NEW YORK October 29, 2015 – Burson-Marsteller, a leading global strategic communications and public relations firm, today announced it has won three 2015 Global SABRE Awards for campaigns for Microsoft, Lufthansa and Texas Health Resources. Presented by leading industry publication The Holmes Report, the Global SABRE Awards celebrate superior achievement in branding, reputation and engagement and recognize the 40 best PR campaigns in the world. The awards were presented at a ceremony during the Holmes Report’s Global PR Summit in Miami on October 28.
Burson-Marsteller won for:
- The Technology for Peace-Building” with Microsoft – The Colombian government and the Revolutionary Armed Forces of Colombia (Farc) are trying to end more than five decades of armed conflict. A main post-conflict issue is the social reintegration of people who were part of the armed groups, an effort led by the Colombian Agency for Reintegration (ACR). This state agency manages reintegration with a technological tool called SIR which grew out of a partnership between the ACR and Microsoft. With a strategy focused on engaging and building a relationship with key actors including ACR officials, the Presidency of Colombia, mass media, entrepreneurs and other government officials, Burson-Marsteller Colombia successfully positioned Microsoft as a technology company committed to the government and the peace-building efforts. This campaign was ranked 27th.
- “Are you Klaus-Heidi” with Lufthansa – Burson-Marsteller Sweden drove the PR support of the launch of “Are You Klaus-Heidi,” the integrated marketing and public relations campaign for Lufthansa led by DDB Stockholm. The campaign, conceived to create awareness in Swedish media about Lufthansa and its key Stockholm-to-Berlin route, asked Swedes to change their names legally to the gender-neutral name Klaus-Heidi, a merger of two common German names. Burson-Marsteller’s work resulted in headlines in The Economist, Spiegel, Huffington Post, Russia Today, FOX and 68 other media outlets and delivered 1,257 original mentions on social media. It made the news in more than 30 countries and was a recurring topic on Swedish national TV. “Are you Klaus-Heidi’ was ranked 15th.
- “The First Case of Ebola in the U.S.” with Texas Health Resources – When Ebola was detected in the Emergency Department of Texas Health Presbyterian Hospital Dallas last fall, what quickly became an international health-care emergency also became an incredibly complex communications challenge. Burson-Marsteller worked with Texas Health to refocus the media, calm a fearful community, support and inform hospital staff and stakeholders and reassure the world that this disease had been successfully contained. The Holmes Report named this the fifth-best campaign in the world.
“We are honored to have won these Global SABRE awards, which demonstrate the breadth of expertise we strive on every assignment to bring to our clients,” said Donald A. Baer, Worldwide Chair and CEO, Burson-Marsteller. “This award-winning work shows what can be achieved by the ideas-driven, evidence-based, results-oriented rigor we bring to all of our work. Exceeding our clients’ expectations is at the heart of our commitment to Burson-Marsteller, Being More.”
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and digital strategies. The firm’s seamless worldwide network consists of 73 offices and 85 affiliate offices, together operating in 110 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network. For more information, please visit www.burson-marsteller.com.