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Ogilvy Public Relations Worldwide Takes 23 Honors in Asia Pacific PR Awards, Including Half of All "Campaign of the Year" Awards

Hong Kong,Thursday, November 15, 2007 — In what is the PR industry’s version of the Oscars, Ogilvy Public Relations Worldwide (Ogilvy PR) achieved blockbuster status Wednesday night, scoring honors in two-thirds of all the possible categories it could enter in the annual Asia Pacific PR Awards.

Ogilvy PR/Asia Pacific took honors in 17 out of a possible 26 categories. These included half of all the “Campaign of the Year” top awards (8), the top award for digital work, as well as “PR Professional of the Year” which went to Ogilvy PR/Asia Pacific President & CEO Christopher Graves. In several categories, Ogilvy PR took multiple honors, in effect competing against itself, despite a record 335 entries from the Asia Pacific region.

“I am staggered by these results,” said Christopher Graves, Ogilvy PR Asia Pacific CEO, “and I’m really delighted by the range of high-impact work for our professionals did for our clients—from saving thousands of lives by making cervical cancer vaccinations free for Australian women, to a world first for financial communications in China.”

Marcia Silverman, Global CEO of Ogilvy PR noted the awards included some of the agency’s signature cross-discipline work, as well as new digital efforts. “We set up our 360° Digital Influence group to develop real expertise in social media and the fact we won the category for ‘Best Use of Digital’ is a true accomplishment. It is also part of what makes our global network different—real 360° Brand Stewardship work across disciplines,” added Ms Silverman, alluding to the collaboration between Ogilvy PR and OgilvyOne to create and promote a viral video to drive subscriptions. The video is spoof of US president George W. Bush struggling painfully with a question about US-China relations. It ends with Bush suddenly coming up with a smooth, articulate response—but only after secretly accessing the website of Ogilvy client South China Morning Post.

From deadly serious to frivolous and funny, from “VIMADS” (very important mothers and daughters) to Vegemite legends, Ogilvy PR employed a wide range of techniques but according to Graves, in the end, they all had one thing in common: business-driven outcomes.

“Our founder said it best,” Graves said, referring to marketing communications legend David Ogilvy, “we exist to build the business of our clients.”

Note: The Asia Pacific PR Awards drew some 280 PR professionals in Hong Kong,  and that created  a carbon footprint of approximately 145 tonnes of Co2.  In an effort to counteract the greenhouse gas emissions associated with the travel and energy used, Ogilvy PR bought carbon offsets on behalf of the event. 

Fast Facts
8 “Campaign of the Year” top Awards (50% of all “Campaign of the Year” categories)
1 “Technique” top Award (Digital)
1 Gold Award (Professional of the Year)
1 Gold runner-up (Network of the Year)
5 Certificates of Excellence
7 Honorable Mentions
won honors in 17 out of 26 possible categories for entry (63%)

Top Awards Won by Ogilvy PR Asia Pacific

Industry Market – Healthcare: Ethical Campaign of the Year (Top Award)

Campaign:  Billion Dollar Gardasil: A Great for Australian Women  
Client:  CSL
Agency:  Parker & Partners, an Ogilvy Public Relations Worldwide Company, Australia

Judges’ notes: Using an advocacy strategy referred to as Vimads (Very Important Mothers and their Daughters), the Parker and Partner’s campaign recruited over 50 high-profile Australian mothers and daughters, who formed a powerful coalition of petitioners. The campaign was praised for being well researched and achieved its goal.

General Consumer – Arts, Entertainment & Media Campaign of the Year (Top Award)

Campaign:  The Happy Little Vegemites: Where Are They Now?
Client:  Kraft Foods
Agency:  Pulse Communications, an Ogilvy Public Relations Worldwide Company, Australia
Judges’ notes: The campaign developed a life of its own, with journalists scrambling to take up the search on Kraft’s behalf. Judges described the campaign as ‘simple but highly effective’, having to leveraged a highly emotional connection between Australia and the brand.

