EMEA SABRE Awards 2025 Shortlist Unveiled: Celebrating Excellence in Branding, Reputation, and Engagement

The shortlist for the 2025 EMEA SABRE Awards has been officially released, spotlighting the most impactful and innovative public relations and marketing campaigns across Europe, the Middle East, and Africa.This year’s competition saw over 2,000 entries, with more then 400 campaigns making the cut. The winners will be announced at a gala ceremony on April 2, at The Brewery in london, a highly anticipated event for industry professionals.

The EMEA SABRE Awards are renowned for recognizing Superior Achievement in Branding, Reputation, and Engagement. The high volume of submissions this year underscores the importance and dynamism of the public relations and marketing communications sectors in the EMEA region.

Awards Ceremony and PRovokeEMEA Summit

The winners of the 2025 EMEA SABRE Awards will be revealed during the PRovokeEMEA Summit, scheduled for the afternoon of April 2, at The brewery in London. The co-location of the summit and awards ceremony offers attendees a comprehensive day of learning, networking, and celebration of excellence in the communications industry.

Tickets for both the daytime conference, wich includes the IN2 SABRE Awards, and the evening SABRE Awards ceremony will soon be available for purchase. Industry members are encouraged to secure thier attendance to witness the unveiling of the winning campaigns and connect with leaders in the field.

Diamond SABRE Awards: Recognizing Overall Excellence

The Diamond SABRE Awards represent the highest level of recognition, celebrating outstanding achievements across various categories. This year’s honorees include:

Company of The Year

• Winner: Uncovering Europe’s Experience economy — Mastercard with Ketchum

CEO of The Year

• Winner: Wayne Griffiths, CUPRA with apple Tree, Citizen Relations, Edelman

The SABRE Award for Superior Achievement in brand-Building

• LEGO Unidentified Playing Objects — The LEGO Group with Golin
• Piece Of Me — KPN with Dentsu Creative, Mindshare Netherlands, Wefilm Creative Agency, Amp.Amsterdam // The Sonic branding Company, Emma Branderhorst, A Bigger Circle & team5pm, HPB | Het PR Bureau,
• Seven Days — MSB with gullers Grupp
• The Boring Phone — Heineken Italia with INC – Istituto Nazionale per la Comunicazione
• To contaminate is not science, the science is to remove the contamination — Východoslovenská energetika a.s.(VSE) with SKPR Strategies

The SABRE Award for Superior Achievement in Reputation Management

• #LetUsPlay — Football Association of Wales with Tŷ Hafan and Orchard
• A Future Without History — The Swedish History museum with BCW Sweden
• Raising the Roof — Wienerberger with Brainds

The SABRE Award for Superior Achievement in Research and Planning

• #wearemore — MSD with Weber Shandwick
• the truth Lies in Bed — Emma – The Sleep Company with archetype
• Uncovering Europe’s Experience Economy — Mastercard with Ketchum

The SABRE Award for Superior Achievement in Measurement and Evaluation

• #WeAreMore — MSD with Weber Shandwick
• raising the Roof — Wienerberger with Brainds
• The Misheard Version — Specsavers with Tangerine Communications

Geographic Categories: Spotlighting regional Excellence

The EMEA SABRE Awards also recognize excellence within specific geographic regions, highlighting the unique challenges and opportunities faced by communicators in different parts of Europe, the Middle East, and Africa. The categories include:

Africa

• The African Cup of Nations 2023 — The Confederation of African Football (CAF) with APO Group

the Balkans

• Pay With a Selfie — Mastercard with McCann Beograd

The Baltic

• The Most Enduring Christmas Tree — Maxima with Fabula Agency

Benelux

• Piece Of Me — KPN with Dentsu Creative, Mindshare Netherlands, Wefilm Creative Agency, Amp.Amsterdam // The Sonic branding Company, Emma Branderhorst, A Bigger Circle & team5pm, HPB | Het PR Bureau,

DACH

• #FreeInterrail — Backpacker Hostel Marketing GmbH with Achtung!

Central Eastern Europe

• The Last Meal Before the Draft — Fortuna Entertainment Group with Knowlimits Group

France

• The Return of the Parisian Woman — L’Oréal Paris with LaFrenchCom

Iberia

• Real Players Moms — Mahou San Miguel with Havas PR

Ireland

• Ireland’s First Period Poverty Sensor — Lidl Ireland with THINKHOUSE

Mediterranean

• The Boring Phone — Heineken Italia with INC – Istituto Nazionale per la Comunicazione

The Middle East

• From waste to Wonder — McDonald’s UAE with Weber Shandwick MENAT

Nordics

• Seven days — MSB with gullers Grupp

Sweden

• A Future Without History — The Swedish History Museum with BCW Sweden

Turkey

• Hope Sweater — Vodafone Turkey with tribal Worldwide Istanbul

Ukraine and Other Independent States

• Brave Inventors — MacPaw with Banda Agency

United Kingdom – Small Budget

• The Misheard Version — Specsavers with Tangerine Communications

Top PR Campaigns of the Year Showcase Innovation and Impact

the EMEA SABRE Awards also recognize excellence in specific categories of public relations and marketing communications, showcasing the breadth and depth of the industry. Some of the key categories include:

Integrated Marketing Campaigns

• LEGO Unidentified Playing Objects — The LEGO Group with Golin

Corporate Reputation and Institutional Image

• A Future Without History — The swedish History Museum with BCW Sweden

Employee Communications and Employer Branding

• Hope Sweater — Vodafone Turkey with Tribal worldwide Istanbul

Executive Communications and Capital Markets Communications

• Wayne Griffiths, CUPRA with apple Tree, Citizen Relations, Edelman

Purpose-Driven Branding and Community Relations

• #LetUsPlay — Football Association of Wales with Tŷ Hafan and Orchard

Corporate philanthropy, Fund-raising, and ESG Campaigns

• Ireland’s First Period Poverty Sensor — Lidl Ireland with THINKHOUSE

Public Education and Advocacy

• To contaminate is not science, the science is to remove the contamination — Východoslovenská energetika a.s. (VSE) with SKPR Strategies

Crisis and Issues management

• Seven Days — MSB with gullers Grupp

Public Affairs and Media Relations

• Real Players Moms — Mahou San Miguel with Havas PR

Product Media Relations

• The Boring Phone — Heineken Italia with INC – Istituto nazionale per la Comunicazione

Digital and Social media Campaigns

• Pay With a selfie — Mastercard with McCann Beograd

Marketing Campaigns Shine: From Youth Engagement to Healthcare Innovation

The awards also highlight remarkable marketing campaigns that demonstrate creativity and effectiveness in reaching diverse audiences and addressing specific industry needs.

