Page 1

PRAward Cover 08

11/14/08

4:11 PM

Page 1

November 20, 2008


No.1 in the boardroom

Among Asia’s International Dailies

No.1 across the board

No. 1 INTERNATIONAL DAILY IN ASIA FOR THE 10TH CONSECUTIVE SURVEY* Asia’s business elite are among the most sought-after targets for high quality brands across all luxury categories – from travel & leisure to jewelry, fashion and property. Since 1985, the independent Business Elite: Asia readership survey (formerly ABRS) has shown that the most effective way to reach this key target on a daily basis is The Wall Street Journal Asia, the clear leader among Asia’s international daily publications. To enjoy the advertising advantages of The Wall Street Journal Asia for your brand, please contact us at wsja.advertising@dowjones.com or call: Hong Kong 852 2573 7121; Singapore 65 6415 4001; Tokyo 81 3 3292 4151.

*Source: BE:Asia 2008


P3 Contents.qxd

11/14/08

4:12 PM

Page 1

Asia Pacific PR Awards

Foreword

Complex world calls for award-winning PR work Inside these pages you will find the very best of the Asia-Pacific public relations industry, from the work that responds to complex communications challenges, to the companies and people that have set new standards in 2008. This year’s Asia-Pacific PR Awards, the eighth in the competition’s history, again pays tribute to the compelling role that sophisticated communications plays in a rapidly evolving media environment.

CONTENTS The Judges

4

Gold Awards Campaign of the Year

5

Asia-Pacific Network of the Year

6

PR Consultancy of the Year

7

Corporate Communicator of the Year

8

PR Agency Head of the Year

12

People & Consultancies Awards

The judges, drawn from senior in-house and agency ranks, must be thanked for committing their time and energy to a lengthy process. It is because of their commitment that competition for these awards remained tough. After several lively debates decided the campaign category winners, a panel consisting solely of the client-side judges adjourned to decide Campaign of the Year, and the prestigious Gold Awards. Determining the winners of these categories was no easy task, with several eventually clinching the top awards by the thinnest of margins. This year’s awards saw Media again refine its award categories, in order to reflect the changes that are happening in today’s public relations marketplace. A number of categories were consolidated, to better focus on those areas where communications resources are primarily being directed. As a result of this approach, a new Environmental category was established, in line with the inexorable rise of sustainability on the communications agenda. The new category instantly became one of the competition’s most fiercely contested. 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 brightest. Congratulations to all the winners.

Asia Pacific PR Student of the Year

10

Young PR Professional of the Year

13

General Consumer Awards Product Brand Development

14

Arts, Entertainment & Media

15

Consumer Launch

15

Industry Market Awards Healthcare: Ethical

16

Technology

17

Business-to-Business

17

Targeted Audience Awards Employee Communications

18

Regional PR

18

Corporate Awards Public Affairs

19

Corporate Branding

19

Corporate Publications

20

Financial Communications

20

Crisis or Issues Management

21

Social Education & Philanthropy Awards

Arun Sudhaman Deputy editor, Media

Environmental

21

Public Sector

22

Corporate Social Responsibility

26

Technique Awards Best Use of Digital

24

Promotional Activity of the Year

26

Sponsors’ Profiles

27

3


P4 Judges.qxd

11/14/08

4:13 PM

Page 4

The Judges

Asia Pacific PR Awards

SAMANTHA SIN

The Judges Back row from left to right Whitney Foard Small, Jannie Poon, Jean-Michel Dumont, Jojo Cheung, Arun Sudhaman, Richard J Wright, Glenn Osaki, Alannah Hall-Smith Seated from left to right Mary Lamb, Kimberly Nelson, Caroline Wong, Ava Lawler, Ginger Zhu, Tim Sutton, Flora So

Whitney Foard Small

Mary Lamb

Jannie Poon

Director of communications, Asia-Pacific, Africa and Mazda, Ford Motor Company Small is responsible for overseeing corporate, product and employee communica-tions across the region, based in Ford’s regional Bangkok headquarters. Small has been practising public relations and marketing for over 20 years throughout Asia-Pacific.

Regional director, corporate communications and public affairs, Motorola Asia-Pacific Having been with Motorola for 20 years, Lamb has lived in Asia for over 14 of those years. With three years in Japan and 11 years in Hong Kong, she has held numerous positions within Motorola including procurement, marketing, operations, and marketing communications.

SVP, corporate affairs and communications, STAR Group Poon is responsible for developing communications strategies for Star Group. She joined Star in 1995 and was promoted to her current position in 2004. Previously, Poon was at the Business and Professionals Federation of Hong Kong.

Greg Brutus Regional director of corporate and public affairs, AT&T Asia Pacific Group Greg is responsible for all media relations, analyst relations, employee communications and philanthropic activities in the Asia-Pacific region, covering 13 markets. He has more than 18 years of international PR and media relations experience.

Ava Lawler

Jojo Cheung

Heather McGregor

Manager of communications, IBM Hong Kong/China Cheung oversees executive and employee communications, media relations and influencer relations for IBM in Hong Kong, to drive cultural transformation within the organisation, communicate brand value to all stakeholders, and foster a network of advocates.

Director, Taylor Bennett McGregor joined Taylor Bennett in 2000 and is now the company’s principal shareholder. She focuses on investor relations and senior communications appointments, and is also an experienced journalist who regularly contributes to national newspapers and magazines.

Global consultancy director, Text 100 Lawler oversees Text 100’s consultancy proposition with a view to developing consulting methodologies, as well as a global talent programme. This role leverages her 19 years of global communications experience across the UK, South Africa, Australia and Asia.

EVP and managing director, North Asia, Ruder Finn Asia Dumont joined Ruder Finn in 2001 after over 12 years with Edelman China. Since then, he has developed Ruder Finn to become the thirdbiggest international public relations agency in the market and a leader in several areas including automotive, healthcare and culture.

Marketing and communications director, Asia-Pacific and Japan, EDS Hong Kong Nelson has previously worked in Asia-Pacific with companies such as Dentsu Young & Rubicam, Philips Electronics and JWT. She manages EDS’ Asia-Pacific and Japan marcomms team and works with the wider HP group in elevating the company’s profile in the region.

Glenn Osaki Alannah Hall-Smith VP, corporate communications, AsiaPacific, The Walt Disney Company Hall-Smith has worked in Hong Kong and Asia for over 13 years and joined The Walt Disney Company in 2005. She is responsible for overall corporate communications activities in the AsiaPacific region (excluding Japan). Prior to joining Disney, she held senior agency roles on regional accounts.

4

External relations manager, Greater China organisation and agency capability, Procter & Gamble So has over 15 years’ experience in brand public relations, issues management, stakeholder relationship and networking, consumer relations and corporate communications.

Tim Sutton Chairman, CMG Asia-Pacific As chairman of Weber Shandwick in Asia-Pacific, Sutton is also responsible for other Interpublic marketing services businesses in the region, in the disciplines of public relations, events management, sports marketing and brand identity. He was previously chairman of Weber Shandwick for Europe, Middle East and Africa.

Caroline Wong Kimberly Nelson

Jean-Michel Dumont

Flora So

President, Manning Selvage & Lee Asia A 21-year veteran of MS&L, Osaki is in charge of the agency’s Asia operations, which include 16 owned offices and 600 employees in China, India, Hong Kong, Japan, Korea, Singapore, Malaysia and Indonesia, plus an integrated network of 15 affiliate partners across the region.

Arun Sudhaman Deputy editor, Media

Regional manager, communications, global responsibility, Starbucks Coffee Based in Hong Kong, Wong is responsible for Starbucks’ public relations, executive communications, employee communication and public affairs across 10 markets.

Richard J Wright Director, corporate communications and PR, Asia-Pacific, BT Hong Kong Wright joined BT in August 2007, heading PR and external communications of BT covering 17 countries across the region.

Ginger Zhu Communications director, Nike China As the official spokesperson for Nike China, Zhu is responsible for corporate and brand communications strategy and executions. She worked with an international PR agency for nine years before joining Nike.


P5 Campaign of the Year.qxd

11/14/08

4:14 PM

Page 1

Asia Pacific PR Awards

Gold Campaign of the Year

Winner Campaign BlueScope Tank A Day Challenge Client BlueScope Steel Agency Pulse Communications, Australia, an Ogilvy Public Relations Worldwide Company

Winner Australia is currently experiencing its worst drought on record — a long dry period which began in 2003 has changed the way Australians think about and manage water. BlueScope Steel thus undertook to reach out with a CSR campaign which would both genuinely assist the community and position the company as a leader in water harvesting and conservation. The Tank A Day Challenge was devised to engage stakeholders and communities around the country to be a part of the solution to Australia’s water problem. BlueScope’s campaign specifically aimed to kickstart primary schools’ water conservation programmes by giving away a total of 200 27,000-litre rainwater tanks — in other words, one for every school day for a year. The campaign had a strong educational component, with a grassroots media outreach programme to provide further education to the schools’ local communities. Primary schools were invited to take up the challenge by registering online at a dedicated website, outlining why water is important to their school. Once registered, students had to

complete an online educational water-saving quiz, which taught them about the water cycle and saving water. Winning schools were selected based on the quality of the school’s principal’s written submissions and the percentage of students who successful completed the quiz. For the launch of the campaign, the principal of the winning school was also engaged as a thirdparty spokesman to discuss the benefits of rainwater tanks for primary schools, and to encourage other schools to participate in the Tank A Day Challenge. A 12-month national media partnership was secured with breakfast TV programme The Today Show, featuring weekly BlueScope-branded announcements of the successful primary schools and live weather crosses to those schools. This partnership added credibility to the campaign as the hosts and The Today Show were both viewed as ambassadors of the Tank A Day Challenge. Both BlueScope and Pulse Communications recognised that the Government could derail the success of the programme by questioning the company’s motivation and potentially denying

access to the schools. Meetings were therefore undertaken with relevant Government ministers to garner support, while a grassroots media relations strategy was put in place for local and regional media for each successful primary school. A number of these schools have since followed up with additional purchases from BlueScope, while Initiative Media Research findings indicate that 25 per cent of the general population was aware of the Tank A Day Challenge and knew it was a BlueScope initiative. The campaign has also helped BlueScope secure new partnerships — for example, with Rheem Australia. BlueScope has committed to another year of the programme, which means another 200 tanks to be given away to primary schools. Judges praised the Tank A Day Challenge for building a creative link between the company and Australia’s water issues, clearly establishing itself as a leader in the niche. In addition, raising the subject of water conservation among the new generation of environmental advocates — school children — promises to bear dividends for BlueScope in the future.

