The winners and honorable mentions in this year's PR news Platinum PR awards issue exemplify the most innovative approaches to redefining traditional PR with anything-but- traditional strategies. From a marketing communications effort that united a country over the search for the stars of a 1950s TV commercial to an event that landed a flock of pink flamingos around the windy city, the following winner confirms that the PR profession has indeed stepped out from the shadows to take a front-and-center role in delivering business results to their own organizations, and to their clients. Below is the winner of the 2008 PR News Platinum PR award for global PR campaign.
Ogilvy PR Worldwide and FM Global
FM Global: Managing Business Risk Around the World
Although FM Global, one of the world's largest commercial property insurers, is well known by risk managers and the industry media, the company had to work very hard to demonstrate its relevance to financial executives and the business media in four key markets: North America, France, The United Kingdom and Germany. To increase its profile accordingly, FM Global, in partnership with Ogilvy PR Worldwide, launched a campaign with two main aims: promoting demand for FM Global's risk management and loss prevention services among C-suite execs and risk managers, and supporting FM Global's business goals of growth, retention and profitability.
To achieve success in its targeted markets, Ogilvy PR staff worked together throughout 2007 to develop and implement the FM Global program. One major tactic the teams employed was to conduct media outreach among top-tier business and national outlets in each market, invoking three core strategies: creating and packaging news, leveraging senior executives and commissioning research.
To support global collaboration throughout the duration of the program, the team also created an extranet for use by fm global and Ogilvy PR, which ultimately broke down geographic barriers and streamlined communication.
During 2007, the campaign garnered 52 placements in leading news outlets that had never covered FM Global so visibly. The media coverage positively positioned the FM Global brand, highlighting the company's value and approach to insurance and demonstrating the company's close relationship with clients.