Results 2017

Campaign categories

WINNER: Making Single Malt Fashionable

anCnoc - International Beverage

Agency: Tin Man

Successfully establishing a new generation of drinkers, the Making A Single Malt Fashionable campaign was created by Tin Man to drive forward the anCnoc boutique whisky brand. The campaign tapped into the 25 to 34-year-old target group’s passion for fashion, entering their world as an Accessory of Choice. Branded pocket squares and ne...

Highly Commended: Going for Gold: Pizza Hut’s Golden Garlic Knot Pizza Shines at Super Bowl 50

Pizza Hut

Agency: Creation

Creation’s PR team surpassed all expectations with their launch of Pizza Hut’s Stuffed Garlic Knots Pizza, rising above all the razzmatazz of Super Bowl 50 to grab attention on multiple media platforms and become a national trending topic on Facebook and Twitter.

Star Wars Superfans Go Rogue to Launch New Toy Line

The Walt Disney Company / Disney Consumer Products and Interactive Media

Starbucks Global Unveiling of Holiday Red Cups Designed by Customers

Starbucks / Zeno Group and Edelman

A (Rust) Bucket List Experience with Ben 10

Cartoon Network / Tin Man

WINNER: #CondomEmoji


Agency: Premier

Targeting 16 to 25-year-olds, the international campaign reinforced the Durex brand and condom range at the centre of the safe sex conversation surrounding the global fight to combat HIV and AIDS. Perfect timing and co-ordination of key phases using strict embargoes delivered unprecedented success for Durex. The campaign unified global youth co...

Highly Commended: Like A Girl Emojis

Procter & Gamble Always

Agency: MSLGroup

The Always #LikeAGirl campaign, which gained coverage in nearly every targeted publication and 1.5 billion media impressions, successfully challenged the limits society places on girls through stereotypes which lower their confidence during puberty.

Jameson Shakes Up The Influencer Playbook

Pernod Ricard / Ketchum

The Boldest Choice: Election 2016

Frito-Lay/Doritos / Ketchum



Mix Mania

Mars Petcare / Weber Shandwick

Campari Shakes it Up for Charity

Campari America / M Booth

WINNER: #BrutalCut

ActionAid UK

Agency: Weber Shandwick

Weber Shandwick rose to the ActionAid UK challenge to turn the spotlight on to the painful subject of female genital mutilation (FGM). Millions of people saw and talked about #BrutalCut, a campaign which saw video messages from Kenyan girls facing FGM unexpectedly incorporated, or cut, into content by vloggers, influencers and publi...

Highly Commended: Keys of hope

Caritas International

Agency: Ketchum

Keys of Hope prints and biographical films thrust the plight of millions of refugees from war-torn Syria into the spotlight, identifying them as real people and increasing traffic to the Caritas International donation platform by 300%.


UNHCR, International Rescue Committee, World Vision, Médecins Sans Frontières, Migrant Voice / Snappin' Turtle

Dolphin Sanctuary Announcement

National Aquarium / Golin

World Pancreatic Cancer Day 2016

United European Gastroenterology / Spink


British Heart Foundation

WINNER: Netflix Everywhere


Agency: MSLGroup

Highly Commended: a-ha eternalized by Hydro in virtual reality

Norwegian Hydro

Agency: Burson-Marsteller Oslo

More than half the population of Norway, 2.5 million people, engaged with the a-ha eternalised by Hydro in virtual reality campaign, which included capturing a free concert, Norway’s largest, featuring the band a-ha being captured on VR to be enjoyed for ever as if you were there.

Make the Right Connections

Financial Times

Building an experiential platform to become a beloved brand

TIMx / S2Publicom Weber Shandwick

Microsoft Brazil – leading innovation in education and entrepreneurism

Microsoft / Máquina Cohn & Wolfe

New communication methods for sharing information about a major engineering project of the 21st century

Sacyr / Llorente & Cuenca

WINNER: One Shot Against Seven Deadly Diseases

Immunization Technical Support Unit (ITSU)

Agency: Genesis Burson-Marsteller

Mission Indradhanush raised awareness of the value of immunisation against diphtheria, pertussis, tetanus, tuberculosis, hepatitis B, poliomyelitis and measles. Diseases which take the lives of 500,000 children in India every year. A state initiative tackled fears and misinformation through education and reaching out to thos...

