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Finding Our Fire: Bernzomatic Brand Refresh — Bernzomatic with Zeno Group
Finalists
Creating Cupfusion—The Hershey Company with Ketchum
Pantene Dad-Do/Strong is Beautiful—Pantene Pro-V with DeVries Global with Grey New York
Starbucks Upstanders - Stories of extraordinary humanity in unexpected places —Starbucks with Edelman
The Circus Takes The Circus Back – The People’s Launch— Ringling Bros. and Barnum & Bailey with MullenLowe
COMPANY OF THE YEAR
The Un-Carrier in 2016—T-Mobile USA
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING
Finding Our Fire: Bernzomatic Brand Refresh —Bernzomatic with Zeno Group
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT
Navigating an Exit from Merchant Power—Entergy with Burson-Marsteller
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN RESEARCH & PLANNING
Blowing Wind in the Face of Opposition—E.ON Twin Forks Wind Farm with Davies
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT & EVALUATION
Communications Measurement Journey—Cleveland Clinic with Ketchum Global Research & Analytics
BUSINESS-TO-BUSINESS MARKETING
Paint as a Powerful Tool—Sherwin-Williams with Carmichael Lynch Relate
CONSUMER MARKETING (EXISTING PRODUCT)
JetBlue Reaches Across The Aisle—JetBlue with MullenLowe
Communications
CONSUMER MARKETING (NEW PRODUCT)
LG G5 “Low Battery Anxiety” Campaign—LG Electronics with Ogilvy
INTEGRATED MARKETING
AXE ’Find Your Magic:’ A Celebration of Individuality & Self-Expression—Unilever/AXE with Edelman
INSTITUTIONAL IMAGE
PepsiCo: Performance with Purpose—PepsiCo
EMPLOYEE COMMUNICATIONS
Mind Your Business—General Motors with MSLGROUP
EMPLOYER BRANDING
Be Remarkable: Recruiting Physical Therapists in an Understaffed Industry—ATI Physical Therapy with Burson-Marsteller
EXECUTIVE LEADERSHIP
Executive Leadership - Antonio Lucio, CMO, HP Inc.—HP Inc.
FINANCIAL COMMUNICATIONS
Highwire PR for Twilio IPO—Twilio with Highwire Public Relations
CAUSE-RELATED MARKETING
The Vaseline Healing Project—Unilever/Vaseline with Edelman
COMMUNITY RELATIONS
Empowering Haitian Farmers through Tree Planting—Timberland with Cone Communications
CORPORATE SOCIAL RESPONSIBILITY
Bring Back the Bees—General Mills Canada with Veritas Communications
PUBLIC EDUCATION
VacciNation Campaign with Dr. Jennifer Arnold—Pfizer with Ogilvy
CRISIS MANAGEMENT
Leading a Campaign for a Company Under Attack—Herbalife with SKDKnickerbocker
ISSUES MANAGEMENT
Barbie: Evolve the Doll, and the Conversation—Mattel with Weber Shandwick
PUBLIC AFFAIRS
FP1 Strategies and Grocery Manufacturers Association Successfully Build Support To Pass Controversial Food Labeling Legislation—Grocery Manufacturers Association with FP1 Strategies LLC
CORPORATE MEDIA RELATIONS
Generation Beyond—Lockheed Martin with Weber Shandwick
PRODUCT MEDIA RELATIONS (CONSUMER MEDIA)
The Jim Beam Apple Watch—Jim Beam Apple with Olson Engage
PRODUCT MEDIA RELATIONS (TRADE MEDIA)
Microsoft Breaks Through the Noise to CONNECT with Developer and IT Pros—Microsoft with WE Communications
DIGITAL CAMPAIGN
#WhatTheFlush: Disrupting the Water Conservation Conversation—Niagara Conservation with Padilla
INFLUENCER MARKETING
Scott Tube-Free Impact-FULL Crash—Scott Brand/Kimberly-Clark with Ketchum
SOCIAL MEDIA/SOCIAL NETWORKING CAMPAIGN
Creating Cupfusion—The Hershey Company with Ketchum
BLOGGER OUTREACH
Maya Rudolph Comes Clean About Feminine Care with Seventh Generation’s “Vajingle”—Seventh Generation with Allison+Partners
BRANDED JOURNALISM
Starbucks Upstanders - Stories of Extraordinary Humanity in Unexpected Places—Starbucks with Edelman
WORD OF MOUTH
Doritos Boldest Choice: Election 2016—Frito-Lay with Ketchum
GUERRILLA MARKETING
JetBlue Honors The Jet Age With RetroJet Design And 1960s Celebration—JetBlue
PUBLICITY STUNT
PIZZA HUT TAKES 100TH COUNTRY CELEBRATION TO NEW HEIGHTS—Pizza Hut with Creation
SPECIAL EVENT
Producing a Global Event for the Vatican—Stem for Life with Allison+Partners
SPONSORSHIP
JetBlue Parties with Papi—JetBlue with MullenLowe
TRADE SHOW
Escape the Bathroom—Synergy Pharmaceuticals with Golin
MARKETING TO MEN
Pantene Dad-Do/Strong is Beautiful—Pantene Pro-V with DeVries Global with Grey New York
MARKETING TO WOMEN
The Power Trip—Marie Claire and JetBlue
MARKETING TO YOUTH
Stop Smears, Spread Joy with Paper Mate InkJoy—Newell Rubbermaid with Cohn & Wolfe
MULTICULTURAL MARKETING
Emery’s 9-1-1 All Stars—King County E-911 Program Office with C+C
INDUSTRY SECTORS
AUTOMOTIVE
Selling the Idea of Luxury to Save a Brand from U.S. Extinction: The 2016 Volvo XC90 SUV—Volvo Car
FASHION AND BEAUTY
Rethink Reuse—Savers with Edelman
FOOD AND BEVERAGE
The World's Largest Blind Taste Test—Kraft Macaroni & Cheese with Olson Engage
HOME AND FURNITURE
Schlage Elevates Perception of Door Hardware—Schlage with Havas Formula
CONSUMER PRODUCTS
Disrupting SXSW Interactive with Analog by American Greetings—American Greetings with MullenLowe U.S.
