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ASIA PACIFIC PR AWARDS

A NEW LEVEL OF SOPHISTICATION This year’s entries displayed a renewed standard of creative solutions

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CONTENTS The Judges 3 Gold Awards Campaign of the Year 4 Asia-Pacific Network of the Year 5 PR Consultancy of the Year 6 Brand Communicator of the Year 7 Mid-Size Network of the Year 7 PR Agency Head of the Year 8 People & Consultancies Awards Young PR Professional of the Year 9 General Consumer Awards Product Brand Development 10 Consumer Launch 10 Arts, Entertainment & Media 11 Industry Market Awards Healthcare: Ethical 11 Technology 12 Business-to-Business 12 Targeted Audience Awards Employee Communications 13 Regional PR 13 Corporate Awards Public Affairs 14 Corporate Branding 14 Corporate Publications 15 Financial Communications 15 Crisis or Issues Management 16 Social Education & Philanthropy Awards Environmental 16 Public Sector 17 Corporate Social Responsibility 17 Technique Awards Best Use of Digital 18 Promotional Activity of the Year 18

his year’s Asia-Pacific PR Awards, the ninth in the competition’s history, reflect the very best of the region’s public relations industry. The winners contained in the pages that follow represent the pinnacle of communications programmes carried out across Asia over the past 12 months. This year, the judges, drawn from a combination of senior in-house and agency ranks, were faced with increasingly sophisticated responses from the PR industry to a rapidly changing communications environment. The entries that impressed most were those that were not defined by budget alone, but rather demonstrated good execution of creative ideas and understanding of audience. In fact, in a year when the impact of budget cuts was felt by many agencies in the region, it was encouraging that so many effective and innovative communications solutions still managed to shine through. As ever, competition within the categories was fierce, with the total number of entries up from 2008. Overall, the general standard of entries was high and judges found it at times difficult to decide on a stand out winner. In the Campaign of the Year category, for example, the judges were torn between two very different but equally brilliant campaigns. In the end, the decision was made to award gold to both entries. In several categories, however, it was thought that the standard of entries did not meet the high

expectations and in these cases the judges decided to not award an outright winner, and instead hand out honourable mentions. The thinking behind this was not to penalise entries, but to push the industry to raise the bar even further over the next 12 months. The Asia-Pacific PR Awards has become an unrivalled benchmark for the region’s communications industry and Media remains committed to delivering an awards programme that showcases the best and the brightest. Of course, this would not be possible were it not for the huge commitment of time and professional insight provided by the panel of judges, who not only poured through the large number of submissions but also attended the lively final judging session. Media would like to thank all the judges for assisting with what was a lengthy but rewarding process. Finally, Media would like to offer its congratulations to all the winners and to thank all the agencies and PR teamd that took part. Our hope is that the winners can provide an inspiration to all PR professionals and drive the industry forward in the future to even bigger and better communications work. Michael O’Neill is Features editor of Media

PR IN ASIA GOES FROM STRENGTH TO STRENGTH The rising standard of Asian PR has impressed on HSBC’s David Hall

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arly in 1995 and new to Hong Kong, I was working in communications at Standard Chartered Bank. I loved the city and my job. But a photograph prominently displayed in the press clips one morning clearly demonstrated that standards in our industry needed to rise. The picture showed a number of middle-aged men in suits seated at a small table in front of a glass wall. There was no obvious means of identifying who they were, the occasion of their gathering or why one should be interested in them.

It was only on reading the copy I realized it was the annual results presentation of Hong Kong Bank. Since then, standards have risen and the work of Media’s PR Awards contributes to raising the bar further. This year there even more entries than previously, with over 20 in Digital alone. Generally, the judges thought that quality continued to improve and the calibre of campaigns was high. However, evaluation was sometimes an issue with heavy reliance on measuring programme

outputs, rather than providing clear evidence of programme achievements. What impressed was the boldness and imagination of the winners, the use of social media in some entries — driving PR reach that would have been unthinkable two years ago — and the strength of upcoming talent. David Hall is Head of group communications (Asia), HSBC Asia-Pacific


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ASIA PACIFIC PR AWARDS SAMANTHA SIN

The Judges Back row from left to right Scott Kronick, Kenth Kaerhoeg, Gill Zhou, James Heimowitz, Tim Sutton, Robert Grove, Richard Wright, Richard Tsang, Erik Jonnaert Seated from left to right Jeremy Woolf, Joanne Wong, David Hall, Hope Ewing, Kimberley Nelson, David Ko

David Hall

Kenth Kaerhoeg

Richard Tsang

Head of group communications (Asia) HSBC Asia-Pacific David Hall has been head of group communications for HSBC in Asia since 1998. Prior to joining HSBC, he worked at Standard Chartered Bank in Hong Kong from 1994, looking after communications in Northeast Asia.

Group communications director Coca-Cola Pacific Group Kenth Kaerhoeg joined Coca-Cola as public affairs and communications director for the Nordic and Baltic countries in 2002, and moved to Hong Kong as group communications director for Coca-Cola Asia in 2005.

Hope Ewing

David Ko

Chairman and MD, Strategic Public Relations Group Richard Tsang is responsible for the overall development and strategy of the group and provides professional consultant services to major corporate clients. He received the 2006 China Enterprise Award for Creative Businessmen, presented by China Marketing Association and China Enterprise News.

SVP and MD, Hong Kong and Singapore Ruder Finn With more than 15 years in the PR and communication industry, Hope Ewing has worked for clients such as Bayer, GSK, GSM Association, Hewlett-Packard, Johnson & Johnson, Kellogg’s, Merrill Lynch, Motorola, Novartis, Pfizer, Singapore Tourism Board, and the United Nations Environment Programme.

EVPand MD Asia-Pacific Waggener Edstrom Worldwide David Ko founded Shout Communications, a panAsia boutique agency acquired by Waggener Edstrom in 2005, and now oversees the company’s Asia operations, including China, Hong Kong and Singapore, as well as a network of affiliates from Seoul to Kuala Lumpur.

Jeremy Woolf Greater China director, global social media lead and SVP, Text 100 Asia-Pacific As SVP and Greater China director, Jeremy Woolf oversees the firm’s business operations across China, Hong Kong and Taiwan. He is also a member of Text 100’s regional leadership team and is based in Hong Kong.

Scott Kronick Robert Grove MD, Southeast Asia, Edelman Robert Grove has 20 years’ experience in marketing and communications, with 10 of them in Asia (Hong Kong, Singapore and Japan). Prior to joining Edelman, he worked for a global business-to-business technology provider .

James Heimowitz President and CEO North Asia Hill & Knowlton Asia James Heimowitz has 20 years’ experience in providing strategic counsel to companies and governments doing business and operating in Asia. He began his career as a media consultant with Hill & Knowlton Singapore in 1985 and has also worked on Wall Street as a banker and management consultant.

Erik Jonnaert VP, external relations Asia The Procter & Gamble Company Based in Singapore, Erik Jonnaert is a member of the P&G Asia management committee, responsible for shaping and directing the company’s stakeholder relations (including media relations, government relations and regulatory and technical relations), corporate reputation strategies and brand PR programmes.

President, Ogilvy Public Relations Worldwide, China A 20-year veteran of Ogilvy Public Relations Worldwide, with public relations experience in the US, Taiwan, and China markets, Scott Kronick oversees all Ogilvy PR operations in China, leading approximately 350 employees in Beijing, Shanghai, and Guangzhou. One of the two founding members of Ogilvy PR in China, Kronick joined the Ogilvy Group in New York in 1987 and was named PR Agency Head of the Year at the Asia-Pacific PR Awards in 2008.

Kimberly Nelson Marketing and communications director, Asia-Pacific and Japan, EDS Electronic Data Systems Hong Kong At EDS, an HP company, Kimberly Nelson manages the regional Asia-Pacific and Japan marketing and communications team, and works with the wider HP group in elevating the company’s services profile in the region.

Tim Sutton Chairman, Asia-Pacific, Weber Shandwick As chairman of Weber Shandwick in Asia Pacific, Tim Sutton is also responsible for other Interpublic marketing services businesses in the region. He was previously chairman of Weber Shandwick in Europe Middle East Africa.