Highly Commended: Missing Type International

NHS Blood and Transplant

Agency: MHP Communications - Engine

The Missing Type campaign rejuvenated blood donations in the UK and abroad to such an extent that 25,000 people registered to become new blood donors in England alone, which amounts to saving or improving 90,000 lives.


European Commission / Burson-Marsteller

Rio 2016 - Embratur conquers tourists for Brazil

Embratur / Máquina Cohn & Wolfe

The Truck Driver's Mother

The Norwegian Labour Inspection Authority/NHO Transport, NHO Reiseliv, NHO Logistikk o / Geelmuyden Kiese

Showcasing the Power of Olympism at Rio 2016

Qatar Olympic Committee / Hill+Knowlton Strategies

WINNER: Daughters of Mother India

Vibha Bakshi

Agency: Weber Shandwick

The outrage of rape victims in India - not only suffering at the hands of their attackers but then facing another ordeal because of their treatment by police - was brought into sharp focus by award-winning documentary filmmaker Vibha Bakshi. Reaction to the brutal rape of 23-year-old Jyoti Singh, who became known as Nirbhaya - meaning fearless ...

Highly Commended: Bayer Bee Care Program


Agency: Porter Novelli, BBDO and Mastermind Marketing

Positive approach to multi-media campaign, including Tweet a Bee and Feed a Bee initiatives, changed attitudes to crop protection company Bayer’s contribution to pollinator protection and stewardship engaging with nearly 900,000 people through social and live activations.

Creating a sustainable network of European mayors to improve the situation of refugees in Europe

Act.Now / The Skills Group

AICPA-CIMA Member Ballot

American Institute of CPAs

"Worms" in Lipton Lemon Green Tea®

Unilever / Edelman

WINNER: The Alphabet of Illiteracy


Agency: Weber Shandwick

The Alphabet of Illiteracy campaign, convened and founded by Pearson, the world’s leading learning company, propelled the plight of 758 million people worldwide who cannot read or write to the top of the international political and media agenda. Far from being a developing world problem, illiteracy is rife in the UK and US. It...

Highly Commended: Vodafone's Anti-Bullying Emojis

Vodafone Group

Partnerships with Snapchat, Snaps Media and Imoji helped the #BeStrong initiative and support emoji tackle cyberbullying head-on across 57 countries, reaching 153.5 million people on social and on-line media with 80 million emoji interactions on Snapchat and 856,349 YouTube views.

Music For A Cause

Genesis Foundation / Genesis Burson-Marsteller

Daughters of Mother India

Vibha Bakshi / Weber Shandwick

Like A Girl Emojis

Procter & Gamble Always / MSLGroup


Pizza Hut / Creation

WINNER: Bacardi Employees Join No Straws Pledge


Bacardi stirred up people’s perceptions of the company by successfully highlighting another side to its corporate commitments. Having identified environmental impacts and sustainability as two priorities, the No More Straws campaign was launched. Already well on its way to achieving its goals of reducing water consumption by more than hal...

Highly Commended: DuPont’s Journey to Three: Driving Performance Through Ambiguity


Agency: Gagen MacDonald and Think Marketing

Successful management of DuPont’s mega merger with Dow Chemical and the ultimate transition to three companies, through expanded, more effective internal communication channels, saw an increase in employee confidence in the future and improved business performance.

Highly Commended: HSBC NOW


Replacing more than 100 intranet pages world-wide with the HSBC NOW homepage featuring video content and the NOW Share app rejuvenated employees’ pride in working for the bank, generating audiences and response rates far beyond expectations.

Sustainable September

Avery Dennison

My story

Medicines and Healthcare products Regulatory Agency

Play to move

Telefónica / Llorente Cuenca

"Deliver the Promise" Campaign

MilliporeSigma, Merck

Connected By… Our Commitment to Patients

Novartis Oncology / Porter Novelli

WINNER: LELO HEX™ - A Risk-Taking Campaign to Campaign Against Taking Risks


Lelo Global Marketing decided it was time to shake the condom market out of its complacency and inject fresh impetus into the industry, the relevance of safe sex, and the fight against HIV and Aids.