ENTERTAINMENT
The Circus Takes The Circus Back—Ringling Bros. and Barnum & Bailey with MullenLowe
FINANCIAL SERVICES
Investing Capital to Create Change: State Street's 'SHE' Gender Diversity ETF Campaign—State Street Corporation with Ogilvy
FOOD SERVICE
SONIC Drive-In Launches #SquareShakes, the First Campaign Designed For and Sampled Through Instagram—SONIC Drive-In with Cohn & Wolfe
RETAILERS
One Scary Election—IT'SUGAR with M&C Saatchi PR
TRAVEL AND TOURISM
Becoming America's Cruise Line—Carnival Cruise Line with M Booth
ENERGY AND NATURAL RESOURCES
FPL's Manatee Lagoon—FPL's Manatee Lagoon with rbb Communications
CHEMICALS AND INDUSTRIALS
Bayer Bee Care Program—Bayer with Porter Novelli
PROFESSIONAL SERVICE FIRMS
Giving Millennials "A Way to Work"—Adecco Group North America with Allison+Partners
REAL ESTATE AND CONSTRUCTION
First American Financial Corporation—First American Financial Corporation with RF Binder
TRANSPORTATION AND LOGISTICS
#iHateTheWait—Airlines for America with JDA Frontline
CONSUMER ELECTRONICS
LG SideKick 'Fit Fashion' Campaign—LG Electronics with Ogilvy
TECHNOLOGY: HARDWARE
Radeon Rebellion—AMD
TECHNOLOGY: SOFTWARE AND SERVICES
How GE is Digitizing Electricity: Software for a Cleaner Planet— GE Power
TELECOMMUNICATIONS
Charter Communications and FP1 Strategies: Telling The Charter Story—Charter Communications with FP1 Strategies
WEB-BASED BUSINESS
PayPal & Jonathan Adler Team Up to Reinvent the Gift of Money—PayPal, Inc. with Edelman
ANIMAL CARE
National Aquarium Dolphin Sanctuary Announcement—National Aquarium with Golin
CONSUMER HEALTH
Re-entering the Marketplace, with a Snap—Zicam with Kwittken
HEALTHCARE PROVIDERS
For The First Time Ever, TV Doctors Save Real Lives!—Cigna with Edelman
MEDICAL TECHNOLOGY
The Launch of Absorb: A Revolutionary, Game-Changing, First-of-Its-Kind Fully Dissolving Heart Stent—Abbott with GCI Health
PHARMACEUTICAL: RX
MS: No Filter—Novartis Pharmaceuticals AG with Creation
ASSOCIATIONS
ORBA #SiteUnseen—Ontario Road Builders' Association with FleishmanHillard
EDUCATION AND CULTURAL INSTITUTIONS
It's Time to Take Another Look at Richard Nixon—Richard Nixon Foundation, Library and Museum with KTStewart and Pinkston Group
GOVERNMENT AGENCIES
Better Buildings Challenge SWAP Campaign—U.S. Department of Energy with C+C
NOT-FOR-PROFIT ORGANIZATIONS
LUNG FORCE: Women Against Lung Cancer—American Lung Association with Edelman
GLOBAL CAMPAIGN
Always Like a Girl Emojis—P&G with MSLGROUP
MULTIMARKET CAMPAIGN
Spin Master’s Global Hatchimals Launch—Spin Master Ltd. with Zeno Group
CANADIAN CAMPAIGN
Girls Belong Here—Plan International Canada with Hill+Knowlton Strategies
FH4Inclusion—FleishmanHillard
PR AGENCY CITIZENSHIP
"Sparks" Across Ketchum Ignite Passion for CSR—Ketchum
PR AGENCY MARKETING
Conversation 2 Commerce—MSLGROUP
THOUGHT LEADERSHIP IN PR
Micro-tribes and the Future of Marketing—M Booth
Intelligence and insight from across the PR world.
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