PRWeek awards finalists 2008

Winners will be announced at the PRWeek Awards dinner in New York City on March 6

PRWeek awards finalists 2008
Winners will be announced at the PRWeek Awards dinner in New York City on March 6

Arts, Entertainment & Media Campaign of the Year

Brodeur and The History Channel Reinventing a Modern Marvel
Edelman and Microsoft Game Studios Halo 3 PR Program
Ketchum and Fireman's Fund Insurance Company "Into the Fire:" Igniting Support for America's Firefighters
New Line Cinema Hairspray
Waggener Edstrom Worldwide and Harry Potter-mania at

Sponsor: Named the Best Agency to Work For in America, Coyne Public Relations is one of the fastest-growing independent full-service public relations agencies in the country. Coyne PR specializes in consumer, technology, and healthcare PR, consistently delivering creative campaigns for prominent national brands. Companies look to Coyne PR to develop creative, high-profile public relations programs that deliver significant media results.

Product Brand Development Campaign of the Year

Edelman and Church & Dwight Trojan Evolve Campaign
GolinHarris and Nintendo of America Gray Gamers Go Wild for Wii
Ketchum and Kimberly-Clark SCOTT Flushability
Manning Selvage & Lee and Procter & Gamble Charmin Restrooms
Weber Shandwick and KFC KFC Face from Space

Sponsor: Carmichael Lynch Spong is one of the nation's most admired PR firms. Known for its award-winning strategy and creative heat, Carmichael Lynch Spong represents a very select and envied portfolio of world-class clients. Ranked among the top 20 largest PR firms in the US, Carmichael Lynch Spong has offices in Minneapolis; New York; Boston; Denver; San Francisco; and Jackson Hole, WY.

Consumer Launch Campaign of the Year

Cohn & Wolfe and Colgate-Palmolive Get Irish Campaign
Edelman and Microsoft Game Studios Halo 3 PR Program
GolinHarris and Nintendo of America Wii Launch: How Wii Helped Nintendo Get Its Game Back
HealthSTAR PR and GlaxoSmithKline Consumer Healthcare Sparking a Weight-Loss Revolution: the Launch of alli
Ketchum and Eastman Kodak Co. ThINK...Before you Ink! Kodak Revolutionizes the Inkjet Industry

Sponsor: CKPR is an independent brand-building agency that applies a 360-degree approach to helping clients change their category conversation. With 87 employees across offices in Chicago, New York, Milwaukee, and Phoenix, CKPR is an integrated part of Cramer-Krasselt and ranked by PRWeek among the largest firms in the US. The agency represents a broad portfolio of brands across nearly every major business category and demographic target group. Visit us online at

Healthcare Campaign of the Year

Edelman and Consumer Healthcare Product Association Five Moms: Stopping Cough Medicine Abuse Before it Starts
HealthSTAR PR and GlaxoSmith-Kline Consumer Healthcare Sparking a Weight-Loss Revolution: the Launch of alli
Lippe Taylor and Digene HPV Testing: Cutting through the Clutter to Prevent Cervical Cancer
Porter Novelli and Almond Board of California Almonds: A Daily Portion for Health
Weber Shandwick and National Marrow Donor Program 2007 Thanks Mom National Marrow Donor Drive

Sponsor: Getting noticed is important, no doubt. Let us show you how you can use MultiVu's exceptional multimedia capabilities and PR Newswire's unparalleled worldwide distribution expertise to get noticed worldwide by those who matter most. With MultiVu's Electronic Multimedia Kits, Times Square photo and video distribution, Webcasting, strategic video placements, or a Multimedia News Release (MNR), you achieve the optimal
multimedia messaging mix.

Technology Campaign of the Year

Cohn & Wolfe and Joost Introducing the Future of Television
Edelman and Microsoft Game Studios Halo 3 PR Program
Ketchum and Eastman Kodak Co. ThINK...Before you Ink! Kodak Revolutionizes the Inkjet Industry
Tesla Motors Tesla Motors brand launch campaign
Weber Shandwick and American Airlines Clicks with Travelers: American Airlines Launches New First-Class Web Site

Sponsor: Deloitte LLP is the US member firm of Deloitte Touche Tohmatsu. Its subsidiaries provide audit, tax, consulting, and financial advisory services through nearly 45,000 people in the US. Known as an employer of choice for innovative human resources programs, it is dedicated to helping its clients and people excel.

