North American SABRE Awards 2021 | PRovoke | 25 January 2021 | TBC

Welcome to the North American SABRE Awards 2021
The SABRE Awards have always been about engagement, credibility, and relationship building. Now more than ever you need to be able to demonstrate your credentials in these areas, and the peer reviewed endorsement of your abilities that SABRE provides is increasingly critical.

Why enter the SABRE Awards?
Because the SABRE Awards recognize campaigns that demonstrate the highest levels of strategic planning, creativity and business results, a SABRE trophy in your reception area or a SABRE logo on your marketing materials can indicate to clients that your work is well planned and executed, and delivers against objectives.

Because public relations firms today face more competition than ever, from advertising agencies and digital specialists and even management consultancies, and they need to demonstrate that they are capable of conceiving and executive campaigns that are both creative and effective, cutting through the clutter and achieving measurable business impact.

Because winning programmes from the SABRE Awards competitions are automatically entered into the Global SABRE Awards designed to identify the 50 best public relations programmes in the world. The global awards will be presented at the Global PR Summit in Miami each October. And because winning SABRE Awards helps agencies earn a place in our Global Creative Index.

Because the SABRE Awards attract more entries from around the world than any other PR awards program, winning campaigns can honestly claim to have been measured against—and triumphed in competition with—the best public relations campaigns in the world.

Because SABRE Awards judges are drawn from the most senior ranks of the PR industry—both from agencies and from the client side of the business—the third-party endorsement that results from an exhaustive peer review judging process has real credibility and speaks volumes about the standard of winning work.

Because the SABRE Awards are presented at the industry’s premier gala event, they present an unparalleled opportunity to celebrate the work of your employees and provide them with the kind of morale boost that comes from beating the competition and basking in the spotlight of the entire industry.

2019 Winners

Diamond SABRE Awards

Company of the Year

Now That's a Cardiac — Cadillac with Kovert Creative
CEO of the Year

John Legere for CEO of the Year — T-Mobile with Porter Novelli
The SABRE Award for Superior Achievement in Brand-Building

BuickStyle: The Ultimate Driving Shoe — General Motors Canada with Weber Shandwick Canada
The SABRE Award for Superior Achievement in Reputation Management

#CoverTheProgress — Discover Puerto Rico with Ketchum
The SABRE Award for Superior Achievement in Research and Planning

Bernzomatic Emergency Preparedness — Bernzomatic with Zeno Group
The SABRE Award for Superior Achievement in Measurement and Evaluation

Building a Campaign Validation Machine with Attribution — Lupin Pharmaceuticals, Inc. with W2O
Gold SABRE Awards
Practice Areas

Business-To-Business Marketing

Welcome to the Water Revolution — Niagara Conservation with Padilla
Consumer Marketing (Existing Product)

Big Mac 50th Anniversary — McDonald's with Golin, The Marketing Store, Design by Disruption, Osborne Coinage, Moving Picture Company
Consumer Marketing (New Product)

Mayochup — Heinz with ICF Next
Integrated Marketing

#HowWeCare — Johnson & Johnson Consumer, Inc. with The Neighborhood for J&J. Agencies include Ogilvy, Burson Cohn & Wolfe, J. Walter Thompson, and VML
Institutional Image

The Bridge to Possible — Cisco with The Hatch
Employee Communications

May is for Mothers | Merck for Mothers — Merck for Mothers with Marina Maher Communications
Employer Branding

Creating Online Ambassadors to Share Emerson’s Story with the World — Emerson with FleishmanHillard
Executive Leadership

Establishing ABB's First Chief Digital Officer As An IOT Champion — ABB with Zeno Group
Capital Markets Communications

Defense Against Bill Ackman — Herbalife Nutrition
Cause-Related Marketing

Dove Men+Care Champions Paternity Leave for All Dads This Father’s Day — Dove Men+Care with Edelman, VaynerMedia, VIRTUE, Mindshare, Access2Insight
Community Relations

Purple Purse: Overshare the Invisible — The Allstate Foundation with MSL
Corporate Social Responsibility

Always Fights to #EndPeriodPoverty — Procter & Gamble with MSL
Public Education

UL Close Before You Doze — UL Firefighter Safety Research Institute with Allison+Partners
Crisis Management

Emerging Contaminate Environmental Crisis Support — Wolverine Worldwide with Lambert & Co.
Issues Management

Prosocial: Changing the Conversation Around 13 Reasons Why — Netflix with Zeno Group
Public Affairs

Mass Bail Out — Robert F. Kennedy Human Rights Foundation with Kivvit
Corporate Media Relations

Target's Turnaround — Target
Product Media Relations (consumer media)

Helzberg Diamonds Breaks the Rules of Engagement — Helzberg Diamonds with Carmichael Lynch Relate.
Product Media Relations (trade media)

Clorox® Total 360® System: A Game Changer in Fighting Outbreaks — CloroxPro with Ketchum, Inc.
Digital Campaign

Divorce Stories — TIAA with 360PR
Social Media/Social Networking Campaign

Conoco Launches “Choose Go” — Conoco with Carmichael Lynch Relate
Influencer Marketing

Taste is Blind: How Arla Got Consumers to Care About an Upstart Cream Cheese — Arla Foods with Carmichael Lynch Relate.
Branded Journalism

Every Baby is a Gerber Baby: Sparking a Global Conversation on Inclusion — Gerber with Edible, Inc.
Word Of Mouth

