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Kimberly-Clark And Marina Maher Take Home Platinum At SABRE Awards

Global, North America

The Depend team receives its SABRE Award from Paul Holmes

Holmes Report 08 May 2013

NEW YORK—Kimberly Clark’s Depend brand and its agency of record Marina Maher Communications were among the big winners at the New York SABRE Awards dinner last night, taking home the Platinum SABRE Award for the best public relations campaign of 2012.

It was a big night too for Ketchum, which saw its work on behalf of clients recognized with 10 Gold and Diamond awards, more than any other firm. Edelman and Burson-Marsteller took home six awards each, and there were three trophies apiece for Carmichael Lynch Spong, Fahlgren Mortine, Fleishman-Hillard, MSLGroup and Ogilvy Public Relations.

GolinHarris was named Agency of the Year for the Americas region, while W2O Group was recognized as Specialty Agency of the Year and Finn Partners was named the Best Agency to Work For.

Depend and the Great American Try On by Kimberly Clark and Marina Maher Communications beat out four other finalists for the Platinum Award: the launch of the Ford Ecosport in Brazil by Ford and Burson-Marsteller; BP’s sponsorship of Team USA at the London Olympics, by BP and Ogilvy Public Relations; GE Works, by GE and Edelman; and digital and social media engagement campaign by the US Farmers & Ranchers Alliance and Ketchum.

More than 800 industry leaders attended the gala dinner at Cipriani on 42nd Street in Manhattan.

A complete list of Gold and Diamond winners can be found below:

SABRE AWARDS 2013

THE DIAMOND SABRE AWARDS FOR EXCELLENCE IN PUBLIC RELATIONS IN THE C-SUITE
COMPANY OF THE YEAR       
GE Works   
GE with Edelman


CEO OF THE YEAR
A Global Business Leader Makes Women's Empowerment the Core of a 60-Year Old Brand   
Tupperware Brands


SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING       
P&G Builds Consumer Loyalty During the London Olympics   
Procter & Gamble with Marina Maher Communications


THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT       
The Story of the New General Motors: Repositioning the Iconic American Automotive Company into A Leading Technology Company   
General Motors with Weber Shandwick


THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION       
Clorox's Bleach It Away Program Encourages Parents to Talk about the 3P’s   
The Clorox Company with Ketchum


THE GOLD SABRE AWARDS FOR EXCELLENCE IN PUBLIC RELATIONS PROGRAMMING
PRACTICE AREA CATEGORIES

MARKETING COMMUNICATIONS
BUSINESS-TO-BUSINESS MARKETING       
Welcome to the New "Dot.Era" of the Internet   
Internet Corporation of Assigned Names and Numbers with Burson-Marsteller


CONSUMER MARKETING (EXISTING PRODUCT)  
"Getcha Vibes Here!" Trojan Vibrations Takes Pleasure Out of the Bedroom and into the Streets of New York   
Church & Dwight/Trojan Vibrations with Edelman


CONSUMER MARKETING (NEW PRODUCT)       
Depend and the Great American Try On: Repositioning Incontinence from the Bathroom to the Forefront of Pop Culture   
Depend from Kimberly Clark Corporation with Marina Maher Communications


INTEGRATED MARKETING       
Pantene Reinvigorates Beautiful Lengths Program   
Pantene with DeVries PR


CORPORATE REPUTATION
INSTITUTIONAL IMAGE       
Experience for Life Campaign   
Kent State University with Fahlgren Mortine


EMPLOYEE COMMUNICATIONS       
Mutual Appreciation   
Medical Mutual   


EXECUTIVE LEADERSHIP       
Joe Echeverria: From First Time CEO to Voice of the CXO   
Deloitte with MWW


FINANCIAL COMMUNICATIONS       
Shutterstock Soars as First NYC-Based IPO in Years   
Shutterstock with Ogilvy Public Relations


