER HEALTH       
Sole of Fashion   
Compeed with Weber Shandwick

HEALTHCARE PROVIDERS       
The Life Giver Campaign   
The University Hospital of Oslo with Geelmuyden.Kiese

MEDICAL TECHNOLOGY       
The Perception of Innovations   
German Medical Technology Association with Ketchum

PHARMACEUTICAL: RX       
Melanoma: A Matter of Time    
Roche Italy with Edelman Italy

ASSOCIATIONS       
BeerDefence (PIVOBRANA) - Support Campaign for Slovakia´s Small Independent Breweries   
Slovakia´s Association of Small Independent Breweries with Dynamic Relations

EDUCATIONAL AND CULTURAL INSTITUTIONS       
Global Conversation   
USC with APCO Worldwide

GOVERNMENT AGENCIES       
GREAT Britain Campaign   
UK Government   

NOT-FOR-PROFIT ORGANIZATIONS       
First Annual Recognition Award for Social Entrepreneurs "Impulse Good"   
Foundation "Our Future" with CROS  

 

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