Rallying the public and organizations to donate nearly 26 million diapers for struggling moms; reenergizing the GM brand by tenaciously pitching compelling stories to the media; helping Gulf Coast tourism get back on its feet after the BP oil disaster—all in a day’s work for our 2011 Platinum PR Award honorees. Well, more than a day’s work. This year we honor excellence in 40 categories for campaigns spanning Jan. 2010-May 2011; we also celebrate this year’s Hall of Fame inductees. We feted the Platinum PR Award winners and honorable mentions at a Sept. 14, 2011, luncheon in New York. Congratulations to all, and a special thanks to our luncheon sponsor DS Simon Productions. 

Download the Platinum PR Awards special issue

HALL OF FAME

Aflac – Aflac Duck 

He has his own Facebook page (278,000 likes) and his own Twitter account (12,000) followers. He was born on Jan. 1, 2000, and in 2011, after the tsunami in Japan, his voice changed in a very public—and embarrassing—fashion. Adolescence is tough on all of us, but when you represent a large supplemental insurance provider such awkwardness can leave its scars. But it all just rolled off the Aflac Duck’s back. From his hatching to the present moment, the Duck has given Aflac a personality, a positive image and a sense of fun. More than his creators could have possibly guessed, the Aflac Duck has taken on a life of his own. He’s waddled across all media, telling consumers how to get the “Aflacts” about how the company’s insurance works, generating more than 90% brand recognition. And he has represented the company in its corporate responsibility programs, most recently in the Aflac Duck Wingman bead as part of its campaign with Beads of Courage, a nonprofit organization that provides therapeutic beads for children facing cancer and other illnesses. This duck can’t fly, but he’s got legs that will take him the distance. —SG

American Airlines and Weber Shandwick – Fuel Smart 

Fuel Smart
Since 2005, Weber Shandwick has been a conceptual, internal relations and media relations force with partner American Airlines’ for the company’s Fuel Smart program, an employee-led effort to identify, evaluate and implement ideas that are safely reducing the airline’s fuel consumption. In 2010 the program reached the milestone of more than 500 million gallons of fuel saved by employees. Among the fuel-saving ideas have been single-engine taxiing, the removal of unnecessary items from cabins to reduce aircraft weight and the reduction of unnecessary potable water. And at the heart of these and other reputation-enhancing, team-building and—not least—energy-saving ideas have been American’s employees themselves. In recent years Weber Shandwick has helped American keep Fuel Smart front and center in its internal communications, reminding employees that they have the power to play a key role in energy conservation. —SG

Booz Allen Hamilton Inc. – The Real Warriors Campaign 

The Real Warriors Campaign
The Real Warriors Campaign was launched by the Defense Centers of Excellence (DCoE) for Psychological Health and Traumatic Brain Injury to encourage returning U.S. service members, veterans and their families to seek help for “invisible” wounds and aid in recovery and reintegration. Since 2008, Booz Allen Hamilton has been a partner with DCoE in the development and implementation of the Real Warriors public education campaign. Booz Allen has conducted research on the barriers that might prevent members of the military from seeking help. The goal, all along, has been to reduce stigma—to highlight the strength and courage that lies at the core of the recognition that one needs help. Booz Allen’s campaign has used social media networks and traditional media channels to reach service members. The traditional outreach alone has netted coverage of its PSAs in 177 countries, including Iraq and Afghanistan, reaching 1.5 million members of the military community weekly. The PSAs have aired domestically on 270 TV stations, helping to drive traffic to the Real Warriors Web site and to the Facebook page, which has nearly 21,000 likes as of Sept. 2011. —SG

