PRWeek US Awards 2017 shortlist revealed

Here are the 175 finalists for the 2017 PRWeek US Awards. The winners will be revealed at a dinner in New York City on March 16, 2017.

The PRWeek Awards celebrate the very best corporate, agency, nonprofit, and education teams, and the work they produced during the awards' entry period. Each award is highly coveted and the competition to claim them is intense. The 2017 shortlist is as follows:

 

Best Consumer Launch

Edelman and Arby’s Restaurant Group
Arby’s Introduces One-Day Vegetarian Menu

Golin and McDonald’s
All Day Breakfast Press Announcement: The People’s Launch

Golin and Toyota
Toyota Goes Back to the Future

LDWWgroup, Carnival Corporation, and Fathom
Bienvenidos a Cuba

PadillaCRT and Niagara Conservation
#WhatTheFlush: Disrupting the Water Conservation Conversation

 

Best Content

Allison & Partners and Seventh Generation
Maya Rudolph Comes Clean About Feminine Care with Seventh Generation’s "Vajingle"

Braya U.S. and Tecate
Tecate Beer Pulls Its "Trump Card" & Builds A Wall That Unifies During Presidential Debates

Edelman and Starbucks
Ordinary People Doing Extraordinary Things - Starbucks Introduces "Upstanders" Original Content Series

MSLGroup Chicago, Leo Burnett Chicago, and The Allstate Foundation
#FreeToWalk for Allstate Foundation Purple Purse

PadillaCRT and Niagara Conservation
#WhatTheFlush: Disrupting the Water Conservation Conversation

 

Best for a Cause

Grey New York, National Park Foundation, and National Park Service
National Park Foundation and National Park Service’s Find Your Park Movement

Ketchum and Whirlpool
Care Counts

MSLGroup Chicago, Leo Burnett Chicago and The Allstate Foundation
#FreeToWalk for Allstate Foundation Purple Purse

MSLGroup and The Home Depot Foundation
Celebration of Service: Creating Independence at Home for U.S. Veterans

Best Global Effort

Disney Consumer Products and Interactive Media (DCPI) and Star Wars
Disney Consumer Products and Interactive Media & Star Wars Superfans Go Rogue to Launch New Toy Line

HomeAway
HomeAway’s #EiffelTowerAllYours

LinkedIn
LinkedIn’s Bring In Your Parents Day

MMK+ and Procter & Gamble
P&G Supports Strong Moms for Rio 2016 Olympic Games

MSLGroup and Netflix
Netflix Everywhere

Best in a Crisis

Camino Public Relations and Planned Parenthood
PR and Moral Outrage: Turning a viral video attack into a brand promotion

Delta Air Lines
Delta Responds to Outage with Speed, Agility and Transparency

Havas PR and The 4A’s
An Industry Under Fire Comes Out Swinging

Southwest Airlines
All hands on deck: Southwest’s collaborative and innovative response during nationwide technical outage

 

Best in Analytics

Allison & Partners and Kampgrounds of America (KOA)
What’s Behind the Yellow Sign?

Brandwatch
Brandwatch The Flagship Provider of 2016 Election Data

Edelman and Barilla
While the Water Boils

FleishmanHillard and Department of Defense, Defense Health Agency
"That Guy: Study Links Campaign to Positive Behavior Change"

Text100 and Adobe Marketing Cloud
Empowering Today’s Digital Marketers with Leading Adobe Reports and Actionable Data

 

Best in Arts, Entertainment, Sports & Media

Current Marketing and Kingsford
Take Back Opening Day

Exponent PR and USA Swimming
Swim United: With liberty and flip turns for all

Ketchum and Truth Initiative
#CATmageddon

MMK+ and Procter & Gamble
P&G Supports Strong Moms for Rio 2016 Olympic Games

MSLGroup and Netflix
Netflix Everywhere

 