Richard J. Wright Director, corporate communications and public relations, Asia-Pacific, BT Richard Wright joined BT in August 2007, heading up public relations and external communications of BT in Asia-Pacific, covering 18 countries across the region.

Joanne Wong MD, SVP and senior partner Fleishman-Hillard Asia Pacific Joanne Wong has more than 15 years’ experience in communications consultancy. Currently, she is head of client service for Fleishman-Hillard in Asia-Pacific, focusing on senior strategic communications counsel, regional account management and new business development. She is also a senior media, crisis communications and presentation trainer for clients in the region.

Gill Zhou VP of brand, communications and citizenship IBM Greater China Group Gill Zhou was appointed to her present role in January this year, prior to which she was VP of communications, IBM Asia-Pacific. She joined IBM in October 2001 as executive of communications, IBM Greater China Group.


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Campaign Of the Year WWF Winner Campaign Earth Hour 2009 Client Earth Hour Global Agency WWF Earth Hour aimed to reach one billion people in the lead up to the UN Climate Change conference in Copenhagen. The global budget was AUS$1.6 million (US$1.4 million) and funding came from two private donors. Pro bono support for the campaign was A$8.3 million. WWF’s Earth Hour had commenced in on 31 March, 2007, in Sydney, when 2.2 million people and 2,100 businesses switched off their lights; in 2008, the campaign went global. In 2009, Earth Hour aimed to be even bigger. The strategy was to engage with highly influential mayors, partner with media organisations who could deliver reach, and target cities with large populations and iconic landmarks and structures. The campaign was based on the idea that Earth Hour 2009 would bea global election whereby people could vote in favour of the ‘Earth’ by switching off their lights for one hour or vote for ‘Global Warming’ by doing the opposite. The concept was developed by Earth Hour Global and agency partner

Leo Burnett Sydney. The campaign adopted social media and a global launch of the campaign took place in Ponzan, site of a UN Climate meeting 2008, and reached more than one billion people. In Asia-Pacific, 17 countries took part, and 4,088 cities and municipalities in 88 countries registered. The campaign was communicated in 34 different languages with 500 Google queries per second during Earth Hour. New cities have already committed to join next year’s event, Earth Hour 2010.

Campaign Of the Year Dentsu Public Relations Winner Campaign Japan’s Milk Price Problem: The 30-Year Challenge Client Japan Dairy Council Agency Dentsu Public Relations For the last 30 years, the Japan Dairy Council (JDC) had failed to win price increases for raw milk from the major dairy product makers as these companies felt they were not in a position to negotiate with retailers. Hence, Dentsu was engaged by the JDC to run an educational PR campaign to target media, distributors and consumers to gain sympathy for the industry’s woes. The agency balanced ‘hard’ and ‘soft’ campaigns. The ‘hard’ aspect used seminars in which dairy farmers delivered emotionally-charged addresses that catalogued their losses. These stories galvanised reporters and helped them grasp the industry’s plight. Leading academics discussed formulating appropriate prices for milk and the debate was reported extensively in Chain Store Age magazine. On the ‘soft’ side, the agency brought dairy cows to Shinjuku, Tokyo’s busiest commuter hub, where they attracted the attention from passers-by and fuelled enthu-

siastic debate in consumer media and on daytime TV. Farmers and JDC staff also distributed 30,000 leaflets in the eight busiest areas of Tokyo, including Ginza and Shibuya. Another street event coincided with the UN Food and Agriculture Organisation’s World Milk Day on June 1, 2008. The event featured cow-milking for school children and sampling of drinks using milk. In March 2008, when Japan’s wholesale milk price was raised for the first time in 30 years to the full amount the JDC desired.


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ASIA PACIFIC PR AWARDS GOLD AWARD

Runner-up Agency Hill & Knowlton

Asia Pacific Network of the Year Ogilvy PR Worldwide Winner Agency Ogilvy PR Worldwide, Asia Pacific Ogilvy PR does not know doom and gloom well. After eight years as the largest network in the region, with stellar results and continual earnings and profit growth, things were not looking good for a great majority of the agency’s clients which meant that their budgets were frozen right from the first quarter of 2009. Ogilvy PR had to reshape its strategy for its clients and the broader marketing industry. The result was an Ogilvy-wide initiative entitled ‘Ogilvy on Recession’ consisting of 7 books, a companion website and workshops. Ogilvy-PR led communications around this initiative included high profile industry breakfast briefings in major cities with financial leaders such as the Morgan Stanley Asia chairman. The initiative called www.ogilvyonrecession.com helped citizens reprioritise and refocus on new areas such as digital influence as the new cost effective frontier to drive sales and reputation. The books won the highest thought leadership honour among all the WPP companies, the Atticus Award. Ogilvy PR created original proprietary courseware and sent a senior management team on the road, country by country to train hundreds of its team members. Courses in best practice account management, asking the right questions for true business consulting, how to sell great ideas and prove return on investment were top of the agenda. Ogilvy needed to get closer to client’s business issues and trained every team member in Ogilvy on Recession tools. Ogilvy recognised its clients needed new,

more cost effective strategies and digital PR was the ‘star of the show’. The agency invested in Thomas Crampton, a high profile journalist and blogger. This had an exponential effect on Ogilvy’s ability to infuse digital PR into everything they do for more cost effective strategies for clients. During this global economic downturn, Ogilvy PR re-examined what makes great PR and defined this as masterful storytelling that moves people, shapes opinions and drives clients’ businesses. To drive this through the whole organization, Ogilvy PR created a fully immersive, all day workshop built on brain research. This methodology now also drives media training. Ogilvy PR’s leadership took a view that the future of PR is in high-end work via specialist offerings. Ogilvy Earth started in Australia and is now a global practice with genuine environment experts to serve growing demand for comprehensive thinking rather than tactical campaigns. Ogilvy Health, an Ogilvy PR speciality offering includes the disciplines of Rx research, medical education and digital healthcare, while 360 Digital Influence transforms everything it touches from bringing consumer marketing PR into the world of social media, to patient support groups in healthcare, to mobilizing masses to support initiatives. The agency for several years has been building strong alliances with the most influential forums. They not only continued strongly with Ogilvy executives leading sessions at the World Economic Forum, Boao (China’s largest) and World Islamic Forum, but this year there were new alliances including Economist Conferences (healthcare), Business Environment Council events and the Clinton Global Initiative.

The Hill & Knowlton (H&K) Asia-Pacific leadership team had to draw on all its experiences of previous Asian and global financial crises to help clients through an extremely challenging past year. Special programmes to help downsizing, communicate effectively with stakeholders and protect brand reputation were some of the agency’s achievements. Internally, H&K also paid greater attention to staff morale as the agency experienced reduction in some clients’ budgets. So far, H&K has been able to manage its headcount through natural attrition, leaving the agency in a good position for when the market fully recovers. The agency’s entire team of bloggers, Twitterers, video producers and connectors in Asia-Pacific has jumped head first into social media to help clients with today’s challenges. Haier, Tsingtao, Tata Communications, Shanghai Expo 2010 and LG Electronics all turned to H&K in Asia and the H&K international network to help them be better understood globally and to establish stronger global brand communications. In October 2008, H&K co-founded the Marketing Group of China, which meets twice a year, bringing together 130 senior marketers in China. In Australia, two blender sessions as well as two sessions on digital attracted more than 350 clients and prospects in Sydney and Melbourne. In Seoul, 180 clients met to share data and strategies on how best to connect digitally with their audiences. In July 2009, Ipan, a long-time affiliate of H&K in India, became a part of H&K. It was rebranded as Ipan Hill & Knowlton and its six offices and 140 employees were integrated into the H&K family. In addition, the agency set up an H&K office in Chengdu to support needs in that market. This year, H&K also celebrated the 25th anniversary of the opening of its Beijing office. Coincidentally, its regional president and COO also celebrated his 25th year with H&K. Seven other country heads have worked with H&K for more than a decade. It is this longevity that brings depth of market knowledge and also helps bind the strong internal culture of H&K, enabling the team to work well together.