Business-to-Business Campaign of the Year

Capstrat and Raleigh Convention Center Raleigh Convention Center: From 'Deadville' to Meeting Destination
Fleishman-Hillard and Bayer Animal Health Advantage Multi (Imidicloprid + Moxidectin) Topical Solution Product Launch
Fleishman-Hillard and Rawlings "The Summer of Glove: Rawlings Gold Glove Award Golden Anniversary"
MWW Group and Deloitte & Touche USA Leadership Counts! Building Reputation and Driving Business with Executive Thought Leadership
Text 100 and Websense Porn Blockers to Security Breach Detectors - Websense Does It All

GCI Group, a global communications firm, is committed to breaking new ground in the delivery of sophisticated digital media strategies, breakthrough creativity, and practice area excellence. Our work is focused on high value disciplines ranging from consumer and sports marketing, digital media, and technology to healthcare and media relations.

Employee Communications Campaign of the Year

Fleishman-Hillard and AT&T Communicating Convergence: The AT&T-BellSouth Merger
Fleishman-Hillard and Ernst & Young Above and bEYond: Making Inclusiveness Real for Lesbian, Gay, Bisexual and Transgender Employees
Insidedge and The Dow Chemical Company Bringing the Human Element to Life
Insidedge and The Dow Chemical Company Engaging Employees with the Blue Planet Run
Weber Shandwick and American Airlines Fuel for Thought: American Airlines Gets Fuel Smart

Sponsor: FedEx (NYSE: FDX) provides customers and businesses worldwide with a broad portfolio of transportation, e-commerce, and business services. Consistently ranked among the world's most
admired and trusted employers, FedEx inspires its more than 280,000 employees and contractors to remain "absolutely, positively" focused on safety, the highest ethical and professional standards, and the needs of their customers and communities. For more information, visit

Community Relations Campaign of the Year

Carmichael Lynch Spong and Dunkin' Brands Serving the Community with Cups and Cones
Fleishman-Hillard and Abbott & the Magic Johnson Foundation I Stand With Magic: The Campaign to End Black AIDS
Fleishman-Hillard and Office of the Chief of Public Affairs, United States Army Operation Tribute to Freedom
FD and Duane Reade Holdings, Inc. Duane Reade: Making Health and Wellness Affordable, Accessible, and Convenient for New Yorkers
Lippe Taylor and IKEA IKEA Bag the Plastic Bag Program

Multicultural Marketing Campaign of the Year

Bratskeir & Company and PepsiCo PepsiCo Smart Spot Dance! Moves Moms
Cone LLC and the American Heart Association American Heart Association's Power To End Stroke
Edelman Multicultural and Unilever Pasa La Belleza
Fleishman-Hillard and Abbott & the Magic Johnson Foundation I Stand With Magic: The Campaign to End Black AIDS
M Booth & Associates and Unilever Vaseline's Skinvoice Campaign

Sponsor: GolinHarris offers a distinctive combination of global resources and personalized service, setting the "Gold Standard" in agency performance and corporate culture. The agency was proud to be selected PRWeek's 2007 Editors' Choice and Large PR Agency of the Year at the 2007 PRWeek Awards. We salute the finalists in the Multicultural Marketing Campaign of the Year category.

Global Campaign of the Year

Kaplow and the Blue Planet Run Foundation Blue Planet Run
Ketchum and Eastman Kodak Co. ThINK...Before You Ink! Kodak Revolutionizes the Inkjet Industry
Ogilvy Public Relations Worldwide and Bayer Schering Pharma The Image of MS (Multiple Sclerosis) Campaign
Text 100 and NXP Semiconductors New Kid on the Block: Presenting NXP Semiconductors to the World
Weber Shandwick and MasterCard Worldwide MasterCard Worldwide Centers of Commerce

Sponsor: Companies that are top of the mind, tip of the tongue, and talked about every day are the ones that raise their profile, standing heads and shoulders above the rest. Be there, and everywhere - in pixels and ink - with PR Newswire and MultiVu. Get access to our multimedia expertise, our proprietary for-media-only Web site built by seasoned media relations professionals, and our 500,000 continually expanding points of distribution.

