Why Enter
Charting the future of public relations
SABRE Awards NA

Why enter the In2 Innovation SABRE Awards?

The industry has been talking about making inroads with marketing, owning social media, being best positioned to handle content creation — the Innovation SABRE Awards are the chance to 'show' instead of tell.  

We created the Innovation SABRE Awards because communications/marketing executives and their agency partners are being expected to deliver more — more channels, more content, more creativity, more measurement. Our world is so much bigger than it was five years ago and the Innovation SABRE Awards looks to celebrate this.

The In2 SABREs is your chance to showcase your organization's ability to navigate — and thrive — in our increasingly complex and fast-moving world. In2 is a short form for insight and innovation, two qualities that are in greater demand than ever before — marketers are looking for partners that can prove their ability to form meaningful connections amid a rapidly-changing landscape.

Enter here. (Please read these guidelines before submitting.) 
EXTENDED Deadline: Monday, November 6, 2017

The
 In2 Innovation SABREs will be presented in 2018. More details on this coming soon.  

Here's what we care about: 

Most awards competitions look for the same things—big, bold creative ideas; flawless execution; an impact on business results. We value those things too, but the In2 SABRE Awards judges will ask several additional questions as they review your entries:

  1.  Did your creative solution take courage? Was the agency brave to suggest the strategy it did? Was the client brave to agree to it? Courage comes in many forms—admitting a mistake, fighting for an unpopular principle, taking a creative risk, breaking a taboo.

  2. Was it authentic? Did the core creative idea seem to arrive organically from the DNA of the company? Was it a true reflection of the organization’s mission, its vision, its values? Did the explicit or implicit story it told about the company fit with the way customers, employees and community actually experience the company and its brands?

  3. Was it engaging? In the past, it might have been enough for a campaign to deliver a message. But the best campaigns today go beyond that, prompting engagement, encouraging the audience to respond both emotionally and in some tangible way: joining the conversation, participating in the debate, offering feedback, getting involved in a cause or issue.

  4.  Was it shareable? The industry's campaigns have always been about persuading people to share information. In the past, it was typically a journalist sharing with his or her readers. But today it can involve almost any audience—bloggers, influencers, opinion leaders, ordinary people—sharing with their friends, via social media or good old-fashioned media.

  5. Was it sticky? Did the campaign lead to a single transaction or did it contribute toward a lasting relationship? Some campaigns are fleetingly amusing, a momentary distraction; others leave a lasting impression about the company or the brand, usually by making an emotional connection, convincing stakeholders that the company genuinely cares about something close to their hearts.

  6. Was it ethical? Honesty has always been important. It is even more important today, because in an age of radical transparency any dishonesty—and manipulation or deceit—will be discovered so much more quickly and punished so much more severely than in the past.

  7. Did it change behavior? There are two ways in which good campaigns can change behavior. The first is by affecting the behavior of the audience (employees, consumers, voters, communities) so that they are more supportive of an organization’s objectives. Less common—but often more meaningful in terms of long-term relationship building—a good campaign can change the behavior of the organization and its management, bringing it into alignment with stakeholder expectations. Great campaigns may do both.

And, what we don’t care about:

We have always taken the view that great work can originate anywhere. Big ideas don’t necessarily originate with big agencies, or for big clients. And they don’t necessarily require big budgets.

Over the 25 years of the SABRE Awards, we have seen plenty of work from giant multinational agencies, tiny boutiques, and in-house teams. We have seen great work designed to promote blue-chip consumer brands and obscure business-to-business companies that few people had even heard of—before someone had a great marketing or PR idea.

And in the digital and social media age, the playing field is more level than ever. It doesn’t matter where a great idea originated; how big the budget was; who the client is; or whether the agency working on the business defines itself as a PR firm, an ad agency, or a digital and social specialist—all that matters is the quality of thinking, the thoroughness of the execution, and the ultimate outcome.