5


P6 Network.qxd

11/14/08

4:14 PM

Page 2

Gold Asia Pacific Network of the Year

Asia Pacific PR Awards

Winner Agency Fleishman-Hillard Asia

Pacific

Runner-up Agency Hill & Knowlton Asia

Pacific

Finalist Agency Ogilvy Public Relations Worldwide

Winner Long considered the underdog among the ‘big five’ global agencies in Asia-Pacific, FleishmanHillard proved that it is here to stay in the industry’s upper echelons, winning Network of the Year on the back of record performances. As much as anything, the Omnicom agency’s success owed to a laser-like focus on talent that has seen it staff its senior levels with the kind of heavyweights that can deliver and service large multi-market accounts. That Fleishman now represents a number of emerging Asian MNCs, in stark contrast to several of its peers, is surely no coincidence. But the likes of Lenovo, Huawei, Tata Consulting, TCL, Gome, and ICICI Bank provide ample evidence that the agency’s focus on Asian giants with global aspirations is bearing fruit. After a stagnant period, Fleishman began preparing the ground for its 2008 success in 2007, when it started to aggressively recruit senior-level talent. Tarun Deo arrived from Text100 to lead market development and technology, joined in short order by new heads of reputation management, digital, healthcare, and CSR. New leadership also came aboard in Japan and Hong Kong, with regional president Lynne Anne Davis making the decision to dedicate three-quarters of her time to senior recruitment. The results have comfortably borne out the wisdom of the strategy. Fleishman’s revenues surged 45 per cent in 2008, thanks to specific growth in multi-market assignments. Notable new clients included Mercedes Benz, Deutsche Bank, Melco Crown Entertainment, Bristol-Myers Squibb, Nike and Bank of America while the likes of Lenovo, Omega and Sanofi Aventis all upped spend considerably. Meanwhile, the agency also expanded its regional offering, opening a start-up in India and bolstering investment into digital. Three percent of regional revenues were allocated for training as Fleishman took steps to ensure its success would prove more sustainable than its 2004 Network of the Year triumph.

6

Runner-up After a low-profile run, Hill & Knowlton made a strong bid for top honours in 2008, impressing judges with its commitment to digital communications and developing young talent. The approach helped the agency net a slew of new business from the IMF, Research in Motion, 3Com and HSBC, while also expanding assignment with CA, UK Trade & Investment, DHL and CocaCola. In particular, the agency won plaudits for some eyecatching work for LG, HP, CA and HSBC — where it effectively demonstrated its ability to combine a wide range of practice areas and media across multiple Asian markets. The agency also stepped up its focus on innovation, rolling out a regional ‘Ideas Lab’ aimed at enhancing digital creativity.

Finalist After a stellar 2007, Ogilvy PR attempted to bring a fresh urgency to its offering in 2008, focusing on storytelling as a key business driver. The approach led to an impressive haul of new senior talent, including regional director of strategy and planning Marion McDonald, and former Cohn & Wolfe vicechairman Doug Buemi. The agency also launched the OgilvyEarth offering to add heft to its environmental capabilities, winning new business from adidas, Qantas, Néstle and Fosters Group.


P7 Consultancy.qxd

11/14/08

4:15 PM

Page 1

Asia Pacific PR Awards

Gold PR Consultancy of the Year

Winner Ogilvy Public Relations Worldwide/Beijing

Runner-up Weber Shandwick, Singapore

Finalist Hill & Knowlton, Sydney

Winner Ogilvy Public Relations Worldwide/Beijing celebrated a record year in 2007 with revenue exceeding US$10 million, and is poised to top that this year, thanks in large part to the 2008 Beijing Olympic Games. While the firm has been preparing for the Games since 2001, the bulk of the actual work took place between September 2007 and August 2008. For example, after three years of activation, UPS’ ‘Delivering the Games’ campaign entered its final leg during this period with creative elements such as a UPS fashion show featuring Olympic athletes. Meanhwile, adidas’ ‘Rally the nation’ saw the brand overtake Nike as the China market leader in August this year. In other areas, clients such as IBM, Nokia and Pfizer have been Ogilvy PR/Beijing clients for more than a decade, while Intel is the largest on the firm’s roster. New client wins in 2008 include Dupont, Johnson & Johnson CSR, Ticketmaster, Abbott Healthcase and Rio 2016 Bid Committee (to present Rio de Janeiro as the leading candidate city for the 2016 Olympic Games). Ogilvy PR/Beijing is led by eight SVPs and directors, most of whom have been with the firm for more than eight years. This team, under the leadership of founder and 21-year Ogilvy veteran Scott Kronick, served nine Olympic-related clients in 2008 in addition to pro-bono work for the Beijing Olympic Organising Committee for the Olympic Games. The firm enhanced its training and development programmes for staff, with an online training course composed of 20 training modules, and a systematic training curriculum for all employees. In addition, Ogilvy PR/Beijing’s partnership with Tsinghua University on the ‘Tsinghua-Ogilvy programme for public branding’ is led by Ogilvy staffers, while the World Economic Forum is serviced by the conference vision of the company — and the social marketing team has led probono assignments for numerous NGOs growing their presence in China.

Runner-up Weber Shandwick Singapore’s revenue grew by more than 50 per cent in two years, while staff numbers have increased 45 per cent since 2006. As a measure of the firm’s increased influence, two client relationships first established in Singapore are now listed in Weber Shandwick’s largest global client roster. The healthcare practice has seen growth of more than 40 per cent this year, and will launch one of the region’s first dedicated women’s practices. The firm’s work includes probono involvement with Habitat for Humanity and Earth Hour Singapore 2009. Its client, work includes debates on the emergence of sovereign wealth funds and pre-pandemic flu. In addition, the firm has taken five companies to listing status on the Singapore Exchange. Staff retention is high at 88 per cent, with average tenure of four years. The firm also recently hosted an industry roundtable involving clients, academia, Government and industry associations to formulate solutions to ensure the long-term viability of the industry.

Finalist Hill & Knowlton Sydney is projecting 40 per cent growth in revenue, 25 per cent growth in team size and a two-point gain in margin compared to last year. Since September 2007, the agency has won virtually every new business pitch in which it has participated, while retaining every client on its books (bar two which were resigned). New accounts signed up include Sony Ericsson, Yahoo, Abbott, Unilever, Abu Dhabi Tourism Authority, Castrol, Arnott’s, Bayer and Volvo. Internally, the agency has new speciality offerings such as consumer technology, analyst relations and food policy. It set up a regionwide, 35-member creative team, launched Australia’s first interactive media release and introduced a ‘Go Green’ campaign to reduce its own carbon footprint. 7


P8 Corporate Comm.qxd

11/14/08

4:16 PM

Page 2

Gold Corporate Communicator of the Year

Asia Pacific PR Awards

SPONSORED BY FLEISHMAN-HILLARD INTERNATIONAL COMMUNICATIONS

Winner Lenovo

Winner In an Olympics year, it could be easy to fall flat on your face. Particularly when, like Lenovo, you are the best-known name among the Chinese sponsors of Beijing 2008. But the PC giant’s clear focus on communications excellence, coupled with some eye-catching use of social media tools, helped it vault clear of a considerably cluttered throng of sponsors. A key element in Lenovo’s communications repertoire was its consistent, brave use of social media, a mindset which distinguished it from its conservative Asian peers. During the Olympics, Lenovo enlisted 100 athletes as bloggers, in a bid to highlight the experiences of ‘ordinary’ Olympians. Each blogger was provided with a laptop and some social media training, and ‘Voices of the Olympic Games’ was launched. The results — 1,500 blog posts — generated more than 8,000 comments over the course of a single month,

8

along with PR coverage and awareness that comfortably exceeded the KPIs. But blogging athletes cannot tell the whole story behind Lenovo’s communications success this year. The company’s three-pronged search for Olympic torchbearers rightfully took home an Award in this year’s general consumer category, with a simple programme that effectively engaged a range of audiences by integrating across print, TV, radio and the internet. Judges were particularly impressed by Lenovo’s search for the world’s most innovative thinkers, an attempt by the PC company to build its own global image of leadership and innovation in line with its ‘new thinking’ philosophy. The campaign also served as a reminder that Lenovo’s year was not all about the Olympics; it also made a major push into several global consumer markets, while the torchbearer campaign attempted to generate interest in its ThinkPad Reserve Edition product.

In addition, its Formula One communications activity built in a strong CSR component. Meanwhile, the launch of its Ideapad range saw the company working with the likes of Fendi to underscore its design link. A specific competition for the Ideapad U110 asked consumers to design a dress in the style of the new laptop. In addition, Lenovo rolled out several social media and affiliate programmes across Asean and Japan to build familiarity and awareness of its product offering. Lenovo likes to tout itself as a ‘new world’ company, headed by a Chinese CEO who is based in North Carolina. Its communications approach provides plenty of evidence of this assertion, with its continued willingness to take risks. For any brand, this is a strong indicator of communications savvy; for an Asian one, where conservative thinking often reigns supreme, even more so. Lenovo picked the right year to showcase an Olympian effort to drive the region’s communications into a new era.


