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Ogilvy Public Relations Sweeps 2005 PR Week Awards for Asia Pacific

Photo of the Ogilvy Public Relations Worldwide Asia Pacific team

Ogilvy Public Relations Sweeps 2005 PR Week Awards for Asia Pacific

Thursday, November 03, 2005 - Ogilvy Public Relations Worldwide took honours in 12 of 22 categories in the 2005 PR Week Awards for Asia Pacific, accumulating a total of 15 awards. Five of these were top awards and 10 were certificates of excellence or honourable mentions. Most importantly, of the ten total awards given out for campaign categories (as opposed to people and network categories), Ogilvy PR won 5 or 50% of them.

Overall, Ogilvy PR won more than twice as many honours as any other agency in Asia.

Ogilvy PR Asia Pacific President, Christopher Graves said, “2005 for Ogilvy PR was about deepening our understanding of our clients’ businesses, and consequently arriving at insights that lead to big ideas and ultimately powerful influence. Those ‘3is’ drive our clients’ success.”

Geographically, the honours were bestowed on Ogilvy PR offices right across the region for work done in Australia, Indonesia, China, Hong Kong, Malaysia, and Thailand. And they came for superior work in areas ranging from innovative research, to social concerns (reducing infant mortality), to crisis management, technology, and financial PR.

“I think this demonstrates not only our depth,” said Graves, “but our tremendous variety and breadth of industry & disciplines expertise.”

One campaign in particular from Indonesia (”Fantastic Moms”) won two top awards as well as a certificate of excellence. Meanwhile, the Australia Ogilvy PR teams were red hot, pulling in a total of 7 honours.

For the five top awards for campaign categories, Ogilvy PR won:

Corporate & Public – Not For Profit
Campaign: ‘Fantastic Mom’: Hand washing with soap to reduce infant mortality for diarrhoea in Indonesia
Client: Coalition for a Healthy Indonesia/ Johns Hopkins University
Agency: Ogilvy PR Jakarta

Judges’ notes:
“The agency created a ’surround sound’ effect with the campaign, which translated into social movement, driving home to the key target audience that the ’solution is in their hands’.”

“The campaign was then expanded to a national level to capitalise on the growing momentum, thereby creating a grassroots medium change.”

Corporate & Public – Public Sector
Campaign: ‘Fantastic Mom’: Hand washing with soap to reduce infant mortality for diarrhoea in Indonesia
Client: Coalition for a Healthy Indonesia/ Johns Hopkins University
Agency: Ogilvy PR Jakarta

Product & Promotion – Technology
Campaign: ‘Mobility and Mistrust’
Client: Toshiba Australia
Agency: Howorth Communications Australia

Judges’ notes:
“Judges noted that Howorth displayed an excellent understanding of the issues at play, with extensive pre-campaign research uncovering the crucial insight that managers did not trust staff to work away from the office.”

Specialist & Technique – Crisis Management
Campaign: Maximising WMC Shareholder Value
Client: WMC Resources
Agency: Parker & Partners Australia

Judges’ notes:
“With micro-management, Parker & Partners Australia shepherded client WMC Resources through a takeover bid, yielding excellent results for senior management of WMC and shareholder.” “The strategy was summed up as PPR: pro-tective, pro-active, reactive.”

Specialist & Technique – Research
Campaign: Cracking the Needs SMEs – A research into competitiveness by UPS
Client: UPS
Agency: Ogilvy PR Hong Kong

Judges’ notes:
“Ogilvy created the UPS Asia Business Monitor (UPS ABM), Asia-Pacific’s first-ever pan-regional study on what matters most to SME competitiveness in 12 markets.” “‘A PR Campaign that has everything,’ said a judge. ‘A simple yet efficient and clever idea, brilliantly executed.’”


Plus, Ogilvy PR client Lenovo, supported by the Ogilvy PR team, won:

Gold Private Sector Department of the Year
Department: Public Relations, Brand Communications, China
Client: Lenovo Group China

Judges’ notes:
“PR provided strong support in Lenovo achieving financial success – in Q2, 2005, the brand regained its top spot in Asia-Pacific with a 19 per cent market share.”

Ogilvy PR won eight certificates of excellence and two honourable mentions:

Corporate & Public – Financial
Campaign: ‘Getting to know Lenovo: The creation of a global PC leader’
Client: Lenovo Group
Agency: Ogilvy PR China

Corporate & Public – Internal Communications
Campaign: ‘Get the greenlight’
Client: Department of Energy, Utilities & Sustainability, New South Wales
Agency: Impact Employee Communications Australia

Campaign: ‘A Vortex Revolution’
Client: Caltex Australia
Agency Impact Employee Communications Australia

Product & Promotion – Marketing Communications: Business
Campaign: ‘The Courting Game’ – Making a mark in Asia Pacific’s SME market
Client: UPS
Agency: Ogilvy PR Hong Kong

Product & Promotion – Healthcare: OTC/ Consumer
Campaign: Making Clinic Clear the clear choice of dermatologists and consumers in Southeast Asia
Client: Unilever Thai Holdings
Agency: Ogilvy PR Thailand

Specialist & Technique – Public Affairs
Campaign: ‘Super Success of Virgin Money’
Client: Virgin Money
Agency: Parker & Partners Australia

Specialist & Technique – Promotional Activity
Campaign: Making it Click – The Nokia N90 in Focus
Client: Nokia Malaysia
Agency: Ogilvy PR Malaysia

Specialist & Technique – Research
Campaign: ‘Fantastic Mom’: Reduce infant mortality from diarrhoea in Indonesia
Client: Coalition for a Healthy Indonesia/ Johns Hopkins University
Agency: Ogilvy PR Jakarta

Corporate & Public – Internal Communications
Campaign: ‘Day in the Life of Caltex’
Client: Caltex Australia
Agency: Impact Employee Communications Australia

Product & Promotion – Healthcare: Ethical
Campaign: World’s first skin cancer treatment cream
Client: 3M Pharmaceuticals
Agency: Parker & Partners Australia


And Ogilvy PR sister company OgilvyOne scored a certificate of excellence in the category of interactive PR:

Specialist & Technique – Interactive PR
Campaign: ‘The IT Blues’
Client: IBM
Agency: OgilvyOne Worldwide China

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About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide is a global marketing communications firm, with offices in more than 60 cities around the world. Entering its 25th year providing public relations solutions, Ogilvy Public Relations Worldwide has specialties in consumer marketing, corporate (B2B), healthcare, technology, public affairs, social marketing and entertainment. Through its subsidiary Feinstein Kean Healthcare, Ogilvy Public Relations Worldwide provides communication consulting to biotechnology companies. The Holmes Report has named Ogilvy Public Relations Worldwide 2003 International Agency of the Year; marking the fourth consecutive year the firm has been awarded “Agency of the Year.” Ogilvy Public Relations Worldwide is part of the WPP Group, one of the world’s leading communications services groups (NASDAQ: WPPGY, www.wpp.com). For more information, visit our Web site at www.ogilvypr.com

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