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Diamond and Gold SABRE Award Winners

North America

Holmes Report 09 May 2012

2012 SABRE AWARD WINNERS

THE DIAMOND SABRE AWARDS FOR EXCELLENCE IN PUBLIC RELATIONS IN THE C-SUITE
COMPANY OF THE YEAR

Closing the Perception Gap: Compelling Content Paves GM's Way Back to No. 1
General Motors with Weber Shandwick


THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING

Starbucks Brand Transformation
Starbucks with Edelman


THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT

Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis
Nuclear Energy Institute (NEI) with Burson-Marsteller


THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION

Changing Behavior Through PR: Earned Media Boosts Campaign Effectiveness During Medicare Open Enrollment
Centers for Medicare and Medicaid Services with Porter Novelli, PRIME Research


PRACTICE AREA CATEGORIES
MARKETING COMMUNICATIONS
BUSINESS-TO-BUSINESS MARKETING

IBM's Jeopardy! - Winning Computer Watson Scores Big as Business Innovator
IBM


CONSUMER MARKETING (EXISTING PRODUCT)

Downy Puts Mike in the Window for Clean Sheets Week
Procter & Gamble with DeVries Public Relations


CONSUMER MARKETING (NEW PRODUCT)

Trojan Pulls Back the Sheets on Sexy Tech
Church & Dwight/Trojan Brand Condoms with Edelman


INTEGRATED MARKETING

Small Business Saturday
American Express OPEN with M Booth


CORPORATE REPUTATION
CORPORATE IMAGE

IBM at 100: Focusing Our Place in the Past, Present and Future
IBM with Ketchum


EMPLOYEE COMMUNICATIONS

Flight Plan for the Future: JetBlue Preserves Its Direct Relationship with Pilots
JetBlue Airways with MWW Group


EXECUTIVE LEADERSHIP

The New Digital Economy: Deloitte Technology and the Center for the Edge
Deloitte with Hill+Knowlton Strategies


FINANCIAL COMMUNICATIONS

How the World's First Conglomerate Pulled Off One of the Biggest, Fastest and Most Successful Corporate Spinoffs in History
ITT Corporation with Edelman and Joele Frank, Wilkinson Brimmer Katcher


ENGAGING SOCIETY
CAUSE-RELATED MARKETING

Dick's Sporting Goods PACE Program: Protecting Athletes Through Concussion Education
Dick's Sporting Goods with Catalyst Public Relations


COMMUNITY RELATIONS

Winning Community Support for a New Corporate Headquarters
Navistar with Culloton Strategies


CORPORATE SOCIAL RESPONSIBILITY

American Airlines Reduces Its Carbon Footprint
American Airlines with Weber Shandwick


PUBLIC EDUCATION

Drive4COPD Races to Find the "Missing Millions" with COPD
Boehringer Ingelheim Pharmaceuticals with Biosector 2



ADVOCACY
CRISIS MANAGEMENT

The Aflac Duck Gets Its Quack Back: How Aflac Turned "Black Eye into a Beauty Mark"
Aflac Corporate Communications with Citizen Paine


ISSUES MANAGEMENT

FordAhead.com
Ford Motor Company with Proof Integrated Communications and Burson-Marsteller


PUBLIC AFFAIRS: FEDERAL

Keep Potatoes in Schools "Proof" Campaign
National Potato Council with FoodMinds


PUBLIC AFFAIRS: STATE AND LOCAL

A Bridge to a Sustainable Future
Rosemont Copper with Davies


MEDIA RELATIONS
CORPORATE MEDIA RELATIONS

Fighting Fire with Fire: Resetting the Media Dialogue for Mexico
Mexico Tourism Board with Ogilvy Public Relations


PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)

Yoplait Original Yogurt "Calcium in Every Cup" Campaign
Yoplait with Cone Communications


PRODUCT MEDIA RELATIONS (TRADE MEDIA)

Valvoline NextGen: Launching a "Green" Motor Oil without Making Trade Media See Red
Valvoline with Cohn & Wolfe


DIGITAL AND SOCAL MEDIA
DIGITAL CAMPAIGN

Old Spice "Mano a Mano in el Baño Campaign
Old Spice with Citizen Paine and Weiden+Kennedy


BLOGGER OUTREACH

Ford Reinvents the Test Drive- and Blogger Outreach - Globally
Ford Motor Company with WPP


SEARCH ENGINE OPTIMIZATION

MexicoToday
Marca Pais: Imagen de Mexico Qorvis Communications


SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN

Pampers "Little Miracle Missions"
Pampers with Citizen Paine
 

SPECIALIST AUDIENCE
MARKETING TO MEN

Boston's Brewin': How Amstel Light Shared a Single Beer with 115 Million People
Amstel Light, HUSA with MSLGROUP


MARKETING TO WOMEN

DEREK LAM + eBay
eBay with Edelman


MARKETING TO YOUTH

Our Birthday, Your Bash
7-Eleven with FreshWorks/Ketchum


MULTICULTURAL MARKETING

It's a Family Affair
Verizon Wireless with Lagrant Communications


INDUSTRY SECTOR CATEGORIES
CONSUMER GOODS
AUTOMOTIVE

General Motors Revival: GM Dealers Take Comeback Story to the Streets
General Motors with Weber Shandwick