Teamwork is everything. “Our clients hire the full resources of the firm – not an individual. Each of us is only as strong as what our team can provide to our clients.”

SINGAPORE

Personal success Is attainable. Per “M “My mentor encourages me every day to strive for the next level. His own success also inspires me H to achieve my goals.”

JAPAN

Quality service Is first and foremost in everything we do. o. “It means being better and doing more than expected for our clients.” nts.” CHINA

Fleishman-Hillard: A place where unusually talented people come to do the best work of their lives. Fleishman-Hillard rd KOREA

requ requires a personal commitment. “O “Our culture is driven by each professional member. Th Thus, my success drives the company's success an and the company's values equal mine.”

Results makes us grow. Res “W are both tenacious and creative in “We obtaining results for clients. This is what keeps us excited about our work and growing as people, ou and as a a company.”

HONG KONG SAR

Entrepreneurship is a way of life. “We have the best of all worlds: orlds: launch an office or start a practice actice

th the opportunity to create a new business, with the full support and encouragement of the larger agency.” wi

INDIA

Beijing . Guangzhou

The best career experience of your life.

Hong Kong . Kuala Lumpur Manila . Melbourne . Mumbai Seoul . Shanghai

AN OMNICOM COMPANY

Singapore . Sydney . Tokyo

www.fleishman.com


P10 Student.qxd

11/14/08

4:16 PM

Page 2

Asia Pacific PR Student of the Year

Asia Pacific PR Awards

SPONSORED BY WEBER SHANDWICK

Winner Name Mark Khoo Boo Par College/University Singapore

Management University

Runner-up Name Victor Randolph Reyes

Cruz College/University University of

Asia and the Pacific

Runner-up Name Yazzele Marie C. Abriza College/University University of

Asia and the Pacific

Winner Mark Khoo’s concept for a new, female-targeted credit card from MasterCard was simple: an innovative one-to-one mentoring programme, which would pair groups of women with top local female entrepreneurs to learn about managing their own finances. The primary target — women aged 20 to 50 — are well-educated and command annual incomes between US$24,000 to $300,000. However, due to a lack of awareness and poor understanding of financial management, they generally exhibit a low level of confidence in managing their finances. Khoo dubbed this the ‘financial confidence gap’. The campaign would hinge on the core theme ‘Financial beginnings for women, by women’, with the four-month-long mentorship programme called ‘Goal sisters’. Khoo noted it would be easier to build trust on a personal level between the entrepreneurs and the women in the scheme — and secondly, those entrepreneurs would have strong credibility as they managed not just their own finances, but ran successful businesses too. The new MasterCard would be devised in conjunction with banks and retailers whose services and products were relevant to the target group. Mailers would be sent out to MasterCard’s female database, and based on the folk story of the Three Sisters. They would feature an application form for the programme, as well as a link to the ‘Goal sisters’ website. Here, videos, blogs, links to MasterCard’s ‘Financial beginnings’ programme, a sign-up area to enable visitors to earn ‘wisdom points’ (which they need to qualify for the ‘Goal sisters’ MasterCard) and worksheets relating to income and expense flow, debt-to-income ratios and debt goal would also be available for download. Meetings between the entrepreneurs — who would also assist in constructing the content for the mentorship programme — would be documented and clips uploaded to the website. Media would be involved in the third and final months of the programme, targeting women’s magazines, daily newspapers and TV news channels. Top female bloggers from around the region would also be invited to attend the press conference, which would be led by MasterCard representatives, entrepreneurs and their apprentices. 10

Runner-up

Runner-up

Victor Randolph Cruz’s proposal for MasterCard’s new female-targeted card would target female Filipino yuppies aged 21 to 30, freshlygraduated and starting to build independent lives. ‘ClubRed: Enjoy the freedom of being in control’, a debt know-how programme to help these women manage their finances, aiming to reverse perception that credit cards are debtincurring tools. The campaign aimed to link up with HSBC’s MasterCard Red, a specialised card programme for women. At the heart of the strategy is clubRed, which would be made available to HSBC MasterCard Red cardholders. By making MasterCard Red personnel available to all clubRed members, the programme would gain a human face — crucial in a society where consumers highly value relationships. A clubRed data kit distributed to all cardholders would include software for calculating, tabulating and planning financial goals — thus encouraging responsible financial management.

Empowerment is the theme of Yazzele Marie C. Abriza’s ‘Empowers You’ personal financial management programme, which targeted young, female, first-time credit card holders in the Philippines. The campaign would adopt MasterCard’s ‘Debt Know-how’ campaign in a local context and the Colayco Foundation for Education programmes as financial management components. Cardholders would also be provided with confidence in handling their finances and eliminate the fear of usage and mismanagement of credit cards. The timing of the campaign launch would be set for September, timed for the leadup to Christmas. In addition to events, a press launch and youth-friendly information kits provided to cardholders, campus tours to reach out to future customers would also be held, targeting all graduating students. A seminar-workshop would also offer an opportunity to win a MasterCard scholarship, as well as shopping sprees and yearround discounts at select stores using the card.


P12 PR Agency Head.qxd

11/14/08

4:17 PM

Page 2

Gold PR Agency Head of the Year

Asia Pacific PR Awards

Winner Name Scott Kronick Agency Ogilvy Public Relations Worldwide, China

Runner-up Name Baxter Jolly Agency Weber Shandwick, Singapore

Finalist Name Emma-Jane Granleese Agency Weber Shandwick, Australia

Winner Ogilvy Public Relations Worldwide’s China president Scott Kronick took home the inaugural PR Agency Head of the Year award after an Olympics year that saw his agency strut its stuff on the global stage. The agency, which also won Consultancy of the Year, impressed judges with its Olympics-related work for clients such as UPS, adidas, Volkswagen and Johnson & Johnson. Kronick’s role in this success was pivotal, and began seven years earlier when he identified 2008 as a watershed opportunity for this clients. In 2004, Kronick travelled to the Athens Olympics as a brand scout, returning to China to establish a dedicated Olympics practice and hiring a former Athens organising committee staffer to lead it. In 2008, the results were impressive, with all of Ogilvy’s clients benefiting from its comprehensive preparation and strong execution. But the Olympics formed just part of Kronick’s success story in 2008. The 21-year Ogilvy veteran also drive the agency’s relationship with Tsinghua University — leading to some highprofile assignments advising China’s political leaders on a range of issues, including product recall crises. Kronick’s Olympics foresight also led to him training more than 60 Bocog venue media managers on crisis and issues management. In the process Kronick has become one the world’s most respected commentators on Brand China, in a year when the country dominated the global media agenda. Judges also lauded the American’s management style, which has seen him construct the strongest international agency leadership team in China. Significantly, key client and senior executive turnover has remained low. Kronick’s stellar year is perhaps summed up best by WPP CEO Sir Martin Sorrell. “In particular, during this Olympics year, Scott helped navigate clients through challenging times while also driving the agency’s thought leadership position in China.”

12

Runner-up Baxter Jolly’s sterling performance as managing director at Weber Shand-wick Singapore impressed judges for its focus on key fundamentals: staff and business growth. Jolly has overseen the agency’s impressive roster of retained clients, which include MasterCard, Microsoft, Procter & Gamble and Temasek Holdings. He has done this via a consensual management strategy that places a premium on keeping staff members happy. “It’s not just the P&L sheet you worry about, but the individuals for whom you have got to create an environment that makes it worthwhile to come to work each morning; ensure they can take pride in what they do; and know that the talents and skills that matter to their career will get better every day,” said Jolly. The evidence bears out the success of Jolly’s approach, with retention rates rising for both staff and clients. Meanwhile, he has also played a key role in driving development of the island state’s PR industry, by bringing together its three universities, PR association and key clients to meet regularly.

Finalist Emma-Jane Granleese’s revival of Weber Shandwick in Australia has seen the 34-yearold transform a static operation into a bona fide powerhouse. In her role as managing director, Granleese has focused on facilitating collaboration between practice groups and better talent management to drive 60 per cent growth in operating income. Judges were particularly impressed by a deal Granleese brokered with XL Insurance, whereby clients seeking recall insurance also receive access to specialised issues management from Weber Shandwick.


P13 Young PR Prof.qxd

11/14/08

4:19 PM

Page 1

Asia Pacific PR Awards

People & Consultancies – Young PR Professional of the Year

Award Carson Dalton Head of corporate communications, BT India

Certificate of Excellence Ziena Jalil Marketing and communications manager, New Zealand Trade & Enterprise, Hong Kong

Honourable Mention Jenny Chan Manager, Burson-Marsteller Hong Kong

Award Carson Dalton joined BT India in April last year and within six months had created a business strategy for the media surrounding the India tour of BT Group CEO Ben Verwaayen, which helped boost the company’s bottom line by nearly 161 per cent (linked to BT’s annual revenues). In addition, Dalton achieved 150 per cent of target on his annual performance in 2007, thus producing a sizeable return on investment of the communications programme. This was achieved through a media and analyst conference held in September last year, at which BT’s business strategy was presented, thus establishing the company’s business model in the minds of local and national media. Within six months, the results of Dalton’s media plan were visible, with significant headlines in the media and a major turn-around in perception of BT. In addition, the quality of coverage for BT’s global CSR story in India has grown four-fold through Dalton’s efforts, which has had a positive impact for BT’s Indian community investment activities and substantially raised brand awareness. During the India World Economic Forum in December 2007, BT’s Verwaayen penned a daily diary for WSJ Mint — a first-of-its-kind editorial collaboration with the publication — which was built upon by BT during WEF Davos. It was there that the diary concept was implemented across the UK, Germany and, again, with the WSJ Mint in India. As a direct result of Dalton’s efforts, India has emerged as one of the top five countries across BT, in terms of media clips assessed by media auditing company Echo, and has been duly noted by BT’s customers and stakeholders. A founder member of the Indian Forum of Corporate Communications, Dalton began his career as a journalist in 1999, before moving into public relations with Genesis Burson-Marsteller four years later.