Industry Market – Technology Campaign of the Year (Top Award)

Campaign:  BSM Leadership and the Adventure of Mark and Greg
Client:  BMC Software
Agency:  Talkies Group, New Zealand & Howorth Communications Australia, an Ogilvy Public Relations Worldwide Company, Australia
Judges’ notes: The four-pronged campaign was designed to imbues BSM with a human element while establishing a market-wide understanding of the product and creating a framework that BMC’s Asia-Pacific PR agencies could each use in their own way. The campaign established BMC as a leading BMS as a leading BSM proponent, with a 120 percent increase of favourable coverage over the previous year.

Industry Market – Business-to-Business Campaign of the Year (Top Award)

Campaign:  BSM Leadership and the Adventure of Mark and Greg
Client:  BMC Software
Agency:  Talkies Group, New Zealand & Howorth Communications Australia, an Ogilvy Public Relations Worldwide Company, Australia
Judges’ notes: Praised for its ‘very engaging approach to an otherwise rather than dry subject’, the approach was a first in its category, and was effective in explaining how to use IT in business in non-IT language.

Targeted Audience – Employee Communications Campaign of the Year (Top Award)

Campaign:  Increasing Sales Powerfully
Client:  Nestle Australia 
Agency:  Impact Employee Communications, an Ogilvy Public Relations Worldwide Company, Australia
Judges’ notes: The campaign’s core message was that although comprised of many small teams, Nestle employees work as one. The ‘well-rounded, comprehensive campaign was clearly aligned with business needs and contributed to business success’.

Target Audience – Regional PR Campaign of the Year (Top Award)

Campaign:  BSM Leadership and the Adventure of Mark and Greg
Client:  BMC Software
Agency:  Talkies Group, New Zealand & Howorth Communications Australia, an Ogilvy Public Relations Worldwide Company, Australia
Judges’ notes: The theatrical approach was unusual in that it rejected jargon and provided an unclouded image of the product. The entry scored high for its ‘creativity in communicating complex messages in very digestible and effective manner, allowing one common strategy and creative execution to transcend market borders’.

Corporate – Public Affairs Campaign of the Year (Top Award)

Campaign:  Preventing Common Childhood Infection: A 360 Plan Delivers
Client:  CSL Biotherapies
Agency:  Parker & Partners, an Ogilvy Public Relations Worldwide Company, Australia
Judges’ notes: The campaign was launched competing against two other vaccines coming to the market at the same time – to raise awareness of the prevalence of the infection, as well as the scale of its impact. After a high-profile launch and ongoing media coverage, the Australian Government announced A$124 million (US$ 115 million) in funding over five years to include rotavirus vaccines on the national immunization programme.

Corporate – Financial Communications Campaign of the Year (Top Award)

Campaign:  Remote Open Project: Ringing in a New Era for Nasdaq
Client:  Nasdaq
Agency:  Ogilvy Public Relations Worldwide, Beijing
Judges’ notes: The campaign was praised as a simple idea effectively implemented which took place in Beijing; real-time visual feeds of which were sent via satellite uplink to international finance-related television stations around the world. Nasdaq has seen a sharp increase in the number of Chinese company listings since the event, and recorded a total of 12 listings in the first half of 2007.

Technique – Best Use of Digital (Top Award)

Campaign:  Taking South China Morning Post to the World
Client:  South China Morning Post Publishers
Agency:  Ogilvy Public Relations Worldwide, Hong Kong
Judges’ notes: A fully-fledged online campaign which relaunched the South China Morning Post’s site with an easy-to-use navigation, layout and increased content, it was praised as a simple but effective execution. Hit rates of the videos went as high as 11,500 in two weeks.

