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BEIJING—Fleishman-Hillard and Weber Shandwick lead the way with 19 finalists each in our inaugural Asia-Pacific SABRE (Superior Achievement in Branding and Reputation) Awards competition, which attracted close to 400 entries from across the region.
Ogilvy Public Relations Worldwide turned in an impressive performance too, with 15 finalists (including entries from the firm’s Howorth, Impact Employee Communications and Pulse brands in Australia), while there were 12 finalists each from Hill & Knowlton and MS&L Group.
Other major multinationals also finished with multiple nominations, including Edelman and GolinHarris (four each); and APCO, Burson-Marsteller, Hoffman Agency, InComm Brodeur, Ketchum and Text 100 (two apeice), while there was success for locally-based firms as well: Reputation of Australia scored three finalists and Cosmo of Japan, Dentsu of Japan, Eastwei of China, Fulford PR of Singapore, Network PR of New Zealand had two finalists each, an indication of the geographic diversity of successful campaigns.
“We were delighted with the quality of the entrants we received in our first Asia-Pacific SABRE Awards competition,” says Paul Holmes, editor of The Holmes Report and chairman of the SABRE Awards judges. “The SABRE competition now sees the best work being done in North America, EMEA and the Asia-Pacific, and it is clear that the best work in Asia is now every bit as well-planned, well-executed and well-measured as the best work anywhere in the world.”
“At the same time, we are disappointed and embarrassed that technology-related issues have delayed the announcement of the finalists until so late in the year. We learned a lot from our first attempt to accept electronic submissions and conduct the judging online, and we anticipate that the process will go much more smoothly next year.”
As a result of those delays, the inaugural SABRE Awards dinner in the Asia-Pacific region has been postponed until 2010. Winners of the 2009 competition—chosen from among these finalists—will be announced via the website in two weeks time and will receive their trophies in the mail.
The complete list of finalists:
AUSTRALIA
BlueScope Tank a Day Challenge—BlueScope Steel with Pulse Communications
Canon IXUS Zooms Ahead of Competition—Hill & Knowlton
Personal Best: Achieving an Olympic Sized Sales Effort—Nestlé Australia with Impact Employee Communications
PR and Rosemount O Toast to Style Over Ice—Foster's Group with Pulse Communications
The Launch of Oral Contraceptive YAZ—Bayer Schering Pharma with Weber Shandwick
GREATER CHINA
Collecting Smiles Across China: The Crest Smile-vocate Campaign—Crest of P&G with Weber Shandwick
Creating a Parenting Lifestyle for Chinese Moms—Johnson's Baby with Ogilvy Public Relations Worldwide
Huawei: Recognized Globally as China's Most Influential Company—Huawei with Fleishman-Hillard Hong Kong
Redefining Online Mapping in Hong Kong—Google Hong Kong with Hoffman Agency
Shall we talk? Act now! Cervarix Launch Campaign—GlaxoSmithKline Hong Kong with Weber Shandwick
INDIAN
Creating and Activating a Digital Community for Author Shobhaa De—Penguin Books with Hanmer MS&L India
Creating the India Art Summit and Promoting India's Artistic Creativity—India Ministry of Culture with Hanmer MS&L India
Drop Sugar for a Healthy Honeylicious Life!—Dabur India with Corporate Voice|Weber Shandwick
Launching 'Decoding the Hair' in India—L'Oreal with Hanmer MS&L India
SanDisk Sing-a-thon, 8GB Campaign—SanDisk India with Text 100 Public Relations
JAPAN
Innovative Approach Brings Smaller Player to the Forefront—Fuji Fire & Marine with Fleishman-Hillard Japan
Novartis Pharma K.K.: Roll Up Your Sleeves, Japan!— Novartis Pharma KK with Cosmo Public Relations
Reinventing Middle Management Catapults Company Into 21st Century—Fleishman-Hillard Japan
Soul Searching the KKE Way—Fleishman-Hillard Japan
Turn the Page: Redefining the Paper Dictionary—Iwanami Shoten, Publishers with Dentsu Public Relations
KOREA
“Joyful Wave” Central Radio Management Office, Not Just a Regulatory Monitoring Organization!—Central Radio Management Office with InComm Brodeur
Addressing Aging Society Campaign—Ministry of Health, Welfare, and Family with Fleishman-Hillard
Fly to Global, Young Café is Coming!—Ministry of Labor Korea with InComm Brodeur
Philips Sonicare '28 Day Promise Campaign—Philips with KPR & Associates
Switch On: Restoring the Reputation of U.S.Beef in Korea—U.S. Meat Export Federation with Fleishman-Hillard Korea
SOUTH-EAST ASIA
BMW Shorties 2008—BMW Maylasia with Fleishman-Hillard Malaysia