Comcast – Comcast Cares Day 

Comcast Cares Day
Giving back to communities should be more than a one-time-a-year experience, but when a company is as big as Comcast (more than 100,000 employees) and as powerful, that one day is going to have a major impact outside and inside the company. The cable operator, programmer and, more recently, parent company of NBC Universal, launched its first Comcast Cares Day in 2001. In that pre-social networking era Comcast mobilized 6,000 volunteers—employees and employees’ family and friends—to fan out in their individual communities and devote a day to giving back. On April 30, 2011, nearly 70,000 volunteers worked with organizations such as National Urban League, United Way, Boys & Girls Clubs and Big Brothers Big Sisters to rehabilitate public parks, plant sustainable food gardens and clean up schools. The 10th annual Comcast Cares day spanned 39 states and Washington, D.C., and, together with Comcast’s renowned leadership in using social media for customer service, it has helped redefine the public’s image of cable companies—even though Comcast is now far more than just a provider of your HBO signal. —SG

Cone Inc. & Jiffy Lube International – Maintenance Partners for Life 

Maintenance Partners for Life
What do automotive oil changes and heart disease have in common? Probably not much at first glance, but that didn’t stop executives at Jiffy Lube International and partner Cone Inc. from making a connection for “Maintenance Partners for Life,” Jiffy Lube’s first-ever nationwide cause-marketing campaign, which launched in 2008. The common thread: preventative maintenance, which keeps hearts and cars healthy. Since its first year, the campaign—ably led by Virginia Q. Sanchez, manager of communications for Jiffy Lube International—has leveraged the parallel between heart health and vehicle health to educate people on smart preventative maintenance in both contexts and for good reason: Not only is heart disease the nation’s No. 1 killer of women, but a vehicle inspection campaign by the Car Care Council revealed that 88% of vehicles fail at least one part of the inspection process. With Cone’s help, in the first year of the campaign, Jiffy Lube raised more than $1 million by asking customers to donate $3 to the American Heart Association’s “Go Red for Women” movement. In 2010, Jiffy Lube and Cone once again surpassed the goal of $1 million, with more than 1,700 Jiffy Lube service centers participating. —SG

Deloitte – Greening the Dot 

To steer its offices nationwide in the right environmental direction, Deloitte embarked on an ambitious enterprise in 2008 that challenged employees to reduce the company’s footprint. The professional services company’s “Greening the Dot” program was unique in that it cut across departmental silos, forging a benchmark of solidarity for both Deloitte and green initiatives on the whole. The initiative was epic: It encompassed the appointment of green champions to lead green teams in nearly 90 offices; the dissemination to employees of a “greening toolkit” containing more than 35 office greening projects to help reduce energy, paper and product consumption; and a Green Dot Scorecard online measurement device tracking the program’s progress. In 2010 Deloitte decided to make a leap to the next generation of green advocates—via employees’ children and their friends. On Earth Day of that year the company held a teleconference featuring Deloitte employees’ kids ranging from New York City and Europe to India. —SG

Edelman/Unilever & Dove – Dove Campaign for Real Beauty 

From its launch in 2004, the Dove Campaign for Real Beauty was a newsmaker—and a divisive one at that. Edelman and Unilever sought to create a high profile for the Dove brand by sending a message that beauty is not synonymous with youth and skinniness. In the U.S., Unilever and Edelman put “real” women of different sizes and shapes at the center of the messaging to expand the definition of beauty, inspiring women to discover and enjoy their beauty and instilling the Dove brand with a revolutionary, label-debunking beauty philosophy. The campaign brought women’s self-esteem issues front and center—a by-product of which was a harsh light cast on more traditional beauty product messaging. The Dove Campaign for Real Beauty dared to probe the meaning of beauty and question the veracity of consumer messaging itself. —SG