An unexpected but fundamentally relevant campaign partner was needed and Charlie Sheen was the perfect choice. The world’s most promin...

Highly Commended: #CondomEmoji


Agency: Premier

Durex’s most successful global campaign unified youth communities by perfectly reflecting the brand’s positive approach to sexual health through a video which attracted more than 16,000,000 views and the #CondomEmoji trending on Twitter world-wide.

Here & Now

Novartis / Virgo Health

IBD Unmasked

Takeda Pharmaceutical Company / Ketchum

National Obesity Care Week

The Obesity Society / TogoRun

Global PR categories

WINNER: Music Makes It Home


Agency: Weber Shandwick

Ground-breaking research provided Music Makes It Home with astonishing facts about the benefits of listening to music out loud, at a time when most of us are listening on smartphones and headphones. The arrival of Apple Music on Sonos speakers provided the opportunity to check out the power of music through a comprehensive study of 30,000 p...

Highly Commended: "A Fighting Chance"

Samsung Electronics

Agency: Ketchum Sports & Entertainment

An early launch of the Samsung campaign - not to mention nearly 10 million views of the A Fighting Chance trailer on YouTube - elevated Samsung to the number 1 spot among Olympic top sponsors at the 2016 Rio Games in coverage volume and share of voice.

The Aurora Prize for Awakening Humanity

Aurora Humanitarian Initiative / Edelman

Star Wars Superfans Go Rogue to Launch New Toy Line

The Walt Disney Company / Disney Consumer Products and Interactive Media

Endless Lives of Glass

FEVE – The European Container Glass Federation / Weber Shandwick


Durex / Premier

WINNER: The Social Travel Summit Inverness - #STSInverness

VisitBritain and iambassador

VisitBritain locked into a strong direct link between activities on social media and international visitors’ selection of destinations. Harnessing the power of trusted online influencers opened the door to young independent travellers, who are keen to access information that will let them pack as much as they can into every trip. The camp...

Highly Commended: Waldorf Astoria Driving Experiences

Waldorf Astoria Hotels & Resorts

Agency: Magrino

Campaign announcing Waldorf Astoria’s partnership with Automobile Lamborghini attracted wide coverage in exclusive international publications, generated more than 50 million media impressions and resulted in tens of millions of reactions to social coverage for #WaldorfDrive.

WINNER: #LikeAGirl - Keep Playing

Procter & Gamble Always

Agency: MSLGroup

The Always #LikeAGirl - Keep Playing campaign exceeded all expectations. The Olympic Games in Rio provided the perfect high profile platform to deliver the #LikeAGirl mission message that young women can power on through puberty with confidence. The fact that around 70% of girls give up sport at puberty exemplifies the impact of a drop in confidenc...

Highly Commended: Stronger Moms

Procter & Gamble

Agency: MMK +

Procter & Gamble firmly established itself as a brand that understands and serves mothers, thanks to the Strong video and Thank You, Mom campaign run throughout the 2016 Rio Olympics, which also saw it achieve the highest likeability rating of all Olympic sponsors and 20 billion plus news media impressions during Games-Time.

Earth To Marrakech

UN Foundation

"A Fighting Chance"

Samsung Electronics / Ketchum Sports & Entertainment

Nissan Kicks for Gold

Nissan Motor Company / Edelman

Global PR categories

WINNER: Vodafone's Anti-Bullying Emojis

Vodafone Group

Tapping into the stories of influencers who had experienced bullying, and feedback from 5,000 teenagers, gave Vodafone the solid foundations needed for their strong campaign. It crossed borders with more than 1,000 online editorial articles appearing in 57 countries, including 20 Vodafone markets. More than 150 million were reac...

Highly Commended: Hangar 1 Fog Point

Hangar 1/Proximo Spirits

Agency: ACHE/ Exposure

Hangar 1 Fog Point successfully cracked the saturated vodka market in the US and abroad, with the product selling out, a documentary film attracting 600,000 organic YouTube views and more than six million broadcast impressions attributed to interviews with Caley Shoemaker.

