SABRE Awards

Benchmarking the best PR work from across the globe

Browse latest case studies

About the Awards

The SABRE Awards are the world’s largest PR awards programme, recognising superior achievement in branding and reputation in North America, EMEA, Asia-Pacific, Latin America, South Asia and Africa.

The awards are delivered by The Holmes Report, the authoritative voice of the global public relations industry.

Find out more about The Holmes Report

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North America SABRE Winners

The most recent North American Awards were announced in May 2019 and winning cases studies are available to read here on WARC.

Diamond SABRE Awards


Bernzomatic Emergency Preparedness

Brand Bernzomatic
Agency Zeno
Country United States

BernzOmatic developed a geo-targeting campaign that targeted US consumers about to experience bad weather and encouraged them to buy a propane tank.

The brand developed pre-determined weather criteria and used weather as a signal to deploy creative in a geo-targeted fashion.

The campaign drove over 43,000 people into priority retail locations and an additional 23,000 clicks to its emergency prep landing page.


Cadillac: Now That's a Cardiac

Brand Cadillac
Agency Kovert Creative
Country United States

Cadillac, an automotive brand, promoted its new XT4 model in the US by launching a video commercial featuring hit comedians.

Comedians John Mulaney and Nick Kroll reprised their Broadway characters in a three-minute video taking New Yorkers on a hilarious tour of the city in the XT4.

The video received over 1.83 million views on Cadillac’s combined social channels, garnering over 40 organic press instalments.


T-Mobile: John Legere for CEO of the Year

Brand T-Mobile
Agency N/A
Country United States

John Legere brought his bold, unfiltered philosophy when he joined T-Mobile US as CEO in 2012.

He has led initiatives that re-define the wireless industry and uses social media as a source of intelligence, informing the ideas shaping the company's strategy.

His innovations have changed wireless forever, and he is now reaching over six million Twitter followers, his influence continues to gain traction.


The most recent Latin American Awards were announced in September 2019 and winning cases studies are available to read here on WARC.

Diamond SABRE Awards


Huawei: Artificial Intelligence and Mexican Talent Combine to Finish Schubert’s Symphony

Brand Huawei
Advertiser Huawei
Agency Extend Comunicaciones
Country Mexico

Huawei completed Schubert's famous Unfinished Symphony using AI technology in its new smartphone and launched a concert in Mexico City to connect with Mexican consumers.

Through the power of AI, the Huawei Mate 20 Pro smartphone learned how to compose the third and fourth movements of Schubert's famous Unfinished Symphony.

Conversation regarding Huawei and its Artificial Intelligence technology increased by 61% and the media reach in Mexico was 87 million.


Enel: Energy Connects Us

Brand Enel Energia
Advertiser Enel Energia
Agency JeffreyGroup
Country Chile

Enel increased favourability in Mexico by constructing solar and wind farms to educate and engage key opinion leaders.

The construction of solar and wind farms was portrayed in key media, while the offices of Enel Green Power were positioned as sustainable work spaces.

Enel gained strategic media coverage, boosting the company's positive outlook with a 91% favourable rating.


Repretel: Facing Analysis: Presidential Debate

Brand Repretel
Advertiser Repretel
Agency Porter Novelli
Country Costa Rica

Repretel increased awareness during its presidential debate by launching a tool that allowed Costa Ricans to analyse non-verbal communications of the speakers.

The tool analysed the candidate's speech and facial expressions, which allowed its audiences to capture an emotional analysis of what the candidates said, as they were asked about it.

The campaign raised the debate rating from 7.19 to 11.78 and the brand maintained a positive conversation of 15% to 12.5% negative.

Camargo Corrêa Infra

Camargo Corrêa Infra: Rebuilding An Icon

Brand Camargo Corrêa Infra
Advertiser Camargo Corrêa Infra
Agency JeffreyGroup
Country Brazil

Camargo Corrêa Infra reversed negative perceptions of the brand after it was involved in a scandal through a redesign of its website and communications.

The rebranding of the website gives free access to public contracts, positioning the brand as the protagonist of the new infrastructure industry landscape with transparency and integrity.

The company is now positioned in news articles that discuss the industry's ethical issues, showing that it is already operating under a different mindset.

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