Holmes Report 29 Oct 2015 // 3:01AM GMT
MIAMI—The #LikeAGirl campaign, conducted on behalf of P&G’s Always brand by MSLGroup, was named the number one campaign of last year at our Global SABRE Awards ceremony in Miami tonight.
The dinner, at the St Regis Bal Harbour Hotel, was the culmination of The Holmes Report’s fourth Global Public Relations Summit, and presented trophies to the 40 best campaigns of last year, selected from among more than 5,500 entries in North America, the EMEA region, Asia-Pacific, and Latin America.
The #LikeAGirl campaign, which set out to redefine the often derogatory description—“throws like a girl, hits like a girl”—has won numerous awards around the world and was recently named the top campaign in the Holmes Report’s Global Creative Index. It has been lauded for its focus on a critical issue for women, but also for its impact on the sales of the brand.
The full countdown of winners can be found here.
#LikeAGirl beat out strong competition for the number one spot, including the CVS Quits campaign for CVS Pharmacy, conducted by Edelman (and the winner of Best in Show in our North American SABREs) and Stop the Wedding, from Norwegian PR firm Trigger working on behalf of the non-profit Plan Norway (our Best in Show in the EMEA region).
The top five campaigns were rounded out by Great Chinese Names for Great Britain, conducted by Ogilvy Public Relations China on behalf of Visit Britain, and The First Case of Ebola in the US, a crisis campaign for Texas Health Resources with Burson-Marsteller. A complete list of winners can be found here.