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 2018 and winning cases studies are available to read here on WARC.

Platinum SABRE for Best In Show


Aflac 'outducks' a reputational deficit

Brand Aflac
Agency FleishmanHillard
Country United States

Insurance company Aflac used PR to showcase its commitment to corporate social responsibility.

It created 'My special Aflac Duck', a smart toy to help comfort kids facing cancer, and positioned its executives as thought leaders to media.

The campaign yielded 794 earned stories and nearly two billion impressions, helping Aflac meet its $1.5m donation promise to childhood cancer.

Diamond SABRE Awards

Road to worldwide relevancy

Brand Turtle Wax
Agency Zeno Group
Country United States

Energy efficiency saving matters

Brand Columbia Gas of Ohio
Agency Fahlgren Mortine
Country United States


The most recent Latin American Awards Awards were announced in October 2018 and winning cases studies are available to read here on WARC.

Diamond SABRE Awards


Abrintel: Why does my mobile phone have no reception in São Paulo?

Brand Abrintel
Advertiser Abrintel
Country Brazil

Abrintel raised awareness of the problem of limited cell service in São Paulo through its research.

Abrintel conducted a study to identify the locations of over 5,000 cellular antennas in the city, reportin its findings to the media and local government.

After exposing the deficiencies of the telecommunications infrastructure in São Paulo, the City Council scheduled a voting session to approve an updated law.

LG Electronics

70 Years LG Electronics

Brand LG Electronics
Advertiser LG Electronics
Agency MG Consulting
Country Chile

LG became the most visualized brand in national media by creating a closer relationship with technology journalists in Chile.

LG allowed journalists to borrow equipment before its official arrival to the country and provided them with invitations to important international events.

In less than a year LG dethroned Samsung and generated a change in public opinion about LG as a brand.

Goethe-Institut Mexiko

Goethe-Institut Mexiko: Dual Year Germany – Mexico, 2016–2017

Brand Goethe-Institut Mexiko
Advertiser Goethe-Institut Mexiko
Agency Another Company Mexico
Country Mexico

Goethe-Institut Mexiko successfully launched an event, A Duel Year, to promote unity between Germany and Mexico

Goethe-Institut Mexiko created an integrated 12-month campaign consisting of branding and corporate image, PR and social.

The brand got the attention of the general public and urged them to join the event.

Gold winners

Domino’s Pizza: RD Fluye, a citizen movement to improve road mobility and safety, powered by Domino's

Brand Domino's
Advertiser Domino's
Country Dominican Republic

Payless Shoesource Costa Rica: Tinta Para el Alma

Brand Payless Shoes
Advertiser Payless Shoesource
Agency Ketchum & CCK
Country Costa Rica

Memoria AMIA

Brand AMIA
Advertiser AMIA
Country Argentina

Roche Latin America: Empowering health journalists in Latin America

Brand Roche
Advertiser Roche
Agency Edelman Public Relations
Country Latin America (general region)

Equally Welcome: Marriott celebrates LGBT Pride

Brand Marriott Hotels
Advertiser Marriott International
Agency JeffreyGroup
Country Brazil

CA Technologies: The Modern Communication Factory

Brand CA Technologies
Advertiser CA Technologies
Country Brazil

Ananse: Amazon Warriors Safe Collection

Brand Ananse
Advertiser Ananse
Agency Little George
Country Brazil

Kaspersky Lab: Mission - Save the World

Brand Kaspersky Lab
Advertiser Kaspersky Lab
Agency JeffreyGroup
Country Brazil

180 years of thyssenkrupp in South America

Brand thyssenkrupp
Advertiser thyssenkrupp
Agency Hill & Knowlton Strategies
Country Latin America (general region)

Banco Sabadell personal banking: Breaking paradigms

Brand Banco Sabadell
Advertiser Banco Sabadell
Country Mexico

Backus Ab InBev: #StoriesAndBeers - How to get influencers’ attention for a corporate brand event

