SABRE Awards South Asia 2015 Winners | Holmes Report
Charting the future of public relations

2017 SABRE Awards Latin America Winners

Chilean independent Extend Comunicaciones and its clients have won six Latin American SABRE Awards competition, beating out many larger global and regional firms to lead the way in the region’s second annual SABRE competition.

The firm will pick up trophies for its work with clients ranging from Nike to Electronic Arts to the Oficina Nacional de Emergencia.

Porter Novelli offices throughout the region helped to win five trophies for their clients, followed by JeffreyGroup (four) and Llorente & Cuence (three). There were two trophies each for clients of Burson-Marsteller, Hill+Knowlton Strategies, and Ketchum.

“We saw an increase in both the quantity and quality of entries from across the region this year, and we saw local agencies giving the multinationals a real run for their money,” says Paul Holmes, who chaired the awards jury. “Our judges found it extremely challenging to pick these winners, and the feedback we received was that most of the winners balanced exceptional levels of creativity with an improved focus on real, measurable business results.”

Spanish PR agency Llorente & Cuenca, which has a network of offices throughout Latin America, saw 34 of its campaigns recognized in the competition (including winners and certificates of excellence), ahead of Porter Novelli (17), Edelman (12), Burson-Marsteller (9), Extend and Hill+Knowlton (8 each), S2Publicom Weber Shandwick (7), and Mexican agency Another Company (5).

A complete list of winners:

COMPANY OF THE YEAR              
WINNER:
A Communications Way for Legendary Communications at Kimberly-Clark—Kimberly-Clark Latin America Operations

BRAND-BUILDING                        
WINNER:
Football in Latam: A Passion Cultivated in Small-Sided Roots—Nike with Extend Comunicaciones
CERTIFICATES OF EXCELLENCE:
#AustraliaTotalmenteDemais—Tourism Australia with Interamerican Network
Nissan NP300 Frontier, A Legendary Launch—Nissan Latin-America            
OMEGA Rio 2016—OMEGA with LINKS WorldGroup
aseline Beauty Skin Deep—Unilever/Vaseline with In Press Porter Novelli

REPUTATION MANAGEMENT                  
WINNER:
ONEMI, A Reputational Rebirth—Oficina Nacional de Emergencia with Extend Comunicaciones
CERTIFICATES OF EXCELLENCE:
Dia Nacional do Campo Limpo 2016—InpEV - Instituto Nacional de Processamento de Embalagens Vazias with Ogilvy Public Relations Brazil
GE: Especial Roda Viva com Tíbio e Perônio—GE with Edelman Significa
Relaunching of New Image of Güitig / Communicating Through Art—Güitig with LLORENTE & CUENCA
Say Yes to the Sweet Things in Life—Splenda with JeffreyGroup

RESEARCH AND PLANNING                      
WINNER:
Milking Stories Inside—Nestlé with S/A LLORENTE & CUENCA
CERTIFICATES OF EXCELLENCE:
Introducing The K-C Way—Kimberly-Clark Latin America Operations with Mindshare Latin America
The Impact of Communication in Business Performance—Gas Natural Fenosa with LLORENTE & CUENCA S.L.

MEASURERMENT AND EVALUATION                    
WINNER:
Introducing The K-C Way—Kimberly-Clark Latin America Operations        
CERTIFICATES OF EXCELLENCE:
TAN FACIL COMO—AED with CAC Porter Novelli
YO LE DIGO NO A LA INFLUENZA—INFLUENZA A with CAC Porter Novelli

MEXICO                          
WINNER:
Stay with El Chavo del 8—Airbnb with JeffreyGroup
CERTIFICATES OF EXCELLENCE:
Diageo Brand Mexico—Diageo with Burson-Marsteller
How We Helped a Multi-National Law Firm Increase Publications By 100%—Hogan Lovells BSTL with LLORENTE & CUENCA
Tequila Patron Coming Home—Tequila Patron with JeffreyGroup
Waze Emergency Cases Story—Waze with Another Company México S.C.