Night at Dracula's Castle


The Excitement Index

Nissan Motor Company / Ketchum

IBD Unmasked

Takeda Pharmaceutical Company / Ketchum

Prudential Relationship Index

Prudential / RFI Daylight

WINNER: Missing Type International

NHS Blood and Transplant

Agency: MHP Communications - Engine

Linking blood-type letters A, O and B to the missing letters campaign attracted more than its fair share of attention and a flood of new blood donors in this refreshed recruitment drive. The simple missing type idea clearly delivered the desired message in England and translated easily to prove effective in another 21 participating countries. C...

Highly Commended: The Alphabet of Illiteracy


Agency: Weber Shandwick

The Alphabet of Illiteracy campaign successfully focused Pearson’s social impact campaign, Project Literacy, with media coverage of the UK and US launches achieving a reach of more than one billion, after which UNESCO invited Pearson to join its Global Alliance for Literacy.

Highly Commended: Marvel x Garage

Disney Consumer Products and Interactive Media

Collaboration with Marvel GARAGE Magazine pushed Marvel into a new fashion-forward frontier, with more than half a billion traditional and social media impressions helping to break into previously untapped brand outlets based around Marvel’s super heroic women.

Nissan Kicks for Gold

Nissan Motor Company / Edelman

#LikeAGirl - Keep Playing

Procter & Gamble Always / MSLGroup

The Excitement Index

Nissan Motor Company / Ketchum

WINNER: Clear about Psoriasis


Agency: 90Ten

The Clear about Psoriasis campaign had clear, simple, but important aims - to persuade patients and health care professionals that clear skin is possible and to get them to work together to make it happen. Outstanding visual content, backed up by the latest attention-grabbing research demonstrated the impact of the disease, and crea...

Highly Commended: Missing Type International

NHS Blood and Transplant

Agency: MHP Communications - Engine

The Missing Type International campaign proved extremely effective driven by the powerful reach and influence of brands attracting more than 25,000 new blood donors across England who were joined by tens of thousands all over the world to help save and improve lives.

Highly Commended: Like A Girl Emojis

Procter & Gamble Always

Agency: MSLGroup

Always’ Girl Emojis film, created to help young women through problems encountered during puberty, attracted massive media coverage and more than 50 million social media impressions, eventually being partnered with First Lady Michelle Obama’s Let Girls Learn initiative.

"A Fighting Chance"

Samsung Electronics / Ketchum Sports & Entertainment

Hendrick’s World Cucumber Day cats vs cucumbers

Hendrick's Gin / Splendid Communications

Be A Maker

Lipton / Salt

IBD Unmasked

Takeda Pharmaceutical Company / Ketchum

Ode to Lesvos

Johnnie Walker / Smarts Communicate

WINNER: Daughters of Mother India

Vibha Bakshi

Agency: Weber Shandwick

Broadcasting the Daughters of Mother India documentary across 10 mainstream channels in eight languages to 10 million people, not only highlighted the shocking issue of how rape victims were treated by the police, but gave people in India, and around the world, hope that the situation could be improved. Police admitted there was a n...

Highly Commended: Like A Girl Emojis

Procter & Gamble Always

Agency: MSLGroup

MSL Group achieved the Always #LikeAGirl campaign’s aim of empowering girls to feel limitless and confident through 30 million video views worldwide and girls demanding change with the help of organic tweets from actor/activist Emma Watson and First Lady Michelle Obama.

Vodafone's Anti-Bullying emojis

Vodafone Group

St Andrew’s Day 2016 – Where is Andrew?


Netflix Everywhere

Netflix / MSLGroup

Conversation 2 Commerce


WINNER: Like A Girl Emojis

Procter & Gamble Always

Agency: MSLGroup

As a result of this campaign to improve girls’ confidence and help them break through stereotypes society places on them as they cope with the changes of puberty, the Unicode Consortium approved 13 new emojis to better represent and empower girls. The continued #LikeAGirl strategy was focused by research carried out by Always that discove...

Highly Commended: Vodafone's Anti-Bullying Emojis

Vodafone Group

Millions of #BeStrong emoji interactions, backed by even more reactions on social media and positive editorial articles online across 57 countries, resulted in political recognition of the importance of the campaign and a vast improvement in young people’s perception of Vodafone.

