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Ogilvy Public Relations sweeps the SABRE Awards

9 November, 2011

SINGAPORE — Capping an impressive year of recognition, Ogilvy Public Relations Worldwide collected more Holmes Report SABRE Awards for PR in Singapore last week than any other agency network. In addition to winning the Holmes Report’s Digital Consultancy of the Year award recently, Ogilvy PR was recognised for best campaigns in its largest markets of Australia and China, plus four practice awards in Industrial/Manufacturing, Health, Travel/Leisure and Associations. Ogilvy PR also shared credit with its Team WPP partners in two further awards for Best Regional Campaign and Best South East Asian campaign for Ford.

“We have the privilege of working with first-rate clients who rightly expect bold, innovative communications campaigns that deliver multi-faceted value. The depth of our specialist practice expertise coupled with an internal culture of ‘What if?’ creative thinking has led to the great campaigns recognised in the SABRE Awards” said Steve Dahllof, Asia Pacific President and CEO. ‘What if?’ is a credo embraced agency-wide that gives everyone at Ogilvy PR permission to challenge the status quo and foster a culture that embraces change.

Pulse/Ogilvy PR Australia was recognised for combining two of Australia’s favourite ingredients – Beef and Beer – to create Carlton Draught Wagyu Beef, made from beer. While 20 Wagyu cattle feasted on US$32,000 worth of Carlton Draught’s fresh ingredients for 60 days, Australia watched patiently, waiting for the moment when they could test this new ‘beer flavoured’ meat variety at one of the ‘Meat-up’ BBQ events at key pubs across the country. Photos and video footage from the farm and events helped achieve double the target level of media coverage and brought the Facebook fan page to life, driving interaction up 217%. This resulted in 100,000 entries to the brand’s Massive Meat Wheel promotion, overachieving target by 20%, all reinforcing Carlton Draught’s position as the number one tap beer in the country – making it every Aussie’s preference at the bar.

2011 SABRE Awards Won by Ogilvy PR Asia Pacific

Best Digital Consultancy – Ogilvy PR, Asia Pacific Region

Regional Award - Best Campaign in Australia/New Zealand
Campaign: Carlton Draught Wagyu Beef, Made from Beer
Client: Carlton Draught
Agency: Pulse Communications/Ogilvy PR Australia

Regional Award - Best Campaign in Greater China
Campaign: A Lifetime Commitment to Safety
Client: Goodyear China
Agency: Ogilvy Public Relations Worldwide, Shanghai office

Industry Sector Award – Industrial/Manufacturing
Campaign: Goodyear Blimp Makes its Social Media Premier
Client: Goodyear China
Agency: Ogilvy Public Relations Worldwide, Shanghai office

Industry Sector Award – Healthcare
Campaign: Restoring Harmony to Chinese Marriages
Client: Eli Lilly
Agency: Ogilvy Health, China

Industry Sector Award – Travel & Leisure
Campaign: Rock Gaga Style
Client: Madame Tussauds Hong Kong
Agency: Ogilvy Public Relations Worldwide, Hong Kong

Industry Sector Award – Associations
Campaign: Make it so – Driving Australia’s Brightest Minds into Engineering
Client: Engineers Australia
Agency: Pulse Communications/Ogilvy PR Australia

2011 SABRE Awards Won by Team WPP (Ogilvy PR, Burson-Marsteller and Hill & Knowlton)

Regional Award - Best Campaign in South East Asia
Campaign: Ford Fiesta Launch in Thailand
Client: Ford Motor Company Asia Pacific and Africa

Regional Award - Best Campaign in More than 5 Countries
Campaign: Driving Skills for Life CSR Program
Client: Ford Motor Company Asia Pacific and Africa

For further information, please contact:
Samantha Burgess-Allen
Ogilvy & Mather Asia Pacific
Tel: +65 6213 7996
Mobile: +65 8525 9226

Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 markets. Named Large Agency of the Year by The Holmes Report and PRNews, Ogilvy PR blends proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. Celebrating its 30th anniversary in business, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360-degree digital influence, corporate, and technology practices. Through its subsidiary, Feinstein Kean Healthcare, the agency also offers additional experience in the cancer field, as well as specialized expertise in molecular medicine, advanced biomedical research, leading life science and healthcare technologies and treatments. Ogilvy PR is a unit of Ogilvy & Mather (, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups. For more information, visit our website at

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