CENTRAL AMERICA                     
WINNER:
TAN FACIL COMO—AED with CAC Porter Novelli

ARGENTINA                    
WINNER:
#QuéOnda (What's Up With)—AVON Foundation with LLORENTE & CUENCA
CERTIFICATES OF EXCELLENCE:
Kia Ora Buenos Aires—Air New Zealand with Hill + Knowlton Strategies Argentina
Tuvalu—LG with Hill + Knowlton Strategies Argentina

BRAZIL               
WINNER:
UMA ÁRVORE, UMA VOZ—UNILEVER with IN PRESS PORTER NOVELLI/ in partnership with CRITICAL MASS
CERTIFICATES OF EXCELLENCE:
#AustraliaTotalmenteDemais—Tourism Australia with Interamerican Network
#LivreParaDescobrir —Unilever – Omo with Edelman Significa
Imagem Corporativa: Digital and Sustainable—Imagem Corporativa      
Magazine Luiza Digital Transformation—Magazine Luiza with CDI Group

LATIN AMERICA             
WINNER:
ONEMI, A Reputational Rebirth—Oficina Nacional de Emergencia with Extend Comunicaciones
CERTIFICATES OF EXCELLENCE:
Claro Friends Club—Claro with Burson-Marsteller
Fernando Casasempere, a Successful Path—Chilean sculptor Fernando Casasempere, Probono with Extend Comunicaciones
How to Shift From the Coldness of Minerals to the Warmth of Miners? —Compañía Minera Antamina S.A. with LLORENTE & CUECA S.L.
“JULIETA” Historia Clínica Electrónica de CASMU—casmu with Improfit

MULTI-MARKET             
WINNER:
Nissan NP300 Frontier, A Legendary Launch—Nissan Latin-America            
CERTIFICATES OF EXCELLENCE:
¿Cómo Hacer Crecer un Destino Turístico en un Economía Inestable? —Promperú with Axon
Introducing The K-C Way—Kimberly-Clark Latin America Operations with Mindshare Latin America
Programa Olympics Kids (#AmigosOlímpicos)—Arcos Dorados with Porter Novelli (PR), Tribal (Digital)
“Somos Delta” – Delta´s Latinization Campaign—Delta Air Lines with LLORENTE & CUENCA

BUSINESS-TO-BUSINESS              
WINNER:
Suvinil Maxx Rendimento: Quebrando Preconceitos—Suvinil with Máquina Cohn & Wolfe
CERTIFICATES OF EXCELLENCE:
Communicating the Invisible—The Dow Chemical Company with Edelman
Hubspot PR Strategy LATAM—Hubspot with Another Company

CORPORATE IMAGE                    
WINNER:
Puertas Abiertas—Arcos Dorados with Porter Novelli
CERTIFICATES OF EXCELLENCE:
3M Mexico: Here’s to New Beginnings—3M Mexico with LLORENTE & CUENCA S.L.
Casa dos Ventos: What Good Wind Brings—Casa dos Ventos Energias Renováveis with S/A LLORENTE & CUENCA
Empowering Latin America: Microsoft´s CEO Satya Nadella Visits the Region—Microsoft with Porter Novelli
M for Monsoy—Monsanto with Ideal H+K Strategies

CORPORATE SOCIAL RESPONBSIBILITY                 
WINNER:
Recicláveis Que Valem kWh—AES Eletropaulo with In Press Porter Novelli
CERTIFICATES OF EXCELLENCE:
Age Shamelessly | Envelhecer Sem Vergonha—Pfizer with Ketchum
Making Corporate Social Responsibility Matter Through the Visionaris Award—UBS with LLORENTE & CUENCA
McDía Feliz—Arcos Dorados with Porter Novelli
Ramones II Pipeline CSR & Social Investment Strategy—TAG Norte & TAG Sur with Alterpraxis

CRISIS/ISSUES MANAGEMENT                 
WINNER:
Say Yes to the Sweet Things in Life—Splenda with JeffreyGroup

DIGITAL CAMPAIGN                    
WINNER:
#AustraliaTotalmenteDemais—Tourism Australia with Interamerican Network
CERTIFICATES OF EXCELLENCE:
#RiobyPayPal - A 100% Carioca Experience—PayPal with MSLGROUP ANDREOLI
Electrolux Web Retail—Electrolux with Burson-Marsteller
Experience Anguilla—Anguilla Tourist Board with Interamerican Network
HP Notebook Special Edition Star Wars launch—HP with Edelman Mexico