Engaging Diverse Demographics

Marketing to Youth

• #FreeInterrail — Backpacker Hostel Marketing GmbH with Achtung!

Marketing to Seniors

• N/A (No specific example provided in the source)

Multicultural Marketing

• N/A (No specific example provided in the source)

Industry-Specific Marketing Innovations

Automotive

• Wayne Griffiths, CUPRA with apple Tree, Citizen Relations, Edelman

Fashion & Beauty

• The Return of the Parisian Woman — L’Oréal Paris with LaFrenchCom

Food & Beverage

• Real Players Moms — Mahou San Miguel with Havas PR

Consumer products

• LEGO Unidentified Playing Objects — The LEGO Group with Golin

Healthcare

• #WeAreMore — MSD with Weber Shandwick

Technology

• Brave Inventors — MacPaw with Banda Agency

Conclusion

The 2025 EMEA SABRE awards shortlist showcases the remarkable talent and innovation within the public relations and marketing communications industries. The winners, to be announced on April 2, represent the pinnacle of achievement in branding, reputation, and engagement across the EMEA region.

Innovative Campaigns Highlight Social Issues: UNHCR, UNFPA, and more

Several shortlisted campaigns demonstrate a commitment to addressing critical social issues, partnering with organizations like UNHCR and UNFPA to raise awareness and drive positive change.

UNHCR and INC Partner for #let’sHearAgaing Campaign

• N/A (No specific details provided in the source)

UNFPA Moldova and Unbox Interaction Advocate for body Autonomy

• N/A (No specific details provided in the source)

Voice for Freedom Coalition and SEC newgate Spain: Raising the Voice for Justice

• N/A (No specific details provided in the source)

Din grijă pentru Copii NGO and GMP&U Agency SRL Improve Hospital Food

• N/A (No specific details provided in the source)

Save the Children and Golin Romania Tackle Child Welfare with “The Tiniest Room”

• N/A (No specific details provided in the source)

conclusion

The EMEA SABRE Awards continue to set the standard for excellence in public relations and marketing communications, recognizing campaigns that not only achieve business objectives but also contribute to a better world.

EMEA’s Top PR Campaigns Shine at the 2024 SABRE Awards Shortlist

The SABRE Awards have unveiled their 2024 EMEA shortlist, showcasing the most innovative and impactful public relations campaigns across Europe, the Middle East, and Africa. these awards recognize superior achievement in various categories, including reputation management, research and planning, and measurement and evaluation.This year’s nominees highlight the diverse and creative approaches used by communicators to address challenges and opportunities in their respective regions.From Austria’s shark conservation efforts to Romania’s recycling movement, the shortlisted campaigns demonstrate the power of strategic communication.

Superior Achievement in Reputation Management

the SABRE Award for Superior Achievement in reputation Management recognizes campaigns that have successfully built, protected, or enhanced an institution’s reputation. This year’s shortlist includes a diverse range of initiatives:

• Austria leads the way in shark conservation: Import- and trade-ban imposed! — Sharkproject Austria with Skills | Team Farner
• Cadbury 200 Years — Cadbury with Ogilvy PR
• From the Boiler Room to the Private Equity Floor — Techem energy Services
• Pilsen is brewed in Pilsen — Pilsner Urquell with Bison & Rose
• Recycling Romania, A Movement for a Greener Future — RetuRO with MSL The Practise

Superior Achievement in Research and Planning

Effective PR campaigns are built on solid research and strategic planning.The SABRE Award for Superior Achievement in Research and Planning honors campaigns that have demonstrated exceptional insight and foresight:

• Doom Mowers — Husqvarna with prime Weber Shandwick
• Huawei Pura 70 series, a #FashionForwardSymbol — Huawei CBG Romania with Rogalski Damaschin
• Music to my brain — Regina Maria – The Private Healthcare Network with Publicis Relations, Publicis Romania, Digitas
• Seen through the eyes of others — The Finnish Road safety council with Creative Agency: SEK, Finland & Media Agency: Toinen PHD (OMG), Finland & research Company: Dagmar Insight, Finland
• VeloBank Improves Valentine’s Day — VeloBank with ZOOM bsc

Superior Achievement in Measurement and Evaluation

Demonstrating the impact of PR efforts is crucial. The SABRE Award for Superior Achievement in Measurement and Evaluation recognizes campaigns that have effectively measured and evaluated their results:

• Best worst Team — Specsavers with Tangerine Communications
• Break free with HD: How a PR Stunt celebrated Germany’s new TV Freedom – and resulted in a measurable sales push — HD Plus with LHLK (part of LHLK Gruppe) and Puls digital Marketing
• Energy-Solutions-Check: When Does It Pay Off? — E.ON Energie Deutschland with Ketchum
• Metal Technology Shapes Your World — Koninklijke Metaalunie with Omnicom PR Group NL
• Tuned in – delivering the right content to the right stakeholder — Aramco with None

Geographic Categories: Spotlighting Regional Excellence

The SABRE Awards also recognize outstanding campaigns within specific geographic regions, highlighting the unique challenges and opportunities faced by communicators in different parts of EMEA.

