Ogilvy Public Relations has been recognised for effective communications programs for clients across its expansive Asia Pacific network receiving 5 Gold and 5 Silver SABRE Awards and Consumer Consultancy of the Year in Hong Kong last night, more than any other agency network in Asia Pacific. The Gold Sabre’s for IBM Mr. Bao and Kleenex Cottonelle used Weibo and Pinterest underscoring Ogilvy’s dominance in digital and social media expertise across Asia Pacific with industry depth ranging from technology to sustainability. In addition, Ogilvy Public Relation’s Pulse Communications won Best Campaign in Media Relations for Ford Australia goes Speed Dating.
Ogilvy PR was recognised for best campaigns in B2B, Corporate Image, Corporate Media Relations, Government and Marketing to Women. Ogilvy PR also shared credit with its Ford Team WPP partners in two further awards for Ford in the Automotive category and India.
“It’s always gratifying to have the creativity of our work recognized by industry peers across Asia Pacific,” said Steve Dahllof, President and CEO Ogilvy Public Relations, Asia Pacific. “Achieving business results for our clients is the most important measure, however, and we have the privilege of partnering with first-rate clients who trust us to help deliver their business goals.
“In addition to the category specific awards, I’m thrilled that my colleague Scott Kronick, leader of Ogilvy PR’s North Asia operations, was recognized with a Sabre Individual Achievement Award. No one in the public relations industry in Asia is more deserving. Scott is truly a trail blazer and a significant reason for Ogilvy PR’s success in the region,” Dahllof underscored.
In the non-corporate category, Ogilvy PR Taiwan won a Gold Sabre in the Public Sector/Government category for its program promoting rice consumption. A brief to “stimulate rice consumption” and a modest campaign budget saw Ogilvy PR Taiwan uncover two unexpected insights into why Taiwanese had deserted rice, leaving up to 20% of the country’s formerly productive rice paddies sitting idle. Addressing these new findings head-on was central to their Best Public Affairs/Public Sector campaign award for driving the largest increase in national rice consumption in a decade and contributing over US$33million to GDP growth, improving employment and output for the Taiwanese agriculture sector.
Ogilvy PR Beijing's insight into the everyday human impact of IBM's complex Business Analytics and Optimisation (BAO) offering lead to a unique idea to personify a 'Mr. Bao' as a new Weibo celebrity. The team launched Mr. Bao with a quirky, humorous personality and a belief that technology can change China for the better. Mr. Bao became a virtual brand ambassador for IBM with exposure to over 410,000 fans, engaging over a hundred top B2B decision makers and generating millions of dollars in new business leads from a modest social media investment. The campaign took top honors in two distinct categories: Marketing Communications/Business-to-Business Marketing as well as Corporate Reputation/Corporate Image. In addition it received a Silver Sabre for Best Campaign in Earned Media/Blog.
A full list of Ogilvy Public Relations Sabre Award winners is detailed below.
2012 SABRE Awards Won by Ogilvy PR Asia Pacific
BEST CONSUMER CONSULTANCY OF THE YEAR – Ogilvy PR, Asia Pacific Region
INDIVIDUAL ACHIEVEMENT AWARD – Scott Kronick
GOLD AWARDS
Industry Sector Award - Best Campaign in Public Sector/Government
Campaign: Taiwan, Rice Up!
Client: Taiwan Council of Agriculture
Agency: Ogilvy Public Relations, Taiwan
Practice Sector Award - Best Campaign in Marketing Communications/Business-to-Business Marketing
Campaign: Mr. Bao: A Virtual Sales Champion for IBM China
Client: IBM China
Agency: Ogilvy Public Relations, Beijing
Practice Sector Award – Best Campaign in Corporate Reputation/Corporate Image
Campaign: Mr. Bao: A Virtual Sales Champion for IBM China
Client: IBM China
Agency: Ogilvy Public Relations, Beijing
Practice Sector Award – Best Campaign in Media Relations/Corporate Media Relations
Campaign: Ford Australia Goes Speed Dating
Client: Ford Australia
Agency: Pulse Communications Australia, an Ogilvy Public Relations Company
Practice Sector Award – Best Campaign in Special Audience/Marketing to Women
Campaign: Kleenex Cottonelle Pin to Make a Difference
Client: Kleenex Cottonelle
Agency: Pulse Communications Australia, an Ogilvy Public Relations Company with Social@Ogilvy
SILVER AWARDS
Best Campaign in Earned Media/Digital Placement
Campaign: Step Zero
Client: Huggies (Kimberly Clark)
Agency: Social@Ogilvy
Best Campaign in Earned Media/Blog
Campaign: Mr. Bao: A Virtual Sales Champion for IBM China
Client: IBM China
Agency: Ogilvy Public Relations, Beijing
Best Campaign in Earned Media/Website
Campaign: Loving The Moment
Client: Shangri-La International
Agency: Social@Ogilvy
Best Campaign in Creative Production/Advertising
Campaign: Step Zero
Client: Huggies (Kimberly Clark)
Agency: Social@Ogilvy
Best Campaign in Digital Content/Widget or Mobile App
Campaign: Step Zero
Client: Huggies (Kimberly Clark)
Agency: Social@Ogilvy
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