CAUSE-RELATED MARKETING        
Citi Every Step of the Way   
Citi with Matter


COMMUNITY RELATIONS       
AT&T's "It Can Wait" No Texting While Driving 2012 Movement   
AT&T with Fleishman-Hillard and VOX Global


CORPORATE SOCIAL RESPONSIBILITY     
Conversations with the Next Generation   
Microsoft with Burson-Marsteller


PUBLIC EDUCATION       
Welcome to the Global Collaboratory: Global Food Security   
DuPont with Ogilvy Public Relations


ADVOCACY
CRISIS MANAGEMENT       
Absolutely, Positively Unacceptable   
FedEx with Ketchum


ISSUES MANAGEMENT       
Preempting the Strike: Mercy Regional and Nurses Union Negotiations   
Mercy Regional Medical Center with Revive Health


PUBLIC AFFAIRS       
21st Century Retail Campaign   
International Council of Shopping Centers with Finn Partners


MEDIA RELATIONS
CORPORATE MEDIA RELATIONS       
Mission: Transition   
The Home Depot with MSLGROUP


PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)       
P&G's Thank You, Mom Sponsorship of the London 2012 Olympic Games   
Procter & Gamble with DeVries Global


PRODUCT MEDIA RELATIONS (TRADE MEDIA)       
Revving Up Anticipation for a Fungus Fighter   
BASF Crop Protection with Padilla Speer Beardsley


DIGITAL AND SOCIAL MEDIA
DIGITAL CAMPAIGN       
From East to West and Everywhere In Between, America's Farmers and Ranchers are Leading the Food Dialogues   
US Farmers & Ranchers Alliance with Ketchum and maslansky, luntz & partners


SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN       
Walmart Green Room - Creating a Sustainable Conversation   
Walmart with Ketchum


BLOGGER OUTREACH       
Bloggers Get Cooking with the Ninja Cooking System   
Euro-Pro with 360 Public Relations


BRANDED JOURNALISM       
Skype Blog Goes from Tech to Users' Stories   
Skype with Kaplow


WORD OF MOUTH       
Putting Connecticut Back on the Map: Launching a New Brand for CT   
Connecticut Department of Economic and Community Development & Office of Tourism with Fleishman-Hillard


SEARCH ENGINE OPTIMIZATION       
MexicoToday   
Marca Pais: Imagen de Mexico  


SPECIALIST AUDIENCE
MARKETING TO MEN       
Schick Hydro Wakes Up "Shave Zombies" and Boosts Brand Shares   
Schick Hydro (Energizer Personal Care) with Edelman


MARKETING TO WOMEN       
If Mom Had Three Minutes   
The Clorox Company with Ketchum


MARKETING TO YOUTH       
Celebrate Your Imperfections   
Mattel: Monster High with Ketchum


MULTICULTURAL MARKETING       
What's Your Wild Rabbit?   
Moët Hennessy with Cohn & Wolfe


INDUSTRY SECTOR CATEGORIES

CONSUMER GOODS
AUTOMOTIVE       
Enticing Families to the Hyundai Brand with the All New 2013 Hyundai Santa Fe   
Hyundai Motor America with Ketchum


FASHION AND BEAUTY       
From Blonde to Brunette: How Wella Koleston Brand Joined Its Own Business Goals with the Wishes of a Beauty Icon   
P&G (Wella Koleston) with Ketchum


FOOD AND BEVERAGE       
The Great American Bacon Barter   
Oscar Mayer with Olson and 360


FOOD AND BEVERAGE: COMMODITY PRODUCTS       
Sweetening the Reputation of Honey   
National Honey Board with Ketchum


HOME AND FURNITURE       
Huggies Turns the Conversation Around   
Huggies/Kimberly Clark with Edelman


CONSUMER SERVICES
ENTERTAINMENT       
Hatfields and McCoys Integrated Campaign   
HISTORY


FINANCIAL SERVICES       
Pathway to Financial Success   
Discover Financial Services with Burson-Marsteller


FOOD SERVICE       
Nocturnivores: McDonald's Invites Consumers to Savor the Night   
McDonald's Restaurants in Central Ohio, Miami Valley (OH) and Toledo with Fahlgren Mortine


