Awards 2018

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  2. 2018

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  • C01. Arts, Entertainment & Media

    This award honours the success in the arts and entertainment, including films, magazines, TV shows, books, newspapers and websites. Entries for outstanding work in promoting individual celebrities are also welcome.

  • C02. Brand Development (Product)

    This award recognises outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer brand (product) through the use of PR.

  • C03. Brand Development (Service)

    This award recognises outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer brand (service) through the use of PR.

  • C04. Consumer Launch

    This category is awarded for the launch of a new product or service through the use of PR. The ability to create buzz and brand recognition, as well as evidence of sales/usage, are all essential factors in determining the winner.

  • C05. Healthcare: Ethical

    This award recognises ongoing work or one-off projects undertaken by or on behalf of a pharmaceutical company relating to ethical (prescription only) drugs. Campaigns can be at any stage in a product lifecycle and include communications with target audiences such as prescribers, primary care teams, patient groups and specialist media as well as disease awareness and direct-to-consumer work. A campaign on behalf of a health-related cause (for example, set by a government agency), however, should enter the Public Sector Campaign of the Year.

  • C06. Technology

    This category awards the innovation use of technology and most effective business-to-business or consumer campaigns. These may include, but are not limited to, product launches or innovations, uses and applications of technology, or technological issues and advancements. Judges will look at innovative and effective ways that technology has been incorporated into the PR campaign, how technology is used to deliver action orientated communications or experiences that have a tangible effect and pivotal to its success.

  • C07. Business-to-Business

    This category awards businesses where the target audience might be a niche business sector or the business community at large. Entries that involve switching to the consumer market should be entered in either the Consumer Launch or the Product Brand Development categories.

  • C08. Sports

    This award recognises successful campaign that demonstrates the best use of PR to promote a live sporting activity/event or brand. Judges will look at marketing efforts and brand communications that impact brand or organisation perception.

  • C09. Employee Engagement/Interl Communications

    This award recognises the strategic communication or significant project has engaged internal stakeholders such as communicating a merger or acquisition, change management, rebranding, restructuring, layoffs, or other issue/problem of an internal communications nature. Judges will recognise excellence in engagement that inspires action and drives the employee experience forward through on-going strategic relations to promote organisational objectives.

  • C10. Corporate Branding

    This award honours the most outstanding use of PR in the launch of a new company, or in a corporate rebranding and repositioning initiatives. The winner will demonstrate effective recognition beyond mere brand-name recognition to show an appreciation and understanding of key message points among the target audience. The judges will look at the strategic approach; evidence of success in building corporate reputation, enhancing company positioning, communicating with investor or other stakeholder, or achieving other corporate goals.

  • C11. Public Affairs

    This award recognises the most effective use of PR to change/enlist political and/or public opinion utilising public affairs tactics. Judges will be looking for evidence of work in research, media relations, grassroots community activity, lobbying and the distinct role and results of public affairs and lobbying.

  • C12. Corporate Publications

    This category awarded to corporate publication which includes both printed material and electronically published material produced on behalf of an organisation. This includes either an external audience or internal stakeholders to meet specific PR objectives. Three different sample copies should be included as your support material (online). Judges will be looking at details of how and where the publication was circulated and a circulation figure. The budget should be broken down into editorial, production and distribution costs. Details of systematic planning should include a breakdown of all relevant stakeholders and audiences.

  • C13. Financial Communications

    This award will be given to the most effective on-going campaign or one-off project in the financial sector during the year. Judges will be concentrating on work that is primarily targeted at investors or other financial industry audiences and not personal finance campaigns.

  • C14. Issues, Crisis or Reputational Management

    This award recognises the most effective issues, crisis- or reputational-management work by an agency or corporate PR team, or a combination of both. The objectives, strategy and method deployed should be clearly set out. Because of the sensitive nature, entrants may mark parts of their submission as strictly confidential and not for publication. Judges will look at the effective communication in the context of an issue, crisis or reputational management. The objectives, research and strategy as well as implantation of tactics and how negative impacts were avoided, positive achieved and improvements made.

  • C15. Media Relations

    This award recognises the most effective and successful use of media relations in a wider public relations context that meets client and/or campaign objectives. Judges will be looking for evidence on budget, strategy and tactics, including creativity and innovation and how it influences and changes behaviour among the target audiences.

  • C16. Public Sector

    This category recognises the successful use of PR by a public sector organisation, government departments and PR consultancies working in partnership with them. (e.g. federal, state, military, municipal, local or public health authorities). Judges will look for the most effective campaign or communication programme on a single topic (e.g. health, crime, defence, etc).

  • C17. Corporate Social Responsibility

    This award recognises a campaign or ongoing project that utilises or integrates a social responsibility to promote or enhance corporate image or specific products/services. This award recognises a campaign or an ongoing project that creates sustainable benefits to society while enhancing corporate reputation, employee retention and customer loyalty.

  • C18. Environmental

    This award recognises a campaign or ongoing project that utilises or integrates environmental responsibility to promote or enhance corporate image or specific products/services. Judges recognise a campaign or an ongoing project that creates sustainable benefits to the environment while enhancing corporate reputation, employee retention and customer loyalty.