Certificate of Excellence Based in Hong Kong, Ziena Jalil was appointed to her current role at the age of 24, making her New Zealand Trade & Enterprise’s (NZTE) youngest ‘offshore’ manager, overseeing marketing and communication for the organisation’s seven offices across North Asia, as well as New Zealand Focus Hong Kong (the country’s first concept centre in the world) and the New Zealand–China Free Trade Agreement (FTA) leveraging programme. Among her achievements was to conceive a model for promoting New Zealand food and beverage via the engagement of third-party endorsers. Her efforts proved invaluable during a crisis involving bacteria-infested tomato plants which made headlines in Hong Kong and led to supermarkets withdrawing New Zealand tomatoes from their shelves. In two years with the NZTE, Jalil has tripled her budget, and templates she has developed have been adopted by other NZTE offshore communications managers and incorporated as part of the annual performance review for this team.

Honourable Mention With six years’ experience and extensive internships at the start of her PR career, Jenny Chan has built a strong reputation as an accomplished professional in corporate and technology communications. She has developed and implemented programmes for HP, Qualcomm, SK Telecom, Vodafone, LG Electronics, BT, Accenture and Sun Life Financial, always advocating strong, well-researched and argued cases for her clients. Fluent in English, Mandarin and Cantonese, Chan has become an ‘in-demand’ strategic resource for both local market and regional clients. In addition to dividing her time between Burson-Marsteller’s Hong Kong and Beijing offices, Chan is also involved in charitable initiatives such as the ‘Rebuilding Sichuan’ volunteer programme. 13


P14 Product Brand.qxd

11/14/08

4:20 PM

Page 2

General Consumer – Product Brand Development Campaign of the Year

Asia Pacific PR Awards

Award Campaign Flora Pro-Activ: Lowering the Nation’s Cholesterol Client Unilever Australasia Agency Pulse Communications, Australia, an Ogilvy Public Relations Worldwide Company

Certificate of Excellence Campaign Bushells Buck the British Client Unilever Agency Weber Shandwick, Australia

Honourable Mention Campaign Travel the World Faster with American Express Cathay Pacific Credit Cards Client American Express International Agency Ogilvy Public Relations Worldwide, Hong Kong

Award With heart disease the leading cause of death in Australia, Unilever set about fashioning a campaign which would help address the issue as well as boost sales of its cholesterol-lowering product Flora Pro-Activ. Psychographic analysis of the target audience — basically, anyone over the age of 18 — identified two specific groups who would be most influenced: curatives (those who need to lower their cholesterol and know it) and preventatives (those who don’t believe they have a problem, but are interested in cholesterollowering food products). Previous campaigns and internal focus groups led to the insight that the health message which would be most valued was one which came from a real personal experience, or the experience of someone the audience knew or could identify with. The PR strategy born of this insight was dubbed the ‘Flora Pro-Activ Reality Check’. More than 300 supermarket sites and 15 major shopping centre locations were selected to host Flora Pro-Activ cholesterol checks, with the agency harnessing the power of local communities to tailor in excess of 100 regional stories to strike a local chord. Local celebrities were invited to attend their local ‘Test The Nation’ site for a hands-on experience, which fuelled further local media coverage. Just prior to launch, however, an independent dietitian revealed similar findings with regards to the issue of cholesterol, threatening to steal Unilever’s thunder. Instead, the results were harnessed to spur Australians to take control of their cholesterol and to live full and active lives. Unilever developed a coalition of health interest groups and industry bodies to form the National Cholesterol Education Programme Australia, and commissioned a study with the Sydney-based George Institute to determine how many lives could be saved by lowering the nation’s cholesterol by 10 per cent. These figures were announced at launch with a tailored media strategy which included photocalls with local celebrities at the ‘Test The Nation’ events. In addition to raising awareness and creating significant PR coverage, sales of Flora Pro-Activ grew by close to a third in volume; the 13 per cent growth recorded in the cholesterol-lowering spreads category in the month of April 2008 was a direct result of the campaign. 14

Certificate of Excellence Following a 16-year period of market share decline within Unilever’s hot tea category, Bushells launched its Australian Tea brand under the campaign platform ‘Our tea, our way’. Positioned as the alter-ego to English Breakfast tea, the above-the-line campaign included a TVC which exaggerated classic British traditions and celebrated uniquely Australian ways of drinking tea — for example, using a mug rather than a cup and saucer. The PR campaign drove both media and consumer talkability around the product launch, with Weber Shandwick tasked with building a below-the-line platform to build brand equity through connection and shared values among the target audience. The agency tapped Australian actor Stephen Curry to launch a humorous ‘Australian Tea Etiquette Guide’ for Bushells, which was uploaded onto the brand’s website and printed onto 20,000 tea towels and released to key media. The campaign saw sales growth of close to nine per cent this year.

Honourable Mention To create a ‘must have’ card and be instantly recognised among its target customers, American Express entered into a partnership with Cathay Pacific to develop a co-branded card. The ‘Travel the World Faster’ campaign was devised, the icon of which was a Boeing 777 plane made from 3,300 American Express Cathay Pacific cards. This alone fuelled media interest in itself as the largest model built of its kind. ‘Travel the World Faster’ was also further illustrated with models of the Taj Mahal, the Eiffel Tower and the Sydney Opera House, all made from the new cards.


P15 Arts & Consumer.qxd

11/14/08

4:20 PM

Page 1

Asia Pacific PR Awards

General Consumer – Arts, Entertainment & Media Campaign

Award

Award

In April 2007, Lenovo kicked off a range of programmes searching for 1,700 Olympic torchbearers in China and across the world. Lenovo conducted an online global search for the world’s most innovative thinkers in ‘Are You A New Thinker?’, who would be selected as torchbearers. The final three winners, representing different countries, carried the Olympic torch in Shangri-La in China. The total online impressions of Google-run banner ads for both stages of the online campaign reached one billion, while PR efforts generated 139 stories with a total media impression of 71 million. In ‘Giving Them A Dream To Strive For’, Lenovo worked with China Daily to organise and sponsor the ‘Expats for Olympic Torchbearers’ selection campaign, aimed at foreigners living in China. Supported by a push running on TV, radio, print and online, the campaign achieved wide global awareness and reach, with 1.5 million people comprising 156 nationalities visiting the

Campaign Giving Them A Dream To Strive For / You Are The Torchbearer / Are You A New Thinker? Entrant Lenovo Beijing

Honourable Mention Campaign Ensuring Corporate Brand Visibility Around the Launch of an Exclusive Merchandise Range Client Shoppers Stop Agency Perfect Relations, India

campaign webpage — participants included the ambassadors of Greece and the Seychelles, as well as leading business figures such as the China CEOs of Bayer Healthcare, Ford and Maersk. The third campaign saw Lenovo capitalise on the popularity of reality TV shows by partnering with CCTV to produce a talent show which would search for ordinary people who had done extraordinary things for their communities, to become Olympic torchbearers.

Honourable Mention Shoppers Stop arranged a tie-in with Bollywood film Om Shanti Om to solidify the retailer’s position as a recognised innovator and trendsetter. The launch event generated over US$ 1 million in press coverage.

General Consumer – Consumer Launch Campaign

Award

Award

Philips Electronics Korea developed the ‘Philips Design Concept Laboratory’ to highlight the launch of its new dry shaver, the Arcitec. This enabled Philips to achieve two important aims: to treat all information regarding the Arcitec as ‘confidential’ so as to boost intrigue and coverage; and to enable comparison of the features and design of the Arcitec in relation to competitor Braun’s new shaver. Philips executed a photocall event based on the theme of ‘The Shaver of the Future’. Showcasing the Arcitec’s innovative design, general dailies were targeted for coverage, professional performers were used to demonstrate product features and female models were bodypainted to resemble robots. The launch venue was decorated to suggest a ‘secret lab’, including security checks at the entrance. A professional actor assumed the role of ‘Dr Philips’ to introduce the Arcitec, making extensive use of technology to achieve interaction with the audience.

Campaign Arcitec Launch Client Philips Electronics Korea Agency KPR & Associates, Korea

Certificate of Excellence Campaign ‘My Computer • My Stage’ Youth Campaign Client HP China Agency Burson-Marsteller, Beijing

Certificate of Excellence Campaign Launch of the HSBC Green Credit Card Client HSBC Agency Hill & Knowlton, Hong Kong

Honourable Mention

Certificate of Excellence

Certificate of Excellence

Honourable Mention

HP launched its ‘My computer, my stage’ youth campaign to provide a platform for its target demographic to express and fulfil its ‘inspiration to create’. Young people submitted their own unique artwork via a campaign website.

With 0.1 per cent of all cardholder spending going to the HSBC Green Roof for Schools Programme, the HSBC Green credit card is the world’s first eco-friendly card in terms of the material it is made of, and the ‘green’ rewards it offers users.

Part of the Foster’s Group, the Cascade Brewery has been driving environmental improvements for more than a decade and is positioned as the world’s only carbon-neutral beer. The PR campaign reached over 108 million people.