Africa

The African shortlist showcases campaigns addressing diverse issues, from social impact to brand awareness:

• #ForeverWena — Bill & Melinda Gates Foundation with Ogilvy south Africa
• A Moment To Forget — Adasa with clockwork
• from Green to Blue — NTT DATA with Razor (a member of The Up & Up Group)
• From the inside out: building inclusive communities and lasting impact — KFC South Africa
• Showmax Premier League Launch — Showmax with Retroviral, T+W, grid

The Balkans

Campaigns in the Balkans tackle issues ranging from financial literacy to public health:

• food For Thought — UNHCR Bulgaria with All Channels Group
• From Financial Worries, to Financial Care — BCR – Banca Comercială Română with Graffiti Plus
• Over the limit, under the weather (Od viška glava boli) — HUP Coordination of spirits producers, traders, and distributors with Communications office Colić, Laco & partners
• unspoken: reconnect and communicate about the drugs trap — National Federation of Parents ProEDU with V O Dialog Romania (SEC Newgate)
• world’s Favorite toilet — MedLife with Golin Romania

the Baltic

The Baltic region’s shortlist includes campaigns focused on public safety and media freedom:

• International Public affairs forum — International Public Affairs Academy
• Riedėk Šalmingai (Eng. Ride Charmingly Helmeted).— Lithuanian transport Safety Administration (LTSA) with UAB Idea Prima
• Saving Free Media in poland — TVN warner Bros. Finding with SEC Newgate CEE
• Take Care of What’s Inside – Inner Peace — Answear.com with albo albo
• We Did It Better — MAX Premium Burgers with Havas PR Warsaw

Benelux

Benelux campaigns address topics from road safety to social justice:

• Fade Out — Specsavers with HPB | Het PR bureau
• Flamboyant facial hair on display with Philips OneBlade — Philips with Omnicom PR Group NL
• Inspiring (grand)parents to Embrace Second-hand Gifting — Marktplaats with Team Lewis
• New act prioritises consent in sex — The Ministry of Justice and Security with HvdM Public Relations
• Revolutionizing the belgian retail landscape — Delhaize with Whyte Corporate Affairs

DACH

The DACH region (Germany, Austria, Switzerland) features campaigns addressing technology, sustainability, and social issues:

• Breaking Through: Workday’s bold push for Trust, Innovation, and Market Leadership in Germany — Workday with The Hoffman Agency
• Haribuuuh: How a spooky little poster ensured a solid increase in sales — Haribo with LHLK and DVA
• notably now.For Everyone. Your civil society. — HateAid with ORCA Affairs (SEC Newgate)
• One for one: Mobile phone recycling in Ghana protects surroundings & creates jobs — Vodafone with MSL Germany
• Taking a stand against the far-right: MSL’s internal policy against the AfD — MSL Germany with MSL Germany

Central Eastern Europe

Campaigns in Central eastern Europe cover a range of topics, from corporate training to cultural initiatives:

• Compliance Training,Reimagined with VR — Johnson & Johnson with seesame
• Pop Art Goes Vodka – Absolut’s Artistic infusion in Budapest — Pernod Ricard Hungary with Next9 Communications and Human Telex
• tesco – Period poverty in Slovakia — Tesco Stores SR with Istropolitana Ogilvy,Like
• The Julius Fund: Innovating Tradition — Julius Meinl Private Wealth with EWING with Ewing
• The whole Czech Republic is playing forte! — Union of Orchestral Musicians of the Czech republic with Adison

france

The French shortlist includes campaigns for major brands and cultural institutions:

• Disneyland Paris Adore Notre-Dame de Paris — Disneyland Paris with Monet (Ceetadel Group)
• In Front of your Eyes — Toulouse University Cancer Institute with JIN
• sodexo live! for Paris 2024 olympic Games — Sodexo Live! with CLAI SEC Newgate France
• The Other Side of the medal — Allianz France with Ogilvy Paris
• When PR Redefines a Strong (But Biased) brand Image… — Coyote with Wellcom

Iberia

Iberian campaigns showcase creativity in food marketing and animal welfare:

• AL 100% — anfevi with Marco
• Looking for a Pizza Taster at Domino’s – Thanks,silvia — Domino’s Pizza With Havas PR – spain
• Max Nights,Starbucks Mornings — Max
• salseo — Chovi with Apple Tree
• The wild Algorithm — Ampara Instituto Animal with Edelman Spain

Ireland

irish campaigns focus on sports, health, and corporate strategy:

• #MuchMoreThanAGame: The 2024 ALCFC Success Story — Aer Lingus College Football Classic with wilson Hartnell
• Bra Fit – Love Your Boobs — M&S Ireland with Ogilvy Ireland – Wilson hartnell
• step Up Together: How AIB launched their new strategy to get Ireland to “Step up Together’ for Goal in 2024. — AIB with Wilson Hartnell

Mediterranean

Mediterranean campaigns highlight food, fashion, and ocean conservation:

• Captain findus, an unparalleled legend — FINDUS with INC – Istituto Nazionale per la Comunicazione
• Generazione G — prénatal with Havas PR Milan
• Her Name in the Game — AC Milan with Serviceplan Italia
• Regenerate Your Vibes — Knorr with Edelman Italy in partnership with Match Picture Italia, Mercurio Cinematografica, Mindshare, Warner Music italia, Baraonda Edizioni Musicali, Universal Music Publishing Group, Big Sync Music
• Sea Beyond: spreading Ocean literacy all over the world — Prada Group with Omnicom Public Relation Group

The middle East

Middle Eastern campaigns promote tourism, empower women, and offer unique insurance products:

• 100 Million Reasons to celebrate — Ministry of Tourism – Kingdom of Saudi Arabia with APCO
• Her Voice: Elevating egypt’s Women Leaders — Mastercard EEMEA with Weber Shandwick MENAT, Publicis Sapient, Carat
• One Summer Isn’t Enough! — Department of Culture and Tourism Abu Dhabi with Memac Ogilvy
• Selfless Shelves — Puck with Current Global MENAT
• The World’s First Ketchup Insurance — Heinz Arabia with Current Global MENAT

Nordics

Nordic campaigns focus on sustainable transportation and urban living:

• Are You Faster Than the 31 Bus? — Bosch eBike systems with JCP Prad

Conclusion

The 2024 SABRE Awards EMEA shortlist provides a glimpse into the dynamic and impactful work being done by PR professionals across the region. These campaigns demonstrate the power of strategic communication to address complex challenges, build brands, and drive positive change. The winners will be announced soon, and their success will undoubtedly inspire communicators around the world.