  • C19. Non-Profit

    This category awarded to the most effective work for or by a charity, voluntary or non-profit organisation for fundraising, or in changing/enlisting political, public, or corporate opinion. The judges will look at the overall communication strategies, messaging, budget and the cost-effectiveness of the campaign; demonstrate unconventional tactics, measurement of success and, in the case of fundraising activities, the amount of monies received.

  • C20. Public Education

    This category recognises the most effective work done to implement a successful public education to raise public awareness and/or change opinion or behaviour to the targeted community. Judges will look at the strategy, core message, changed in public behaviour or opinion and the contribution of PR that led to success of the overall campaign.

  • C21. Promotional Activity

    This award recognises the most effective and innovative PR/communication strategies, striking promotional event of the year. Judges will look at the campaign effectiveness including messaging, target audience and information on size and type of the activities, cost breakdown, and whether it was a stood alone or integrates to a wider campaign.

  • C22. Integrated Marketing

    This award recognises the best holistic integrated campaign that utilised at least three channels to achieve results. The campaign must be PR-led, and demonstrates the creativity, innovation, impact and effectiveness. Judges will be looking at the role of PR played in the strategic development and implementation. How the entries showcase seamless synergy of the campaign elements on strategy, innovation/creativity, execution with tangible outcomes.

  • C23. Experiential PR

    This category awarded to the campaign with successful PR/communication strategies in engaging audiences to bring the brand story to life. Judges recognise the use of a brand activity or live event to build the value and brand reputation as part of a wider strategic PR campaign.

  • C24. Influencer Marketing

    This category awards the most effective, creative and innovative PR campaign that engages influencers to increase brand awareness and achieve business objectives. Judges will be looking at how you leverage influencers as part of the PR strategy and demonstrate the effectiveness of incorporating the influencer marketing element. It is also important to show evidence that the goals had been reached or exceeded and how you measure the campaign ROI.

  • C25. Best Use of Content

    This category recognises the most effective, creative and innovative use of content by a consultancy, in-house team or a combination of both. The judges will look at the objective, overarching strategy and method deployed and executed across multiple channels. How your content told your brand’s story, your targeted audience, the platform you chose, your distribution strategy and outcome.

  • C26. Best Use of Analytics

    This award will go to the campaign, project, or program that demonstrates the most effective use of research and evaluation in both setting goals and measuring success as well as effective media evaluation. The judges will expect to see evidence of how research among target audiences was used to help set the objectives and strategy, and how it was used to measure the effectiveness of the campaign against those objectives.

  • C27. Best Use of Broadcast/Video

    This category will award the innovative use of broadcast/video which combines creativity, cost-effectiveness, and overall impact will be considered. A copy of the video, film program, VNR, ANR, SMT, b-roll, or online footage must be included with the entry. Judges will also look at how the use of broadcast/video has effectively contributed to the overall campaign success as well as the strategy, cost breakdown and evidence to support.

  • C28. Best Use of Digital

    This category awarded to the most successful campaign in creation of omni-channel digital content across different digital platforms and devices which enhances meaningful consumer engagement. Judges recognise the best use of digital platforms using creative ideas to execute/support PR campaign across multiple channels or in one particular channel where the campaign excelled. Judges will also look at a clear approach and execution with tangible results of digital strategies across platforms.

  • C29. Best Use of Social Media

    This category recognises the social media efforts to implement and enhance the PR campaign that were utilised to build successful brands. The strongest entries demonstrate well thought out strategies that work in synergy using innovative content to achieve campaign objectives. Judges are looking at how the use of social media in response to real-time to crisis or related breaking news and events that impacts a brand and/or its community and providing post-crisis service or analysis. These may include use of blogs, Twitter, Facebook, mobile applications, or other emerging channels that are products of social technology.

  • C30. Australia/New Zealand PR Campaign of the Year

    This award recognises the campaign that is most effectively executed in Australia and/or New Zealand. Entries in this category are not precluded from entering any of the other campaign categories.

  • C31. Greater China PR Campaign of the Year

    This award recognises the campaign which has effectively executed in the Greater China region. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include China, Hong Kong, Macau and Taiwan.

  • C32. Japan/Korea PR Campaign of the Year

    This award recognises the campaign that is most effectively executed in Japan and/or Korea. Entries in this category are not precluded from entering any of the other campaign categories.

  • C33. South Asia PR Campaign of the Year

    This award recognises the campaign that is most effectively executed in South Asia. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka.

  • C34. Southeast Asia PR Campaign of the Year

    This award recognises the campaign that is most effectively executed in Southeast Asia. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.

  • C35. Asia-Pacific PR Campaign of the Year

    This award recognises the campaign that is most effectively executed across at least 5 countries in Asia. This category is open to PR campaigns with a purely Asian focus, or a global campaign that includes at least 5 countries in the Asia-Pacific region. Entries in this category are not precluded from entering any of the other campaign categories.