Corporate Branding Campaign of the Year

GolinHarris and Nintendo of America Nintendo's Market Disruption
GolinHarris and Toyota Motor Sales USA Toyota Goes NASCAR
GolinHarris and the Society of Actuaries Actuaries - Risk is Opportunity: The Revitalization of a Profession's "Brand"
Tesla Motors Tesla Motors brand launch campaign
Weber Shandwick and InterContinental Hotels Group Changing the Game: Bringing IHG to the US

Sponsor: Manning Selvage & Lee (MS&L) is one of the world's leading global communications firms. It has 54 offices throughout North America, Latin America, EMEA, and Asia-Pacific, and an extensive global affiliate network. MS&L provides best-in-class services in consumer marketing PR, healthcare PR, corporate communications, and technology communications, as well as industry-leading work in digital communications. The firm won PRWeek's Best Use of Internet/New Media Award in 2006 and 2007.

Public Affairs Campaign of the Year

APCO Worldwide and United Airlines Capital-to-Capital Coalition
Edelman and the Panama Canal Authority The New Panama Canal: A Better Way to Go - A Strategic Communications Campaign for the Historic Expansion of the Panama Canal
Fleishman-Hillard and the National Fire Protection Association Fighting Fire with Fire
GolinHarris and the Meth Project Foundation The Meth Project: "Not Even Once"
Ketchum and Delta Air Lines The Campaign to "Keep Delta My Delta"

Sponsor: Powell Tate is a leading strategic communications and public affairs firm. Located in Washington, DC, the firm specializes in public affairs, public education, reputation and crisis management, media relations, creative and interactive services, and research and advertising. The firm is a part of Weber Shandwick, a global public relations and communications leader with offices in virtually every major media, government, and business center on six continents.

Investor/Financial Comms Campaign of the Year

FD and FTI Consulting FTI Consulting: "Redefining an Industry Leader"
Financial Relations Board and Respironics Respironics Analyst Day
GolinHarris and the Dow Chemical Company The Dow Chemical Company's Global Expansion - Joint Venture Announcements
NYLIM - MainStay Investments and Makovsky + Co. Launch of a New Asset Class: Introducing 130/30s
Weber Shandwick and AECOM Technology Corp. AECOM Wows Wall Street: World's Largest Design Firm Unleashes a Communications Machine to Rally the Financial Community and Employees

Sponsor: Marina Maher Communications (MMC) builds brand relationships by creating experiences that forge emotional connections, fuel loyalty, and build authority. We specialize in marketing to women - turning female influencers into brand ambassadors. MMC, a member of the Worldcom Public Relations Group, serves clients in packaged goods, HBA, healthcare, wellness, food & beverage.

Crisis or Issues Management Campaign of the Year

Fleishman-Hillard and WhiteWave Foods Horizon Organic "Standards of Care"/Reputation Management Program
FrogDog Communications and the Center Serving Persons with Mental Retardation Save the Center
The Goodyear Tire & Rubber Co. Goodyear's 2006 Labor and Strike Communications Plan
Qorvis Communications and Digital Media Association An Industry in Danger of Extinction
Weber Shandwick and Siemens Corporation Let the Good News Roll

Sponsor: Built organically from the ground up, Text 100 is a global public relations firm serving companies that use technology for competitive advantage. With award-winning practices covering all public relations disciplines, Text 100 represents leading brands in 31 offices around the world. Clients include IBM, Philips, Cisco, Xerox, and Fujifilm.

Public Sector Campaign of the Year

Fleishman-Hillard and Animal Health Corridor Rediscovering Kansas City's "Cowtown"
GolinHarris and the US Postal Inspection Service Getting "SMRT" About Online Social Networking
Porter Novelli and the Centers for Disease Control and Prevention Take Charge. Take the Test
Weber Shandwick and Commonwealth Health Connector Insurance Authority Cover Your Bases - Connect to Health
Weber Shandwick and the US Army Telling a 'Strong' Story: The Launch of Army Strong

Nonprofit Campaign of the Year

Cone LLC and the American Heart Association American Heart Association's Start! Movement
Cone LLC and the Make-A-Wish Foundation Make-A-Wish Destination Joy Presented by Lay's
Imre Communications and the American Institute of Architects "Celebrating the Past, Designing the Future"
M Booth & Associates and Robert Wood Johnson Foundation Extinguishing Big Tobacco's Ventilation Claims
Racepoint Group and One Laptop per Child Bridging the Digital Divide - A Dream Begins to Come True

Sponsor: TV Access was created to increase the well-being of the general public through effective public service communications.