Innovative PR Campaigns of the Year highlight strategic Communication

The year’s most innovative public relations campaigns showcase the evolving landscape of strategic communication. These campaigns, recognized for their excellence, span diverse areas including integrated marketing, corporate reputation management, and employee engagement. Organizations worldwide have demonstrated exceptional creativity and effectiveness in shaping public perception and achieving tangible results through strategic PR initiatives.

Integrated Marketing Campaigns

Integrated marketing campaigns,which blend various communication channels to deliver a unified message,have proven especially effective. Several campaigns have been lauded for their innovative approaches and impactful results.

• Coca-Cola food Fest Moris — Coca-Cola Indian Ocean Islands (CCIOI) with Zethical with CCIOI Marketing Team
• Kid Walkers — Multiópticas with LLYC
• Kinderlied statt Kinderleid – UNICEF — UNICEF Österreich – Österr. Komitee für UNICEF, Kinderhilfswerk der Vereinten nationen with Ketchum Austria
• The beacon of Hope — B2 Impact with SEK, Dagmar, Norstat, Liwlig
• The CPR Bra — St John Ambulance with Revolt and Fight or Flight

Corporate Reputation and Institutional Image

Maintaining a strong corporate reputation is paramount for long-term success. Campaigns focused on enhancing institutional image and fostering trust have achieved important recognition.

• Creating a Rebel car Brand that is Conquering the World — Cupra with Apple Tree vampire, &Rosàs, Tigrelab, C14
• If You’re Into it, It’s In The V&A — The V&A with Hope&Glory
• J&J Week — Johnson & Johnson Innovative medicine
• Partner for the future — Novartis Italy with Omnicom Public Relation Group
• Team NATO: Slovakia United — NATO with Seesame

Employee communications and Employer Branding

Engaging employees and building a strong employer brand are crucial for attracting and retaining top talent. campaigns that foster a positive workplace culture and showcase employer value propositions have been particularly successful.

• 50 years of Ikea: Celebrating what unites us. A film by employees for employees — Ikea Holding Deutschland
• Into The Googleverse — Google with Team Lewis
• Revolutionizing the Belgian retail landscape — Delhaize with Whyte Corporate Affairs
• The sanofi Cup — Sanofi
• We Think Innovatively. We Work Differently. — Eurobank with Ogilvy

Special Mentions in Employer Branding

Additional campaigns have also been recognized for their innovative approaches to employer branding.

• ‘A closet is only for clothes’ — Ikea with Apple Tree
• All Bets on Tech: How Veikkaus Became a Tech Magnet — veikkaus with Drum Communications
• Doing great things deserves great recognition. — Swiss Federal Railways (SBB CFF FFS) with Farner | Team Farner
• Oslo’s most vital role models — Osloskolen / the education Agency in Oslo, Norway with JCP Prad
• The most lovely job outlook in the world.— Swiss Federal Railways (SBB CFF FFS) with Farner | team Farner

Executive communications and Capital Markets Communications

Effective executive communications can inspire stakeholders and drive business growth.Similarly, strategic capital markets communications are vital for investor confidence. Noteworthy campaigns include:

• Elevating a Visionary Leader’s Executive Profile to Inspire the Next Generation of Entrepreneurs — Jigar sagar with prestidge Group
• Elevating the voice of the executives: the power of authentic C-suite communication — Vodacom with WE Communications
• Sustainability Not Sacrifice — Schneider Electric with Team Lewis

Capital Markets Communications Successes

Specific campaigns have demonstrated excellence in navigating the complexities of capital markets communications.

• Athens International Airport’s Landmark IPO Journey — Athens International Airport with V+O Communication (SEC Newgate)
• FTI Consulting’s advice to Ascential plc, during it’s takeover by Informa — Ascential with FTI Consulting
• How the more velo like world attracted international investors — VeloBank with ZOOM bsc

Crisis Communications

Effective crisis communication is essential for mitigating reputational damage and maintaining stakeholder trust. The following campaigns demonstrated exceptional skill in navigating challenging situations.

• A Symphony of strength: How we helped Ukraine’s largest private energy company communicate during wartime — DTEK with McLarty Associates
• Navigating the biggest crisis in the history of the company — Coop Denmark with Radius kommunikation
• The Power of Silence — The Norwegian Directorate of Immigration (UDI) with TRY

Digital media Engagement

Digital media engagement is increasingly critically important in today’s communication landscape. Campaigns that effectively leverage digital channels to reach and engage target audiences have achieved significant success.

• #MakeASongForPeace — Save the Children with TBWARAAD
• A​ philharmonic launch event — Lidl with JMWGolin
• CheckMates — check Point Software Technologies with Method Communications
• The First-Ever AI Song Contest — Eurovision Song Contest with MediaMonks
• The Last Photo — Campaign Against Living Miserably (CALM) with adam&eveDDB

Public Affairs

Public affairs campaigns play a crucial role in shaping public policy and influencing decision-making.The following campaigns demonstrated exceptional skill in navigating the complexities of the political landscape.

• A Future for the Next Generation — The Norwegian Seafood Federation with TRY
• A voice for the voiceless — The Norwegian Society for Protection of Animals with Apeland
• How we secured the future of Norwegian salmon farming — Salmon Norway with First House
• The Norwegian Government’s campaign against social dumping — The Norwegian Labor Inspection Authority with Apeland
• We Don’t Have Time to Wait — The norwegian Cancer Society with TRY

Media Relations

Strong media relations are essential for securing positive coverage and shaping public perception. Campaigns that effectively engage with the media have achieved significant results.

• A Future for the Next Generation — The Norwegian Seafood Federation with TRY
• A voice for the voiceless — The norwegian Society for Protection of Animals with Apeland
• How we secured the future of Norwegian salmon farming — Salmon Norway with First House
• The Norwegian Government’s campaign against social dumping — The Norwegian Labour Inspection Authority with Apeland
• We Don’t Have Time to wait — The Norwegian Cancer Society with TRY

Special events and Sponsorships

Strategic special events and sponsorships can be powerful tools for building brand awareness and engaging target audiences. The following campaigns demonstrated exceptional creativity and effectiveness in leveraging these tactics.