Campaign Launching Cascade Green — 100% Carbon-Neutral Beer Client Foster’s Group Agency Pulse Communications, Australia, an Ogilvy Public Relations Worldwide Company

15


Industry Market – Healthcare: Ethical Campaign of the Year

Asia Pacific PR Awards

Award Campaign Love for Women in RA Entrant Abbott Korea

Certificate of Excellence Campaign Project Volcano Client Orient Europharma Agency GolinHarris International, Taiwan

Certificate of Excellence Campaign ‘Shall We Talk? Act Now!’ Cervarix Launch Campaign Client GlaxoSmithKline Hong Kong Agency Weber Shandwick, Hong Kong

Honourable Mention Campaign More Positive Conversations Client AstraZeneca Singapore Agency Hill & Knowlton, Singapore

Award Rheumatoid arthritis (RA) is not a well-known or clearly understood condition among the public in Korea, partly due to the fact that most sufferers tend to be female, aged 30 to 50 years and from the lower income brackets. The challenges faced by Abbott Korea, therefore, included not just raising awareness of RA and Humira, a newlylaunched ethical drug, but to also lobby the Government to assist with long-term reimbursement for sufferers. RA needed to be elevated in importance on a political level, while both the Korean Rheumatism Association (KRA) and Penguin, a patient advocacy group, needed to have awareness of their function increased. Thus, in addition to politicians and the medical fraternity, the general public — celebrities, key opinion leaders, women’s associations and potential patients — also had to be targeted. The ensuing campaign was linked with World Women’s Day, with KRA and Penguin lined up as co-hosts. Leading social opinion leaders in each sector were called upon to influence key target audience groups, with Government agencies such as MOHW and the Korean Women’s Association in charge of Women’s Day events in Korea. A touring photo exhibition, photo-story book, website, podcasts, expert forums and a survey were organised as part of the push. The overall ‘Love For Women in RA’ programme ran for far longer than just the World Women’s Day events, however, with endorsement from prominent figures in Korea — such as Korea’s former First Lady — helping to leverage publicity raised by the other events.

16

Certificate of Excellence

Certificate of Excellence

A two-pronged campaign saw GolinHarris International target both the medical fraternity and the consumer market to highlight the issue of andropause among men, and position Orient Europharma’s AndroGel as a solution to the problem. With the target market reluctant to seek help for problems related to declining testosterone levels, an educational approach was used. Project Volcano drew parallels between testosterone levels and volcanos — that is, active, dormant and extinct. A public survey, ‘Vital Man’, reminded consumers of the key message, while scratch-andwin cards were placed in taxis. On the industry side, a paper titled ‘Correlations of androgen deficiency with clinical symptoms in Taiwanese males’ helped elaborate common misconceptions in terms of helping men regain their vitality through Chinese herbs, specific foods and animal products. Sales exceeded forecasts with growth of 70 per cent in Q3 over Q2 last year. The campaign generated 170 media hits with key messages effectively covered.

The objectives of the Cervarix campaign included helping women become informed about vaccination choices when it comes to cervical health; driving awareness of the role of vaccination against HPV 16 and 18; and encouraging women to prevent cervical cancer by seeking help from healthcare professionals. The push featured a non-branded launch campaign positioned as a callto-action which would subsequently shape the market for the launch of Cervarix. The Cervical Cancer Prevention Alliance — the first of its kind in Hong Kong — was formed among the medical community, while an emotional and rational connection at consumer level saw advocates in the form of celebrities, fashion designers, physicians and ordinary women signed up. A wide range of activities, including fashion shows, a telephone hotline and a website, delivered key messages. More than 50 print, online and broadcast articles resulted from the Cervarix launch and the brand achieved 30 per cent market share within six months.

Honourable Mention With breast cancer being the top female cancer killer in the world, AstraZeneca handed Hill & Knowlton two primary tasks: to boost attendance figures at the inaugural Survivors’ Conference, and to increase awareness of Arimedex, its new breast cancer drug. The conference enjoyed tremendous success and surpassed all expectations, while Arimedex reported a significant increase in sales.


P17 Tech&Business.qxd

11/14/08

4:22 PM

Page 1

Asia Pacific PR Awards

Industry Market – Technology Campaign of the Year

Award

Award

Google Taiwan’s iGoogle is a portal service which allows users to customise their Google search page. The key objective of the campaign was to introduce iGoogle and to attract Taiwan’s internet users to try the platform. The main task, therefore, was to effectively communicate the point that iGoogle is evidence of Google Taiwan’s strong commitment to localisation and originality. Thus, at the press conference, a quick-change artiste was engaged to perform with different masks, reflecting Google’s ongoing transition to make users’ online experience more personal and enriching. A contest was conducted to invite local talent to develop personalisation tools and gadgets for iGoogle. Running concurrently were efforts to engage the support of the blogging community in promoting iGoogle by interacting directly with them, while third-party product reviews of iGoogle were encouraged in order to provide potential users with unbiased opinions.

Campaign Customising Users’ Online Experience Client Google Taiwan Agency The Hoffman Agency, Taiwan

Certificate of Excellence Campaign Redefining Online Mapping in Hong Kong Client Google Hong Kong Agency The Hoffman Agency, Hong Kong

Honourable Mention

Meanwhile, the winner of the Google Gadget Contest was flown to Google’s headquarters in California, to experience life inside Google’s campus. Google also became the first search engine to join Taiwan’s Programmer Club, the country’s most popular and credible online forum of programmers, securing an editorial column on the club’s website. Here, Google outlined the user benefits of iGoogle, shared tips on creating gadgets and answered any questions posted by users.

Campaign Gran Turismo 5 Prologue™ – Head to Head Event Client Sony Computer Entertainment New Zealand Agency TBWA\PR, New Zealand

Certificate of Excellence

Honourable Mention

Targeting both local media and bloggers, an interactive demo kiosk was set up at two events, where local partners such as PCCW, OpenRice.com and HKTDC showed how Google Maps had been integrated into their websites.

Gran Turismo 5 Prologue arranged a charity ‘head-tohead’ virtual race between V8 Supercar legend, Greg Murphy, and A1GP star Jonny Reid. The race took place on Playstation 3s at New Zealand’s premier race track, Giltrap Prestige.

Industry Market – Business-to-Business Campaign of the Year

Award

Award

Having launched the annual Asia Business Monitor (ABM) three years ago — which remains the first and only panregional survey focusing on SME competitiveness issues — UPS set about adding a new dimension to the study’s functionality. A pre-campaign audit showed a significant level of anxiety clouding the SME community, with Asia bracing for tough times ahead. In Q1 2008, for example, stock market values in China, Japan and India plummeted by about 30 per cent, 20 per cent and 30 per cent respectively. With the sub-prime situation in the US, post-Olympics and post-US presidential elections, the following 24-month outlook was not looking good. UPS thus repositioned the 2008 ABM as a guiding light that could help SMEs navigate through the tough economic future. The study thus had to bring critical insights to the table that would address SMEs’ current ‘pain points’, while also being interesting to the media. Press launches hosted by

Campaign Helping Asian SMEs Navigate Through Troubled Waters Client UPS Singapore Agency Ogilvy Public Relations Worldwide, Hong Kong

UPS executives were held in 12 markets across Asia over a twomonth period, enabling UPS to take the helm on SME discussions in the local market. Summits were organised in the Philippines, Malaysia and Thailand, while in Taiwan, ABM 2008 was launched online with e-newsletters distributed to readers. In addition, nearly 15,000 ABM 2008 booklets in five languages were distributed to SMEs, government, academic and business organisations, and key business and trade media.

Honourable Mention

Certificate of Excellence

The campaign was themed after the movie Transformers, which HP sponsored in 2007. By also establishing a strong link between HP AiO and topics such as the Olympics, sales of HP AiO printers have increased by 160 per cent year-to-date.

Campaign China B2B Client Underwriters Laboratories Agency Manning Selvage & Lee, Shanghai

Honourable Mention Campaign Transform your AiO Printers Client Imaging and printing group, Hewlett-Packard, China Agency Hill & Knowlton, Beijing

Honourable Mention Certificate of Excellence

Honourable Mention

Underwriters Laboratories leveraged the WEF Tianjin Summit (Summer Davos) to demonstrate thought leadership in the critical area of product safety, via interviews between senior UL executives and influential media.

To speed up the adoption rate for Microsoft Windows Mobile 6 OS, MS Taiwan targeted smartphone end-users, usually business workers aged between 25 to 35, with the help of Elle magazine and online blogs.

Campaign Mobilising the Mobile Workforce Client Microsoft Taiwan Agency Weber Shandwick, Taiwan

17


P18 Employee&Regional.qxd

11/14/08

4:23 PM

Page 2

Targeted Audience – Employee Communications Campaign of the Year

Award

Award

Campaign Celebrating the Power of One Client Johnson & Johnson China Agency Ogilvy Public Relations Worldwide, Shanghai

The Chinese philosophy ‘One is the beginning of everything’, according to famous scholar Lao Tze, was selected as the focus for both the internal employee campaign and an external branding campaign. The theme ‘One team, one Johnson’ was developed, strongly recalling the 2008 Beijing Olympics theme — of which J&J was a sponsor — of ‘One world, one dream’. To ensure maximum reach, short messages were developed for mobile phones in the warm-up phase, and a theme song was created to blend the J&J brand assets and corporate values. The campaign ran for three weeks, with nationwide celebrations featuring a music video, events, a quiz and various events. J&J staff were given a notebook with the key visual of the campaign, the theme song lyrics, J&J’s credo, a calendar and an elaboration of the theme. Judges praised the campaign for leveraging Chinese cultural attributes to build an understanding of J&J’s corporate values.

Certificate of Excellence Campaign Personal Best Client Nestlé Australia Agency Impact Employee Communications, Australia, an Ogilvy Public Relations Worldwide Company

Certificate of Excellence Campaign Creating Brand Ambassadors of the Mary Kay Sales Force Client Mary Kay Agency Ogilvy Public Relations Worldwide, Shanghai

Honourable Mention Campaign Soul-Searching the KKE WAY Client Kozo Keikaku Engineering Agency Fleishman-Hillard, Japan

Asia Pacific PR Awards

Certificate of Excellence

Certificate of Excellence

Honourable Mention

Employees were encouraged to challenge their own limits to achieve a ‘Personal Best’. Roadshows were themed around Nestlé’s sponsorship of the 2008 Beijing Olympics and Nestlé sports stars maintained energy and engaged staff.