EMPLOYEE COMMUNICATIONS               
WINNER:
“JULIETA” Historia Clínica Electrónica de CASMU—casmu with Improfit
CERTIFICATES OF EXCELLENCE:
Engaging Latin America—DHL Global Forwarding with LLORENTE & CUENCA
LATAM AIRLINES, Diagnostic Analysis of Internal Communication—LATAM Airlines with LLORENTE & CUENCA
Milking Stories Inside—Nestlé with S/A LLORENTE & CUENCA
The Adventures of Super Simple—SAP Latin America & the Caribbean         

FINANCIAL COMMUNICATIONS              
WINNER:
From Unknown to Referent—VeriTran with Edelman
CERTIFICATES OF EXCELLENCE:
Sabadell Bank: From a Discrete and Small Organization to a Groundbreaking Market Entity—Banco Sabadell with LLORENTE & CUENCA
Scotiabank Talks: El Desafío de Martín Redrado—Scotiabank Chile with LLORENTE & CUENCA

MARKETING TO CONSUMER (NEW PRODUCT)                 
WINNER:
#Redefinite—LG with Hill + Knowlton Strategies Argentina
CERTIFICATES OF EXCELLENCE:
Coffin Joe Première—Turner International do Brasil with S2Publicom Weber Shandwick  
Crossing New Paths—Happn with JeffreyGroup
Grolsch’s Beer Launch, Associated with Urban Creativity—Backus with LLORENTE & CUENCA
Safe Stories / Histórias Seguras—Ananse with Ketchum / Little George     

MARKETING TO CONSUMER EXISTING PRODUCT)                          
WINNER:
Vaseline Beauty Skin Deep—Unilever/Vaseline with In Press Porter Novelli
CERTIFICATES OF EXCELLENCE:
Estrelas na Disney—Walt Disney World and Disney Cruise Line with FSB
Jovens em Pauta: 17a Bienal Internacional do Livro do Rio de Janeiro e o Papel do
Leitor em Tempos Digitais—Fagga | GL Events Exhibitions with Approach Comunicação
Toddynho—PepsiCo with Burson-Marsteller
When a Beverage Unites the Entire Ecuador—Tropical with ATREVIA

MEDIA RELATIONS                       
WINNER:
¿Cómo Hacer Crecer un Destino Turístico en un Economía Inestable? —Promperú with Axon
CERTIFICATES OF EXCELLENCE:
Alsea Conquests Mexican Consumers Through its Different Brands’ Personalities—Alsea with LLORENTE & CUENCA S.L.
BECEL CHALLENGE: A HEALTHIER HEART IN 21 DAYS—UNILEVER with S2Publicom Weber Shandwick
How to Convince Public Opinion of the Benefits of Genetically Modified Organisms (GMOs)—AgroBIO México with LLORENTE & CUENCA S.L.
How to Stand Out Amongst So Many Other Relevant Consumer Brands and Engage Clients, Journalists and KOL’s During a Music Festival?—Bacardi with S/A LLORENTE & CUENCA

PUBLIC AFFAIRS/GOVERNMENT RELATIONS                     
WINNER:
Organizational Strengthening and Survival - CNC—Consejo Nacional de la Competitividad (CNC) with Burson-Marsteller                       
CERTIFICATE OF EXCELLENCE:
Connecting the Dots—Abrintel - Brazilian Association of Infrastructure for Telecommunications with Llorente & Cuenca

PUBLIC EDUCATION                    
WINNER:
Mobilizing Against Zika—UNICEF with JeffreyGroup
CERTIFICATES OF EXCELLENCE:
Dia Nacional do Campo Limpo 2016—InpEV - Instituto Nacional de Processamento de Embalagens Vazias with Ogilvy Public Relations
YO LE DIGO NO A LA INFLUENZA—INFLUENZA A with CAC Porter Novelli