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ASIA PACIFIC PR AWARDS GOLD AWARD

Runner-up Edelman IndoPacific IndoPacific PR was launched in 1994 and acquired by Edelman 13 years later. Today, the agency is both the largest and the fastestgrowing PR firm in Indonesia. The past 12 months counts as a spectacular period of success for IndoPacific Edelman’s work on behalf of several clients who faced a range of critical challenges, many generated by the global financial crisis. In addition to building a strong digital practice and rolling out a unique digital campaign on behalf of Intel, IndoPacific also conducted the first Indonesian Bloggers Survey. The agency also sponsored the 2009 WordPress conference held in the country and launched a unique survey among Indonesian doctors to explore how social media is impacting practitioners. Over the past two years, the agency’s achievements have been recognised worldwide and helped put Indonesia on the global PR map for the first time in history.

PR Consultancy of the Year Golin Harris Winner Golin Harris Hong Kong While many were suffering from the consequences of the downward business spiral worldwide, Golin Harris Hong Kong was achieving double-digit growth, expanding its staff of account service professionals, and building in four key areas including issues & crisis management, special events, and marketing and brand strategy. Already in the first six months of the year, the Hong Kong team alone undertook three iconic events including the largest Hong Kong Standard Chartered Marathon in history; the opening of the five-star Hong Kong Skycity Marriot Hotel; and the gala celebration of the Bank of East Asia’s 90th anniversary. A strategic decision to capitalize on the team’s unparalleled public affairs experience saw the Hong Kong office win three highly sought-after public sector engagements in the first quarter with West Kowloon District; Airport Authority Hong Kong; and the Home Affairs Bureau’s family project. Efforts like these exemplified an amazing year for the Hong Kong office, which enjoyed double-digit top-and-bottom line growth, a record breaking new business run, high retention of long-standing blue chip clients, staff expansion, as well as new programmes dedicated to staff talent development. This was all during a time when the global financial crisis created an array of challenges across Hong Kong, the Asia Pacific region and the world. Amidst the global economic downturn, Golin Harris made a strategic decision to do things differently, by boldly diversifying from tradition of corporate and financial

communications to investing in practices and skill sets outside this history which the agency believed would help survive the global economic storm. The objective was to diversify the business offering across different services, but in distinctly unique ways relevant to the economic climate, to bring greater depth and experience to clients and to simultaneously create internal opportunities for professional growth and development of staff. Within weeks of confirming the strategy to invest in the already solid Public Affairs practice, the results began to appear with wins in highly competitive tenders including the Airport Authority Hong Kong and the Home Affairs Bureau while simultaneously, the Hong Kong office mobilized to deliver its first Standard Chartered Bank Marathon, the territory’s largest participatory sporting event. Golin Harris has a long-standing roster of blue-chip clients, many of whom have been with the agency since its acquisition of Forrest International in 2000. The agency has in office leadership six industry veterans, each with more than 15 years experience, including five former journalists, an international award-winning marketing strategist, and a public affairs practice leader. The agency in Hong Kong has successfully retained its heritage as a high-end corporate communications consultancy while diversifying its business offering across the most highlysought after communications services in demand in today’s local marketplace. Though led by some of the industry’s most respected and well-established PR professionals, the firm has also created a youthful, dynamic, collaborative office culture that attracts and retains the finest talent across all levels.


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Brand Communicator of the Year Mahindra & Mahindra Winner

Internally, the announcement was circulated in the form of a press release and through Mahindra’s internal TV channel, MMTV. Senior management also addressed a group of selected senior Satyam employees, which was webcast live to all Satyam associates around the globe. For Xylo, meanwhile, the launch was covered nationwide by the media and generated an ad value equivalent of Rs 86,607,535 (US$1.8 million). Bookings for the Xylo crossed an unprecedented 4,000 mark within two weeks of the launch and 1,788 vehicles were sold during this period. With hundreds of employees in varied industries and locations, the group created Mahi Space, Ask Mahindra and Innovation Pad to facilitate innovative communication and collaboration processes for employees, going beyond traditional methods of email and phone calls.

Name Mahindra & Mahindra The five-member corporate communications team at Mahindra & Mahindra has handled landmark events such as the acquisition of Satyam and its re-branding as Mahindra Satyam; the launch of Xylo and the acquisition of a majority stake in Yangcheng Tractor, China’s third-largest tractor brand. The team also launched an initiative to bring employees to a single platform, ‘One Mahindra, One Family’. The challenge for Satyam was to handle the media frenzy surrounding Tech Mahindra’s acquisition of the scam-tainted computer services company. A multi-pronged approach saw a press conference held within hours of the announcement and one-onone interviews were held with selected media.

Mid-Size Network of the Year Text 100 Asia-Pacific Honourable Mention Name Text 100 Asia-Pacific Amid the toughest economic recession for a generation, Text 100 maintained its ability to drive growth. Client retention rates remained among the strongest, with 100 per cent of medium to large clients

sticking with the agency over the past two years. The agency has generated strong multi-market growth among key clients, including Cisco, Nokia, Lenovo and IBM. Despite the difficult environment, Text 100 remained focused on leading the industry. Led out of Hong Kong, its industry leading Global Blogger Survey canvassed nearly 500 bloggers across 21 countries and

explored the importance of deep relationships with this increasingly influential community. Meanwhile, its pioneering Indian offshoring hub continued to deliver significant value to clients by consolidating specific services in one low-cost location. Over the past 12 months, the hub grew revenues by 25 per cent.


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Runner-up Name Georgeanna Fung Agency Burson-Marsteller

Georgeanna Fung is a Hong Kong-born 20-year veteran of journalism and public relations. She was previously with Burson-Marsteller (BM) Hong Kong in the mid-’90s and rejoined the firm in July 2008 as CEO and market leader. Her appointment was driven by BM’s desire to diversify and grow its local Hong Kong business, and to free up the agency’s regional head of public affairs, who had been double-tasking. Since joining BM, Fung was tasked with aggressively building on the agency’s reputation by diversifying BM’s business into other practice areas and establishing strong and stable diverse clients looking for support focused on the Hong Kong market. In a little more than a year, she helped BM Hong Kong gain additional reputation as the goto agency in the local market for clients facing almost any public relations challenge. That new reputation has translated into real business results for BM and its clients.

PR Agency Head of the Year Jimmy Tay Winner Name Jimmy Tay Agency Hill & Knowlton The ability to cut through the noise and focus on the messages defines Jimmy Tay, 53, chief executive officer for Hill & Knowlton (H&K) Southeast Asia. Tay is marking his tenth year at the helm of the agency in Singapore with 25 years in public relations. He is, quite simply, Singapore’s opinion shaper. Tay was appointed managing director of H&K Singapore in December 1999. In March 2001 he was promoted to vice-president, Asia-Pacific and to senior vice-president for the region in January 2003. He was named chief executive, Southeast Asia in August 2005. Tay oversees H&K’s Singapore, Malaysia and Thailand offices, as well as a network of associate offices in Indonesia, the Philippines and Vietnam. In 10 years with H&K, Tay’s consistency as a business leader has seen revenues in Singapore grow at a compounded annual growth rate (CAGR) of 13 per cent. In the period of review for this award, while many other agencies have hunkered down to weather a tough recession, he has been able

to improve the company’s operating margins that will surpass the all-time record achieved in 2008, while expanding and diversifying the firm’s portfolio of clients. In Public Affairs, Tay oversaw key wins and renewals for several accounts including the longest duration retainer for H&K Singapore, the Gardens by the Bay account. Regionally, he expanded the firm’s network of affiliates in Indonesia and Vietnam. In 2009, H&K Thailand also scored key wins with Blackberry (RIM), Pace Development and MT Alumet. With focus on talent and grooming the PR professionals of the future, Tay continues to strike strategic alliances with Singapore’s universities for H&K’s well-regarded internship programme, now in the 10th year. Tay’s stewardship has been fruitful. In July this year, the agency’s Singapore, Bangkok and Kuala Lumpur offices were recognised by the influential Holmes Report as the ‘Southeast Consultancy of the Year’. Tay has also received the ultimate kudos as a PR professional when, in June 2009, he became the first Singaporean to represent Asia on the Cannes Lions jury panel for the PR category at the 56th Cannes Lions International Advertising Festival in France.