GE – ecomagination 

GE launched ecomagination in 2005 to meet customers’ demand for energy efficient products, but the ultimate goal from the beginning was to drive growth and reward investors. It just so happens that along the way GE has enhanced its reputation as a company focused on sustainability. In 2006, the company invested more than $900 million in cleaner technology research and development and created 45 ecomagination-certified products (resulting in $12 billion in revenues for 2006). In 2008, GE was planning its three-year ecomagination anniversary event in Beijing when, on May 12, 2008, a major earthquake devastated the Sichuan province of China. The company quickly switched gears and focused its anniversary event on China’s earthquake-related water crisis. And last year GE took ecomagination to new frontiers—and new levels of media awareness—by launching the ecomagination Challenge, a Web-based platform to crowdsource ideas for a smarter electric grid. In 10 weeks, GE received nearly 4,000 ideas and created a community of 74,000 people across 150 countries. —SG

Office Depot – National Backpack Campaign 

The Office Depot Foundation has made its National Backpack Program and associated campaigns part of the very fabric of Office Depot’s public profile. Since 2001, Office Depot and the Office Depot Foundation have been giving backpacks and sackpacks to children to boost their self-esteem and give them the sense that they have the tools they need to succeed in school. The first year of the program some 50,000 backpacks were donated; the second year 100,000 were donated; and the following year the number rose to 200,000. By the end of 2011, Office Depot and the Office Depot Foundation will have given supply-filled backpacks and sackpacks to approximately 2.5 million children. And two years ago Office Depot Foundation ramped up its media relations efforts with the launch of 25 “Back-to-School Backpack Celebration” events across the U.S. and Canada involving local government officials, school district reps and nonprofits. “The most valuable lesson learned was the importance of telling the story about the impact that the backpacks made [in students’ lives],” said Mary Wong, president of the Office Depot Foundation. These stories reached the Washington Post and the Wall Street Journal, casting Office Depot as a big box store that has an emotional stake in education. —SG

Yum! Brands – World Hunger Relief 

Four years ago, Yum! Brands—parent company of KFC, Pizza Hut, Taco Bell, Long John Silver’s and A&W—set out to deal with a different kind of hunger when it launched a partnership with the U.N. World Food Programme, a humanitarian agency that aims in 2011 to reach more than 90 million people with food assistance in more than 70 countries. Back in 2007, Yum! executives sought to raise awareness of the global hunger crisis by mobilizing nearly 1 million employees and family members company-wide to raise funds from the 125 million weekly customers who patronize their brands during “World Hunger Relief Week.” The company and franchised restaurants in 112 countries generated $16 million while the total value of monetary donations, food donations, awareness campaigns that includes PR, in-store point-of-sale items, PSAs, volunteer hours and advertising totaled $187 million. But that was just the beginning of an annual program that has made Yum! a key corporate player in global disaster relief. In 2010, Muhammad Ali and Christina Aguilera helped WFP’s Haiti relief efforts by appearing in a global PSA underwritten by the Yum! Brands Foundation, and Yum! also funneled $500,000 from its World Hunger Relief coffers to help WFP provide food to earthquake victims. —SG

ANNIVERSARY CAMPAIGN

Winner

Pierson Grant Public Relations - 25th Anniversary of the Blizzard - A Blizzard of Publicity

Honorable Mentions:

  • Aflac - Aflac Duck Wingman Bead Helps Kids Find Courage Against Cancer
  • Hampton Hotels and Cohn & Wolfe Austin - Save-A-Landmark 10th Anniversary
  • Euro RSCG Worldwide PR - Fifty for Five
  • Porter Novelli - Tip Top 75th Birthday
  • Turkcell Iletisim Hizmetleri A.S. - 3G Speed Test

 

ANNUAL REPORT

Winner

• Entergy Corporation - Low Income Customer Assistance Progress Report
• The Methodist Hospital - Reflections in Nursing 2010: The Year in Review

Honorable Mentions:

  • King County Library System - 2010 Year in Review:The Busiest Year Ever
  • MWW Group - 2011 MWW Group Corporate Citizenship Report Promise Practice
  • Norfolk Redevelopment & Housing Authority (NRHA) - Setting the Example Since 1940
  • PepsiCo - Performance with Purpose, The Promise of PepsiCo

 

BLOG

Winner

Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse

Honorable Mentions:

  • Boeing Commercial Airplanes - “Randy’s Journal”
  • Euro RSCG Worldwide PR - Four Part Brain Series
  • Kaiser Permanente – “Dispatches from Haiti”
  • Shift Communications-– PR Squared: Todd Defren on PR, Social Media and Life

 

BRANDING CAMPAIGN

Winner

General Motors and Weber Shandwick - An American Comeback Story: Resurgent Brands and Great Products Tell the Story of the New GM

Honorable Mentions:

  • 1-800-Flowers.com - Operation Undercover
  • AirTran Airways with Cramer-Krasselt - Skip The Stampede
  • Alpaytac Inc. - Bellator Fighting Championships Brand Building
  • Coyne PR/Breastcancer.org - One Mission, One Voice
  • Deloitte Touche Tohmatsu Limited - A Force to be Reckoned With
  • Edelman/Pantone - Pantone Color of the Year: Bringing Next Year's Hot Hue to the Masses
  • GE - GE's healthymagination Consumer Launch
  • GolinHarris - Legends of McRib
  • JELL-O - "Give it a Giggle" Tour Spreads Happiness Across America
  • King County Library System - Take Time to Read
  • MS&L - Celebrating Heart Health Month with Metamucil

 

CAUSE RELATED MARKETING

Winner

MWW Group & Samsung Mobile - Samsung Mobile March to a Million In-School Education & Recycling Program

Honorable Mentions:

  • Aflac - Aflac Duck Wingman Bead Helps Kids Find Courage Against Cancer
  • Booz Allen Hamilton - The Real Warriors Campaign
  • Disney Parks - Disney Parks Celebrates the Volunteer Spirit with "Give a Day, Get a Disney Day"
  • Ogilvy Public Relations Worldwide and Kimberly-Clark’s Huggies - Helping Diaper "Every Little Bottom"
  • Macy's Inc. - Macy's National Believe Day
  • NSF International - Making Safety a Top News Story

 

COMMUNITY RELATIONS

Winner

Cone Inc. and Jiffy Lube International - 2010 Maintenance Partners for Life

Honorable Mentions:

  • Coca-Cola HBC Croatia - Our Beautiful Sava
  • Cooney/Waters Group - Mobilizing Trusted Community Stakeholder and Grassroots Support in Los Angeles to Address Infectious Disease Threat Among Hispanic Adolescents
  • Foundation for Eye Health Awareness and Weber Shandwick - Think About Your Eyes Campaign Launch
  • Ogilvy Public Relations Worldwide and Kimberly-Clark’s Huggies - Helping Diaper "Every Little Bottom"
  • RF|Binder Partners, Inc. - Setting Opportunity in Motion in America's Communities: Bank of America's Neighborhood Excellence Initiative

 

CRISIS MANAGEMENT

Winner

Deveney Communication - Louisiana Office of Tourism BP Oil Spill Response

Honorable Mentions:

  • Aflac with Kaplan Thaler Group, PainePR and Digitas - Japan Earthquake / Aflac Duck Loses Voice
  • Allison & Partners - SOS Children's Villages-USA: Communicating with Donors and Media in the Aftermath of the Haiti Earthquake
  • American Airlines and Weber Shandwick - Bomb Threat Response: American Airlines Tweets with Passengers Aboard Flight AA24
  • CommunicationWorks - Minimizing Damage, Maximizing Advantage
  • Howard Brown Health Center and PCI - Creating a Lifeline for a LGBTQ Health Center
  • NEI and Burson-Marsteller - Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis
  • U.S. Navy Bureau of Medicine and Surgery - Deploying COMFORT to Bring Hope to Haiti
  • Weber Shandwick New York - Not Such Easy Going in the Big Easy

 

EMPLOYEE COMMUNICATIONS

Winner

Northwestern Mutual - Leaving A Legacy: Million Minutes Project

  Honorable Mentions:

  • American Airlines and Weber Shandwick - Fuel Smart: American Airlines Employees Make a Difference
  • Beehive PR with Deluxe Corp - I'm In It to Win It for United Way
  • Central Arizona Project - Safety for Life
  • Deloitte - Greening the dot
  • Discovery Networks Latin America/US Hispanic - DLA/USH's Internal Communications Tools
  • National Association of Insurance Commissioners (NAIC) - The Politics of Relocating an Office
  • Turk Telekom Welcome 2011

 

EVENT MARKETING

Winner

• MWW Group & Bowling Properites Association of America - 2010 Celebrity Bowling Hall of Fame Campaign
• Cohn & Wolfe with Buick - The Regal Remix: Flipping the Script to Reach a Younger Prospect

Honorable Mention:

  • Chase Card Services & Ketchum -  Chase Sapphire Creates MAD Cardmember Experiences: MAD MEN Partnership
  • Cone Inc. – Yoplait Save Lids to Save Lives Sheryl Crow Breast Cancer Awareness Concert
  • Cramer-Krasselt - Tork Cleans Up with Guinness World Record
  • Ogilvy Public Relations Worldwide and Nestlé RAISINETS - RAISINETS City

 

EXTERNAL PUBLICATION

Winner

The Boeing Company and Methodologie Inc.- AERO Magazine

Honorable Mentions:

  • Consumer Electronics Association - CEA’s Innovation Movement Video Brochure for Capitol Hill
  • Makovsky + Company - Commemorating 30 Years of Specialized Thinking
  • NYU Langone Medical Center - Innovation – 2010 Research Report
  • Office Depot Foundation and SCORE® - Business Planning Tools for Non-Profit Organizations – Second Edition

 

FINANCIAL INVESTOR RELATIONS

Winner

General Motors - Introducing the New GM

Honorable Mentions:

  • Lambert, Edwards & Associates - A Healthy SNAK of Increased Sales, Distribution and Stock Price
  • OfficeMax Inc. and FD - Maximizing Communications of 5 Year Growth Plan at OfficeMax

 

GLOBAL PR

Winner

GE - GE ecomagination Challenge: Powering the Grid

Honorable Mention:

  • American Airlines and Weber Shandwick - American Airlines and the oneworld Alliance Win the Battle for Japan Airlines
  • Cohn & Wolfe - AIDS Treatment for Life International Survey (ATLIS 2010)
  • Euro RSCG Worldwide PR - Wyclef for President
  • Financial Times - Pioneering the Metered Model
  • LinkedIn - LinkedIn's Global Professional Buzzwords
  • Ogilvy PR Worldwide, Beijing - Pambassadors
  • Waggener Edstrom - Year of IE9: Launching a More Beautiful Web
  • Weber Shandwick New York - Honeywell-Nobel Laureate Lecture Series

 

GREEN PR

Winner

Hormel Foods with Burson-Marsteller - Corporate Responsibility and Sustainability Communications at Hormel Foods

Honorable Mentions:

  • The OutCast Agency - The Birth of a Cleantech Brand: Bloom Energy
  • Paine PR - P&G Future Friendly making Conservation Second Nature

 

INFLUENCER COMMUNICATIONS

Winner

Intel & Ogilvy Public Relations Worldwide  - Intel Advisors

Honorable Mentions:

  • Conover Tuttle Pace (CTP)  - Restoring the Spirit of Pinehurst No. 2
  • GM Western Region Communications and Weber Shandwick Los Angeles - Chevy Best of Tours
  • Huntington Bank - Huntington's Small Business Platform
  • Southwest Airlines Company - Mosaic: A Southwest Airlines Community Affairs & Grassroots Publication
  • Tourism Australia - Oprah's Ultimate Australian Adventure
  • U.S. Army with Weber Shandwick - Building an Army of Advocates  
  • Weber Shandwick and MilkPEP - got milk? Breakfast BlogHer Program

 