SOCIAL MEDIA CAMPAIGN                       
WINNER:
Age Shamelessly | Envelhecer Sem Vergonha—Pfizer with Ketchum
CERTIFICATES OF EXCELLENCE:
#MinionsEnMc—Arcos Dorados with Porter Novelli
LatinoAmerica En La Lente—Huawei with Weber Shandwick
O incrível Snapchat Takeover de Drinkfinity—Pepsico with In Press Porter Novelli
Valorizar o Advogado #ÉdeLei—AASP with In Press Porter Novelli

SPONSORSHIP                
WINNER:
Sustainable Business—Unilever with URBAN Grupo de Comunicación
CERTIFICATES OF EXCELLENCE:
Lenovo Mexico: A House Built in 10 Years, A Celebration Made In 4 Months—Lenovo México with LLORENTE & CUENCA S.L.
Mexico Becomes the Home of Latin America’s Astounding Gastronomic Tradition—Latin America’s 50 Best Restaurants with LLORENTE & CUENCA
OMEGA Rio 2016—OMEGA with LINKS WorldGroup
TIMx: Building an Experiential Platform to Become a Beloved Brand—TIM with S2 Publicom Weber Shandwick

ASSOCIATIONS               
WINNER:
Projeto Transforma: Como a Comunicação Ajuda a Construir um Legado Olímpico—Rio 2016 Olympic and Paralympic Games with Approach Comunicação
CERTIFICATES OF EXCELLENCE:
Sweet Brazil - The Window to the World Through a Mixture of Culture and Authentic Flavors—Brasil Sweets & snacks / ABICAB with ATREVIA
Turning a Crisis into an Opportunity Through Communication—Ecuadorian Federation of Insurance Companies (FEDESEG) with LLORENTE & CUENCA

CONSUMER PRODUCTS/SERVICES                        
WINNER:
Football in Latam: A Passion Cultivated in Small-Sided Roots—Nike with Extend Comunicaciones          
CERTIFICATES OF EXCELLENCE:
#Redefinite—LG with Hill + Knowlton Strategies Argentina
A Communications Way for Legendary Communications at Kimberly-Clark—Kimberly-Clark Latin America Operations with Mindshare Latin America
Communication, an Effective Tool for Promoting Education and Entrepreneurship—Prendho Entrepreneurship Center – UTPL with LLORENTE & CUENCA
Tribunas Aguila—Sab Miller - Cerveza Aguila with Edelman Colombia

FASHION AND BEAUTY               
WINNER:
AVON, Beauty Empowers Women—AVON with LLORENTE & CUENCA
CERTIFICATES OF EXCELLENCE:
Fashion Fest 3.0—Liverpool      
NIKE – How to Promote the Most Active Olympics in History—NIKE with Ideal H+L Strategies

FINANCIAL AND PROFESSIONAL SERVICES                         
WINNER:
#RiobyPayPal - A 100% Carioca Experience—PayPal with MSLGROUP ANDREOLI
CERTIFICATES OF EXCELLENCE:
At Visa We Are 24/7, Forever—Visa Inc. with LLORENTE & CUENCA
How We Exceeded Expectations with SWIFT’s Latin American Regional Conference—SWIFT with LLORENTE & CUENCA
PagePersonnel—PageGroup with Burson-Marsteller
Racing for Success: Adventures in F1 Car Racing with UBS—UBS with LLORENTE & CUENCA

FOOD AND BEVERAGE                
WINNER:
Diageo Brand Mexico—Diageo with Burson-Marsteller
CERTIFICATES OF EXCELLENCE:
Breakfasts for Better Days—Kellogg's with Edelman Mexico
Ejército de Mamás Di Que Sí de Danonino—Danone de México, Danonino with Porter Novelli México
Heineken The Hero—Heineken with Burson-Marsteller  
MC - Mais Consciência, by Zeno for Diageo—Diageo Brazil with Zeno - DJEdelman Group