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ASIA PACIFIC PR AWARDS PEOPLE & CONSULTANCIES AWARD

Certificate of Excellence Julie Joseph The PRactice

Young PR Professional of the Year Linda Lee Award

role, Lee began reporting to the managing director at age 25. Since she joined two-anda-half years ago, the new business win rate for Weber Shandwick’s three offices across China has increased from 60 per cent in 2007 to 73 per cent in 2008. This figure is 23 points higher than the global average. A passionate self-starter and team player, Lee has applied the same tenacity shown in business development to numerous client campaigns as part of the account team for Shanghai Municipality, Shanghai World Exposition Bureau, the South African Embassy, Sun Hung Kai Properties, IMG’s WGC-HSBC Champions 2009 and Laguna Phuket. In 2008, she drew on both her business development expertise and client service skills to establish the agency’s travel and lifestyle offering in China along with a dedicated team, which saw 177 per cent increase in client revenue in this from 2007 to 2008. Lee has become a source for industry knowledge on tourism, hospitality and destination branding. She will be transferring to Weber Shandwick’s Singapore office as an account supervisor servicing its largest client, Mastercard, and helping to develop the agency’s recently-established public affairs practice in Southeast Asia.

Linda Lee Weber Shandwick Linda Lee has been described as one of the most talented, versatile and promising young PR practitioners in China, possessing a generalist mindset and specialist skillset. She has worked on the world’s largest branding opportunity, the Shanghai 2010 Expo; honed her skills in high-stakes fields such as corporate affairs and issues management with some of the most well-known domestic and international brands around; taken a leading role in the establishment of a dedicated travel and lifestyle practice in China; and been a catalyst for Weber Shandwick’s Greater China growth through business development. Last year, Lee was selected to to undergo a highly-customised, three-week global exchange to develop up-and-coming talent at Weber Shandwick’s global headquarters in New York. She practiced under key global accounts Honeywell and MasterCard, and also with the global business development team, through which she has a dotted-line relationship with Weber Shandwick’s global chief growth officer. In her dedicated business development

Sponsored by

Julie Joseph joined The Practice in January 2006 as a senior account executive, after having spent close to two years in advertising as a copywriter. Though new to PR, she dedicated herself to the understanding of the subject and has emerged as an expert in being able to break down complex technologies to simple messages that are understood by target audiences. Furthermore, her sound understanding of PR has resulted in successful campaigns, business success for clients and an increasing client list which she handles. Her leadership skills, a simple, understated manner, professionalism and integrity of the highest standards have led to an exceptional track record as both a strategiser and implementer. Joseph is a team player and leads by example. In recognition of all of the above, she became the youngest head of a vertical at The Practice this year. She is currently the head of information, communications and electronics.


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ASIA PACIFIC PR AWARDS GENERAL CONSUMER AWARDS

Product Brand Development MS&L Worldwide Award Campaign Building the LifeCell brand Client Lifecell International Agency MS&L Worldwide

Certificate of Excellence

Certificate of Excellence

Campaign Yahoo Kimo News ‘Interview with Leaders’ Client Yahoo Taiwan Agency APEX Communications Consultants

Campaign Driving Household Penetration for Vegemite Client Kraft Foods Agency Royce

This generated massive media exposure and Yahoo Kimo was seen as an online pioneer.

Kraft and Royce introduced the ‘How Do You Like Your Vegemite’ and the ‘One Billionth Jar’ campaigns.

Honourable Mention Campaign PR Helps ANZ Empower Women Client ANZ Agency Pulse Communications, an Ogilvy PR Worldwide company

LifeCell aimed to promote itself as the most preferred and reliable brand in stem cell banking and services by positioning it as the only comprehensive stem cells solution provider in India. The brand’s objective was to increase sales by 30 to 50 per cent as compared to the previous financial year. The strategic communications programme was a three-dimensional approach to position LifeCell as comprehensive stem cell solution provider. The agency sustained media momentum by spacing out activities and timing coverage to ensure uniformity in media exposure throughout the campaign period. The brand also promoted its R&D centre and the new services for both femme and cord tissue banking. The brand promoted the launch of BAMC (bone marrow aspirate concentrate) technology and generated stories on the clinical trials for critical limb ischemia. A Q&A kit on stem cells was documented and circulated to all media, which prompted them to write educative articles on stem cells and its importance. LifeCell aimed to develop stem cells into a concept which would change the outlook of India’s medical industry for years to

come. In doing so, the brand initiated concept stories and educative articles on different stem cells, their applications and benefits. Stories were generated on profiles of customers who banked their stem cells with LifeCell to communicate that stem cell banking was now popularly accepted among the middle income group. Lifestyle events and antenatal workshops for pregnant women were used as a platform to engage and educate the target audience. The programmes were hosted in key cities around India. The activities helped sustain LifeCell’s leadership position in India through increased corporate visibility and brand recall.

Consumer Launch Campaign Intercontinental Hotels Group Certificate of Excellence Campaign World’s Biggest Free Nights Offer Client Intercontinental Hotels Group Agency Intercontinental Hotels Group

Honourable Mention Campaign Building Zespri Kiwifruit Season in Southeast Asia Client Zespri International Agency Baldwin Boyle Shand

Zespri, launched its campaign to raise consumer awareness and boost sales of kiwifruit across Southeast Asia. Sales were hampered by a lack of consumer familiarity with kiwifruit and a perception that it was expensive. The campaign would give Southeast Asian consumers a reason to buy the fruit, emphasising its unique health-promoting properties. Baldwin Boyle and Zespri developed the concept of a ‘kiwifruit season’, a time when the fruit is at its best. Media coverage included visits to orchards and packing facilities to set the scene for a series of media and consumer launches held to mark the official start of kiwifruit season.

The hotel industry was heavily affected by the economic downturn with business travel undergoing budget cuts and leisure travel declining. lHG, the world's largest hotel group, was seeking ways to keep its loyal consumers and attract bookings from travellers worldwide. To respond to the tough trading environment in the world, IHG launched the ‘Biggest Free Nights Offer’ by giving guest, who stay in its hotels for two nights, regardless of brand, one free night at any of the 4,000 hotels under its global brand portfolio. An eye-catching ‘World's biggest bedjump" was held in four major cities — Shanghai, Paris, London and New York, to launch this promotion and generate buzz among its target audience. An integrated communications campaign involving online seeding and an offline event was designed to create buzz and grab the attention of our target audience. The campaign was centered on a recordbreaking fun event in four big cities in the world. At the same time, our brand portfolio was reinforced with the general public. The bed-jumping event attracted thousands of passers-by on the pedestrian streets and many of them climbed up on the bed to join the jumping. More than 100 clip-

pings have been generated in traditional media in China alone. Among them, 20 were on TV from various national and provincial channels. The bed-jump and IHG's ‘Biggest Free Nights Offer’ became the hot topic in the top 10 BBS forums with up to 196,106 clicks, achieved through an online seeding approach. Photos of the event were uploaded to Google Earth where viewers who searched for the venue in Shanghai could see the IHG bed-jumping event. The offergenerated more than 3,320,597 room nights globally including 185,380 room nights in Greater China. The total revenue generated was US$380 million with US$16.7 million for the hotels Greater China.


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ASIA PACIFIC PR AWARDS GENERAL CONSUMER AWARDS/INDUSTRY MARKET AWARDS

Arts, Entertainment & Media Campaign Pulse Communications Award Campaign Launching of the First Museum of Australian Democracy Client Old Parliament House Agency Pulse Communications, an Ogilvy PR Worldwide company To drive visitation to the new Museum of Australian Democracy, Pulse identified the need to shift people’s perceptions of democracy away from politics. The agency inspired and engaged Australians in the democratic process in an entertaining way. Democracy was brought to life with the ‘What’s on your mind?’(WOYM) campaign which helped build momentum in the lead up to the opening of Australia’s first and only museum dedicated to telling the story of Australian democracy, past, present and future. The campaign asked Australians to share the social and cultural topic ‘most on their mind’ and the high profile Australians they would like to see debate it. Key Australians who were not politically aligned, participated in the first ever debate at the Museum of Australian Democracy in Canberra. The event broke the previously conservative image of Australia’s heritage listed landmark, the Old Parliament House (OPH), now re-branded as the new Museum of Australian Democracy (MoAD). The big idea was to bring democracy to life. The

WOYM campaign was designed to engage Australians in the democratic process in a fun and entertaining way and assist in building momentum in the lead up to the opening of the MoAD. Pulse assisted in creating a dedicated website which allowed Australians to vote for the topic most on their mind and to nominate a well-known Australian to debate the topic. Over 5,000 people visited the museum on the opening weekend, increasing visitor numbers by 100 per cent. Media coverage communicated the Museum of Australian Democracy was not just about politics but about stories of Australians using their voice to do extraordinary things.