Gold Awards

  • Christopher Graves, Ogilvy PR Asia Pacific President & CEO, won the gold award for PR Professional of the Year
  • Ogilvy Public Relations Worldwide won runner-up for Asia Pacific Network of the Year

Ogilvy PR won five Certificates of Excellence and seven Honorable Mentions:

Industry Market – Healthcare: Ethical Campaign of the Year (Certificate of Excellence)

Campaign:  Preventing Common Childhood Infection: A 360 Plan Delivers
Client:  CSL Biotherapies
Agency:  Parker & Partners, an Ogilvy Public Relations Worldwide Company, Australia

Industry Market – Technology Campaign of the Year (Certificate of Excellence)

Campaign:  Shirking-Holiday Syndrome
Client:  Critix Online
Agency:  Howorth Communications, an Ogilvy Public Relations Worldwide Company, Australia

Corporate – Public Affairs Campaign of the Year (Certificate of Excellence)

Campaign:  Billion Dollar Gardasil: A Great Day for Australian Women
Client:  CSL
Agency:  Parker & Partners, an Ogilvy Public Relations Worldwide Company, Australia

General Consumer Awards – Consumer Launch Campaign of the Year (Certificate of Excellence)

Campaign:  Shrinking-Holiday Syndrome
Client:  Critix Online
Agency:  Howorth Communications, an Ogilvy Public Relations Worldwide Company, Australia

General Consumer Awards – Product Brand Development Campaign of the Year (Certificate of Excellence)

Campaign:  Lipton – Drink Better, Think Better
Client:  Unilever
Agency:  Pulse Communications, an Ogilvy Public Relations Worldwide Company, Australia

General Consumer – Product Brand Development Campaign of the Year (Honorable Mention)

Campaign:  Life is a Garden
Client:  Nursery & Garden Industry Australia
Agency:  Pulse Communications, an Ogilvy Public Relations Worldwide Company, Australia

General Consumer – Consumer Launch Campaign of the Year (Honorable Mention)

Campaign:  Run for Fun: Creating China’s Running Culture
Client:  adidas China
Agency:  Ogilvy Public Relations Worldwide, Beijing

General Consumer – Consumer Launch Campaign of the Year (Honorable Mention)

Campaign:  What’s Your Retirement Number Initiative
Client:  The Prudential Assurance
Agency:  Ogilvy Public Relations Worldwide, Hong Kong

Corporate – Crisis or Issues Management Campaign of the Year (Honorable Mention)

Campaign:  Transforming Perceptions from ‘Dooms Day’ to Success – Protecting a A$1.1 Billion Asset
Client:  Connector Motorways
Agency:  Parker & Partners, an Ogilvy Public Relations Worldwide Company, Australia

Social Education & Philanthropy – Non Profitable Campaign of the Year (Honorable Mention)

Campaign:  2007 Year of the Surf Life Saver: Celebrating 100 Years of Unsung Heroes
Client:  Surf Life Saving Australia
Agency:  Pulse Communications, an Ogilvy Public Relations Worldwide Company, Australia

Technique – Promotional Activity of the Year (Honorable Mention)

Campaign:  Amgen Congas the World for Osteoporosis
Client:  Amgen Australia
Agency:  Parker & Partners, an Ogilvy Public Relations Worldwide Company, Australia

Technique – Best Use of Research/ Measurement (Honorable Mention)

Campaign:  Winning the SME War – Turning Research into a Competitive Weapon
Client:  UPS Singapore
Agency:  Ogilvy Public Relations Worldwide, Hong Kong


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About Ogilvy Public Relations Worldwide

Ogilvy Public Relations Worldwide (Ogilvy PR) is a leading global marketing communications firm, with offices in more than 60 cities around the world. In its 26th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its consumer marketing, corporate, healthcare, technology, public affairs, social marketing and entertainment practices. The agency also offers biotechnology and government affairs expertise through its subsidiaries Feinstein Kean Healthcare and Ogilvy Government Relations, respectively. Ogilvy PR is part of the WPP Group, one of the world’s largest communications services organizations (NASDAQ: WPPGY, www.wpp.com). For more information, visit our Web site at www.ogilvypr.com.

Contact Information

Jane Fraser
jane.fraser@ogilvy.com
+ 65 9821 2914

Katherine Khoo
katherine.khoo@ogilvy.com
+856 9457 1746