INTERNAL PUBLICATION

Winner

iolo technologies - iolo insider

Honorable Mentions:

  • Diageo North America - The Main Ingredient
  • Multimedia over Coax Alliance (MoCA) - Morning MoCA Member Newsletter

 

MARKETING COMMUNICATIONS

Winner

EA SPORTS, Fleishman-Hillard & ESPN - Madden NFL 12 Cover Athlete Voting Campaign

Honorable Mentions:

  • Conover Tuttle Pace (CTP) - Zenyatta's "Quest for Perfection"
  • Hawaii Visitors & Conventions Bureau  - HVCB's 2010 "Perfect Moments" Market Saturation Campaign
  • Northwestern Mutual - A Foundation for Life
  • Ogilvy Public Relations Worldwide, Initiative Media and Bayer Health Care Pharmaceuticals - Girlfriends for Folate

 

MEDIA EVENT

Winner

GolinHarris - 2011 McDonald's All American Basketball Games Create Arch Madness in Chicago

Honorable Mentions:

  • Cone Inc. - The American Cancer Society Launches the Choose You Movement
  • Cone Inc. - Yoplait Original Yogurt "Calcium in Every Cup" MyGetTogether Party with Nancy O'Dell
  • Disney Consumer Products - Disney Store Times Square Grand Opening Celebration
  • U.S. Census Bureau - A New Portrait of America, First 2010 Census Results

 

MEDIA RELATIONS

Winner

Navistar International Corporation - A Boss Saves Jobs, Helps the Community

Honorable Mentions:

  • General Motors and Weber Shandwick - An American Comeback Story: Resurgent Brands and Great Products Tell the Story of the New GM
  • IFC- Portlandia
  • Intercontinental Hotels Group (IHG)  - IHG’s Check it Free Promotion
  • Ogilvy Public Relations Worldwide and The Government of Mexico -  From Bad to Great: Promoting Mexico’s Environmental Leadership Amidst a Drug War

 

MULTICULTURAL CAMPAIGN

Winner

Hill & Knowlton - Merck Asma en Español: Creating an Asthma Resource Center for the Hispanic Community

Honorable Mention:

  • Alpaytac Inc. - Bellator Fighting Championships: Hispanic Community Cornerstone for Growth
  • Burson-Marsteller/The Board of Elections in the City of New York - Mark It. Scan It. Vote the New Way - Preparing NYC Voters for Paper Ballots
  • Euro RSCG Worldwide PR - Meeting the Eye Health Needs of Culturally Diverse Groups
  • Flowers Communications Group – McDonald’s McCafé  Launch Summer Festival & Concert Series
  • Howard Brown Health Center and PCI - Creating a Lifeline for LGBTQ Health Center
  • Weber Shandwick Chicago  - Degree Women Fine Fragrance Collection Latin GRAMMYs Program

 

ONLINE COMMUNICATIONS

Winner

NEI and Burson-Marsteller  - Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis

Honorable Mentions:

  • Chrysler Group LLC  - Dodge Rock 'n Roll Half-Marathon
  • Denison University - TheDEN
  • O'Malley Hansen Communications - Sara Lee Deli: Solving the Mama Saga
  • Siemens Industry Inc. - Plantville, a Siemens initiative
  • U.S. Census Bureau  - 2010census.gov

 

ONLINE PRESS ROOM/MEDIA CENTER

Winner

Disney Consumer Products - Online Press Room

Honorable Mentions:

  • Baylor Health Care System - Online Newsroom
  • Eucomed - Online Media Centre

 

PODCAST/VIDEOCAST

Winner

Carmichael Lynch Spong with WebmasterRadio.fm - Untying the Purse Strings of America's Most Powerful Consumer

Honorable Mentions:

  • American Society for Microbiology (ASM) - This Week in Microbiology
  • Chrysler Group LLC - Under the Pentastar
  • Cone Inc. - Tune Up with Jeannie & Christina, Yoplait Light Two Week Tune Up with Live Webcast

 

PR ON A SHOESTRING

Winner

• Ogilvy Public Relations Worldwide and MaggieMoo's Ice Cream and Treatery - Tax Day "Sundae Stimulus"
• Sealed Air Corporation - Bubble Wrap Protects the Captain

Honorable Mentions:

  • Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse
  • Goodyear - Goodyear Assurance "Fuel Max: Border to Border"
  • Illinois Tollway - Drive Now. Text Later.