Certificate of Excellence

Honourable Mention

Campaign Launch of Viacom 18’s ‘Colors’ Client Viacom 18 Media Agency Ipan Hill & Knowlton

Campaign Mission Navy Client National Geographic Channel India Agency Genesis Burson-Marsteller

The launch of Viacom 18’s Colors in the GEC (general entertainment channel) space in India sought to cut through the clutter by bringing to the foreground real emotions rooted in Indian society. Ultimately, Colors surpassed Star Plus with a channel share of 23.8 per cent to StarPlus’ 22.9 per cent.

The agency conceptualised a docu-reality trilogy that took viewers inside the armed forces in India to experience adventure. In 2008, Mission Navy exceeded the business and communication goals and created a new sense of ‘cool’ about the channel among younger Indians.

Certificate of Excellence

Honourable Mention

Campaign Allegra: Impaired Performance Zer Client Sanofi-aventis Japan Agency MS&L Japan

Campaign A Butterfly Spreads its Wings: Don’t Let Thyroid Disease Steal Your Life Away Client Merck Serono Agency Ogilvy PR Worldwide

Healthcare: Ethical Weber Shandwick Award Campaign Australian Launch of Yaz — ‘Less is more with 24/4’ Client Bayer Australia Agency Weber Shandwick Under the strict regulations of Medicines Australia Code of Conduct (MACC), Bayer Schering Pharma (BSP), the market leader for oral contraceptives in Australia, could not advertise its oral contraceptive product to the public. Instead, PR was used as the primary marketing platform. The brand’s 24/4 pill formulation had several distinctive selling points. In addition to being a contraception and acne treatment, Yaz is indicated for the treatment of symptoms for premenstrual dysphoric disorder (PMDD), a severe form of premenstrual syndrome. However, the brand faced numerous challenges, including familiarity among Australian women only with the 21/7 formulation; and media perception of oral contraceptives as outdated. The objectives of the campaign were to educate consumers about the benefits of Yaz oral contraceptives; engage general practitioners to promote a change in prescribing behaviour and reinforce the importance of compliance with the new formulation; to connect with pharmacists to highlight the launch of Yaz; and reinforce the importance of patient compliance. To address the PMDD knowledge gap, an

extensive review of medical literature was conducted to define the condition and develop key messages. The strategy was to secure support from the leading sex health advocacy group to resonate with healthcare professionals and consumers; partner with leading healthcare professional bodies to execute education programmes; engage the media as a key information provider to consumers and healthcare professionals and engage audiences by providing an online information portal. The campaign achieved and exceeded all Bayer’s objectives, setting a new standard for the Agency’s product launches internationally and satisfying the stringent demands of the MACC.

As Allegra is only available by prescription, a key challenge was to get hayfever sufferers seek out their doctors and ask about anti-histamine drugs that do not cause impairment of concentration, of which Allegra is one. To highlight Allegra’s advantage, an group composed of many companies aiming to spread the understanding of appropriate treatment for hayfever was set up, named ‘Impaired Performance Zero Project’. A total of 32 Japanese companies joined the Zero Project. Sales figures increased by just over 16 per cent yearon-year.

Merck Serano and Ogilvy devised a campaign to raise public awareness in China of thyroid disease and increase the diagnosis and treatment rate of the disease. The campaign was launched in conjunction with International Thyroid Awareness Week. Over the seven days, a series of activities raised public awareness through a diverse range of communication channels, including print media and social media.


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12 Media

ASIA PACIFIC PR AWARDS INDUSTRY MARKET AWARDS

Technology Howarth and Parker & Partners

Honourable Mention Campaign Identifying Australia’s Great Productivity Gap Client Telstra Agency Howorth and Parker & Partners, Ogilvy Public Relations Worldwide Companies

TEG’s refusal to participate in a tender process for the Federal Government’s controversial National Broadband Network resulted in negative coverage in business news and technology media. A comprehensive situation analysis revealed Telstra’s competitors were all fighting for a share of the ‘innovation’ space — ignoring the driving force for potential customers’ productivity. This presented an ideal opportunity for TEG to use productivity as the platform for the campaign.

Certificate of Excellence

Certificate of Excellence

Campaign Intel Blogathon 2009: 10 Bloggers. 24-Hours Client Intel Technology Asia Agency Ogilvy Public Relations Worldwide

Campaign HP Aio Sichuan Event Client HP Agency Hill & Knowlton

Ogilvy’s digital communications strategy took over the whole shop window of Singapore’s most famous department store and replaced the dummies with 10 of Singapore’s best-known bloggers for a 24-hour, non-stop, Intel-powered Blogathon. The event generated increased brand visibility and awareness of Intel and Lenovo.

Tourism was critically important to China throughout 2008, especially for the revitalisation of Sichuan province. HP leveraged this event to communicate with tourism start-ups and to promote the HP AiO Inkjet Printer line in a meaningful way — ‘HP Technology Supports the Travel Industry in Sichuan’.

Business-to-Business Dentsu Public Relations Award Campaign Japan’s Milk Price Problem: The 30-Year Challenge Client Japan Dairy Council Agency Dentsu Public Relations

Honourable Mention Campaign UPS Asia Business Monitor – Helping SMEs Hunt for New Trails Client UPS Singapore Agency Ogilvy Public Relations Worldwide, Hong Kong

Ogilvy’s primary objective was to help increase UPS’ share of voice in the SME space compared to its competitors. The campaign helped generate new business among SMEs in Asia by building an authoritative partnership reputation for UPS.

Japan’s dairy industry was in a crisis. After 30 years of lobbying, the Japan Dairy Council (JDC) had failed to win price increases for raw milk from major dairy product makers and these companies had no power to negotiate with retailers. Dentsu conducted a PR strategy to gain leverage in pricing negotiations by demonstrating that the retailers understood and supported the need for a price hike. To gain support from retailers, the agency’s approach was to educate consumers at the outset and later let retailers know that their customers felt the price hike was inevitable. After gaining support of both customers and retailers, JDC was able to persuade dairy manufacturers to accept price rises. The agency balanced ‘hard’ and ‘soft’ campaigns. ‘Hard’ information was provided to consumers and industry media to starkly illustrate the dairy industry crisis. Seminars were conducted to educate media representatives. The three media seminars attracted over 170 media representatives in total. At the seminars, dairy farmers delivered emotionally charged addresses that showed their losses, the decimation of their herds and the retreat of fellow-farmers from dairying. The stories helped reporters

get a grasp of the industry’s troubles. In October 2008, leading academics discussed formulating appropriate prices for milk and the debate was extensively reported in Chain Store Age magazine. The ‘soft’ side involved roadside events and engaging homemakers and school children to allow farmers to directly address consumers about the crisis. The agency organized an event that brought dairy cows to Shinjuku. An educational campaign promoting the nutritional benefits of milk was also conducted, tying in with the UN’s ‘World Milk Day’. Japan’s wholesale milk price was raised for the first time in 30 years. A survey revealed that women nationwide showed more sympathy for Japanese dairy farmers than before.