#EggsAreHealthy — Pete and Gerry's Organic Eggs with 360PR
Guerrilla Marketing

Exclusive the Rainbow — Skittles with ICF Next
Publicity Stunt

Reese's Candy Converter — Reese's with Zeno Group
Special Event

Hemophilia: The Musical — BioMarin Pharmaceuticals with Chandler Chicco Agency, a Syneos Health company, and Believe Limited
Sponsorship

Victory Fridge — ABInbev, Bud Light with 3PM Agency (Weber Shandwick in partnership with PMK-BNC)
Trade Show

My Special Aflac Duck — Aflac with Marina Maher Communications, FleishmanHillard, Ken Willis International, CSE, Carol Cone ON Purpose, Nation of Artists
Marketing to Men

Feel More: Tackling the Taboos around Masturbation & Masculinity — TENGA with Burson Cohn & Wolfe
Marketing to Women

#22Victories — Medela with Ogilvy
Marketing to Youth

Teens Prove Their #StreetTread — Michelin North America with Ketchum
Marketing to Seniors

Terry Bradshaw Pitches A Different Kind of Timeshare to Boomers To Learn More About Pneumococcal Pne — Pfizer with RXMOSAIC
Multicultural Marketing

Healing House — Casey House with Narrative
Industry Sectors

Automotive

1923 - Forward Into The Past — Marvel Mystery Oil with Zeno Group
Fashion & Beauty

Making Nexxus Keraphix as a Platinum Power Player — Unilever, Nexxus with Weber Shandwick
Food

Green Giant Sparks National Debate by Naming Broccoli as America’s Favorite Vegetable — Giant with Gillian Small PR
Beverage
Raising the Bar: A Stock Imagery Refresh — Anheuser-Busch (Elevate Platform) with Praytell
Home & Furniture

Beautyrest Be More Awake Campaign — Beautyrest with Hunter Public Relations
Consumer Products

We Beefin? — Wendy's with Ketchum with VML and Six Course Inc.
Entertainment

Take A Seat, Take A Stand — WNBA with Edelman
Financial Services

Recognizing 100 Difference Makers with $1M for A Better Tomorrow — TIAA with Weber Shandwick
Food Service (including restaurants)

Respect the Egg — Panera Bread with Weber Shandwick and Sloane & Company
Retailers

Time to Vote — Patagonia & Levi Strauss & Co.
Travel & Tourism

Air New Zealand Launches New Chicago Route — Air New Zealand with MWWPR
Energy And Natural Resources

How EPRI Electrified 2018 — Electric Power Research Institute (EPRI) with APCO Worldwide
Chemicals & Industrials

Launching the Alliance to End Plastic Waste — Alliance to End Plastic Waste with Weber Shandwick
Professional Service Firms

KPMG Driving the Next Generation of Women Leaders — KPMG
Real Estate & Construction

Engel & Völkers: Reimagining a Brand for the Americas — Engel & Völkers Americas with Mission Control Marketing
Transportation & Logistics

It's a Bird…It's a Plane…It's the SuperTruck StarShip — Shell Rotella with Coyne PR
Consumer Electronics

Milking My Ladies: Launching the Elvie Pump — Elvie with SourceCode Communications
Technology: Hardware

Making Gaming More Inclusive with the Xbox Adaptive Controller — Microsoft with Assembly Media Inc.
Technology: Software & Services

Employees First: VMware Elevates Employees as Drivers of Digital Transformation — VMware with Weber Shandwick
Telecommunications

Team of Experts (TEX) — T-Mobile with Porter Novelli
Web-Based Business

#RepresentLove — Tinder with M Booth and Marcel Sydney
Animal Care

Banfield Foundation Becomes the Calm Before the Storm — Banfield Pet Hospital / Banfield Foundation with Coyne PR
Consumer Health

Clearblue Connected — Procter & Gamble with MSL
Healthcare Providers

Cigna Combines with Express Scripts, Establishing a Blueprint to Transform the Health Care System — Cigna Corporation with FTI Consulting Strategic Communications
Medical Technology

Nothing Artificial About It: A PR Launch for an AI Mammography Solution — iCAD Inc. with ARPR
Pharmaceutical: Rx

Choices Matter: An In-Depth Analysis of the Opioid Epidemic and Overprescribing in America — Pacira Pharmaceuticals with Coyne PR
Associations

Fraud=Fraud — Proof Inc. with Environics Analytics (Proof Inc.'s partner agency that led persona research and development) Environics Research Group (Proof Inc.'s partner agency that led survey and focus group research)
Educational & Cultural Institutions

Primrose Schools Helps Working Parents #LetGuiltGo — Primrose Schools with Jackson Spalding
Government Agencies

Reducing Distracted Driving in Washington State — Washington Traffic Safety Commission with C+C
Not-For-Profit Organizations

Saving Lives in Yemen — International Rescue Committee (in-house)
International

Global Campaign

3M Champions Science — 3M with Ketchum
Multimarket Campaign

KAYAK Helps U.S. Soccer Fans Find A New Fandom — KAYAK with Carmichael Lynch Relate.
Canadian Campaign

The Oh Henry! 4:25 Bar Launch — The Hershey Company with UM, Mint, Reprise, Anomaly
Silver SABRE Awards
PR Agency Employee Program

LDWW Tells Employees to GO HOME — LDWW
PR Agency Citizenship

Pure Earth and TogoRun: Educating About the Impact of Disease-Causing Pollution — Pure Earth with TogoRun
PR Agency Marketing

The HealthiHer Movement — GCI Health and HealthyWomen
Thought Leadership In PR

Civility in America: A Nationwide Survey — Weber Shandwick