Holmes Report 21 May 2014 // 9:52AM GMT
LONDON—Ogilvy Public Relations enjoyed an unprecedented evening of success at the 10th annual EMEA region SABRE Awards ceremony, which took place at the Roundhouse in London last night.
Not only did the firm take home the Pan-EMEA Consultancy of the Year award, but it also received the Platinum SABRE for the best public relations campaign of 2014 for its work on behalf of luxury bathroom brand Grohe—the first time our biggest consultancy award and the Best in Show trophy have gone to the same agency.
Ogilvy also won more Gold SABRE Awards—presented for Superior Achievement in Branding, Reputation & Engagement—than any other firm on the night, with seven spread across its various EMEA offices, including two for its Middle Eastern operation, Memac Ogilvy.
There were four trophies each for UK-based consultancies Blue Rubicon and Unity and for multinational Ketchum; three each for Edelman and Weber Shandwick, Swedish creative shop Jung Relations, and British newcomer Hope & Glory; and two apiece for Brands2Life, FleishmanHillard, Hill+Knowlton Strategies, iris Worldwide, MSLGroup, Trigger, and W.
The Grohe campaign—a water conservation CSR initiative that involved installing the company’s products in a Saudi mosque—triumphed over four other finalists: the Austrian Butchers vs McDonald’s, from Ketchum Publico, which saw the trade group respond to an attacks on one of its products; the Born Again Simulator, a public education tool from the Norwegian Agency of Development Cooperation with Gambit Hill+Knowlton Strategies; Project Patty, the introduction of cultured beef grown in a lab at Maastricht University, with Ogilvy London; and The Unbranded Launch, an unconventional new car introduction from Volvo and Jung Relations.
A complete list of Gold and Diamond winners:
CONSUMER GOODS
AUTOMOTIVE
Hyundai Fuel Cell Farm
Hyundai with Unity
FASHION AND BEAUTY
Laughing Buddha
Rituals with Coebergh Communicatie & PR
FOOD AND BEVERAGE
Know Your Number
Unilever Germany / Becel pro.activ with Edelman
TOYS AND GAMES
Launch Xbox One
Xbox with Daniel J Edelman
HOME AND FURNITURE
Lambi – How to Make the Media to Fall in Love with Toilet Paper
Metsä Tissue with Drum Communications Inc.
CONSUMER SERVICES
ENTERTAINMENT
Your Viking Side!
A+E Networks UK with GolinHarris
FINANCIAL SERVICES
Pride of an Entrepreneur
Idea Bank with Pitera Communications
FOOD SERVICE
Calling for Quality Scouts
McDonald's with Blue Rubicon
RETAILERS
Launching Morrisonscellar.com and Morrisons Own Brand Wines Wm Morrison Supermarkets plc. with Focus PR
TRAVEL AND TOURISM
Chessington Bans Animal Print
Chessington World of Adventures Resort with Frank PR
BUSINESS-TO-BUSINESS
ENERGY AND NATURAL RESOURCES
Putting Shetland Back on the Map
BP with MSLGROUP
CHEMICALS AND INDUSTRIALS
One Year to Build the Reputation and Credibility of an Outsider Establishing Itself in France
DOUBLE A with FLEISHMANHILLARD
PROFESSIONAL SERVICE FIRMS
The BDO/PKF Merger - A Leading Force in the Mid-Market
BDO
REAL ESTATE AND CONSTRUCTION
Big Office Data
Vasakronan with Prime
TRANSPORTATION AND LOGISTICS
The Residence of Father Frost
Ukrpochta (Ukrainian National Mail Service) with SPN Communications Ltd.