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Media 13

ASIA PACIFIC PR AWARDS TARGETED AUDIENCE AWARDS

Regional PR WWF Winner Campaign Earth Hour 2009 Client Earth Hour Global Agency WWF In 2009, Earth Hour aimed to reach one billion people in 1,000 cities and towns in an effort to build a global mandate for action on climate change in the lead up to the UN Climate Change conference in Copenhagen. The 17 Asia-Pacific based campaign teams were to play a critical part in that plan. Historically, no climate change campaign like this had ever been attempted on such a large scale and in such a unique way in a social environment of war, terrorism, unemployment and a world economic crisis. The strategy was simple: to engage with highly influential city mayors, partner with media organizations who could deliver reach, target cities and large population and iconic landmarks and structures that encourage unity and best illustrate the mass concern for the issue of climate change. The goal was to draw attention to good corporate citizens, organizations and individuals who are making positive environmental steps with regard to policy and reducing emissions. The campaign was based on the idea that Earth Hour 2009 would become a world first, a global election whereby people could vote for ‘Earth’ by switching off their lights for one hour, or choose to vote

Honourable Mention Campaign Emerging Markets Small Business Confidence Monitor Client HSBC Agency HSBC

for ‘Global Warming’. The concept was developed by Earth Hour Global and agency partner Leo Burnett Sydney. A global launch took place in Ponzan, site of a UN climate meeting 2008. The global budget for Earth Hour 2009 was AUS$1.6 million. Pro bono support for the campaign equalled AUS$8.3 million. Earth Hour country team budgets varied according to the amount of pro-bono support received, corporate sponsorships and donations received. Earth Hour reached over one billion people and in Asia Pacific alone, 17 countries took part. New cities have already committed to join next year’s event – Earth Hour 2010.

The campaign was initiated to secure HSBC’s Business Banking positioning as an international market leader, solely using PR. The strategy was to establish HSBC through spokespersons who manage Business Banking at a local, regional and international level as experts in SME business issues.

Employee Communications Impact Employee Communications Honourable Mention Campaign Live Positively Client Coca-Cola South-Pacific Agency Impact Employee Communications, an Ogilvy PR Worldwide company In 2008, Coca-Cola introduced a new global sustainability platform called Live Positively which harnessed existing achievements and set future goals. The ultimate goal of the programme was to ensure all Coca-Cola associates (employees) embed this way of thinking into their work and lives. Coca-Cola South-Pacific (CCSP)wanted to engage and motivate its workforce to create stronger alignment between business decisions, associates’ behaviour and the Live Positively positioning. The platform had been softly launched in mid 2008 so there was a general awareness. However, associates were lacking understanding of what CCSP was doing in this space and how they could integrate Live Positively into their lives at work and at home. Impact Employee Communications/Ogi lvyEarth was engaged to develop and implement a communication strategy to launch Live Positively within CCSP. The strategy needed to kick-start the Live Positively journey by educating, inspiring and uniting associates. To cater to the savvy and sophisticated workforce, it needed to present something different and to generate

excitement around the platform, offering something extremely memorable. The agency came up with a Live Positively (L+) to launch Live Positively through an experiential festival style day to educate and inspire associates to action. The event drew on the inspiration of music festivals, where individuals go to be part of a unique, collective experience. The L+ Festival hit all objectives as revealed by the post festival evaluation. event, linking to the sustainability theme. As many as 98 per cent of associates agreed that they understood what Live Positively was all about. Since the campaign, Live Positively has been embedded through ongoing monthly reviews and inclusion within the company’s strategic business plans.


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ASIA PACIFIC PR AWARDS CORPORATE AWARDS

Public Affairs Dentsu Public Relations Award Campaign Japan’s Milk Price Problem: The 30 year challenge Client Japan Dairy Council Agency Dentsu Public Relations

Certificate of Excellence

Honourable Mention

Campaign Tsuen Wan Adventist Hospital Extension Project Client Tsuen Wan Adventist Hospital Agency The PR People Consultancy

Campaign ‘Do It Your Way’ Active Ageing Heroes Client Council for Third Age Agency Ogilvy Public Relations Worldwide

The PR agency was commissioned to plan and execute a public affairs campaign focusing on community, lobbying and media publicity in support of Tsuen Wan Adventist Hospital’s expansion, to soften key stakeholders’ objections and gain approval from the government.

In Singapore, changing the negative stereotype of ageing is the mandate of the Council for Third Age. The agency’s strategy of using ordinary old people living extraordinary lives — ‘Do It Your Way’— gave a powerful, positive new voice to the senior generation.

Dentsu was challenged to get Japan’s dairy industry out of a crisis. Research revealed that the Japanese public held the view that milk is always cheap and this was proving to be an insurmountable obstacle in gaining acceptance for the milk price hike. Shipping costs had risen as a result of elevated fuel costs and livestock feed prices had sky rocketed due to rising demand for bioethanol. The Japanese Dairy Council approached Dentsu in 2007 about running an educational campaign targeting the media, distributors and consumers, to gain sympathy for the industry’s woes. The council targeted dairy manufacturers who were the direct customers of the dairy farmers, and was able to increase the milk price for the first time in 30 years. Dentsu decided to conduct a PR campaign to gain leverage in pricing negotiations by demonstrating that retailers supported the need for price increases. The agency informed and educated consumers as to why the price hike was needed. The agency ran ‘hard’ and ‘soft campaigns. ‘Hard’ information was provided to consumers and industry media to blatantly show the dairy indus-

try crisis. Seminars were organised where dairy farmers delivered emotionally charged speeches and shared their heartbreaking stories that helped the media and the public grasp the industry’s plight. The ‘soft’ side included roadside events to engage homemakers and school children. One street-side event was timed to coincide with the UN Food and Agriculture organization’s ‘World Milk Day’ on June 1, 2008. After gaining support of both the consumers and retailers, the Japan Dairy Council persuaded dairy manufacturers to accept the price rises. In April 2009, the milk price was raised to the full amount, desired by the Japan Dairy Council.

Corporate Branding Standard Chartered Award Campaign New Possibilities Corporate Brand Campaign Client Standard Chartered Agency Standard Chartered

Certificate of Excellence

Honourable Mention

Campaign Connecting with India’s Youth Client TCS Agency Tata Consulting Services

Campaign Plan International Hong Kong Client Plan International Hong Kong Agency Golin Harris

TCS Youth Survey, the largest survey of school children, was commissioned by Tata Consultancy Services (TCS) to start a conversation with the youth market on their terms and in their local environment, while introducing TCS as a relevant and empathetic brand to a new generation.

Plan engaged Golin Harris to reintroduce the charitable organisation in Hong Kong, get people thinking about how they could support the organisation and ‘pass on’ the generosity that had helped so many in Hong Kong decades ago, when their families migrated from China.

When Standard Chartered Bank acquired Korea First Bank (KFB), once gone bankrupt, to create a newly integrated bank named ‘SC First Bank’ (SCK) in 2005, there were brand promotion activities to shed the weak and negative brand image associated with failure as a bankrupt bank. There were some early successes in late 2005 and early 2006. However, recent research revealed, unaided awareness had been on a declining trend reaching record levels at the end of December 2008. The bank did not stand out from the crowd in terms of perceptions. In rebuilding the brand there were four primary objectives externally and internally, including to increase brand awareness by letting people know and remember the name ‘SC First Bank’; create a differentiated position for the bank by departing from the negative images inherited from KFB; build brand inside-out by exciting staff first about the new image; and to communicate with one voice by aligning with business segments and other departments. ‘New Possibilities’ was identified as a unifying theme that represented the strengths and potential of SCK. The campaign aligned well with the Standard Chartered Group brand promise to ‘Lead by Example

to be the Right Partner’. The theme was particularly appropriate in the financial crisis, an environment where many customers and employees lost their trust in banks, no matter what the size. The bank asked customers through online programmes, ‘What are your new possibilities?’ Aligned with this was an internal employee communications campaign called ‘New possibilities in my life’. By showcasing project financing for the biggest solar energy plant in Asia, and also by supporting its ‘Green possibilities’ environmental campaign, Standard Chartered Korea demonstrated new possibilities as being core to the bank. As a result, unaided brand awareness increased in six months from 21 per cent to 29 per cent.