Cause-Related Campaign of the Year

DeVries Public Relations and Proctor & Gamble Skin Cancer Takes Friends: Protect, Detect, and Love the Skin You're In
GCI Group and Payless ShoeSource A Breath of Fresh Air: Payless Helps Create a Memorable Summer Camp Experience for Inner-City Kids
Lippe Taylor and IKEA IKEA Bag the Plastic Bag Program
Weber Shandwick and Campbell Soup Co. Go Red with Campbell's
Weber Shandwick and MAC AIDS Fund MAC Cosmetics: Philanthropy is the Best Promotion

Sponsor: Kwittken & Company (KCO) is an independent, employee-owned public relations and marketing services firm headquartered in New York City. With specialized expertise in corporate reputation management, consumer marketing, executive communications coaching, and investor relations, KCO helps clients in a broad range of industries achieve critical business goals through the use of intelligently designed, results-oriented communications campaigns.

Young PR Professional of the Year

Jake Basden Ogilvy Public Relations Worldwide
Jillian Beauman Carmichael Lynch Spong
Kirsten Helgeson CKPR
Deborah Powsner Ruder Finn
Mike Salzillo Coyne PR

Sponsor: Edelman is the world's largest independent public relations firm, with 3,000 employees in 50 offices worldwide. The firm was named PRWeek's Large Agency of the Year for 2006. Advertising Age named Edelman the best PR firm in its 2005 "Best Agencies" issue, while PRWeek awarded the firm its "Editor's Choice" distinction at the start of 2006. Edelman was also named 2005 International Agency of the Year by The Holmes Group.

PR Professional of the Year

John Bell Ogilvy Public Relations Worldwide
Kathy Bloomgarden Ruder Finn
Ken Capps DFW International Airport
Stephen Jones GolinHarris
Michael Kempner MWW Group

Sponsor: NAPS is a cost-effective way for businesses and organizations to receive national news coverage. We create feature articles, as well as video and radio feature releases, and distribute to 10,000 newspapers, 1,000 TV broadcasters, and 6,500 radio stations nationwide. Visit www. for more information. We offer proposals at no cost or obligation.

Best Use of Internet/New Media

Burson-Marsteller and the Mexico Tourism Board Transforming Chichen-Itza from Virtual Wonder to World Wonder
Burson-Marsteller and the Bureau of Engraving and Printing Wi-5: The $5 Bill Digital Unveiling
CKPR and AirTran Airways AirTran Airways Puts a New Spin on "EweTube"
The Goodyear Tire & Rubber Co. Goodyear's 2006 Negotiations Web Site
Hellerman Baretz Communications and Ford and Harrison LLP Must SUE TV: Using Humor and Pop Culture to Communicate and Connect: Blog 'That's What She Said' Puts Law Firm on the Map

Best Use of Broadcast (TV and Radio)

Carmichael Lynch Spong and Hasbro Games From Geek to Chic: Creating Rubik's Cube Mania
Carmichael Lynch Spong and the Maytag Brand The Next Maytag Repairman: Could It Be You?
Coyne PR and Disney Parks Living the American Dream at Disney Parks
Marina Maher Communications and Secret Secret Because You're Hot: Show Us Your Moves Casting Call
Rex Healthcare Rex On Call

Best Use of Research/Measurement

Burson-Marsteller and Hormel Burson-Marsteller Mom-fluential Research Drives Word of Mouth for Launch of Hormel Oven Ready
CKPR and Johnson Controls Johnson Controls Energy Efficiency Indicator
Carmichael Lynch Spong and TRANE Bringing the Value of Clean Indoor Air into Focus: The TRANE CleanEffects Story
Scholastic The Kids and Family Reading Report and Summer Reading Buzz!
Context Analytics-Text 100 and Cisco An Earnings Evolution - Elevating Cisco's Earnings Messaging to a Higher Plane

Sponsor: dna13 offers on-demand, PR and stakeholder management software designed to help communications pros manage, monitor, and measure outreach and stakeholder relationships that ultimately impact their brand and corporate reputation. dna13 enables a systematic process for campaign and media relations management, real-time media monitoring, campaign and media analytics, and stakeholder relationship management.

PR Innovation of the Year

GCI Read-Poland and Dell Dell Creates an IdeaStorm
Hill & Knowlton Communications Mapping: INA
Manning Selvage & Lee Innovation in Influencer Marketing
Weber Shandwick and General Motors GM and Weber Shandwick- IGotShotgun
Weber Shandwick A Communications Arsenal for the Attention Economy

Sponsor: Since 1953, Burson-Marsteller has been committed to a common philosophy of client service and quality throughout the world, delivered to a single standard of excellence. From its start in a single office in the United States, Burson-Marsteller has grown significantly over the years and now enjoys a strong presence in every major business center of the world.