The Mary Kay China sales force needed to undergo a programme to instill company pride through the use of role models. The ‘Multi-dimensional Beauty’ platform communicated the brand image which Mary Kay wanted to achieve.

Kozo Keikaku Engineering’s (KKE) aimed to help employees understand its challenges and empower them to develop solutions. KKE now enjoys 100 per cent employee participation in the scheme, with an internal forum and the KKE Way book.

Targeted Audience – Regional PR Campaign of the Year

18

Award

Award

Campaign Helping Asian SMEs Navigate Through Troubled Waters Client UPS Singapore Agency Ogilvy Public Relations Worldwide, Hong Kong

UPS’ annual Asia Business Monitor (ABM) — launched three years ago as the first and only pan-regional survey focusing on SME competitiveness issues — was conceived as a platform for UPS to initiate connections with the small-to-medium enterprise (SME) community in Asia. Now in its fourth year, the challenge was to go beyond the intangible and bring concrete value to SMEs in the face of the worsening economic outlook. Therefore, UPS repositioned the ABM 2008 as a guiding light that could help SMEs navigate through the tough economic future. Press launches hosted by UPS executives were held in 12 markets across Asia over a twomonth period, enabling UPS to take the helm on SME discussions in the local market. Summits were organised in the Philippines, Malaysia and Thailand, while in Taiwan, ABM 2008 was launched online with e-newsletters distributed to subscribers. In addition, nearly 15,000 ABM 2008 booklets in five

languages were distributed. UPS effectively transformed the ABM into a business compass which delivered more direction and value to SMEs, and, of course, to business and government organisations interested in SMEs. It is, in addition to its original aim, now a peer-to-peer business navigation tool — within two months of the launch of ABM 2008, more than 215 stories with over 100 million media impressions were generated across Asia.


P19 PA&CorporateBrand.qxd

11/14/08

4:25 PM

Page 1

Asia Pacific PR Awards

Corporate – Public Affairs Campaign of the Year

Award

Award

The role of ‘care-givers’ — ordinary people who take care of aged parents, people with disabilities and children — is one which other people rarely think about. Australia’s Taskforce on Care Costs (TOCC) set about repositioning ‘care’ issues away from what the Government saw as simply its obligatory social support measures, to ‘care’ as a challenge facing Australian economic productivity. With the campaign running nearly two years, tactics were designed to engage first the Government and then — in the absence of its commitment — the Opposition. The TOCC Report was launched in August 2006 in both Canberra and Sydney. It saw attendance of more than 150 key business, community, political and media representatives. In addition, ongoing meetings with the Opposition aimed to generate its support for the issue and to develop an appropriate policy platform were undertaken. This paid off when Opposition leader Kevin Rudd was elected Prime Minister in

Campaign Changing the Lives of Working Australian Families Client Taskforce on Care Costs Australia Agency Parker & Partners, Australia, an Ogilvy Public Relations Worldwide Company

Certificate of Excellence Campaign Taking on the Steel Price Spiral: A Campaign to Win Share-of-Voice and Change Opinions Client Association of Indian Forging Industry Agency Ogilvy Public Relations Worldwide, India

November 2007 — in May this year, the Government announced an increase in childcare rebates from 30 to 50 per cent for all Australian families. Historically, care issues in Australia had been regarded as the domain of social activists and thus at the policy margins for governments. The campaign succeeded in bridging the gap between business and the community, and bringing a united policy front to a social issue which was adversely impacting the economy.

Honourable Mention Campaign Power to the People: Ensuring a Healthy Workforce for Corporate India Client Accor Services Agency Ogilvy Public Relations Worldwide, India

Certificate of Excellence

Honourable Mention

The Association of Indian Forging Industry’s multi-level media campaign featured a ‘Myths-Facts’ ad which ran in the Economic Times Delhi and Business Line, while communication with key press enabled significant share-of-voice.

By influencing the Indian Government to change the tax regime and regulations, Accor was able to introduce health vouchers as a tool for accessing preventive healthcare. Corporate tax breaks were also offered to employers.

Corporate – Corporate Branding Campaign of the Year

Award

Award

The acknowledgement by Thailand’s SCG Paper of the destructive aspect of its business immediately caught consumers’ attention, allowing SCG to emphasise its role in caring for people and the environment, dispelling previous allegations that paper companies are grossly insensitive to human and environmental issues. The ‘Inspiration on Paper’ campaign set out to influence consumers to seriously consider which brand of paper they purchased. This saw the creation of a ‘Paper Town’ specifically for the event, which effectively demonstrated the role of creativity and innovation in SCG’s mission to develop environment-friendly processes and products. A guide to calculating consumers’ carbon footprints and a fashion show featuring evening gowns and dresses made of recycled paper were among the initiatives undertaken, along with a press briefing and media trips to the company’s tree plantations, and manufacturing facilities in Thailand and the Philippines.

Campaign Inspiration on Paper: Changing Negative Public Perceptions About the paper Manufacturing Industry Client SCG Paper Agency Ogilvy Public Relations Worldwide, Thailand

Honourable Mention IAC is one of the world’s leading online companies with an annual turnover of more than US$10 billion. IAC CEO Barry Diller launched the brand in China with a visit generating coverage on outlets such as CNN and the New York Times.

Certificate of Excellence Campaign 3i Campaign Client TCL Agency Fleishman-Hillard, BJ

Certificate of Excellence Campaign Innovative Approach Brings Smaller Player to the Forefront Client Fuji Fire and Marine Insurance Agency Fleishman-Hillard, Japan

Honourable Mention

Certificate of Excellence

Certificate of Excellence

Honourable Mention

Consumer electronics conglomerate TCL went online with an outreach programme to rectify public and industry perception. Fleishman-Hillard opted to fully utilise various digital media in addition to traditional channels.

Targeting prospective customers and Fuji Fire and Marine (FFM) employees, rebranding efforts centred on FFM’s claim to superior customer service quality, with ‘A New Quality’ forming the core theme of communications.

Chinese-language internet TV and video content provider OpenV used re-branding, corporate communications and third party endorsements with the likes of CCTV and MSN to make an impact on China’s online video industry.

Campaign Bringing IAC to china and China to IAC Client IAC Agency Ogilvy Public Relations Worldwide, Beijing

Honourable Mention Campaign Branding and Promoting OpenV as TV2.0’s Innovation and Thought Leader Client OpenV.com Agency Fleishman-Hillard, BJ

19


P20 Corporate&Financial.qxd

11/14/08

4:26 PM

Page 2

Corporate – Corporate Publications

Asia Pacific PR Awards

Award

Award

Campaign Lobbying Kevin07 Entrant Parker & Partners, Australia, an Ogilvy Public Relations Worldwide Company

In the run-up to the federal elections in 2007, Parker & Partners devised the book Lobbying Kevin07 in response to growing client concerns over what a new Australian Government might mean. Opposition Australian Labor Party (ALP) leader Kevin Rudd was a relative newcomer to Australian politics, having only been elected in 1998. Little was known about his leadership style and how he might approach Government if elected. Parker & Partners’ strategy was to use the expertise within the firm, as well as established relationships with external wellknown ALP figures, to provide clients with accessible ways they could get to know the alternative Government. Numerous activities were undertaken, such as a Budget in Reply boardroom lunch with then Opposition leader Kevin Rudd MP and Shadow Treasurer Wayne Swan MP. Lobbying Kevin07: A guide to working with a possible Labor Government was produced, providing a snapshot of Rudd

Certificate of Excellence Campaign Life Journeys: The Cotton Council International 2008 Fashion Calendar Client Cotton Council International Agency GolinHarris International, Hong Kong

Honourable Mention Campaign PURE Magic: Turning Apathy into Affinity Entrant PUB, Singapore’s National Water Agency

and his team, as well as the key political and policy considerations should the ALP be elected. One thousand copies of the book were distributed to clients, potential clients, business and community leaders; with electronic copies emailed to political stake-holders, and published on the firm’s website. Following the success of the ALP in the Federal elections, Lobbying Kevin07: Version 2.0 — A guide to working with the new Labor Government was produced.

Certificate of Excellence

Honourable Mention

Cotton Council International’s ‘Life Journeys’ partnered with Care for Children to increase public interest and encourage celebrities to participate. A cross-cultural calendar blended Western agrarian and Chinese lunar elements.

PUB’s Pure, an Englishlanguage free lifestyle street magazine which has a circulation of 35,000, calls on Singaporeans to make its water supply sustainable through conservation and educates people about water.

Corporate – Financial Communications Campaign of the Year

Award

Award

Campaign A Private Company Connects with the Public Client Temasek Holdings Agency Weber Shandwick, Singapore

As a private company, Temasek Holdings is not required to report its accounts publicly, but as part of efforts to be a responsible investor and to engage with its stakeholders, the Temasek Review has been published since 2004. The objectives of the Temasek Review 2008 communications campaign were to convey key messages in a timely manner to stakeholders worldwide. These messages included Temasek’s strong performance depsite touch economic and market conditions, the rebalancing of its investment portfolio and expansion of its global footprint by shifting investment focus towards non-Asian markets, and its belief that global financial markets would continue to be volatile over the next 12 to 24 months. Rather than rely on gimmicky tactics or expensive advertising, the strategy focused on using the Review as the lynchpin for a media briefing, following a tradition which began in 2006. This annual event builds the firm’s equity among the media

Certificate of Excellence Campaign How PR Saved Advertising Client VisionChina Media Agency Ogilvy Public Relations Worldwide, Beijing

20

and provides a platform for communicating key, critical messages. Tailored multilanguage news releases and supporting documents were produced, with local spokespeople on hand for comment. The full press kit, video highlights of the media conference, a transcript of the question-and-answer sesson and the microsite of the Review were all made available online to cater to the needs of the global media and Temasek’s stakeholders around the world.