  • CN01. Australia/New Zealand PR Consultancy of the Year

    Open to any PR consultancy in Australia or New Zealand. Entries may be a single office or national entry at the discretion of the entrant. This category does not recognise a network (see Asia Pacific Network of the Year).

  • CN02. Greater China PR Consultancy of the Year

    Open to any PR consultancy in Greater China (applicable markets: China / Hong Kong / Macau / Taiwan). Entries may be a single office or national entry at the discretion of the entrant. This category does not recognise a network (see Asia Pacific Network of the Year).

  • CN03. Japan/Korea PR Consultancy of the Year

    Open to any PR consultancy in Japan or South Korea. Entries may be a single office or national entry at the discretion of the entrant. This category does not recognise a network (see Asia Pacific Network of the Year).

  • CN04. South Asia PR Consultancy of the Year

    Open to any PR consultancy in South Asia region (applicable markets: Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka). Entries may be a single office or national entry at the discretion of the entrant. This category does not recognise a network (see Asia Pacific Network of the Year).

  • CN05. Southeast Asia PR Consultancy of the Year

    Open to any PR consultancy in Southeast Asia region (applicable markets: Cambodia, Indonesia, Laos, Malaysia, Myanmar (Burma), Philippines, Singapore, Thailand and Vietnam). Entries may be a single office or national entry at the discretion of the entrant. This category does not recognise a network (see Asia Pacific Network of the Year).

  • CN06. Boutique PR Consultancy of the Year

    Open to any boutique PR consultancy in Asia-Pacific. Independent consultancies and consultancies that are not majority owned by a holding company or network are eligible to enter the ‘Boutique PR Consultancy of the Year’ category. Entries may be a single office or national entry at the discretion of the entrant. Entrants must be majority-independent owned, or at minimum 51 per cent privately-held. Consultancies that are not eligible are those who are either majority or fully-backed by a holding company. This category does not recognise a network (see Mid-size Network of the Year or Asia-Pacific Network of the Year).

  • CN07. New PR Consultancy of the Year

    Open to any consultancy which has been operating for up to 24 months.

  • PT01. Young PR Professional of the Year (In-House)

    This category awarded to PR professionals within in-house departments who turn 30 years old or under 30 as of January 31, 2018. Nominations are accepted from employers, who should include details of the nominee’s career history, their exact age, and professional qualifications. Judges will look for evidence of outstanding achievements in handling PR campaigns, showing strategic skills and creativity, relevance to brief and results. They will also look for evidence of the nominee’s ability and willingness to extend their range of PR skills. Please include client testimonial(s) as support material.

  • PT02. Young PR Professional of the Year (Agency)

    This category awarded to PR professionals within PR consultancies who turn 30 years old or under 30 as of January 31, 2018. Nominations are accepted from employers, who should include details of the nominee’s career history, their exact age, and professional qualifications. Judges will look for evidence of outstanding achievements in handling PR campaigns, showing strategic skills and creativity, relevance to brief and results. They will also look for evidence of the nominee’s ability and willingness to extend their range of PR skills. Please include client testimonial(s) as support material.

  • PT03. In-House PR Team of the Year

    This category awarded to in-house corporate, government, or non profit communications team, this award recognises success in addressing issues related to management, corporate communications, and campaign execution, including crisis situations. Judges will look for bottom-line impact; ability to establish/reinforce communications’ role in the organisation and the C-suite; impact on the organisations’ broader reputation; creativity and originality of programmes; and the strategy and execution of those programmes.

  • PT04. PR Professional of the Year (In-House)

    This award recognises the work of an in-house PR professional, whose leadership is advancing the public relations profession. Judges will look for evidence of outstanding achievement within the client side of the PR industry, scope, innovation, leadership and industry contribution within the eligibility period.

  • PT05. PR Professional of the Year (Agency)

    This category awarded to an individual who has demonstrated innovation and leadership in their agency and to the profession. Judges will look for evidence of outstanding achievement within the agency side of the PR industry, innovation, leadership, new business development initiatives, scope and industry contribution during the eligibility period.

  • PT06. PR Agency Head of the Year

    This category awarded to outstanding professional performance by an individual who has full operational responsibility for either a specific consultancy, or a network of consultancies.

  • CY01. Asia-Pacific Network of the Year

    This award is open to any owned group with at least three offices, each in separate markets, in the Asia-Pacific region. Entries should include: date of incorporation, numbers employed (split executive and support staff); key clients; two years’ fees and profits data. Judges will look for evidence of financial growth, client list growth, client retention, talent retention / development and PR innovation. Crucially, judges will also be looking for demonstrated ability to work in a cooperative manner, servicing clients in more than one office. Emphasis should be placed on the network’s achievements within the period covered by this year’s awards.

  • CY02. Campaign of the Year

    **This award cannot be entered directly. The chairperson of the judges, along with the judging panel will decide on the entry considered the best of the individual campaign winners in the Campaign categories.

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AWARDS

Zamir Khan

Kaling Man

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Christopher Amhoff

Senior Account Manager – Brand Media Asia

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