Promotional Event of the Year

Carmichael Lynch Spong and PETCO Animal Supplies, Inc On Your Bark, Get Set, PETCO!
Conover Tuttle Pace and E.B Horn Jewelers The Great Diamond Hunt
Edelman and Unilever AXE - "Stealing the Super Bowl Spotlight for 1/86th the Cost of a 30-Second Commercial
Manning Selvage & Lee and Procter & Gamble Charmin Restrooms
Ogilvy Public Relations Worldwide and LG Electronics MobileComm USA, Inc. GNR8N TXT: LG National Texting Championship

Sponsor: Founded in 1985 and part of Omnicom Group Inc. (NYSE: OMC), Brodeur (www. is a leading strategic communications group specializing in public relations, marketing, and corporate communications. Brodeur is headquartered in Boston, MA, and is part of the Brodeur | Pleon worldwide network with offices in nearly 50 countries.

Nonprofit Team of the Year

Carmichael Lynch Spong and the American Humane Association Advancing Humanity
MWW Group and Sabin Vaccine Institute Sabin Vaccine Institute: Repositioning the Organization to Fight Diseases of Poverty

Sponsor: One of the world's leading full-service, global public relations agencies, Ketchum delivers innovations that help clients across all industries quickly realize their communications goals. As a sponsor of the PRWeek Awards, we congratulate all of the finalists.

Small Corporate Comms Team of the Year

Caesars Palace
CarMax Inc
Omni Hotels
Rosetta Stone

Sponsor: Ogilvy Public Relations Worldwide is a full-service agency operating in more than 60 markets around the globe. The firm provides corporations, government agencies, trade associations, and not-for profit-organizations with strategic planning and implementation across an array of disciplines: public relations, digital influence, broadcast production, media planning, and more. The firm's seven specialized practice areas include healthcare, consumer marketing, public affairs, corporate, technology, social marketing, and entertainment.

Large Corporate Comms Team of the Year

American Airlines
Discovery Communications
National Instruments
WellPoint Inc.
Whirlpool Corp./Maytag Brand

Sponsor: Business Wire's proprietary network simultaneously delivers full-text and multimedia press releases directly into editorial systems at newspapers, wire and disclosure services, and other media worldwide. Releases are posted to leading portals and Web sites, targeted to industry/consumer systems, archived in major databases, made available via RSS feeds, and can include social media tags and search optimization features. Visit us at

Small PR Agency of the Year

Coyne PR
Linhart Public Relations
Makovsky + Company
rbb Public Relations

Sponsor: Fleishman-Hillard started in a tiny office upstairs from a dime store. We know firsthand the challenges of successfully operating a small agency. No matter how large we've grown, we're still committed to the principles that sustained us in the beginning. Respect the individual. Passion for client service. Uncompromising standards of integrity and quality. Thoughtful, creative work that makes a real difference. Congratulations to the Small Agency of the Year finalists.

Midsize PR Agency of the Year

Carmichael Lynch Spong
OutCast Communications
Text 100

Sponsor: Marketwire is a full-service partner to public relations and marketing communications professionals seeking premier news distribution, media management, multimedia, and monitoring solutions. The only fully integrated North America-based global newswire, Marketwire offers innovative products and services that help communication professionals maximize their effectiveness while ensuring accuracy and best practices.

Large PR Agency of the Year

Ogilvy Public Relations Worldwide
Waggener Edstrom Worldwide
Weber Shandwick

PR Agency of the Year

Chosen from the Small, Midsize, and Large Agency of the Year winners. To be revealed at the March 6 ceremony

PR Campaign of the Year

This category's candidates are the winners of the campaign awards, to be revealed at the March 6 ceremony.

PR Student of the Year

The shortlisted students for this award will be selected by a separate judging panel in late January.

Sponsor: Hill & Knowlton has a global reputation for solving the toughest communications challenges, conquering difficult markets, building or defending reputations, facilitating change, and resolving conflict. We undertake to deliver real, measurable outcomes - and will be judged by them. As one of the world's top full-service, multi-specialist PR consultancies, the depth and breadth of our offer allows us to draw on the right level of insight for clients.

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