Best in Broadcast/Film/Video

360PR+ and Jarden Home Brands 
Ball Canning Helps Consumers Tackle Food Waste While Growing Sales

Cone Communications and HAI Group
ReThink: Why Housing Matters - Challenging Misperceptions of Public Housing

Edelman and Barilla
While the Water Boils

Monument Communications and The Invictus Games 2016
The Invictus Games 2016

MullenLowe and JetBlue Airways Reach Across The Aisle

Best in Business-to-Business

Burson-Marsteller and Valspar Corp.
Introducing the Product: Changing Industry Paradigms

Edelman and Businessolver
Be the Solution

Havas PR and Transitions Optical
Transitions Optical: Adapting to Younger Eyes

Ketchum and Clorox Healthcare
Simple Swab, Shorter Stay: Take a Swipe at Antibiotic Resistance

WE Communications and Microsoft
Fighting Cyber Security Threats One Company at a Time: Microsoft Paves the Way

 

Best in Community Relations

Allison & Partners and Progressive Insurance
Keys to Progress: Helping Veterans In Need Get Back On The Road

Approach Marketing and Goldfish Swim School 
Goldfish Swim School’s Water Safety Focus Drives Growth in Community

Havas PR North America and Risas Dental and Braces
Risas Dental: Smiles, Everyone, Smiles!

MasterCard
Girls4Tech

Carmichael Lynch Relate and Sherwin-Williams
National Painting Week Inspires Care for Communities

 

Best in Corporate Branding

Ascension
Moving to a Unified Ascension Brand

Burson-Marsteller and Bank of America
Cutting Through the Clutter - Elevating Bank of America to the Industry Fintech Leader

Edelman and United Airlines
Changing the Legacy of Discontent

FleishmanHillard HP Inc.
HP: Reinventing for the Future

Carmichael Lynch Relate and U.S. Bank
U.S. Bank Inspires with the Power of Possible

 

Best in Financial Communications

Burson-Marsteller and Bank of America
The Bank of America Homebuyer Insights Report

FTI Consulting and Patheon
Patheon IPO Communications

FTI Consulting and Shire
Shire’s Acquisition of Baxalta

Highwire PR and Twilio
Twilio IPO

State Street Corp.
Investing Capital to Create Change: State Street’s SHE Gender Diversity ETF Campaign

Best in Healthcare

Burson-Marsteller and Opternative
Beating Goliath: Disruptive Eyecare Startup Opternative Faces Fierce Industry Opposition

Ketchum and Adapt Pharma
Redefining Narcan: A Life-Saving Medication

Weber Shandwick and Society for Cardiovascular Angiography and Interventions (SCAI)
Unbroken Hearts: Shaping the Interventional Cardiology Story

Weber Shandwick and GSK Consumer
Excedrin The Migraine Experience

Y&R PR, The Hero Group, and Pfizer Oncology
Breast Cancer: A Story Half Told

 

Best in Internal Communications

Astellas U.S. and Gagen MacDonald
Journey to One Astellas Culture Initiative

IBM
IBM Cognitive Build

MSLGroup and General Motors Internal Communications
General Motors: Mind Your Business

Team Chemistry (Cohn & Wolfe and Landor) and Janssen Pharmaceuticals
Janssen Brave - Driving a Cultural Transformation

USAA
USAA Employee Communications Strategy

 

Best in Multicultural Marketing

Cohn & Wolfe and Colgate-Palmolive
Colgate’s Hispanic Heritage Month

Cohn & Wolfe and Colgate-Palmolive
Colgate Total Simplemente Saludable

Edelman and Unilever
Dove Hair #LoveYourCurls Emojis

FleishmanHillard and HP Inc.
Bringing HP’s Culture of Diversity and Innovation to Life

Weber Shandwick and Gilead Sciences
Breaking the Silence on Hepatitis B in the Asian American Community

