SABRE Awards North America 2018 Winners | Holmes Report
Charting the future of public relations

2018 SABRE Awards North America winners

PLATINUM SABRE AWARD FOR BEST IN SHOW
Aflac “Outducks” a Reputational Deficit—Aflac with FleishmanHillard, Ken Willis Inc., Carol Cone On Purpose and Marina Maher Communications

DIAMOND SABRE AWARDS

COMPANY OF THE YEAR             
Communicating Values in the Fourth Industrial Revolution—Salesforce with Zeno Group and Nectar

CEO OF THE YEAR                        
John Legere, the Un-Carrier CEO—John Legere, T-Mobile     
      

BRAND-BUILDING
Road to Worldwide Relevancy—Turtle Wax with Zeno Group

REPUTATION MANAGEMENT                  
Building Honda's Reputation in Washington, D.C. as the Most Effective Foreign-Owned Carmaker—Honda

RESEARCH AND PLANNING                     
Rallying Big Data, AI and PR In Defense of Fairness Opinions—Duff & Phelps with Greentarget

MEASUREMENT AND EVALUATION                      
Columbia Gas of Ohio Energy Efficiency Saving Matters—Columbia Gas of Ohio with Fahlgren Mortine

GOLD SABRE AWARDS: PRACTICE AREA CATEGORIES

BUSINESS-TO-BUSINESS MARKETING                   
Living Acres: Preserving Monarch Butterflies—BASF Crop Protection with Padilla

CONSUMER MARKETING (EXISTING PRODUCT)               
Mr. Clean, the Undisputed Winner of the Super Bowl—P&G Mr. Clean with Citizen Relations

CONSUMER MARKETING (NEW PRODUCT)                       
Friends Again—Bank of America with Burson-Marsteller

INTEGRATED MARKETING                       
Tostitos Party Safe Bags—Frito-Lay with Ketchum

INSTITUTIONAL IMAGE               
Aflac “Outducks” a Reputational Deficit—Aflac with FleishmanHillard, Ken Willis International, Carol Cone ON PURPOSE and Marina Maher Communications

EMPLOYEE COMMUNICATIONS              
Medtronic Puts 5,000 Employees First in Wake of Hurricane Maria—Medtronic     
       

EMPLOYER BRANDING                
Think Next. Now.—CSRA Inc. with REQ

EXECUTIVE LEADERSHIP 
J&J Takes Over #JPM17—Johnson & Johnson with Marina Maher Communications    
  

CAPITAL MARKETS                       
An All-Time High for Financial Communications—Abbott  

CAUSE-RELATED MARKETING                  
The Color of Inclusion—Mattel, UNO with Weber Shandwick

COMMUNITY RELATIONS                         
Creating a Community’s Voice in the Wake of a Tragedy: OneOrlando Alliance—Pro Bono/OneOrlando Alliance with Edelman

CORPORATE SOCIAL RESPONSIBILITY                   
The Estée Lauder Companies’ Breast Cancer Campaign Reaches 25-Year Milestone - The Estée Lauder Companies’ Breast Cancer Campaign with M Booth, Spring Studios New York and Reason2Be

PUBLIC EDUCATION                   
Childhood Enders Campaign—Save the Children with Weber Shandwick

CRISIS MANAGEMENT                
Heroes Among Us: Sutter Health Emerges as a Role Model for Natural Disaster Response in 2017—Sutter Health with Weber Shandwick

ISSUES MANAGEMENT               
2018 Bayer Bee Care Program—Crop Science, a division of Bayer with Porter Novelli, BBDO and Mastermind Marketing

PUBLIC AFFAIRS            
Free Lunch for 1.1 Million Public School Students in NYC—New York State Health Foundation with Global Strategy Group      

CORPORATE MEDIA RELATIONS             
Staring Down The Street: State Street’s Fearless Girl—State Street with Ogilvy, River Communications and Water & Wall Group

PRODUCT MEDIA RELATIONS (CONSUMER)                      
Handle With Care—Gillette  with Ketchum supported by Ad Agency: Grey New York

PRODUCT MEDIA RELATIONS (TRADE)                
Taking Blockchain from Geekdom to Game Changer—IBM with Ketchum

DIGITAL CAMPAIGN                   
Undeniably Dairy—Dairy Management Inc. with Edelman

SOCIAL NETWORKING CAMPAIGN                       
#NuggsforCarter—Wendy's with Ketchum

INFLUENCER MARKETING                       
American Greetings Give Meaning—American Greetings with MullenLowe

BRANDED JOURNALISM             
Aspiring Toward a World Free from HPV-Related Cancers and Diseases—Merck with Zeno Group

WORD OF MOUTH                     
Bar on the Edge—Brewdog with Manifest New York

GUERRILLA MARKETING            
For The Love of Hot Dogs—Oscar Mayer with Olson Engage

PUBLICITY STUNT                       
Garden of Life Cultivates #Organic and #Non-GMO Leadership Position—Garden of Life with Carmichael
Lynch Relate

SPECIAL EVENT              
Pay With Honest, Get Honest Tea—Honest Tea with M Booth

SPONSORSHIP               
The NFL Tastes The Rainbow—Skittles with Olson Engage

TRADE SHOW                
CES: A Device Like No Other by American Greetings—American Greetings with MullenLowe

MARKETING TO MEN                 
The Find Your Magic Initiative—Unilever/AXE with Edelman

MARKETING TO WOMEN                        
Evereve Turns #DressLikeAMom Into The Ultimate Compliment—Evereve with Carmichael Lynch Relate

MARKETING TO YOUTH             
Make America Bait Again: Turning the Participation Tide for Fishing and Boating—Recreational Boating and Fishing Foundation with Exponent PR

MULTICULTURAL MARKETING                
P&G "The Talk"—P&G's My Black Is Beautiful with EGAMI Group

GOLD SABRE AWARDS: INDUSTRY SECTOR CATEGORIES

AUTOMOTIVE                
Thor Trucks: Beating Tesla to the Streets—Thor Trucks Inc with the Bulleit Group     
       

FASHION AND BEAUTY                    
All Ages, All Races, All Genders: Helping M∙A∙C Cosmetics Continue Its Diversity & Inclusion Journey
—M∙A∙C Cosmetics with Praytell Agency

FOOD AND BEVERAGE                    
Catelli 150th Family Reunion—Catelli Pasta with Proof Inc.