RETAILERS       
Safeway Culinary Kitchens Search for Our Next Chef   
Safeway with Access Communications


TRAVEL AND TOURISM       
Tourism British Columbia 2012   
Tourism British Colombia with Citizen Optimum


BUSINESS-TO-BUSINESS
ENERGY AND NATURAL RESOURCES       
The ITT Way   
ITT Corporation with Gagen MacDonald


CHEMICALS AND INDUSTRIALS
Sappi's The Standard 5: A Special Effect on 826 National and Design   
Sappi Fine Paper North America with Burson-Marsteller


PROFESSIONAL SERVICE FIRMS       
Accenture High Performance Delivered   
Accenture with TBWA


REAL ESTATE AND BUILDING PRODUCTS       
A Window Into the Presidency: Marvin's 2012 Campaign   
Marvin Windows and Doors with Fast Horse


TRANSPORTATION AND LOGISTICS       
Honeywell Aerospace: Storm Chasers Campaign   
Honeywell Aerospace with Waggener Edstrom Worldwide


TECHNOLOGY
CONSUMER ELECTRONICS       
Project Imagin8ion   
Canon USA with Grey Alliance


TECHNOLOGY: HARDWARE       
Stratasys Aske the World "What's Possible?"   
Stratasys with Weber Shandwick


TECHNOLOGY: SOFTWARE AND SERVICES       
Adobe Transforms Creativity - and Its Brand - with the Launch pf Creative Cloud   
Adobe Systems with Edelman


TELECOMMUNICATIONS       
Designing, Building and Managing AT&T's New Generation News Hub   
AT&T with Fleishman-Hillard


WEB-BASED BUSINESS       
The Tie Bar: Making Open Collars a Thing of the Past   
The Tie Bar.com with Zapwater Communications


HEALTHCARE
ANIMAL CARE       
Merrick Throws Dogs More Than a Bone with Social media Real Food Revolution   
Merrick Pet Care with Carmichael Lynch Spong


CONSUMER HEALTH       
A Dose of Relief for Parents   
Children's Advil/Pfizer Consumer Healthcare with Coyne PR


HEALTHCARE PROVIDERS       
Love to the Rescue at Shriners Hospitals for Children   
Shriners Hospitals for Children with MSLGROUP


MEDICAL TECHNOLOGY       
Join the Pace Makers: Empowering Patients to Understand Their Options   
Medtronic with WCG


PHARMACEUTICAL: RX       
Turbo and Scott Program   
Novartis Pharmaceutical Corporation with Ruder Finn


NON-CORPORATE
ASSOCIATIONS       
Skin Cancer Prevention: An Annual Battle for Access to Information   
Sociedade Brasileira de Dermatologia with Approach Comunicação Integrada


EDUCATIONAL AND CULTURAL INSTITUTIONS       
Imagine the Unimaginable: A Symposium on Ending Genocide in the 21st Century   
United States Holocaust Memorial Museum with Burson-Marsteller


GOVERNMENT AGENCIES       
Putting the I in Health IT   
Office of the National Coordinator for Health Information Technology, U.S. Department of Health and Human Services with Ketchum

NOT-FOR-PROFIT ORGANIZATIONS       
Heart Rescue Project Teaches Millions How to Save a Life   
Medtronic Foundation with Exponent PR

INTERNATIONAL CATEGORIES
GLOBAL CAMPAIGN       
Launching Microsoft's Windows 8 to the World   
Microsoft Windows with Waggener Edstrom Worldwide


MULTIMARKET CAMPAIGN       
Dell Advances Women Entrepreneurs   
Dell with Dell and WPP Team Dell


CANADIAN CAMPAIGN       
From Unknown Entity to Market Leader in 180 Days   
Randstad Canada with MSLCanada


LATIN AMERICAN CAMPAIGN       
An International Star, the Ford Ecosport, Says "oi" to the World   
Ford Motor Company with Burson-Marsteller


 

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