Best in Nonprofit

CARE
Special Delivery: Letters of Hope from CARE

Cohn & Wolfe, Grey and INGO
The Swedish Number

Goodwill Industries of the Southern Piedmont
Werkin’ the GW Look Helps Put People to Work

Havas PR and 92nd Street Y
#GivingTuesday: The Super Bowl of Philanthropy

Ketchum and Truth Initiative
#CATmageddon

Best in Product Brand Development

DeVries Global and Pantene
Pantene Dad-Do: Fostering the Next Generation of Strong Women

Olson Engage with Crispin Porter & Bogusky and Kraft Macaroni & Cheese
World’s Largest Blind Taste Test

The Door Marketing Group and Super 8
Amy Sedaris Presents: When The Art Comes Down: Works from The Super 8 Collection

Weber Shandwick and GSK Consumer
Excedrin The Migraine Experience

Zeno Group and Bernzomatic
Finding Our Fire: Bernzomatic Brand Refresh

Best in Public Affairs

FP1 Strategies and Grocery Manufacturers Association
Building Support for a Breakthrough Bipartisan Achievement

FP1 Strategies and Charter Communications
FP1 and Charter Communications: Telling the Charter Story

Story Partners and Noble Energy
Working Together for Colorado

The Glover Park Group and United Airlines
United to Cuba

Best in Public Sector

Burson-Marsteller and Virginia Energy Sense
Value Your Power

C+C and U.S. Department of Energy
Better Buildings Challenge SWAP

Ogilvy Public Relations and Covered California
Covered California Third Open Enrollment: Spotlight on Coverage

Ogilvy Washington and Department of Health and Human Services, Administration for Community Living
What is Brain Health?

Rogers Finn Partners and County of Los Angeles Department of Public Works
Environmental Defenders Program Empowers L.A. County Elementary School Students to Be Stewards of the Earth

Best in Social Media

Cohn & Wolfe, Finsbury, and Citi
Citi Asks Americans To #StandForProgress

Elizabeth Arden
Elizabeth Arden’s "From the Desk of Liz Arden" Digital Campaign

Golin and McDonald’s
All Day Breakfast Press Announcement: The People’s Launch

Ketchum and The Hershey Company
Creating Cupfusion

Y&R PR and Acorda Therapeutics
Many Faces of OFF

Best in Technology

Burson-Marsteller and Opternative
Beating Goliath: Disruptive Eyecare Startup Opternative Faces Fierce Industry Opposition

Text100 and IBM
Watson Connects with Consumers with Cognitive Creativity

MSLGroup and Netflix
Netflix Everywhere

Ogilvy Public Relations and LG Electronics
LG G5 Low Battery Anxiety Campaign

Weber Shandwick and Motorola Mobility, a Lenovo company
Challenging Smartphone Incrementalism: Moto Z Family & Moto Mods Launch

 

Best Integrated

Edelman and REI
REI #OptOutside

Finn Partners and Jamba Juice
Jamba Juice brings Adele’s "favorite" British smoothie joint to life

HomeAway
HomeAway #EiffelTowerAllYours

MSLGroup, Leo Burnett, and P&G Always
#LikeAGirl: Girl Emojis

Weber Shandwick and Sonos
Sonos Music Makes it Home

 

Best Promotional Event

Edelman (Krispr) and Kellogg
Kellogg’s NYC

M Booth and Campari
Putting Creativity on Tap for Sales and Charity with Negroni Week

MullenLowe and American Greetings
Analog by American Greetings

Carmichael Lynch Relate and Arla Foods
A Simply Better #CheesePull for National Grilled Cheese Day

Weber Shandwick and Maine Lobster Marketing Collaborative
Maine Lobster Marketing Collaborative - "Maine After Midnight"

 

Best Viral

Allison & Partners and Seventh Generation
Maya Rudolph Comes Clean About Feminine Care with Seventh Generation’s "Vajingle"

Braya U.S. and Tecate
Tecate Beer Pulls Its "Trump Card" & Builds A Wall That Unifies During Presidential Debates