TECHNOLOGY
CONSUMER ELECTRONICS
New Light on Old Masters
Philips with FleishmanHillard
HARDWARE
Making Iceotope the Hottest Brand in Cooling
Iceotope with Johnson King
SOFTWARE AND SERVICES
The World's First smartwatch Bank
Intelligent Environments with M&C Saatchi PR
TELECOMMUNICATIONS
O2 Recycle's "Big UpCycle"
O2 with Hope&Glory
WEB-BASED BUSINESS
LINKEDIN BRING IN YOUR PARENTS DAY
LinkedIn with Brands2Life
HEALTHCARE
ANIMAL CARE
The Most Irresistible Meow in Belgium
FELIX Purina with Weber Shandwick
CONSUMER HEALTH
The Search for the Face of Colgate
Colgate-Palmolive with Cohn & Wolfe
HEALTHCARE PROVIDERS
Special Post-Surgery Bras
Salud de la Mujer Dexeus with LLORENTE & CUENCA
MEDICAL TECHNOLOGY
Gaming Sleep Apnoea
ResMed Sweden with Dahlheim & Sjöqvist AB
PHARMACEUTICAL: RX
‘gRAb your brush!’
Pfizer Hungary with Noguchi Porter Novelli
NON-CORPORATE
ASSOCIATIONS
Treat Yourself Better Without Antibiotics
Proprietary Association of Great Britain and Pharmacy Voice with Red Door Communications
EDUCATIONAL AND CULTURAL INSTITUTIONS
Project Patty - The Burger That Will Change the World
Maastricht University with Ogilvy Public Relations / London
GOVERNMENT AGENCIES
Dementia Awareness: "Have the Conversation"
The Norwegian Directorate of Health with Burson-Marsteller Oslo
NOT-FOR-PROFIT ORGANIZATIONS
Dryathlon
Cancer Research UK with Unity
PRACTICE AREA CATEGORIES
MARKETING COMMUNICATIONS
B2B MARKETING
DataHeaven vs. DataGeddon
Fujitsu with Harvard PR
CONSUMER MARKETING (EXISTING PRODUCT)
Meantime's True Brew of London
Meantime Brewing with Hope&Glory
CONSUMER MARKETING (NEW PRODUCT)
adidas Tribes
adidas with Jung Relations and The Viral Company
INTEGRATED MARKETING
Norway's Least Travelled
Norwegian with Trigger AS
CORPORATE REPUTATION
INSTITUTIONAL IMAGE
Chargers Out of the Box
O2 with Hope&Glory
EMPLOYEE COMMUNICATIONS
Norway's Coolest Travel Race
Berg-Hansen Travels with Geelmuyden.Kiese
FINANCIAL COMMUNICATIONS
Empowering the Russian Capital Market
National Settlement Depositary of Russia with Kuzmenkov & Associates
ENGAGING SOCIETY
CAUSE-RELATED MARKETING
Same Sex Marriage
Google (Google+) with Ogilvy Public Relations
COMMUNITY RELATIONS
Launching London's Newest Neighbourhood
East Village with W
CORPORATE SOCIAL RESPONSIBILITY
Shwoppers Not Keepers
M&S with Unity
PUBLIC EDUCATION
Some Things Can't Be Covered
King Khalid Foundation with Memac Ogilvy
ADVOCACY
CRISIS MANAGEMENT
License Withdrawal Crisis
CEZ Bulgaria with AMI Communications Bulgaria
ISSUES MANAGEMENT
Mitigating Horse Gate
McDonald's with Blue Rubicon
PUBLIC AFFAIRS
Coalition for a New Prevention 2013
Cherish Life Foundation with Rogalski Damaschin PR
MEDIA RELATIONS
CORPORATE MEDIA RELATIONS
Building Brand Belief for O2
O2 (Telefónica UK) with Blue Rubicon
PRODUCT MEDIA RELATIONS - CONSUMER
Dynamo writes 3Doodler Kickstarter World Record
3Doodler with Dynamo PR
PRODUCT MEDIA RELATIONS - TRADE
Aldermore Bank Help to Buy Campaign
Aldermore Bank with Cicero Group
DIGITAL AND SOCIAL MEDIA
DIGITAL CAMPAIGN
"Born Again" Simulator
The Norwegian Agency of Development Cooperation with Gambit Hill+Knowlton Strategies
SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN
Austrian Butchers versus McDonald's
Wirtschaftskammer Niederösterreich, Landesinnung der Lebensmittelgewerbe, Berufszweig der Fleischer with Ketchum Publico