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ASIA PACIFIC PR AWARDS CORPORATE AWARDS

Financial Communications Sefiani Communications group Award Campaign Manchester Unity merger with HCF Client Manchester Unity Agency Sefiani Communications Group In November 2007 Manchester Unity, a mid-sized insurer, briefed Sefinani Communications Group on a complex stakeholder and financial communications project. New legislation affecting Australia’s health insurance sector had triggered consolidation of the industry, with larger insurers exploring acquisitions or mergers with mid-sized players. Manchester Unity had taken a strategic decision that its future lay in merging with a larger, like-minded health insurer. The overriding objective was to achieve a member vote in favour of a merger. Manchester Unity’s constitution required that any merger proposal be passed in a vote in which at least 40 per cent of members participated and at least 80 per cent of these members voted in favour of the merger. Media communications objectives were therefore to drive awareness of the proposal so that sufficient members voted and to convey the benefits of the merger so that members voted in favour. The key elements of the communications strategy were to develop a communications approach for multiple contingency scenar-

Certificate of Excellence

Certificate of Excellence

Campaign ING Investor Dashboard Client ING Asia-Pacific Agency ING, Burson-Marsteller

Campaign Effective Positioning – Prescription for success Client China Metal Recycling Holdings Agency SPRG

The ING Investor Dashboard Survey tracks awareness/ usage of investment providers and solutions. ios; to disclose nothing about Manchester Unity’s plans until a merger was decided upon; to frame messaging with reference to member research; leverage milestones in the formal merger process to reinforce the merger benefits; and secure endorsement from influential third-party figures. As many of Manchester Unity’s members were elderly, the agency believed a personalised approach would prove most effective in winning their support. It recommended strongly that Manchester Unity engage the services of a professional proxy solicitation firm geared to mobilise votes of large numbers of shareholders through written and phone contact.

SPRG developed positioning, key messages and news of future development plans.

Honourable Mention Campaign A Game-changing Play for Changyou Client Changyou.com Agency Ogilvy PR

This gained worldwide media coverage for Changyou’s IPO and grew investor confidence.

Corporate Publications DHL Global Customer Solutions/Fleishman-Hillard

Certificate of Excellence

Certificate of Excellence

Campaign One Voice – DHL Newsletter Client DHL Global Customer Solutions Agency DHL Global Customer Solutions

Campaign Pertamina TV – From Static to Eye-Holding Client PT Pertamina (Persero) Agency Fleishman-Hillard, Opus Management, Prisma Public Relations, Terrasys

In 2007, GCS Connections’ regional customer newsletter was renamed One Voice to represent a single point of contact for customers. In 2008, it was launched globally across the Americas, Asia-Pacific, Europe and emerging markets. It detailed DHL’s value proposition in its role as a global trade facilitator, and how it can help customers position their business for success. The team engaged a creative agency to provide concept development, creative consultation and production of One Voice in both online and print formats.

PTV can be watched on TVs in lift lobbies throughout corporate headquarters, refineries and depots; but it had to be developed into a major delivery channel that was watched and liked, met employee information needs and remained appropriate for visitors to Pertamina. The team aligned PTV content, style and focus with Pertamina’s strategic goals by bringing a new visual look and feel to stories, plus establishing a point of view to guide editorial content.


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ASIA PACIFIC PR AWARDS CORPORATE AWARDS/SOCIAL EDUCATION & PHILANTHROPY

Crisis or Issues Management Cannings Corporate Communications Award Campaign Court of Public Opinion Client Henry Davis York Agency Cannings Corporate Communications

Certificate of Excellence Campaign Driving a Great Result for Ford Australia Client Ford Australia Agency Ogilvy PR Australia

When Ford announced that the Focus would not be manufactured in Australia, it ran the risk of damaging its reputation and seen as pulling out of the country. A robust communications strategy ensured productivity levels maintained across business and all sites reported significant rise in morale.

Peter Vassiliou and his wife discovered the dream house they had bought in Hunters Hill, Sydney, contained excessive radioactive contamination and was unfit for human habitation. Sensing a protracted battle with the government Vassiliou called in Sydney law firm, Henry Davis York. Further investigation revealed that the street on which their home was built was once the site of a uranium processing plant, which once it ceased operations dumped the radioactive waste on the site. When the Vassilious had bought the property in 2001, there were no warnings from the Department of Health . Henry Davis York approached the agency because it felt that the government was intentionally stalling and without the pressure of an external public spotlight it could continue to stall indefinitely. The objective

was to draw the Department of Health to the negotiating table by raising this issue in public and to get them to settle amicably and out of court with the Vassilious. It was agreed that the primary media communications strategy would centre on the release of the independent report on radiation levels at the property. Channel Nine TV News was offered the exclusive and broke the story on the stations’ flagship national evening news. As soon as the exclusive news broke, a pre-prepared release was disseminated to all environmental reporters at the state dailies with a copy of the actual report. The key objective of the campaign was to motivate the New South Wales Health Department to the table in order to settle the dispute. After a week of intense media coverage, the state government approached Henry Davis York to discuss settlement terms. Months later the state government agreed to settle with the Vassilious for an undisclosed sum including an agreed valuation of the property and out-of-pocket expenses.

Environmental WWF Award Campaign Earth Hour 2009 Client Earth Hour Global Agency WWF

Certificate of Excellence

Certificate of Excellence

Campaign Volkswagen Green Future Olympic Host City Tour Client Volkswagen Group China Agency Ruder Finn

Campaign HP Power to Change Client Hewlett Packard Agency Waggener Edstrom

Ruder Finn and Volkswagen Group joined environmental experts to bring environmental protection concepts and the Green Olympics spirit to kids.

‘HP Power to Change’ aimed to affect individual user behaviour and attitudes towards energy wastage and towards the adoption of an environmentally sustainable lifestyle.

Honourable Mention Campaign Green possibilities Environmental Campaign Client Standard Chartered Agency Standard Chartered

The task was to re-build trust in banks, while focusing on social and environmental issues.

Earth Hour 2009 was based on the initiative that the event would become a world first, a global election to let the people voice their opinion, either vote for ‘Earth’ or choose ‘Global Warming’. The vote would be cast by switching off their lights for one hour. The concept was developed by Earth Hour Global and agency partner Leo Burnett Sydney. The campaign swiftly took on social media and through the campaign’s open-source model was able to catapult Earth Hour into people’s consciousness, capture people’s imagination and cement the worldwide event on the world news agenda. This year’s campaign was looking for an almost threefold increase compared with the previous year in which 350 cities and towns globally took part in Earth Hour. Earth Hour 2009 aimed to reach 1 billion people around the world with the ‘Earth Hour’ message which was to provide a visual mandate for action on climate change to world leaders and governments by officially engaging 1,000 cities and towns worldwide. The campaign’s message was successfully communicated through outdoor musical events, candle vigils and dinners, ambassador and celebrity involvement, social

media, parades, prayer meetings and torch parties. A global launch took place in Ponzan, the site of a UN Climate meeting 2008, followed by individual country launch events in various cities announcing Earth Hour to government and business audiences. Earth Hour 2009 had two private donors who funded a global budget of A$1.6 million. Additionally, Pro bono support for the campaign amounted to A$8.3 million. Earth Hour team budgets varied according to the amount of pro-bono support received, corporate sponsorships and donations received. The success was evident as Earth Hour reached over one billion people and new cities are already committed to next year’s event in 2010.


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ASIA PACIFIC PR AWARDS SOCIAL EDUCATION & PHILANTHROPY

Public Sector Fleishmann Hillard/Domo Communication Consulting Award Campaign GTX Digital Communications Campaign Client Korea's Gyeonggi Provincial Government Agency Fleishman Hillard / Domo Communication Consulting To combat traffic congestion in major urban areas, the Gyeonggi provincial government proposed a new initiative, the Great Train Express (GTX), to the national government. The plan was inspired by Reseau Express Regional (RER), a rapid transit system in France serving Paris and its suburbs. GTX would connect major traffic hubs in Gyeonggi province and Seoul, offering service three times faster than the existing subway. There was scepticism among the Korean public regarding large-scale projects. The negative sentiment was driven by a recent series of privately-funded initiatives that eventually required massive national bailouts. Also, there was fear that political discord between the Seoul and Gyeonggi governments, as well as controversy regarding service routes and the urban versus regional development, could grow into major political battles. To communicate relevancy and urgency, Fleishman Hillard/Domo Communication Consulting chose to highlight the project’s practical benefits and focus on the key mes-

sage ‘GTX is the solution to the serious metropolitan traffic problem’. Using Gyeonggi government officials in an interactive dialogue in the digital boosted the project’s credibility, and enhanced public perception of the government’s sincerity, commitment and transparency. Online user-created contests such as ‘Future life improvements via GTX’ were fun and original. The user-generated contents became the primary vehicle for spreading positive comments online. The campaign created positive perception of the GTX project; awareness and favourable impressions increased from zero to 80 per cent during the period.