HEALTHCARE                  
WINNER:
#RespireAgosto Digital Campaign—Bristol-Myers Squibb with Ogilvy Public Relations Brazil
CERTIFICATES OF EXCELLENCE:
Betaplast Launch | Edelman Significa—Mundipharma Consumer Health – Betaplast with Edelman Significa
Finding a Space in the Media for Health in Chile—The Grünenthal Group with LLORENTE & CUENCA
Roche Latin America Sustainability Report 2014-2015—Roche Latin America with Edelman
Roche Press Day—Roche Latin America with Edelman

INDUSTRIAL/MANUFACTURING              
WINNER:
Puerto Ventanas, Abierto a la Comunidad—Puerto Ventanas with Extend Comunicaciones
CERTIFICATES OF EXCELLENCE:
GE - Breaking Records at Rio 2016—GE with Ideal H+K Strategies
The Impact of Communication in Business Performance—Gas Natural Fenosa with LLORENTE & CUENCA

MEDIA, ARTS & ENTERTAINMENT                         
WINNER:
Need for Speed: Own the Streets—Electronic Arts with S2Publicom Weber Shandwick
CERTIFICATES OF EXCELLENCE:
EDP LIVE BANDS—EDP Brasil with S/A LLORENTE & CUENCA
Oakley PR Reputation—Oakley with Ogilvy Public Relations Brazil
The Ubisoft PR Strategy for Reaching Massive and General Media—Ubisoft Entertainment with Another Company México
Yoko Ono: Tierra de Esperanza—Museo de Memoria y Tolerancia with Another Company México, S.C.

NOT FOR PROFIT                         
WINNER:
Safe Stories / Histórias Seguras—Ananse with Ketchum/Little George
CERTIFICATES OF EXCELLENCE:
Are You Ready to Protect Your Pet During an Earthquake?—World Animal Protection with Porter Novelli Mexico
Busting the Ghosts of Brazilian TV—Seja Digital with S2 Publicom Weber Shandwick
Fenix Film Awards 2015 PR Strategy—Fenix Film Awards/ Cinema23 with Another Company
Rio 2016: Meu Lugar no Rio - A Hosting Platform to Unity People in the Biggest Sports Event of the World—Rio 2016 Organising Committee with S2 Publicom Weber Shandwick

PUBLIC SECTOR/GOVERNMENT               
WINNER:
ONEMI, A Reputational Rebirth—Oficina Nacional de Emergencia with Extend Communications
CERTIFICATES OF EXCELLENCE:
Brazil and Peru Seal Cooperation Alliance in Technology—Apex-Brasil (Agencia Brasileña de Promoción de Exportaciones e Inversiones) with ATREVIA PERU
Digital Campaign "Lo Mejor de Chile"— Fundación Imagen de Chile with Extend Communications
Organizational Strengthening and Survival - CNC—Consejo Nacional de la Competitividad (CNC) with Burson-Marsteller
VLT: O Novo Patrimônio do Rio de Janeiro—CONCESSIONARIA DO VLT CARIOCA S.A - VLT CARIOCA with FSB Comunicação

TECHNOLOGY
WINNER:
Mozilla Nativo: Opening the Internet to Indigenous Cultures—Mozilla with JeffreyGroup
\CERTIFICATES OF EXCELLENCE:
Creando Ecosistemas Mediáticos de Valor en América Latina Para el Sector TI­—GENEXUS with Axon Marketing & Communications
The Cybersecurity Awareness within the Latin American Business Community—Fortinet with LLORENTE & CUENCA
Digital Nomadism Campaign—Microsoft
Separação HP: Comunicação para Engajamento Na Criação de Duas Novas Potências—Hewlett-Packard Brasil with Edelman Significa

TRAVEL AND TOURISM               
WINNER:
Kia Ora Buenos Aires—Air New Zealand with Hill + Knowlton Strategies
CERTIFICATES OF EXCELLENCE:
Airbnb Takes Gold with the Rio 2016 Olympic Games—Airbnb
Campaña de Visibilidad para Premio José Pedro Ramírez—Hipódromo Nacional de Maroñas with Improfit
How Did a Shipping Company Pass from an Unknown Local Company to a National Reference In Its Sector?—Baja Ferries S.A. de C.V. with LLORENTE & CUENCA S.L.
How We Placed the Heart of Denmark @ Ipanema—Visit Denmark with S/A LLORENTE & CUENCA