All the African SABRE PR winners
Ogilvy took home top honours, the Platinum SABRE Award for the best African public relations campaign of the year, at the second annual African SABRE Awards ceremony. The Platinum award, presented to the Life Uncensored campaign for pharmaceutical company Pfizer, capped an exceptional night for Ogilvy, which also took home four Diamond and Gold SABREs—more than any other agency.
Competition for the top prize was fierce, with a record number of entries from a record number of countries across the continent—including Kenya, Morocco, Nigeria and South Africa. Ogilvy and Pfizer beat out 32 other trophy winners, including four Platinum SABRE finalists:
- Innovation Prize for Africa 2017: African Innovation Foundation with Djembe Communications.
- Jameson Connects: Jameson Irish Whiskey with Brands we Love Agency.
- Rouge New Era Sessions: Rouge with Instinctif Partners.
- Siemens AirDrop: Siemens South Africa Atmosphere Communications together with the King James Group Companies.
“This year saw not only a significant increase in the number of entries, but a real improvement in quality too,” said Paul Holmes, of the famous Holmes Report, who chaired the SABRE judges.
“Across Africa, public relations people are producing creative, innovative, and socially-beneficial PR campaigns, engaging consumers and other stakeholders, and driving meaningful results. The best work in Africa is also among the best work in the world.”
Other agencies with multiple trophies on the night, included: Instinctif Partners (four); Edelman (three); Burson-Marsteller branded agencies - FleishmanHillard, Hill+Knowlton Strategies, Nigeria’s Image Merchants Promotion and Red Media, and Reputation Matters of South Africa (two each).
All the winners:
PLATINUM SABRE AWARD FOR BEST IN SHOW:
Life Uncensored—Pfizer with Ogilvy
THE DIAMOND SABRE AWARDS FOR EXCELLENCE IN PUBLIC RELATIONS IN THE C-SUITE
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN BRAND-BUILDING winner: Don't Just Think; Do—Lipton with Red Media Africa
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN REPUTATION MANAGEMENT, winner: Instinctif Partners—Bryte Insurance Company Ltd
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN RESEARCH AND PLANNING, winner:
Brands in Motion—WE Communications
THE SABRE AWARD FOR SUPERIOR ACHIEVEMENT IN MEASUREMENT AND EVALUATION, winner:
Reputation Research to Take the IoDSA's Reputation to the Next Level—Institute of Directors Southern Africa with Reputation Matters
GOLD SABRE AWARDS FOR PUBLIC RELATIONS CAMPAIGNS: GEOGRAPHIC CATEGORIES
NORTHERN AFRICA, winner: Social Engagement inwi with PR Media
WESTERN AFRICA, winner: Jameson Connects—Jameson Irish Whiskey with Brands we Love Agency
EASTERN AFRICA , winner: The Red Card campaign—The National Integrity Alliance with in house work by Chapter One and Transparency International
SOUTHERN AFRICA, winner: Rouge New Era Sessions—Rouge with Instinctif Partners
PRACTICE AREA CATEGORIES
BUSINESS-TO-BUSINESS MARKETING winner: MasterCard's MasterPass QR - Kenya Launch. A Hands-On Approach to Technology—MasterCard SSA with FleishmanHillard South Africa
CAUSE-RELATED MARKETING winner: Siemens AirDrop—Siemens South Africa with Atmosphere Communications together with the King James Group Companies
CORPORATE IMAGE winner: Rouge New Era Sessions—Rouge with Instinctif Partners
CORPORATE SOCIAL RESPONSIBILITY winner: JSE Investment Challenge 2017—The Johannesburg Stock Exchange with Hill+Knowlton Strategies South Africa
CRISIS/ISSUES MANAGEMENT winner: Boko Haram Media War: An Encounter with the Spymaster—Yushau A. Shuaib, Author with Image Merchants Promotion Limited
DIGITAL CAMPAIGN winner: Life Uncensored—Pfizer
FINANCIAL COMMUNICATIONS winner: Sage Budget Speech 2017—Sage (Africa & Middle East region) with Idea Engineers
INTEGRATED MARKETING winner: LUX #WeAreMore—Unilever with Edelman South Africa
MARKETING TO CONSUMERS (new product) winner: Paul South Africa: Celebrating Five Generations of French Art de Vivre—Paul South Africa with FleishmanHillard South Africa
MARKETING TO CONSUMERS (existing product) winner: Axe Find Your Magic—Unilever with Edelman South Africa
MEDIA RELATIONS winner: Innovation Prize for Africa 2017 - African Innovation Foundation with Djembe Communications
PUBLIC AFFAIRS/GOVERNMENT RELATIONS winner: The Red Card Campaign—The National Integrity Alliance with in house work by Chapter One And Transparency International
PUBLIC EDUCATION winner: Prison Decongestion: Tackling the Plight of Awaiting Trial Inmates (ATI)—Nigerian Prison Service with Image Merchants Promotion Limited
SOCIAL MEDIA CAMPAIGN winner: KFC Black Fried Day—KFC
SPECIAL EVENT/SPONSORSHIP winner: Doggy Day with Guinness World Records and dotsure.co.za—dotsure.co.za with Clockwork Media
ASSOCIATIONS winner: Reputation Research to Take the IoDSA's Reputation to the Next Level—Institute of Directors Southern Africa with Reputation Matters
CONSUMER PRODUCTS/SERVICES winner: Nimue 12 Week Challenge #NoMakeUpBride—Nimue
FASHION AND BEAUTY winner: Nyoa Ki Pro Na Gillette, Shave Like A Pro Using Gillette—Hill+Knowlton Strategies Kenya
FINANCIAL AND PROFESSIONAL SERVICES winner: SABRE Award entry from Instinctif Partners—Bryte Insurance Company Ltd with Instinctif Partners
FOOD AND BEVERAGE winner: There is More Behind The Star - Heineken with Red Media Africa
HEALTHCARE winner: Life Uncensored—Pfizer
MEDIA, ARTS AND ENTERTAINMENT winner: Cartoon Network Introduces Africa’s Very Own Powerpuff Girl—Turner's Cartoon Network Africa with Burson-Marsteller Africa
NOT FOR PROFIT/CHARITIES CERTIFICATE OF EXCELLENCE: Heart Tour—Iconprod Burson-Marteller
PUBLIC SECTOR/GOVERNMENT winner: Free Trade Zone Regulatory Issue—Nigerdock with CMC Connect Burson-Marsteller
TECHNOLOGY winner: Emotion Tracking & Driver Behaviour Research—Shell South Africa with Edelman South Africa.