BLOGGER OUTREACH
Pantene Treatover
Procter & Gamble Sweden with Jung Relations and Saatchi & Saatchi
EXPERIENTIAL
GUERRILLA MARKETING
Urban Lifeguards
Statens vegvesen (the Norwegian Public Roads Administration) with Trigger AS
PUBLICITY STUNT
Oh Mr Darcy! Launch New TV Channel Drama
UKTV with Taylor Herring
SPECIAL EVENT
Sony and The Science of Colour
Sony with Citizen Relations
SPONSORSHIP
Team Novo Nordisk
Novo Nordisk with Pegasus
TRADE SHOW
SPIEF Index
EY with Ketchum Maslov
SPECIALIST AUDIENCE
MARKETING TO MEN
Marketing to Men - Christmas Tinner
GAME Retail Ltd with MHP Communications
MARKETING TO WOMEN
Measure of Pleasure
Beyond Dark with Ogilvy Public Relations / London
MARKETING TO YOUTH
Rule the Runway with adidas NEO Label
Adidas NEO Label with iris Worldwide
MULTICULTURAL MARKETING
Accessibility Map
The Sochi 2014 Organizing Committee and the "United Country" Foundation with CROS
GEOGRAPHIC CATEGORIES
AFRICA
Microsoft 4Afrika
Microsoft with Waggener Edstrom
THE BALKANS
Mail for Change
Bulgarian Association for Neuromuscular Diseases with All Channels Communication Group
THE BALTIC
Polish language is A-E
Polish Academy of Sciences with Ogilvy Public Relations Warsaw
BENELUX
Boost Belgium
MasterCard with Weber Shandwick
DACH
Teddies with a Mission
Novartis Vaccines and Diagnostics with Ketchum Pleon GmbH
CENTRAL EASTERN EUROPE
First Aid to Pfizer's Reputation / Land of Saviours
Pfizer with SEESAME Communication Experts
FRANCE
DON'T SPOIL YOUR EYESIGHT / General Public Campaign
French Ophthalmologists Trade Association with Hopscotch
IBERIA (Spain, Portugal)
Albal Challenge “One Day Without Leftovers”
Albal (Cofresco) with EDELMAN SPAIN
MEDITERRANEAN
The First Facebook Reality Show
Venere.com with Weber Shandwick
THE MIDDLE EAST
Grohe Green Mosque
Grohe with Memac Ogilvy
NORDICS
#CC24 - Comedy Central 24h Marathon
Comedy Central with MSLGROUP Stockholm
RUSSIA AND THE CIS
Kostroma: Digital Makeover
Google Russia with Ketchum Maslov
TURKEY
TTNET Life is Simpler with Internet
TTNET with Effect PR
UNITED KINGDOM AND IRELAND (LESS THAN 50k)
Karcher Cleans the London Eye
Karcher with Shine Communications
UNITED KINGDOM AND IRELAND (50-100k)
Pawnbroking for the Rich… Changing the Face of Lending in Cash-Strapped Britain, the borro Way
Borro with Lansons
UNITED KINGDOM AND IRELAND (100k+)
Project Patty - The Burger That Will Change the World
Maastricht University with Ogilvy Public Relations / London
MULTI-COUNTRY PROGRAMME
The Unbranded Launch
Volvo with Jung Relations
PAN-EUROPEAN PROGRAMME
VMware Cloud Coup D'Etat
VMware with Brands2Life
GLOBAL PROGRAMME
Rule the Runway with adidas NEO Label
adidas NEO Label with iris Worldwide
DIAMOND AWARDS
COMPANY OF THE YEAR
Company of the Year
McDonald's UK with Blue Rubicon
SUPERIOR ACHIEVEMENT IN BRAND-BUILDING
Library of Delightfully Peculiar Writings
Hendrick's Gin with W and Steely Fox
SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT
"Born Again" Simulator
The Norwegian Agency of Development Cooperation with Gambit Hill+Knowlton Strategies
SUPERIOR ACHIEVEMENT IN RESEARCH AND PLANNING
Courting Trouble
AdaptiveMobile with Octopus Group
SUPERIOR ACHIEVEMENT IN MEASUREMENT &
EVALUATION
RE-LAUNCHING AQUAFRESH KIDS TO MEDIA AND MUMS
Aquafresh (GSK) with Unity