Highly Commended: Girls4Tech


Mastercard’s Girls4Tech initiative continues to inspire girls to develop the STEM knowledge needed to become leaders of tomorrow, having now expanded into 15 countries and generating a gross social media reach of 15 million people throughout the last year.

Building a Global Blueprint for Financial Inclusion

Ant Financial Services Group

The New Deal – Addressing the root causes of fragility, conflict and violence

The International Dialogue on Peacebuilding and Statebuilding / Aequitas Consulting

Challenge 22: A Lasting Legacy

/ Ketchum Raad Middle East

People and agencies

WINNER: Weber Shandwick

Sticking to core values in the face of global complexity and uncertainty led to continued success for Weber Shandwick in 2016. Global revenue increased nearly 10 per cent in 2016, with nearly seven per cent organic growth on top of 12% in 2015. Fifteen global markets saw double digit growth. The agency now represents nearly half of the Fortune ...

Highly Commended: Edelman

Continuous evolution over more than six decades has enabled this independent company to help its clients successfully navigate the marketplace as the agency makes further inroads into communications marketing, which earns brands trust, attention and relevance.

Highly Commended: Cohn & Wolfe

Exceptional growth fuelled by evolution and expansion saw a third consecutive year of double digit revenue increase for Cohn & Wolfe, with particular success in the major markets of Germany, China, the United Sates and the UK.



WINNER: Instinctif Partners

Ten consecutive years of growth, added to a formidable client base and a culture of innovation, shows how daring to be different has paid dividends for Instinctif Partners. Continued revenue growth in 2016 saw fee income reach £33.3 million with a turnover of £42.3 million. The partnerships client base expanded by 14% with editi...

Highly Commended: Zeno Group

Highlights for the Zeno Group during 2016 included record revenues of more than $59 million, worldwide growth of 30 per cent, and redefining itself and what a mid-sized firm can achieve on the international stage in the process.



Llorente & Cuenca

People and agencies

WINNER: Financial Times

The Financial Times team has been able to make the most of 2016’s unpredictable news events and changing global world order, because its brand campaigns and integrated communications were editorially driven. The team can react immediately with creative output to events like the EU referendum. The 20-strong Communications and Brand Team co...

Highly Commended: HSBC

The team established positive interaction with employees through the HSBC NOW Share app and the Our People, Our Story film, which inspired films about the bank’s graduate programme, one about working parents, and a photography competition which attracted more than 6,000 entries.


A brand that connects the generations, the name trips off the tongues of toddlers and grandparents alike. It fuses building skills with creativity and imagination, managing to be both universal and constantly relevant, reflecting changes in culture, technology and play. Not content to rely upon its reputation for quality and durabil...

WINNER: Daughters of Mother India

Vibha Bakshi

Agency: Weber Shandwick

WINNER: Barby K Siegel

Agency: Zeno Group

With Barby K. Siegel inspirational at the helm, Zeno fast forwarded its transition from traditional PR to integrated communications, redefining what a mid-size firm can deliver. During 2016 the firm grew 30 per cent worldwide which included its first acquisition, 3 Monkeys Communications in London. Zeno has achieved seven consecutive ye...

Highly Commended: Patrick Ford

Agency: Burson-Marsteller

Patrick’s inimitable character and 30 years of specialist experience forms the basis for his exceptional team leadership and inspires the respect he has earned throughout the public relation industry, leading to several major awards and accolades

Gail Heimann

/ Weber Shandwick

Rob Flaherty

/ Ketchum

Karen van Bergen

/ Omnicom Public Relations Group

People and agencies

WINNER: Steve Fund

Intel Corporation

Steve Fund’s marketing initiatives transformed the worldwide perception of Intel from an iconic PC ingredient brand to one that delivers amazing experiences in music, sports, gaming, fashion and more. All areas that appeal to the millennial generation. A new tagline - Experience What’s Inside - was created. And as part of th...

Highly Commended: Geraldine Calpin

Hilton Worldwide

The Stop Clicking Around campaign, led by Hilton Chief Marketing Officer Geraldine Calpin, generated around 4.5 million bookings worldwide, plus nine million new members of the Hilton Honors programme and more than 3.6 million Hilton Honors app downloads.

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