 

PRESS RELEASE

Winner

Berman & Company - Unintended Consequences of Reusable Bags

Honorable Mentions:

  • Insurance Brokers Association of Ontario with Impact Public Affairs - Insurance Brokers Urge Ontario Government to Ban Credit Scoring to Protect Consumers
  • Mediabrands - IPG Media Lab Launches Retail Experience Center

 

PRO BONO

Winner

GLOBALHealthPR & Spectrum - The Progeria Research Foundation A Needle in the Haystack: “Find the other 150”

Honorable Mention:

  • Adfero Group - Action to Cure Kidney Cancer (ACKC)
  • Bausch + Lomb with Lions Club International - Fighting Childhood Blindness: The Pediatric Cataract Initiative
  • Chamberlain Healthcare Public Relations - Kids Kicking Cancer Breath Brake Public Service Campaign and Smartphone App Launch

 

PRODUCT LAUNCH

Winner

Waggener Edstrom Worldwide - Year of IE9: Launching a More Beautiful Web"

Honorable Mentions:

  • Cone Inc. - Purina ONE beyOnd "1 Million in ONE Day"
  • The Hershey Company - Pieces Candy Launch Event
  • Inner Circle Labs - Zite Gets Personal
  • RED PR - CND Shellac Launch

 

PSA

Winner

U.S. Census Bureau: 2010 Census Greg Biffle PSA

Honorable Mentions:

  • Concepts Inc. & The Campaign for Disability Employment - The “I Can” PSA Campaign
  • R/P Marketing Public Relations - The Green Chair Campaign for Donate Life Ohio

 

PUBLIC AFFAIRS

Winner

Smithsonian’s National Zoo, Smithsonian Conservation Biology Institute - Amphibian Rescue PR Campaign

Honorable Mentions:

  • Burston Marsteller/The Board of Elections in the City of New York - Mark It. Scan It. Vote the New Way – Preparing NYC Voters for Paper Ballots
  • McNeely Pigott & Fox Public Relations - Friends of Gaile Owens Campaign
  • NYU Langone Medical Center - Organ Donor - Concept Trial
  • Ogilvy Public Relations Worldwide, Taiwan - Taiwan Pavilion at Expo 2010
  • Widmeyer Communications - Pool Safely: Simple Steps Save Lives

 

RE-BRANDING/RE-POSITIONING

Winner

Grow Marketing - Birkenstock Renaissance

Honorable Mentions:

  • First Degree - KeepAmericaFishing: The Voice of the American Angler
  • Porter Novelli Public Services, Washington DC - SOYJOY Second Chances

 

RESEARCH & MEASUREMENT

Winner

Ogilvy Public Relations Worldwide and Kimberly Clark’s Huggies - Helping Diaper “Every Little Bottom”

Honorable Mentions:

  • Euro RSCG Worldwide PR - Championing Eye Health Education with the 2010 Employee Perceptions of Vision Benefits Survey
  • KD Paine & Partners - SAS

 

SATELLITE MEDIA TOURS

Winner

InterContinental Hotels Group (IHG) - Holiday Inn Launches "Honeymoon on Us" with a SMT by Reality Star, Melissa Rycroft

Honorable Mentions:

  • GE - GE Optima 430s 1.5T Product Launch SMT
  • Porter Novelli Public Services, Washington, DC - SOYJOY Super Bowl SMT with Leslie Bonci
  • Weber Shandwick Chicago - Degree Ultra Clear SAG Awards SMT