HOME AND FURNITURE                  
Global Launch of the IKEA Place App—IKEA with Allison+Partners
   

CONSUMER PRODUCTS             
Stand With Ribs—The Clorox Company / Kingsford Charcoal with Current Marketing

ENTERTAINMENT                       
The Timberwolves Launch a #NewEra—Minnesota Timberwolves with Olson Engage

FINANCIAL SERVICES                  
American Express Cobalt Card—American Express
          

FOOD SERVICE              
Breaking the Interstate … and a Sales Record - Krispy Kreme Original Glazed Doughnut's 80th Birthday—Krispy Kreme Doughnuts with FleishmanHillard

RETAILERS                       
#ForceofNature: Making the Outdoors the Largest Level Playing Field—REI with Edelman

TRAVEL AND TOURISM                   
Eclipsing the Eclipse—Royal Caribbean International with Weber Shandwick
    

ENERGY AND NATURAL RESOURCES                         
Remembering Hurricane Andrew: Miami-Dade’s Unbreakable Spirit—Florida Power & Light Company with rbb Communications

CHEMICALS AND INDUSTRIALS                    
Countdown to Day One: Creating DowDuPont—DuPont with Gagen MacDonald and Think Marketing

PROFESSIONAL SERVICE FIRMS               
Bringing Business Chemistry to Life—Deloitte with Hill+Knowlton Strategies and Grey Market Digital

REAL ESTATE AND CONSTRUCTION             
Schindler Elevator Creates Sales Lift with Social Listening—Schindler Elevator Corporation with G&S Business Communications
          

TRANSPORTATION AND LOGISTICS             
Taking Flight to Explain Complicated Technology from Cockpit to Cabin—Honeywell Aerospace with WE Communications

CONSUMER ELECTRONICS                       
TV is Art: The Frame—Samsung Electronics America with Allison+Partners

TECHNOLOGY: HARDWARE                     
HPE Takes Its Mars-Shot—Hewlett Packard Enterprise with Interfuse Communications, a Ketchum Company

TECHNOLOGY: SOFTWARE AND SERVICES               
Swipe Right for Good: Tinder’s #FundHerCause for International Women’s Day—Tinder with M Booth                                     
TELECOMMUNICATIONS                         
Disrupting the Duopoly: Launching the ZTE Axon M—ZTE with Grayling

WEB-BASED BUSINESS                
Making Meaningful Connections:  A Tinder Couple Goes Viral—Tinder with M Booth

ANIMAL CARE               
If This Dog Could Talk—Merck Animal Health with GCI Health

CONSUMER HEALTH                  
Empowering the LGBT Community to F*ck w/out Fear—Los Angeles LGBT Center with Weber Shandwick

HEALTHCARE PROVIDERS                         
Don’t Be An Accidental Drug Dealer - A Campaign To Combat Tennessee's Opioid Epidemic—BlueCross BlueShield of Tennessee with MP&F Public Relations

MEDICAL TECHNOLOGY              
Evolving a Brand’s Heart Health Mission—Omron Healthcare with MWWPR

PHARMACEUTICAL RX                 
Be Vocal: Speak Up for Mental Health—Sunovion Pharmaceuticals Inc. with Biosector 2

ASSOCIATIONS               
Meet the Elevators—Elevate Minnesota with Olson Engage

EDUCATIONAL AND CULTURAL INSTITUTIONS                      
Making a Dent in College Debt: Freshman Year for Free Launch—Modern States Education Alliance with RoseComm

GOVERNMENT AGENCIES                        
By Air, By Land or By Sea—Department of Defense Warrior Games with Edelman

NOT FOR PROFIT ORGANIZATIONS                       
YES Means Test: Empowering Sexually Active Young Adults to Get Tested for STDs—American Sexual Health Association with Edelman

GOLD SABRE AWARDS: GEOGRAPHIC CATEGORIES

GLOBAL CAMPAIGN                    
Pure Earth Highlights Global Impact of Pollution to Public Health Problem and Economics—Pure Earth with TogoRun

MULTIMARKET CAMPAIGN                     
Carnival Corporation Rallies the Industry to Show THE CARIBBEAN IS OPEN—Carnival Corporation with LDWW

CANADIAN CAMPAIGN              
It's About mBC Time—Pfizer Canada Inc. with NATIONAL Public Relations

SILVER SABRE AWARDS: AGENCY MANAGEMENT

PR AGENCY EMPLOYEE PROGRAM                       
Clean Up At Cannes—Golin

PR AGENCY CITIZENSHIP                          
Mi Casa Es Tu Casa—Weber Shandwick

PR AGENCY MARKETING                         
Day One Agency Perspectives—Day One Agency 
           

THOUGHT LEADERSHIP IN PR                  
Authenticity as a Driver of Reputation: Leveraging Original Research to Spark Conversation—Cohn & Wolfe

PR AGENCY NEW PRODUCT OR OFFERING                       
W2O Socialgraphics—W2O