FASHION AND BEAUTY

Why Celebs and A-Listers Are "Tie-ing" One On
TheTieBar.com with Zapwater Communications


FOOD AND BEVERAGE

Launching the World's Number One Ice Cream in the U.S.
Magnum Ice Cream (Unilever) with GolinHarris


HOUSEHOLD PRODUCTS

Duracell's Power Those Who Protect Us Campaign
Duracell with Citizen Paine


CONSUMER PRODUCTS

Ken May Be Plastic, But His Love Is Real
Mattel with Ketchum and HL Group


CONSUMER SERVICES
ENTERTAINMENT

The Force is Strong with "Star Wars: the Complete Saga" on Blu-ray
Twentieth Century Fox Home Entertainment with Hill+Knowlton Strategies and Lucasfilm Ltd.


FINANCIAL SERVICES

BrighterLife.ca
Sun Life Financial with High Road Communications


FOOD SERVICE

"Thank You for Suing Us", Taco Bell's Response to Lawsuit Crisis
Taco Bell and Yum! Brands with Weber Shandwick


RETAILERS

Sears Heroes at Home: A Hero's Song
Sears Holding Corp. with Euro RSCG Worldwide PR


TRAVEL AND TOURISM

DoubleTree by Hilton's Cookie CAREavan Across America
DoubleTree by Hilton with Ketchum


BUSINESS-TO-BUSINESS
BUSINESS SERVICES

A Technology Revolution Inside Your Wallet: the Next Generation Payment Card
Dynamics with Edelman


INDUSTRIAL AND MANUFACTURING

Transforming a Quiet Manufacturing Company Into a Brilliant Brand
SAGE Electrochromics with Brodeur Partners


PROFESSIONAL SERVICES FIRMS

Superheroes of HR
AlphaStaff with rbb Public Relations


TECHNOLOGY
CONSUMER ELECTRONICS

Remember Memorex? It's Back and Streaming Live
Memorex with Padilla Speer Beardsley


TECHNOLOGY: HARDWARE

IBM's Jeopardy! - Winning Computer Watson Powers Business Innovation
IBM


TECHNOLOGY: SOFTWARE AND SERVICES

Establishing Intuit as an Innovative Growth Company
Intuit with Access Communications


TELECOMMUNICATIONS

Sprint Combats Distracted Driving with Sprint Drive First Application
Sprint


WEB-BASED BUSINESS

15 Years of Petfinder.com: Adopt the Internet, Then Adopt a Pet
Petfinder.com with CooperKatz & Company


HEALTHCARE
CONSUMER HEALTH

Educating Girlfriends About the Importance of Folates
Bayer HealthCare with Ogilvy Public Relations


HEALTHCARE PROVIDERS

Let's Talk Cost
Blue Cross and Blue Shield of North Carolina with Capstrat


MEDICAL DEVICES

Drive the Switch: Novo Nordisk Challenges Diabetes Patients to Re-Think
Novo Nordisk with (Marina Maher Communications)


PHARMACEUTICAL: RX

"Rewrite Your Day" Lost to Chronic Migraine
Allergan, Inc. with GCI Health


NON-CORPORATE
ASSOCIATIONS

Since When Did Agriculture Become a Dirty Word?
U.S. Farmers & Ranchers Alliance (USFRA) with Ketchum, Zócalo Group and maslansky luntz + partners


EDUCATIONAL AND CULTURAL INSTITUTIONS

Arab Spring Dialogue on Peace Liberty & Human Rights: The Fahad Al Salem Center Inaugural Forum in Kuwait
The Fahed Al Salem Center for Dialogue Among Civilizations and Defense of Liberty with Edelman


GOVERNMENT AGENCIES

The Green Build Takes Flight at San Diego International Airport
San Diego County Regional Airport Authority with Porter Novelli


NOT-FOR-PROFIT ORGANIZATIONS

The Purple Purse: Let's talk About Domestic Violence
The Allstate Foundation with Fleishman-Hillard


INTERNATIONAL
GLOBAL CAMPAIGN

Counterfeits Can Kill: Pfizer's Global Awareness Campaign to Protect patients by Combating the Flood of Fake Prescription Medicines
Pfizer


MULTIMARKET CAMPAIGN

Raising IEEE's Profile From São Paolo to Shanghai
IEEE with Weber Shandwick


CANADIAN CAMPAIGN

Harlequin's Office for the Preservation of the Kiss
Harlequin with NATIONAL Public Relations, Sonic Boom Creative Media and Burson-Marsteller


LATIN AMERICAN CAMPAIGN

Animal Day: Signatures to Update Argentine Animal Protection Law
PEDIGREE with Burson-Marsteller


BEST PR PROGRAM OF THE YEAR

IBM at 100: Focusing Our Place in the Past, Present and Future
IBM with Ketchum

 

 

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