 

SOCIAL MEDIA CAMPAIGN

Winner

U.S. Army with Weber Shandwick - Sharing the Army Strong Story

Honorable Mentions:

  • Berman & Company - Teachers Union Exposed
  • Centers for Disease Control and Prevention - Preparedness 101:  Zombie Apocalypse
  • Chamberlain Healthcare Public Relations for Boehringer Ingelheim Pharmaceuticals Inc. - Health Seeker: Simple Steps, Healthier Together
  • M Booth - Ameda "I Breastfeed Because" Campaign
  • U.S. Census Bureau - 2010 Census Using Social Media for 2010 Census Awareness

 

SPEECHES

Winner

Early Learning Division Ontario Ministry of Education  - "I wish I was a Messenger"

Honorable Mentions:

  • Sprint Nextel - M2M Connected Transportation Initiative

 

TRADE SHOW/EVENT PR

Winner

Padilla Speer Beardsley - Automation Fair: The Premier Automation Industry Event

  Honorable Mentions:

  • Disney Consumer Products - Toy Story 3 Takes Over American International Toy Fair
  • GE - GE at CES
  • Kingdom Quality Communications - Get Fit for the 5K

 

VIDEO PROGRAMS

Winner

Consumer Electronics Association - CEA's Innovation Movement Video Brochure for Capitol Hill

Honorable Mention:

  • Chrysler Group LLC - Under the Pentastar
  • Disney Consumer Products - Disney Fairy Tale Weddings by Alfred Angelo
  • Gibraltar Associates - NGVS Now Natural Gas Vehicles: Driving America's Future
  • Hill & Knowlton  with Astellas Pharma US Inc. - Science WoRx: Virtual Science Pro
  • Multimedia over Coax Alliance (MoCA) - Whole Home DVR Made Easy
  • Widmeyer Communications - American Energy Innovation Council: A Business Plan for America's Energy Future

 

WEB SITE MARKETING

Winner

Zocalo Group & Dell - The Dell Inspiron Storybook Online Experience

Honorable Mentions:

  • Siemens Industry Inc. - Plantville, a Siemens initiative

 

WORD OF MOUTH/VIRAL

Winner

The Hershey Company - S'mores Snacktivity Suite

Honorable Mentions:

  • Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse
  • CooperKatz & Company Inc. - Help Petfinder Adopt the Internet Day
  • MWW Group & Nikon - Nikon Film Festival Social Campaign Championing D-SLR Video

 

WOW!

Winner

Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse

Honorable Mention:

  • Barb Clapp Advertising & Marketing LLC - FOP/IAFF Billboard
  • Cone Inc. - Yesterday's News Do-Gooder Design Challenge
  • Deloitte - Greening the next generation
  • Deloitte - Planet Saver Programs
  • GE - GE ecomagination “Powering the Grid”
  • Henson Consulting - "Hearts a Bluhm" in Chicago in February 2011
  • KRAFT Macaroni & Cheese - Project CHEDDAR EXPLOSION: The Launch of KRAFT Macaroni & Cheese CHEDDAR EXPLOSION

 

LARGE PR FIRM OF THE YEAR

Winner

APCO Worldwide

Honorable Mentions:

  • GolinHarris
  • Ketchum
  • Ogilvy Public Relations Worldwide 
  • Weber Shandwick
  • Waggener Edstrom Worldwide

 

MIDSIZE FIRM OF THE YEAR

Winner

MWW Group

Honorable Mentions:

  • Carmichael Lynch Spong
  • Cone
  • Coyne Public Relations
  • Euro RSCG Worldwide PR
  • Zeno Group

 

SMALL PR FIRM OF THE YEAR

Winner

Linhart Public Relations

Honorable Mentions:

  • Alpaytac Inc.
  • Henson Consulting
  • INK PR
  • Lambert, Edwards & Associates
  • Warschawski