F1 Hybrid Oil Pam Seed—Sumatra Biosciences with Fleishman-Hillard Singapore
Lighting Up A Global Audience With The Royal Cremation Ceremony—Ministry of Culture & Tourism of the Republic of Indonesia with IndoPacific Edelman
NTUC FairPrice: The People's Supermarket—NTUC FairPrice with Fulford Public Relations
Perception Change Campaign—Microsoft with Hill & Knowlton Thailand
MULTI-COUNTRY PROGRAM
Countdown to Beijing 2008—BOCOG with Hill & Knowlton
Lexus Cup 2008—Lexus Asia and IMG with Fulford Public Relations
Peaches & Rice: China Opens Its Arms to Georgia—Georgia Department of Economic Development with GolinHarris (BJ)
PAN-REGIONAL PROGRAM
A Private Company Communicates with the Public—Temasek Holdings with Weber Shandwick
Johnnie Walker: Join The Pact—Diageo
Lenovo: Winning at Every Olympic Moment—Lenovo with Ketchum
Promoting Seoul as Asia's Next Financial Center—Seoul Metropolitan Government with Fleishman-Hillard
SightFirst II in Asia and Humanitarian Services in China—Lions Club International with MS&L Hong Kong
MARKETING TO CONSUMERS (EXISTING PRODUCTS)
Beautiful China: Creating Demand for POLA Cosmetics—POLA with GolinHarris
Cranbelicious: Cranberries Take Australia by Storm—Cranberry Marketing Committee with Hill & Knowlton
Go for Happiness: Launching Bel Laughing Cow Cheese—Bel with MS&L China
IKEA Sleeping Revolution Campaign—IKEA with Eastwei
ZESPRI New Zealand Kiwifruit’s Hong Kong Promotional Campaign 2008—ZESPRI International with GolinHarris
MARKETING TO CONSUMERS (NEW PRODUCT)
Sony Influenced the Influencer—Sony with Eastwei
Out of the Box Intel Core i7 Processor—Intel Indonesia with IndoPacific Edelman
Launch of GoSwitch—GoSwitch with Reputation
Shall we talk? Act now! Cervarix Launch Campaign—GlaxoSmithKline Hong Kong with Weber Shandwick
Milo B-Smart Tackles Iodine Deficiency In Children—Nestle with Pulse Communications
BUSINESS-TO-BUSINESS MARKETING
Adding Fashion to Foodsolutions—Unilever Foodsolutions with GolinHarris (SH)
HP Total Care Campaign—China Hewlett-Packard with Burson-Marsteller China
Healthcare Workforce Thought Leadership Campaign—Kronos with Text 100
Sun Rises on Eco—Sun Microsystems with n2n Communications
20:20 Vision: Identifying Key Motivators of Australian Job Seekers—Hudson with Cannings Corporate Communications
CORPORATE IMAGE
Breaking Through the Sex Taboo: Durex AIDS Day Event 2008—Durex with Weber Shandwick
Greater Olympic Moments in Omega Time—Omega with Fleishman-Hillard
Huawei: Recognized Globally as China's Most Influential Company—Huawei with Fleishman-Hillard
Lenovo: Winning at Every Olympic Moment—Lenovo with Ketchum
time2rock—Sony Ericsson Mobile Communications with Hill & Knowlton
CORPORATE SOCIAL RESPONSIBILITY
Green Lamma Green—Hongkong Electric Holdings
Launch of HSBC Green Credit Card—HSBC with Hill & Knowlton Hong Kong
Six Minutes Protect a Life—Procter & Gamble Taiwan with Strategic Public Relations Group
The Coca-Cola Olympic Village Green Pin Trading Center—Coca-Cola with APCO Worldwide
U3A Network: Enriching the Lives of Hong Kong’s Retired Citizens—Hongkong Electric Holdings
FINANCIAL COMMUNICATIONS
A Private Company Communicates with the Public—Temasek Holdings with Weber Shandwick
Promoting Seoul as Asia's Next Financial Center—Seoul Metropolitan Government with Fleishman-Hillard
Setting the Standard: Best Practice for Chinese Companies to Tap into the Global Capital Market—China Security & Surveillance Technology with Fleishman-Hillard Hong Kong
PUBLIC AFFAIRS/ISSUES MANAGEMENT
Addressing Aging Society Campaign—Ministry of Health, Welfare & Family Affairs with Fleishman-Hillard
Campaign to Address Korea's Low Birth Rate---Ministry of Health, Welfare & Family Affairs with Fleishman-Hillard Korea
Countdown to Beijing 2008—BOCOG with Hill & Knowlton
Hong Kong Wine & Spirits Industry Coalition Tax Campaign—Hong Kong Wine & Spirits Industry Coalition with APCO Worldwide
Trials of Advanced Screening Technologies at Australian Airports—Department of Infrastructure, Transport, Regional Development & Local Government with Reputation
EMPLOYEE COMMUNICATIONS
Celebrating the Power of One: Bringing Together Johnson & Johnson China's 5000 Employees—Johnson & Johnson with Ogilvy Public Relations Worldwide
Creating Brand Ambassadors Out of the Mary Kay Sales Force—Mary Kay with Ogilvy Public Relations Worldwide
Soul Searching the KKE Way—Kozo Keikaku Engineering with Fleishman-Hillard Japan
Think 10—Stuart Alexander with Pinque
Woolworth's Eco Ambassador Program—Woolworths with Impact Employee Communications
DIGITAL AND SOCIAL MEDIA
Coca-Cola China Digitally Unveils its 2
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