Certificate of Excellence VisionChina Media took investor groups on ‘in-route’ bus tours to explain its operations and demonstrate its audience. These tours were so successful that word-of-mouth alone created demand among investors and analysts.


P21 Crisis&Environ.qxd

11/14/08

4:27 PM

Page 1

Asia Pacific PR Awards

Corporate – Crisis or Issues Management Campaign of the Year

Award

Award

Dubai ruler Sheikh Mohammed bin Radshid Al-Maktoum’s Darley is the world’s leading racing and bloodstock operation; a move to acquire Woodlands Stud, Australia’s largest and most successful bloodstock and racing business, required careful handling. The acquisition would have to be approved by Australia’s Foreign Investment Review Board (FIRB), with the announcement and all reporting tightly controlled. One of the key moves was to ensure Sheikh Mohammed’s image in the Australian media was modest to minimise risk of a cottage industry backlash. All references to him were therefore as Darley’s principal, rather than Dubai’s ruler. The acquisition was positioned as an extension of the DubaiAustralia partnership and portrayed as a symbol of shared passion and values. Only one person from the firm spoke directly to the media and the transaction was announced in a joint statement between Darley and the Ingham

Campaign Not Scaring the Horses Client Darley Australia Agency Parker & Partners, Australia, an Ogilvy Public Relations Worldwide Company

Certificate of Excellence Campaign Breaking the Drought of Support for Australian Rice-Growers Client Rice-Growers Association of Australia Agency Parker & Partners, Australia, an Ogilvy Public Relations Worldwide Company

family, owners of Woodland Stud. The emphasis was that this was a friendly deal; all media coverage and commentary on the deal was shaped positively to result in favourable industry and political reactions. Pro-actively engaging key foreign investment, political and business commentators helped neutralise possible negativity, while providing complete openness and transparency surround the transaction throughout the 30day approvals process.

Honourable Mention Campaign Demise of Ah Meng, Singapore Zoo Icon and Special Tourism Ambassador Client Singapore Zoo Agency Citigate Dewe Rogerson i.MAGE

Certificate of Excellence

Honourable Mention

The Rice-Growers Association (RGA) of Australia conducted farm tours and workshops with industry leaders and the RGA board for journalists. FarmFit seminars were held to teach farmers to cope with drasticallyreduced water allocations.

After the death of Singapore Zoo’s beloved orangutan Ah Meng, a PR/memorial programme focused on highlighting the creature’s contribution to the zoo and tourism industry, as well as the zoo’s conservation efforts.

Social Education & Philanthropy – Environmental Campaign of the Year

Award Campaign Tank A Day Challenge Client BlueScope Steel Agency Pulse Communications, Australia, an Ogilvy Public Relations Worldwide Company

Award Campaign Launching Cascade Green: 100% Carbon-Neutral Beer Client Foster’s Group Agency Pulse Communications, Australia, an Ogilvy Public Relations Worldwide Company

Certificate of Excellence Award

Award

The Tank A Day Challenge was devised to engage stakeholders and communities to be a part of the solution to Australia’s water problem. BlueScope’s campaign aimed to give away one 27,000-litre rainwater tank for every school day for a year to primary schools. A partnership was secured with TV programme The Today Show, featuring BlueScope-branded announcements of the successful primary schools and live weather crosses to those schools. Meetings were held with Government ministers to garner support, while a grassroots media relations strategy was put in place for local and regional media for each successful primary school. A number of these schools have since followed up with additional purchases from BlueScope.

The Cascade Brewery has been driving environmental improvements for more than a decade, but amid increasing consumer cynicism towards ‘green’ products, Foster’s had to be careful to avoid accusations of ‘greenwashing’. Expert spokespeople took part in an informal panel-style discussion to tell the Cascade Green story; this, plus media-friendly events, melded in a manner which was both entertaining and convincing. Pulse Communications was also careful to ‘walk the walk’, ensuring that limited paper, power and only recycled materials were used during the campaign. Media materials were uploaded onto USB keys and everything delivered in 100 per cent-recycled envelopes or bags, with all delivery carbon also offset.

Campaign My Sun, My Dream and My Home Client Delta Environmental and Educational Foundation Agency EBA Communications, Beijing

Certificate of Excellence The Delta Environmental and Educational Foundation’s DEEF Cup International Solar Building Design Contest, in cooperation with the China Renewable Energy Society, formed the focal point of messaging and positioning strategies. 21


P22 Public Sector.qxd

11/14/08

4:28 PM

Page 2

Social Education & Philanthropy – Public Sector Campaign of the Year

Asia Pacific PR Awards

SPONSORED BY GOLINHARRIS

Award Campaign Prevention of National Tax Wastage Campaign Client Korea’s Ministry of Planning and Budget Agency Fleishman-Hillard, Korea

Certificate of Excellence Campaign Addressing Low Birthrates and an Ageing Society Client Korea’s Ministry of Health, Welfare and Family Affairs Agency Fleishman-Hillard, Korea

Certificate of Excellence Campaign Pink Bow Tie Campaign Client Korea Breast Cancer Society Agency The Communications Enzaim, Korea

Honourable Mention Campaign Fresh Air for Women: The Glasshouse Event Client Singapore Health Promotion Board Agency Fleishman-Hillard, Singapore

22

Award Korea’s groundbreaking budget misuse reporting centre, Sebaro, had fallen victim to public apathy by the second year of operation. Consumers regarded the task of reporting wasteful usage of personal tax revenues by the Government as boring, wasteful and difficult. Compounding Sebaro’s problems was that of the 2,000-plus complaints filed, only 10 proved to be valid. In the Korean language, Sebaro means ‘to use tax revenue rightly, properly and correctly’, reflecting the Government’s desire to efficiently and appropriately make use of tax revenue — the major source of the country’s budget. In a bid to reach out to younger people in the hope that they would adopt a more long-term view and become more responsible citizens, the campaign specifically targeted consumers aged 10 to 30 years. Instead of a typical, serious public affairs campaign, a softer, more light-hearted and fun approach was adopted. The overall campaign concept was ‘Treasure-hunting’, and an icon adopted to symbolise Sebaro’s brand identity. This icon took the shape of a cartoon character looking through a telescope, playing on the concept that the public is watching policy operations and tax use. To stimulate interest among the youth demographic, the Sebaro Youth Camp saw 100 applicants attend the event, where they received expert instruction on issues such as the economy, citizenship, presentation skills and team-building programmes. Online, a web cartoon series offered an engaging way to learn about budget waste reduction concepts, requirements for a valid report and benefits and protection plans for citizens filing those reports. The Sebaro icon was featured heavily in Flash animation, with nursery song-style background music, and distributed to more than 60 select websites. In addition, Sebaro also featured as a question in a popular TV quiz show, and the campaign also utilised trusted third parties to reach out to the middle-aged demographic.

Certificate of Excellence

Certificate of Excellence

Reshaping public perception of the two extreme ends of society in terms of age — babies and the elderly — Korea’s Ministry of Health, Welfare & Family Affairs opted for a bottom-up grassroots approach and engaged third-party participation from groups such as social welfare organisations, a musical company and the Korean Society of Obstetrics and Gynecology. Marriage and children were redefined in terms of their monetary value and the term ‘senior stars’ was coined to refer to the elderly as key contributors to the success of society. In alliance with Joongang Ilbo, for example, retired journalists were encouraged to come out of retirement to write special feature articles. A stroller parade, radio programme, online discussions on Cyworld (Korea’s answer to social networking site Facebook), a baby-supplies bazaar and a mini TV documentary were some of the elements forming the campaign, which saw birthrates and employment of ‘senior stars’ finally begin upward trends.

While the ‘Pink Ribbon’ campaign to raise awareness of breast cancer issues is familiar in the West, the Korean Breast Cancer Society decided to launch the ‘Pink Bow Tie’ campaign to highlight the crucial role which men could and should play — not just in early detection and treatment, but also in providing emotional and physical support for the women in their lives who suffer from breast cancer. A concert titled ‘Hope, Love & Joy; Couples’ Joint Fight Against Breast Cancer’ saw patients, partners and healthcare professionals create a sense of community and support. A wide range of data was disseminated via the press, while the PR campaign was conducted in close collaboration with the Breast Cancer Patients Network, and a special t-shirt to help women self-test or check for signs of breast cancer with the help of their male partners was produced. With 10,000 new breast cancer patients diagnosed annually in Korea, the campaign’s wide media coverage reached every level of Korean society.

Honourable Mention The Fresh Air for Women: The Glasshouse Event campaign was designed by the Singapore Health Promotion Board to reach out to young, independent women. Its main aim was to help them to quit smoking by re-educating and to conjure up a newer, healthier image for them to emulate. Using the campaign slogan ‘Quitting Smoking is tough. But you are stronger’, the campaign used a personal and direct contact strategy through various forms of media, including TV, radio and digital media.