• A​ philharmonic launch event — Lidl with JMWGolin
• All Bets on Tech: How Veikkaus Became a Tech Magnet — veikkaus with Drum Communications
• Doing great things deserves great recognition. — Swiss Federal Railways (SBB CFF FFS) with Farner | Team Farner
• Oslo’s most critically important role models — Osloskolen / the Education agency in Oslo, Norway with JCP Prad
• The most lovely job perspective in the world. — Swiss Federal Railways (SBB CFF FFS) with Farner | Team Farner

Small Budget Campaigns

Effective PR doesn’t always require a large budget. These small-budget campaigns demonstrate that creativity and strategic thinking can deliver significant results, even with limited resources.

• Enter the Northern Calm — Havila Voyages with trigger Oslo
• Generation Free — The Norwegian directorate of Health with TRY and mindshare
• Our Hidden Neighbors — Agency of Urban Environment, City of Oslo with Burson
• The Walking Ads — Volkswagen norway with TRY

Sweden’s Standout Campaigns

Sweden has produced several noteworthy PR campaigns that showcase innovation and impact.

• A​ philharmonic launch event — Lidl with JMWGolin
• Mobile Scouting — Tre with Burson
• Supercube — Knorr with Weber Shandwick cologne
• The Burger Experiment — MAX Burgers with JMWGolin
• Threads of Tradition — ATG with gullers Grupp

Turkey’s Winning campaign

Turkey’s “Symphony of Corals (1 Breath to the sea)” campaign by Anadolu Efes with Weber Shandwick MENAT has been recognized as a winner.

• Winner: Symphony of Corals ( 1 Breath to the sea) — Anadolu Efes with Weber Shandwick MENAT

Ukraine and Other Independent States

Campaigns in Ukraine and other independent states have demonstrated resilience and creativity in challenging circumstances.

• Goliath vs Goliath: how We helped Philips Reclaim Market Share — Philips Ukraine with Be—it Agency,the part of One Beliefs
• No One Escapes Justice: How Miller Stopped a Rigged Mobilization and Protected a Child’s Rights in Wartime Ukraine — Underage Sexual Assault Victim (name withheld for privacy) with No external agency involved (in-house communications team)
• The first AI-based chatbot for cat and dog owners Chat GPT-4 in Ukraine — VAFO Group with Communication agency WARTO

United Kingdom – Small Budget Campaigns

The United Kingdom has also produced impactful small-budget campaigns that address critically important social issues.

• killed Here — killed Women with Earnies
• Saving the Hairdressing Industry — Salon Employers association with Broadcast Revolution
• Testimony

Conclusion

These award-winning PR campaigns demonstrate the power of strategic communication in shaping perceptions, driving engagement, and achieving tangible results. From integrated marketing to crisis management, these campaigns set a high standard for the industry and highlight the importance of creativity, innovation, and strategic thinking in today’s complex communication landscape.

Marketing Campaigns Shine: From Youth Engagement to healthcare Innovation

Innovative marketing campaigns are capturing attention across diverse sectors, demonstrating the power of targeted strategies.From engaging youth with sports and social issues to addressing the unique needs of seniors and multicultural communities, these campaigns highlight the evolving landscape of advertising and public relations. Several initiatives have been recognized for their creativity and impact, showcasing how brands are connecting with audiences on a deeper level. These campaigns span various industries, including consumer goods, automotive, fashion, healthcare, and technology, reflecting a broad spectrum of marketing excellence.

Engaging Diverse Demographics

Marketing to specific demographics requires a nuanced understanding of their needs and preferences. Several campaigns have successfully targeted youth, seniors, and multicultural communities with tailored messaging and initiatives.

Marketing to Youth

Campaigns aimed at younger audiences frequently focus on empowerment, social duty, and leveraging popular trends. Examples include:

• Lite Side Of The Court — Ab InBEV – Castle Lite with retroviral, draftline, Dentsu, Ogilvy, Capacity Relations
• mystery Trips — Skoda Norway with TRY

Marketing to Seniors

Marketing to seniors often emphasizes health, wellness, and community engagement. Campaigns in this area include:

• The Inescapable Room — Dr.Max Romania with Ogilvy Romania & Never Alone – Friends of the Elderly Association

Marketing to Multicultural Communities

Campaigns targeting multicultural communities prioritize cultural relevance and inclusivity.Examples include:

• maaate — Mayor of London with Ogilvy PR

Healthcare and Pharmaceutical Marketing

Marketing in the healthcare and pharmaceutical sectors requires a delicate balance of education, empathy, and regulatory compliance. Several campaigns have stood out for their innovative approaches:

• Non-Synthetic Water — Gedeon Richter with gullers grupp
• zero drug deaths -campaign — Irti Huumeista ry and Indivior with Ahjo Communications

Automotive and Transportation campaigns

The automotive and transportation industries are constantly evolving, and marketing campaigns in these sectors reflect this dynamism. From showcasing new technologies to promoting sustainable practices, these campaigns aim to capture the attention of a diverse audience:

• Flying Falcon in the Race for AI Supremacy — ATRC with Edelman UAE
• From Catwalk to Runway — Riyadh air with Current Global
• Turning to its French and German Neighbors to secure Victory – An Unlikely Bid to Host the Eurovision Song Contest 2025 in Switzerland — Canton Basel-Stadt with Farner | Team farner
• The yellow Shift — Saint-Gobain Norway / Glava with Trigger Oslo, norway

Consumer Goods and Retail Marketing

Marketing consumer goods and retail products involves creating compelling narratives and engaging experiences that resonate with consumers. These campaigns highlight the importance of brand storytelling and customer connection:

• #MyFavourite — mars – Celebrations with ketchum UK
• dolmio Dinner Indecision — Dolmio (mars) with Ketchum UK
• Bohemian Auction — Heineken Czech Republic with Ogilvy Czech republic
• costellazioni — negroni with inc istituto nazionale per la comunicazione
• “Echt Wellpappe” (Original corrugated cardboard) — Verband der wellpappen-Industrie e. V.(VDW) with PRpetuum GmbH (part of LHLK group)
• Flowers for hops — Plzeňský Prazdroj with svengali Communications
• Reseal to Recycle – Kan fini, remet to bouson, li resiklab — PhoenixBev – PhoenixEarth with Zethical

Technology and Innovation Marketing

In the fast-paced world of technology, marketing campaigns must effectively communicate complex ideas and showcase the benefits of new innovations. These campaigns demonstrate the power of clear messaging and strategic communication:

• Defending Democracy: Establishing NetScout as a Global Authority on Election Security — NetScout
• Hands Up! Give Me Your Data — privacyrules with Netprofile, CSS Assure, Lexia, Secureworks, Polpeo, Studio IMG
• The Power of Data: Quantifying Quality to Reach New PR Heights — Precisely

Purpose-Driven Branding and Community Relations

Brands are increasingly focusing on purpose-driven initiatives to connect with consumers on a deeper level.These campaigns demonstrate the power of aligning brand values with social impact:

• Hobby artists take over professional stages — Migros with Farner | Team Farner
• Komunikacijski laboratorij d.o.o. — Marodi with Bruketa&Žinić&Gray
• Strategic Steps to success – Sumi with netprofile — Sumi with Netprofile
• The DrunkenBait — Carlsberg Sweden with Burson
• The Fine line — Samsung UK&I with Ketchum UK

Building strong relationships with the community is essential for corporate social responsibility. The following campaigns fostered meaningful connections and addressed local needs:

• “Bolhão é para sempre” campaign — porto City Council
• InfluAnswer Arabia — Weber shandwick MENAT with Weber shandwick MENAT
• The Dreher Adventure – When Tradition Meets Innovation — Dreher with Next9 Communications

Corporate Philanthropy, Fund-raising, and ESG Campaigns

These campaigns highlight the importance of giving back to society and promoting environmental sustainability:

• Building Bonds in a War Zone — The Bridge of Trust with Avidly
• “Detrás” (Behind): Inclusion Campaign for Members of Asociación de Pintores Con la Boca y Con El Pie — Asociación de Pintores Con la boca y Con El Pie with team Lewis
• Revealing the power of two rand: the transparency of Add Hope — KFC South africa
• Rustle — Public Institution Deposit System Administrator (USAD) with fabula Rud Pedersen Group
• The Voice of Nature — Evryo with Rogalski damaschin
• “Echt Wellpappe” (Original corrugated cardboard) — Verband der Wellpappen-Industrie e. V. (VDW) with PRpetuum GmbH (part of LHLK Group)
• flowers for hops — Plzeňský Prazdroj with Svengali Communications
• Reseal to Recycle – Kan fini, remet to bouson, li resiklab — PhoenixBev – PhoenixEarth with zethical
• The Material Change index — DS Smith with Headland

Public Education and Advocacy

Raising awareness and promoting positive behavior change are key objectives of public education campaigns. These initiatives effectively communicated important messages to target audiences:

• Bullet Proof Park — Gun Free South Africa with Razor PR with M&C Saatchi Abel – The Up&Up Group
• Get Trained,Save Lives: CPR Campaign for Football Fans — UEFA / ERC with Golazo Brands NL
• Heartsafe gamified Storytelling — Heartsafe Belgium with Ketchum Brussels
• MVM future Talks 24 – Are we crossing the boundaries of the future? — MVM with Lounge Group
• Turning the london Eye into London IV — Liquid I.V.with Ketchum UK

Crisis and Issues management

Effective crisis management is crucial for protecting brand reputation during challenging times. These campaigns demonstrated resilience and strategic communication:

• Hands Up! Give Me Your Data — privacyrules with Netprofile, CSS Assure, lexia, Secureworks, Polpeo, Studio IMG
• how to transform a brand communication crisis into a success for the whole company — Stellantis with Marco
• three years in the Eye of a Solar Industry Storm — SENEC with Ketchum Germany

Addressing sensitive issues requires careful planning and execution. The following campaigns navigated complex challenges with transparency and integrity:

• Ahjo and Kone Foundation Building Trust and Preparedness — Kone Foundation with Ahjo Communications Oy
• Defending Democracy: Establishing NetScout as a Global Authority on Election Security — NetScout
• “Mehr Zuhaus’ in Österreich!“ – how to initiate an economic stimulus package worth billions against housing shortage and for the construction industry! — hagebau Österreich with Skills | Team Farner and Campaigning Bureau
• Non-synthetic Water — Gedeon Richter with gullers grupp
• United Nations International Arabian Leopard Day an Awareness-Raising journey — catmosphere

Public Affairs and Media Relations

Public affairs campaigns shape policy and influence public opinion. These initiatives effectively engaged stakeholders and advanced specific agendas:

• EU-Inc campaign — Index Ventures with H/Advisors Brussels
• InvestHER — InvestHER with Lodestone
• Maaate — Mayor of London with Ogilvy PR
• The unwelcome Home — Ikea UK and shelter with Weber Shandwick
• Turning to its French and German Neighbors to secure Victory – An Unlikely Bid to Host the Eurovision Song Contest 2025 in Switzerland — Canton Basel-Stadt with Farner | Team Farner

Strong media relations are essential for building brand awareness and credibility. the following campaigns generated critically important media coverage and positive sentiment:

• Bohemian Auction — Heineken czech Republic with Ogilvy Czech republic
• Hanover x Too Good To go — Too Good To Go with Hanover Communications
• The astronauts Pasta — Barilla Group with INC – Istituto Nazionale per la Comunicazione
• The Next CEO — Russell Reynolds Associates with Burson UK
• The Power of Data: Quantifying Quality to Reach New PR Heights — Precisely

Product Media Relations

Effective product media relations can drive sales and build brand loyalty. These campaigns successfully highlighted product features and benefits to target audiences:

• #MyFavourite — mars – Celebrations with Ketchum UK
• Dolmio Dinner Indecision — Dolmio (mars) with Ketchum UK
• Flying Falcon in the Race for AI Supremacy — ATRC with Edelman UAE
• From Catwalk to runway — Riyadh Air with Current global
• The ‘Turbo’ PAX Faces the Toughest Jury — Ikea Holding Deutschland
• Breega into Africa — Breega with Positive
• California Prunes: a virtual reality trip — California Prune Board with BPRESS and mai tai
• Carbon Action Portfolio – the industry first carbon-optimized packaging label portfolio — UPM Raflatac with SEK,Finland
• Engaging the core — Advania with Positive
• The World’s Largest Cavern Thermal energy Storage — Vantaan Energia with SEK

Digital and Social Media Campaigns

Digital and social media campaigns leverage online platforms to engage audiences and drive specific actions. These campaigns demonstrated creativity and effectiveness in the digital space:

• arosa makes dreams come true. — Arosa Tourism with Yoveo I Team Farner
• Breaking barriers, Building Futures — atingi with Instinctif Partners Africa
• Lite Side Of The Court — Ab InBEV – Castle Lite with Retroviral, draftline, Dentsu, Ogilvy, Capacity Relations
• mystery Trips — Skoda Norway with TRY
• zero drug deaths -campaign — Irti Huumeista ry and Indivior with Ahjo Communications

EMEA SABRE Awards 2025 Shortlist Unveiled: Celebrating Excellence in branding and Engagement

The shortlist for the 2025 EMEA SABRE Awards has been announced, recognizing superior achievement in branding, reputation, and engagement.From a pool of 2,000 entries, over 400 campaigns have been selected, showcasing the most innovative and impactful marketing strategies across the EMEA region. These campaigns demonstrate the industry’s commitment to creativity, innovation, and social responsibility, setting new standards for effective communication and audience engagement. The awards highlight the power of strategic communication in addressing critical social issues and driving business results.

Innovative Campaigns highlight Social Issues: UNHCR, UNFPA, and More

Several impactful campaigns have recently been launched by organizations like UNHCR, UNFPA Moldova, and Save the Children, addressing critical social issues. These initiatives aim to raise awareness and drive change through strategic partnerships and creative approaches. From advocating for refugees to promoting body autonomy and child welfare, these campaigns demonstrate the power of communication in tackling complex challenges.

UNHCR and INC Partner for #let’sHearAgaing Campaign

The UNHCR (United Nations High Commissioner for Refugees) has joined forces with INC – Istituto Nazionale per la Comunicazione to launch the #let’sHearAgaing campaign. This initiative focuses on amplifying the voices of refugees and sharing their stories to foster understanding and empathy. The campaign seeks to connect with audiences on a personal level, highlighting the human experiences behind the refugee crisis.

UNFPA Moldova and Unbox Communication Advocate for Body Autonomy

UNFPA (United Nations Population Fund) Moldova,in collaboration with Unbox Communication,has launched the Bodyright: Without my consent,it’s not your content campaign. This initiative addresses the critical issue of body autonomy and consent in the digital age. The campaign aims to empower individuals to protect their personal content and assert their rights against unauthorized use.

Voice for Freedom Coalition and SEC Newgate Spain: Raising the voice for Justice

The Voice for Freedom Coalition has partnered with SEC Newgate Spain to launch a campaign focused on Raising the Voice for Justice. This initiative aims to advocate for human rights and justice,providing a platform for marginalized communities to share their experiences and demand accountability. The campaign seeks to influence policy and promote systemic change through strategic communication and advocacy.

Din Grijă pentru Copii NGO and GMP&U agency SRL Improve Hospital Food

Din Grijă pentru Copii NGO, working with GMP&U Agency SRL, has launched a campaign focused on providing Tasty and Healthy Hospital Plates. This initiative addresses the need for improved nutrition in hospitals, particularly for children. The campaign aims to ensure that young patients receive nutritious and appealing meals to support their recovery and well-being.

Save the Children and Golin Romania Tackle Child Welfare with “The Tiniest Room”

Save the Children has partnered with Golin Romania to launch The Tiniest Room campaign.This initiative focuses on raising awareness about child welfare issues and promoting the rights of children. The campaign seeks to create a safe and supportive environment for children, ensuring their access to education, healthcare, and protection.

Marketing to Specific Demographics

The EMEA SABRE Awards shortlist also highlights campaigns targeting specific demographics, including youth and seniors, demonstrating a nuanced understanding of audience needs and preferences.

Marketing to Youth

campaigns targeting younger audiences often leverage digital platforms and social media to engage with them on their terms. Examples include:

• 30 Years of Democracy Through Young Eyes by Of soul and Joy with Razor (a member of The Up & up Group).
• america’s Cup e-series by Louis Vuitton 37th America’s Cup with Burson Spain / Experientia / Teammate.
• Friendship bracelets by Pro Juventute with Rod Kommunikation / Team farner.
• MTN Pulse – Youth hustle Hub by MTN South Africa with Magna Carta Reputation Management Consultants.
• Nationfried by Nationwide with The Romans.

Marketing to Seniors

campaigns targeting seniors often emphasize health, security, and legacy. Notable examples include:

• michael Bommer becomes immortal by Eternos.Life with MSL Germany.
• securing Tommorow for the Last 30 Years by Association of Pension Companies of the Czech Republic with Ewing.
• TAVI for a Healthy Heart by medtronic Czechia with Bison & Rose agency.

Multicultural Marketing

Multicultural marketing campaigns recognize and celebrate the diversity of audiences, addressing specific cultural nuances and needs. Examples include:

• Free the Voices by Monoceros with LLYC.
• Give Gogo Mzansi by uber with Irvine Partners.
• Global Stories, Local Lens by Media City Qatar with Weber Shandwick MENAT.
• Liming with gran by Genomics England and University of Cambridge with Ketchum UK.
• Real Talk: It’s Time To Get Real About Prostate Cancer by Ipsen UK and Prostate Cancer Research with 90TEN.

Industry-specific Marketing Innovations

Various industry sectors are showcasing innovative marketing strategies to connect with consumers and drive business results.