Certificate of Excellence

Honourable Mention

Campaign Support Child Home Safety Client Hong Kong Paediatric Foundation & the Rotary Club District 3450 Agency Grey Healthcare, Hong Kong

Campaign Branding Cavite Project Client Provincial Government of Cavite Agency EON The Stakeholder Relations Firm

To heighten awareness of the high prevalence and severe consequences of child home injury and to encourage preventative measures, Grey Healthcare created the first local survey concerning injuries at home and compiled data on injury rates and the subsequent financial cost of medical care. To escalate the issue to a social policy level, Legislative Council member Dr Leung Ka Lau and Dr Gloria Tam, acting director of the Department of Health, were invited to put it on the government’s agenda.

Corporate Social Responsibility The Communications Enzaim Certificate of Excellence Campaign 2009 Love for Women in RA Campaign Client Abbott Korea Agency The Communications Enzaim

Honourable Mention Abbott Korea came up with a CSR programme in which renowned public figures and a range of organisations joined a cause to increase public awareness on the need for early treatment and expand treatment opportunities for women suffering from rheumatoid arthritis (RA). The level of awareness of RA is low among the general public, which delays early diagnosis critical to good treatment efficacy and prevention of joint disability. About 80 per cent of RA patients are women, the majority of which are housewives who can’t easily afford to medical services, which delays treatment The objective of the campaign was to eucate and elevate the importance and needs of early diagnosis and early treatment for RA, to increase the awareness of RA with the general public an to reinforce the relationship with stakeholders, such as Korean Rheumatism Association (KRA), patients, the patients advocacy group (Penguin), lawmakers and other renowned figures from different areas. The campaign opened with a concert and exhibition that included touching performers such as a mouth and foot painter and a gifted pianist with only four fingers. Cultur-

Campaign Bridging the Gap from School to Society – The Autistic Youth Work Experience Programme Client MSIG Insurance Agency Ogilvy PR Worldwide

al artwork donations and endorsement messages from renowned artists and social opinion leaders were leveraged for the exhibition to deliver key messages. In addition, Abbot published a campaign book including information on the disease and campaign with key messages and distributed it through doctor’s offices. nationwide hospitals, and direct to patient’s houses . The campaign reinforced the relatronship with stakeholders, enhanced the image of Abbott Korea and strengthened the position of rheumatologists with contribution to disease A total of 1,000 hard copies of campaign book were distributed to patients, and as of May 2009 the official campaign website had attracted 60,385 visitors.

MSIG and Heep Hong Society jointly developed the ‘Bridging the Gap from school to Society – the Autistic Youth Work Experience’ programme. The programme not only dedicated itself to raise awareness of autistics’ employment hardship, but also broke new ground by offering pre-job training to autistic job seekers.

Three key strategies included sustained stakeholder engagement, formulation of policies and use of multiplatform approach. All activities and messages were built around and aligned with the developed Cavite brand platform which carried the tagline ‘Cavite: Be part of the revolution’. University of Asia and the Pacific, a key university in the Philippines, recognised the campaign efforts of the province and conferred them Tambuli Award for the Best Integrated Internal Marketing Category.


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ASIA PACIFIC PR AWARDS TECHNIQUE AWARDS

Best Use of Digital Ogilvy PR Worlwide Award Campaign Pond’s Age Miracle Blogger Blind Trial Client Unilever Agency Ogilvy PR Worldwide

Certificate of Excellence

Certificate of Excellence

Campaign Enabling a mission to the ‘Plastic Vortex’ Client Project Kaisei Ocean Voyages Institute Agency Fleishman Hillard

Campaign Universal Studios Japan Summer Promotion ‘Kizuna-Lab’ Client Universal Studios Japan Agency BlueCurrent Japan, Tribal Media House

Each year, large quantities of plastic that are not incinerated or land-filled make their way into the world’s oceans, killing marine life and entering the food chain, causing a negative effect on health and safety. Fleishman Hillard developed a fully-integrated digital PR programme that resulted in significant global media coverage and attention. Project Kaisei, Japanese for ‘ocean planet’, was recognised by scientists as a reputable global mission. The success of the campaign is just the beginning for Project Kaisei.

Japanese locals avoided visiting Universal Studios Japan (USJ) in the summer because of the perception the park would be too crowded and hot. Blue Current Japan invited celebrity couple George Takahashi and Mika Mifune to participate in neuroscience testing showing their bonding index score and how it changed after a ride live in front of the press. More than 70 media and 50 bloggers attended the event. Visitors to the park in the summer of 2009 increased year-on-year by six per cent.

Unilever’s Pond’s Age Miracle (PAM) was a shining star in the its skincare portfolio across most of Asia, yet virtually unknown in China, with minimal market share. PAM had been re-launched in multiple markets across Asia in 2009, but struggled to achieve success in China, largely due to consumer perception that PAM could not be effective because its low price point relative to more expensive prestige brands. Ogilvy PR discovered that Ponds in other Asian markets had been blind-tested by consumers and results outperformed prestige brands, including Estee Lauder, Lancome and even La Mer, the pinnacle of prestige anti-ageing skincare. The global brand team at Ogilvy was confronted with the task of building the credibility of PAM as the best and smartest antiageing solution for women, and drive switching by Chinese women already using a prestige anti-ageing cream. Research revealed that price was often the most important indication of product lust over actual performance. As the new skincare influencers in China are beauty bloggers, perceived as indepen-

Sponsored by

dent and often having larger followings than more expensive traditional media, Ogilvy developed a strategy to convince these influential bloggers to experience the trial and spread the story for the brand via their blogs and other social media. The trial was re-created live online, using influential bloggers who used prestige skincare brands. The PAM China Blogger trial was launched — an online peer-to-peer recommendation campaign that used a blind-test mechanism to generate unquestionable product credibility and buzz online. Bloggers wrote about how much better PAM was than their usual prestige cream.

Promotional Activity Professional Public Relations Award Campaign Kevin 37 – Kogan Technologies Client Kogan Technologies Agency Professional Public Relations

Honourable Mention Campaign Cotton Beyond Your Imagination 2009 – China Consumer PR Campaign Client Cotton Incorporated, Cotton Council International Agency Ruder Finn

This campaign focused on fashion competitions, city road shows,and a website (www.cotton-imagination. com). The campaign was planned in three correlated parts, including an ongoing media hub, web-based activities and consumer events, on top of redesigned campaign logo and all-new branded stationery. Bloggers expressed positive sentiment and the key messages for cotton (high fashion and innovation/ sustainability) also gained purchase in the media.

Professional Public relations and Kogan Technologies launched a new LCD TV product called Kevin 37 a 37-inch LCD full HDTV, in the Australian market in the midst of the global financial crisis. The brand’s objectives were to portray Kogan Technologies as the leading retailer of affordable consumer electronics in Australia; to attract attention around product price positioning of the Kevin 37 TV and timing of products launch; to generate discussion in the Kogan blog; to drive sales of the product; and finally to drive website traffic. The agency, in association with Kogan Technologies, came up with the stunt and naming idea which attracted national coverage. At the time of the launch the world was dealing with the global financial crisis and the Australian government had decided on direct cash stimulus to citizens as one method of dealing with the crisis. Media coverage of the cash handouts was widespread across all media and speculation was rife that many people would spend their stimulus payment on consumer electronic goods. The Australian prime minister, Kevin Rudd had campaigned at the last Federal election in 2007 with a slogan ‘Kevin 07’ in

reference to his plan to win the 2007 election. Fresh in the minds of the public it was agreed ‘Kevin 37’ was the best name for the product given the current economic, social and news value connotations. The tongue-in-cheek ‘Kevin 37’ approach appealed to the Australian media’s sense of humour. The agency achieved first mover advantage in the market by beating bigger, global brands, with a specifically targeted consumer electronic product at a price point that exactly matched the stimulus payment. Kogan Technologies showed a complete sell-out of the first shipment of Kevin 37 product. There was increased national brand awareness and increased website traffic to Kogan Technologies website.

Asia-Pacific PR Awards 2009 Winners' Book  

PR Awards 2009 Winners

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