Business-to-Business Campaign of the Year 2010

Recognizes campaigns within a niche business sector or the business community at large

?Winner: Weber Shandwick and Siemens Corporation: Siemens: Answering the World's Toughest Questions

With this campaign, Siemens Corporation, the $22.4 billion US arm of German engineering powerhouse Siemens AG, and Weber Shandwick set out to spotlight the company's products and services as valuable resources in helping rebuild US infrastructure.

"Great job connecting the campaign to a national issue of stimulus spending," noted one judge. "Excellent execution."

On less than $250,000, this effort engaged each of the company's core sectors - energy, industry, and healthcare - with the objectives of heightening visibility and driving sales. Messaging reinforced that Siemens is "an integral part of the fabric of America" and the "best business partner to develop innovative solutions across all sectors."

Siemens' executives were positioned as "industry luminaries," highlighting the company's leadership in each sector, discussing trends, and touting new, sustainable solutions to America's toughest infrastructure challenges among existing and potential customers, including the US government. Also targeted were industry influencers; Siemens' employees; top-tier business media; and key bloggers and online outlets. Coverage in regional and local markets where Siemens has a large presence or wanted to build operations helped drive business and boost employee morale. Media coverage was broad, including outlets such as the AP, Forbes.com, Newsweek, and The New York Times.

One judge called the campaign "effective from start to finish." Another praised its "impressive media relations results."

Results exceeded all goals. Executive visibility increased eight-fold, and 33% of new orders came from the US (the largest percentage by region). The agency reports a "strong new pipeline of new business." Energy contracts increased by 9%; healthcare contracts increased 11%; and industry contracts rose 12%. Siemens' stock performance climbed to more than $90 over the course of a year, greatly outpacing competitors GE ($16) and Phillips ($15).

Honorable Mention: Text 100 Public Relations and Cisco Systems: Rookie of the Year: Cisco's Banner Year in Sports

Business-to-BusinessTo launch into the sports and entertainment industry with its Stadium Vision technology, Cisco set out to display the power of video to enhance fan experience. Tactics included aligning with high-profile entities, like the New York Yankees. "Solid strategy, vision, and consummate management of assets drove results that made a business difference," said one judge. Another praised it for delivering "real movement for the brand." The effort landed more than 250 articles, including landmark coverage in such outlets as ESPN and Sports Business Journal.


Finalists 2010

  • Edelman and Genomatica: Genomatica: Turning Sugar into Spandex, a Lower-Cost and a More Environmentally Friendly Solution
  • GolinHarris and TransUnion: Elevating Intelligence, Earning Credit
  • Linhart Public Relations and Allonhill: New Financial Services Firm Seizes Opportunity in a Crisis
  • Text 100 Public Relations and Cisco Systems: Rookie of the Year: Cisco's Banner Year in Sports
  • Weber Shandwick and Siemens Corporation: Siemens: Answering the World's Toughest Questions

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