Automotive

The automotive industry is embracing campaigns that highlight sustainability, innovation, and the driving experience. Examples include:

• Changing Spaces by Lime with Words + pixels.
• e-TOL: become a relaxed driver too by RDW with HvdM Public Relations.
• SuperbOffice – A New Definition of Working on the Road by Skoda Auto with Public Interest,WLB,Socialists,PHD.
• The Road to a Regional Renaissance by Skoda Auto Endowment Fund with Ewing.
• “There is no second”: Launching the CUPRA Terramar at the America’s Cup by CUPRA with Vampire, TeaTime Presentation Design, catorce, Vista Different, Media Pro, TigreLab, Onion Lab, the Others, Martes, &Rosàs, Catorce, Apple tree.

Fashion & beauty

Fashion and beauty campaigns often focus on self-expression, inclusivity, and sustainability. Examples include:

• A song for a new generation by dale of Norway with Trigger Oslo.
• Forever.Better. by PUMA with MSL UK.
• Nivea Earnfluence by Nivea with Porter Novelli.
• Press Play for Beauty by dm, Drogerie Markt Romania with graffiti Plus.
• Stitch and Spice by PUMA with MSL UK.

Food & Beverage

The food and beverage industry is leveraging marketing to highlight brand heritage, social responsibility, and unique product offerings.Examples include:

• An iconic building Shines again on the global Stage by McDonald’s Hungary with Noguchi.
• Energy Needs of the Nation by Reign Storm with The heard.
• The social Swap by Heineken® with Edelman and LePub.
• Treatline by Haribo with Daniel J edelman.
• When the stars align by Mahou with Apple Tree.

consumer products

Consumer product campaigns often aim to create emotional connections with consumers, addressing their needs and values. Examples include:

• #freethefeed: The “Boob Tube” by Elvie with Hope&Glory.
• Hellmann’s x Chopova Lowena by Hellmann’s with Ogilvy PR.
• LEGO Girls by LEGO with Ogilvy PR.
• MyLittle… Sharing Stories of Pregnancy Loss by Little Santi Designs with Hunter UK.
• The Great Loo Review by Henkel laundry and homecare with Burson UK.

Healthcare

healthcare marketing is increasingly focused on patient empowerment, disease awareness, and access to care. Examples include:

• action over Words by chiesi with FTI Consulting.
• Expose Your Skin by LEO Pharma with JIN.
• Free Period Care Products in Schools – A Basic right by Libresse & Tork (Essity) with Spotlight Communications.
• Seconds After Orgasm by Orkla / Dr. Greve with Trigger Oslo.
• Visible protection against invisible threats by Egis with Noguchi.

Technology

Technology companies are using marketing to showcase innovation, connectivity, and the impact of technology on everyday life. Examples include:

• Consumer Electronics by Honor with Axicom.
• DontViolateMe! – Rise up against revenge porn by Motorola with Burson Italy.
• making AVM’s FRITZ!Box the most loved router by gamers by AVM with Progress communications.
• Sleep Rave by Samsung with Edelman Amsterdam.
• The Refurbished Restaurant by Back Market with Words + Pixels.

Conclusion

The diverse range of marketing campaigns shortlisted for the 2025 EMEA SABRE Awards highlights the industry’s commitment to creativity, innovation, and social responsibility.by targeting specific demographics,addressing industry-specific challenges,and leveraging new technologies,these campaigns are setting new standards for effective communication and engagement. As the marketing landscape continues to evolve, these examples provide valuable insights into the strategies that resonate with audiences and drive meaningful results.

Mastercard, CUPRA Executives Honored at 2025 EMEA SABRE Awards

London – The 2025 EMEA SABRE Awards, a prestigious event recognizing excellence in public relations and marketing across Europe, the Middle East, and Africa, celebrated its winners on April 2nd at The Brewery in London.The awards ceremony was co-located with the PRovokeEMEA Summit, bringing together industry leaders to honour outstanding campaigns and individuals.

Among the top honors, Mastercard, in collaboration with Ketchum, secured the coveted Company of the Year award. Wayne Griffiths, CEO of CUPRA, was recognized as CEO of the Year for his leadership and impact on the brand.

Diamond SABRE Awards Highlight Superior Achievement

The Diamond SABRE Awards recognized campaigns demonstrating superior achievement across various critical areas of public relations and marketing. These categories included brand-building, reputation management, research and planning, and measurement and evaluation.Specific winning campaigns were recognized for their innovative approaches and impactful results.

The SABRE Awards are known for their rigorous judging process, evaluating campaigns based on strategy, creativity, and results. Winning a SABRE Award signifies a high level of achievement and demonstrates a commitment to excellence in the field.

Regional Excellence Celebrated

The 2025 EMEA SABRE Awards also highlighted regional successes, recognizing outstanding campaigns from across the diverse EMEA landscape. The shortlist included regional award winners from Africa, The Balkans, the Baltics, Benelux, and DACH (Germany, austria, and Switzerland). Winning campaigns were listed for each region, showcasing the breadth of talent and creativity within the EMEA region.

The inclusion of regional categories underscores the importance of understanding local markets and tailoring campaigns to resonate with specific audiences. These awards celebrate the nuanced and effective strategies employed by PR and marketing professionals across different cultural and economic contexts.

A Showcase of PR and Marketing Innovation

The 2025 EMEA SABRE Awards provided a comprehensive overview of the current state of public relations and marketing in the region. By recognizing excellence across various categories and geographies, the awards serve as a benchmark for industry professionals and a source of inspiration for future campaigns.

The event, co-located with the PRovokeEMEA Summit, offered attendees valuable networking opportunities and insights into the latest trends and best practices in the field. The combination of awards and summit created a dynamic environment for learning and collaboration.

Conclusion

The 2025 EMEA SABRE awards at The Brewery in London on April 2nd, celebrated the best in public relations and marketing across the EMEA region. From Mastercard’s Company of the Year win to Wayne Griffiths’ recognition as CEO of the Year, the awards highlighted the impact of strategic communication and innovative campaigns. The regional winners from Africa to DACH further showcased the diverse talent and creativity shaping the industry.