Brand Backus Ab InBev
Advertiser Backus Ab InBev
Country Latin America (general region)

Intel: Technology & Life campaign

Brand Intel
Advertiser Intel
Agency Burson-Marsteller
Country Brazil

Tequila Patron: Proudly Mexican

Brand Tequila Patron
Advertiser Tequila Patron
Agency JeffreyGroup
Country Mexico

KLM: The Art of Flying

Brand KLM
Advertiser KLM
Agency JeffreyGroup
Country Mexico

Microsoft: United Against Cybercrime

Brand Microsoft
Advertiser Microsoft
Agency Burson-Marsteller
Country Colombia

Pfizer: The First Time Has No Age

Brand Pfizer
Advertiser Pfizer
Agency Ketchum & Little George
Country Brazil

Ferrocarriles Suburbanos: Fashion Week Mexico at Tren Suburbano

Brand Ferrocarriles Suburbanos
Advertiser Ferrocarriles Suburbanos
Agency Zimat Consultores
Country Mexico

Business Coordinating Council (CCE): Initiative Fuerza Mexico

Brand Business Coordinating Council (CCE)
Advertiser Business Coordinating Council (CCE)
Agency Zimat Consultores
Country Mexico

Mars Petcare México: Adoptafest - The biggest adoption event in Mexico

Brand Pedigree Petfoods
Advertiser Mars Petcare
Agency Porter Novelli
Country Mexico

Scotiabank: Raising Interest - A bank's journey toward increased visibility and trust

Brand Scotiabank
Advertiser Scotiabank
Agency JeffreyGroup
Country Mexico

Pfizer: Test of Courage

Brand Pfizer
Advertiser Pfizer
Agency Ketchum & Little George
Country Brazil

Pan American Energy: PAE'S 20th Anniversary Campaign

Brand Pan American Energy
Advertiser Pan American Energy
Country Argentina

Electronic Arts: Fattest Release - Need for Speed

Brand Electronic Arts
Advertiser Electronic Arts
Agency Weber Shandwick
Country Brazil

Quizlet: Sherlock brings Quizlet to Brazil

Brand Quizlet
Advertiser Quizlet
Agency Sherlock Communications
Country Brazil

Ministerio de Turismo de Uruguay: Posicionando a Uruguay Frente a Sus Públicos Estratégicos de Países no Fronterizos

Brand Ministerio de Turismo de Uruguay
Advertiser Ministerio de Turismo de Uruguay
Agency Axon Marketing & Communications
Country Uruguay

Unilever l Baby Dove: Seu Leite Pode Salvar Vidas

Brand Dove Baby
Advertiser Unilever
Agency Press Porter Novelli
Country Brazil

Toulouse Lautrec: Cómo Reforzar el Posicionamiento de una Institución Educativa como Referente de Creatividad y Lidera

Brand Toulouse Lautrec
Advertiser Toulouse Lautrec
Agency Axon Marketing & Communications
Country Peru

DETRAN SP: Blitz em Celebridades

Advertiser DETRAN SP
Country Brazil

Arcos Dorados: Book or Toy

Brand Arcos Dorados
Advertiser Arcos Dorados
Agency Tribal Worldwide & Porter Novelli
Country Peru

Generadoras de Chile: Un Futuro Eficiente y Sustentable

Brand Generadoras de Chile
Advertiser Generadoras de Chile
Agency Extend Comunicaciones
Country Chile

Fundação Laço Rosa: Força na Peruca - Informação Que Empodera e Gera Transformação Social

Brand Fundação Laço Rosa
Advertiser Fundação Laço Rosa
Agency Approach Communicação
Country Brazil

Prefeitura da Cidade do Rio de Janeiro: Cidade Olímpica

Brand Prefeitura da Cidade do Rio de Janeiro
Advertiser Prefeitura da Cidade do Rio de Janeiro
Agency FSB Comunicacoes
Country Brazil

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