In 1957, a young PR guy named Al Golin placed a cold call to an entrepreneur named Ray Kroc, who had a handful of hamburger stands. Al,s advice was simple: Build trust with your customers and in return they will build your business. More than 50 years later, that fledgling restaurant chain has grown to be one of the world,s most admired brands. And they still work with the same PR firm. That,s the real story. Real People. Real Stories.

www.golinharris.com


P24 Digital.qxd

11/14/08

4:28 PM

Page 2

Technique – Best Use of Digital

Asia Pacific PR Awards

SPONSORED BY OGILVY PUBLIC RELATIONS WORLDWIDE

Award Campaign BMW Shorties: Activating the Indie Film Spirit Client BMW Malaysia Agency Fleishman-Hillard, Malaysia

Certificate of Excellence Campaign Coca-Cola China Digitally Unveils its 2008 Beijing Olympic Games Marketing to Online Users Client Coca-Cola Beverages China Agency Manning Selvage & Lee, Shanghai

Award The BMW Shorties is a CSR programmed aimed at Malaysia’s independent filmmakers, aiming to suport this community and encourage discourse of society issues among society at large. Research showed that this group communicates largely via text messages, actively uses the digital medium and is heavily influenced by word-of-mouth. Hence, the project hinged on an effective digital strategy. A website was created to dispense information about the competition and its finalists; users could also vote for their favourite videos. Three viral videos spoofing low-budget movies were created to pique interest, and were uploaded and seeded on video-sharing networks such as YouTube and Metacafe. This proved particularly successful, with the viral videos embedded 60 times on other websites such as AOL Video. International visitors from the US, UK, Australia, Europe and Asia accounted for 10 per cent of total traffic on the BMW Shorties website. Electronic direct mailers were sent to more than 3,000 members of the BMW Shorties database, effectively increasing visits to the website by 17 per cent. Selected bloggers were also seeded to spread the word and encourage participating, while a BMW Shorties 2008 Facebook group was created to provide a channel of communication between participants, fans and organisers throughout the campaign. This year’s winner, Nazim Esa, shared his experiences on the BMW Shorties website as well. BMW Malaysia was the first corporate entity to engage the filmmaking community as well as the first to eschew traditional methods such as advertising, formulating an integrated campaign marrying PR tactics with digital communications. The BMW Shorties website has achieved high recognition as the site to watch the works of the brightest talents in Malaysia’s independent film industry. The marque has also revealed plans to bring BMW Shorties and its PR-digital approach to other parts of the region.

24

Certificate of Excellence Facing the largest and most ambitious Olympic marketing push in its history for the 2008 Beijing Olympics, Coca-Cola decided the medium bestsuited to unveil a programme of this magnitude was, clearly, online. Given its speed, reach and engaging platforms — from blogs and forums to videosharing and portals — digital would lead and amplify the extensive traditional marketing and PR efforts for unveiling in China and key global markets. Given the recent backlash against a number of foreign brands in China, such as Carrefour, Nike and CNN, CocaCola had to ensure that all its brands and sponsored athletes were protected against any similar negativity and unfavourable commentary.

An over-arching story to package the launch of the marketing push — ‘Olympic Unity And Passion’ — was created, with bilingual social media news releases. Instead of merely translating the Mandarin expression shuang, the uniqueness of this phrase was explained and used to tap into the intrigue surrounding Chinese culture and language. Perhaps most crucially, in the spirit of openness and encouragement of debate and discussion, the user-comment feature on sites hosting videos was not disabled, allowing viewers to express their thoughts and opinions freely. Coca-Cola monitored these comments, responding and clarifying only in select cases.


PRawards.ai

11/13/08

7:56:39 PM


P26 Corpor&Promo.qxd

11/14/08

4:29 PM

Page 2

Social Education & Philanthropy – Corporate Social Responsibility Campaign of the Year

Award

Award

Campaign Tank A Day Challenge Client BlueScope Steel Agency Pulse Communications, Australia, an Ogilvy Public Relations Worldwide Company

The Tank A Day Challenge was devised to engage stakeholders and communities around the country to be a part of the solution to Australia’s water shortage problem. BlueScope’s campaign aimed to kickstart primary schools’ water conservation programmes by giving away one 27,000-litre rainwater tank every school day for a year — a total of 200 tanks. Primary schools were invited to register online at a dedicated website and students had to complete an online educational water-saving quiz, which taught them about saving water. A national media partnership was secured with breakfast TV programme The Today Show, featuring weekly BlueScopebranded announcements of the successful primary schools and live weather crosses to those schools. Meetings were also undertaken with relevant Government ministers to garner support, while a grassroots media relations strategy was put in place for local and regional media for each successful primary school.

Certificate of Excellence Campaign Reaching out, Changing Lives Client Qualcomm Agency Burson-Marsteller, Hong Kong

Certificate of Excellence Campaign White Ribbon Day Advocacy Media in Action! Client White Ribbon Day, UNIFEM Australia Agency Text 100, Australia

Honourable Mention Campaign Recruitment in Tin Shui Wai Entrant Sony Computer Entertainment, Hong Kong

Honourable Mention Campaign Help Children Grow Healthily: Reach New Heights Client Brand’s, Cerebos Pacific Agency Strategic Public Relations Group, Hong Kong

Asia Pacific PR Awards

Honourable Mention To create media interest in the new Sony PlayStation 3 and to promote a positive image for the gaming industry, Sony Hong Kong recruited workers from Tin Shui Wai (an area in Hong Kong with a high potential of PS3 fans) for the Asia Game Show.

Certificate of Excellence

Certificate of Excellence

Honourable Mention

The Wireless Reach programme was devised by Qualcomm to bring 3G to distant communities in Asia. The campaign garnered wide media interest, and in Vietnam, USAid and the US ambassador lent their support to Qualcomm.

Text 100 found itself having to deal with negative backlash sparked by the White Ribbon Day’s 2006 ad campaign. An extensive push reaffirmed the credibility of the organisation, and led strong coverage and Government support.

To highlight Government research into the declining height of Taiwanese children, Brand’s ‘Helping Children Grow Healthily — Reach New Heights’ campaign reached parents and media with a combination of public and school activities.

Technique – Promotional Activity of the Year

Award

Award

Campaign Fendi on the Wall: Putting Fendi on the Wall — and on a Global Stage Client Fendi (LVMH) Agency Fleishman-Hillard, Shanghai

To establish Fendi as a global leader and innovator in luxury fashion, not just in China but worldwide, the world’s longestever catwalk was created on the Great Wall of China. Fleishman-Hillard devised a media outreach strategy to manage rumours prior to the event; negotiated exclusives and strategic partnerships; and handled post distribution of images. Another crucial element was to create a holistic Fendi brand experience for more than 400 guests during their five-day visit to Beijing. To date, Fendi remains the only luxury goods company to hold a fashion show on the Great Wall; planning took close to a year and saw FleishmanHillard involved in overall project consultation and management, as well as hospitality and media management. The project involved negotiating with Government and other relevant agencies for licences and approvals, plus managing transport logistics, third-party sourcing and production. BMW, Swire Group and Grand Hyatt were signed up as sponsors.

Certificate of Excellence Campaign Roll Up Your Sleeves, Japan! ‘Know Your Loved Ones’ Numbers’ Client Novartis Pharma Agency Cosmo PR, Japan

Certificate of Excellence Campaign First to Fly Client Singapore Airlines Agency Weber Shandwick, Australia

Certificate of Excellence Campaign ANA Crowne Plaza: Bed on the Wall Entrant IHG ANA Hotels Group Japan/IHG Asia-Pacific

Honourable Mention Campaign Pink Bow Tie Concert Client Korean Breast Cancer Society Agency The Communications Enzaim, Korea

26

Certificate of Excellence ANA Crowne Plaza’s ‘Bed on the Wall’ stunt involved a bed suspended on the side of the Sony Building in Tokyo, with a professional rock climber, dressed in pyjamas, rappelling down the side of the building and climbing into the bed.

Certificate of Excellence

Certificate of Excellence

Honourable Mention

The highlight of Novartis’ ‘Roll Up Your Sleeves, Japan’ campaign was the setting of a Guinness world record for most number of blood pressure readings in 24 hours (single location) at the Chiba Lotte Marines baseball game.

A comprehensive four-month launch programme kicked off with a charity auction for a seat on the very first flight of Singapore Airlines’ new A380. Media engagements and events helped build the consumer trust bank.

To emphasise the role men can play in women’s fight against breast cancer, the Korean Breast Cancer Society set up a large-scale concert at which all the men wore pink bow ties, generating huge coverage.


P27 Sponsors profile.qxd

11/14/08

5:52 PM

Page 1

Asia Pacific PR Awards

Fleishman-Hillard Inc., a part of the Omnicom Inc., has built our reputation by using strategic communications to deliver what our clients value most: meaningful, positive and measurable impact on the performance of their organizations. The firm operates throughout North America, Europe, Asia Pacific, Middle East, South Africa, and Latin America through its 80 owned offices. www.fleishman.com

Sponsors’ Profiles

GolinHarris is a full-service public relations firm, providing professional counsel and strategic communications programs to clients around the world. GolinHarris has a strong regional presence with offices in China, Hong Kong, Indonesia, Japan, Malaysia, Singapore and Taiwan. The agency is part of the Interpublic Group of Companies (NYSE: IPG). www.golinharris.com

Ogilvy Public Relations Worldwide is an international communications firm and part of the WPP group. Our professionals in 37 offices in 16 countries have built the largest and most award-winning network in Asia Pacific. Specialist PR practices include: Ogilvy Health; Ogilvy Financial; Ogilvy Earth; 360 Digital Influence Group; Ogilvy Impact (Employee Communications).

A unit of The Interpublic Group of Companies (NYSE: IPG), Weber Shandwick is a leading global public relations agency, with offices in major media, business and government capitals around the world. Our unprecedented and award-winning Asia Pacific network reaches from China and Japan to Southeast Asia, Australia and India. www.webershandwick.asia.

27


Al-Jazeera_reach.pdf

C

M

Y

CM

MY

CY

CMY

K

11/11/08

2:24:46 PM

PR awards 2008  

Pr awards winner 2008

Read more
Read more
Similar to
Popular now
Just for you