Sweeping six and four Gold SABREs respectively Weber Shandwick and Perfect Relations left little limelight for other PR agencies to catch at the recently held SABRE Awards function. The two PR giants were trailed by Edelman and Avian Media both bagging three awards each.
SABRE Awards South Asia s a joint initiative by The Holmes Report and Public Relations Consultants Association of India (PRCAI), now in their 10th year worldwide, have become a global benchmark for the public relations industry. Attracting more than 2,500 entries across North America, EMEA and Asia-Pacific the South Asia awards ceremony was held recently at a Delhi Hotel.
Holmes Report and PRCAI launched this awards program in India in 2013. The Awards evaluate, showcase and elevate the role of PR in the region. Off late the Sabre Awards have become synonymous to the PR industry’s highest stature benchmark. They recognize communication campaigns that demonstrate the highest levels of strategic planning, creativity and business results. Judged by the senior ranks of the PR industry – both from agencies and clients the SABRE awards hold high stature and are ‘much eyed for’ recognition in the industry.
The campaign, which successfully grew the peanut butter category by addressing the nutrition needs of children, beat out strong competition from a considerably improved field of contenders, in a show that attracted double the number of entries as last year’s inaugural competition.
The other finalists for Best in Show were ‘Soldier for Women’ by DeVries Global for P&G India; ‘Viva Zippo’ by Weber Shandwick for Zippo; ‘Increasing awareness to vote with the youth’ by Avian Media for MTV -Viacom 18; and, ‘Largest Laundry Lesson’ by Madison Communications for Ariel.
Valerie Pinto, CEO, Perfect Relations the agency that succeeded to be one of the top gainers at the evening said, “It is an incredible achievement to be shortlisted among the best of entries and win several of them. Our teams and their campaigns are setting the standard for innovation and creativity in the public relations industry. The awards are a validation of the team work between our clients and the agency to create work that not only engages with stakeholders but manages to create a substantial resonance for the brands as well”.
Perfect Relations bagged two Gold SABRE awards in the consumer brand practice category, one in the not-for-profit category and another in the financial service practice category. Additionally, Perfect Relations also captured five certificates of excellence in superior achievement in reputation management, corporate social responsibility, special event, fashion and beauty and healthcare categories.
Perfect Relation’s marketing to consumer’s campaign ‘Lice Negative to Life Positive’ for Marico aided in building positive conversations around the delicate problem of lice. Inspirational success stories of girls from rural India helped build trust in the brand. The ‘Save the Doctor’ campaign for Association of Healthcare Providers (India) enabled 300,000 Indian students to convince the Indian government to add 400 seats for postgraduate medical studies.
Perfect Relations also enjoys the privilege of being the ‘Agency of the Year’ as per the Holmes Report 2013.
In the Diamond SABRE Awards category, which recognizes PR excellence in the C-suite, two Company of the Year trophies were handed out. Mahindra won the same in Global category in recognition of its worldwide brand-building efforts, while Procter & Gamble won in the South Asia category.