DeVries Global and Pantene
Pantene Dad-Do: Fostering the Next Generation of Strong Women

Edelman, Zeno Group, and Starbucks
Starbucks Transforms Red Cup Kerfuffle into Viral Advocacy Movement

MSLGroup, Leo Burnett, and P&G Always
#LikeAGirl: Girl Emojis

Creative Excellence

Ketchum and Frito-Lay
Cheetos Museum

MSLGroup, Leo Burnett, and P&G Always
#LikeAGirl: Girl Emojis

MullenLowe and JetBlue Airways
Reach Across The Aisle

The Brooklyn Brothers, Islenska, and Promote Iceland
Ask Gudmundur: The World’s First Human Search Engine

Weber Shandwick and Sonos
Sonos Music Makes it Home

Outstanding Education Program

American University School of Communication

DePaul University - Public Relations & Advertising Graduate Program

Georgetown University Public Relations & Corporate Communications Program

Syracuse University, Newhouse School

University of Alabama Department of Advertising & Public Relations

 

Outstanding Agency Professional
Sponsored by Bayer Corporation

Don Baer
Burson-Marsteller

Rob Flaherty
Ketchum

Leslie Gaines-Ross
Weber Shandwick

Ken Luce
LDWWgroup

Mike Rosen
PRR

Outstanding In-House Professional
Sponsored by Zeno Group

Roger Frizzell
Carnival Corp.

Michael Gonda
Chobani

Catherine Hernandez-Blades
Aflac

Raymond Kerins Jr.
Bayer Corp.

Aaron Sherinian
United Nations Foundation

Outstanding Marketer
Sponsored by Cohn & Wolfe

Crystal Brewe
The Kimmel Center for the Performing Arts

Jill Kelly
DigitasLBi

Antonio Lucio
HP Inc.

Rob Lynch
Arby’s Restaurant Group

Katy Pietrini
Cushman & Wakefield

 

Outstanding Young Professional
Sponsored by General Motors

McKenzie Haggard
Method Communications

Meghan Keane
CLS Strategies

Kim Lyons
The Door Marketing Group

Jim Mignano
Text100

Stefanie Urso
Voya Financial

 

Outstanding In-House Team
Sponsored by Ketchum

Altisource

Bayer Corporation

Enable Midstream Partners

Harman International

JetBlue Airways

 

Outstanding Boutique Agency

BRG Communications

Clyde Group

Deveney

Harvest PR & Marketing

Multiply 

Outstanding Small Agency
Sponsored by FleishmanHillard

C+C

LDWWgroup

Praytell

rbb Communications

Singer Associates

Outstanding Midsize Agency

LaunchSquad

M Booth

Olson Engage

Carmichael Lynch Relate

Zeno Group

Outstanding Large Agency
Sponsored by Ford Motor Company

Cohn & Wolfe

Edelman

FleishmanHillard

Golin

Weber Shandwick

PR Student of the Year

Tish Carmona, University of Maryland

Mackenzie Gannon, Ithaca College

Katie Gatti, University of Alabama

Rachel Hobbs, Elon University

Taryn Maister, University of Southern California

Communicator of the Year
Sponsored by Johnson & Johnson

In a category introduced in 2013 by PRWeek, the Judges Chair and PRWeek editor-in-chief will select the outstanding communicator in the period covered by this year’s Awards. The individual could come from within or outside the PR industry

PR Agency of the Year

Candidates are the respective winners of the Outstanding Boutique, Small, Midsize, and Large Agency awards. The winner will be announced at the Awards ceremony on March 16.

PRWeek Campaign of the Year

Candidates are the winners of the campaign awards, to be announced at the Awards ceremony on March 16.

After each of the campaign awards has been determined, the Judges chair and PRWeek’s editor-in-chief convene to discuss those entries in depth. The group is narrowed down to a final five and, from those, the PRWeek Campaign of the Year is selected.

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