Awards finalists 2011

Hundreds of entries. More than 70 judges. One shortlist. Who will take the top honors? Winners will be revealed at the PRWeek Awards dinner in ...

Awards finalists 2011
Arts, Entertainment & Media Campaign of the Year
  • Access Communications and 2K Sports: Major League Baseball 2K10 Perfect Game Competition
  • Groupon: Can Man Live Off Groupon Alone?
  • Groupon: Grouspawn: Rewarding Your Decision to Have a Groupon Baby
  • Text 100 Public Relations and MTV: MTV Crowns First-Ever TJ in “Follow
  • Me” Nationwide Job Search
  • Zeno Group and American Urological Association Foundation: Know Your Stats about Prostate Cancer

Product Brand Development Campaign of the Year
  • Atomic PR and Polaroid: Polaroid Goes Gaga at CES
  • Dig Communications and Blue Moon Brewing Co.: A Once in a Blue Moon New Year's Eve
  • Edelman and Butterball: Butterball Celebrates Thanksgiving with Value
  • Edelman and Weber Shandwick and PepsiCo: Refreshing Change: Pepsi Refresh Project 2010 Brings Good Ideas to Life
  • Ketchum West and Mattel/Barbie: After 125 Careers, Barbie Gets Her Geek On
Sponsor: Carmichael Lynch Spong is a full-service firm that ignites and sustains momentum for a select portfolio of blue-chip clients. As a testament to the work the agency does on behalf of its clients, Carmichael Lynch Spong is proud of its 300-plus award-winning campaigns. The agency is also the industry's three-time recipient of the “Agency of the Year” award by national trade journals The Holmes Report and PRWeek.

Consumer Launch Campaign of the Year

  • Dig Communications and Blue Moon Brewing Co.: A Once in a Blue Moon New Year's Eve
  • Ketchum and Absolut Vodka: The Stoop Life Movement
  • Ketchum West and the Skinny Cow: The Perfect Cup
  • MWW Group and Volkswagen of America: Volkswagen GTI Becomes the World's First Car Launched Exclusively On A Mobile Device
  • WPP and Ford Motor Company: Revealing the New Ford Explorer 


Healthcare Campaign of the Year

  • Biosector 2 and Boehringer Ingelheim: DRIVE4COPD
  • Edelman, LA Care Health Plan, and Remote Area Medical: Facilitating Free Access to Care to Thousands of Angelenos
  • GCI Health and Biogen Idec: Ancient Discipline Brings a Modern Medicine's Benefits to Life
  • GolinHarris and Energizer Personal Care: Wet Ones Pledge to Stop the Spread of Germs
  • Hill & Knowlton and Johnson & Johnson: Text4baby – Going Mobile with Pregnancy Education

Sponsor:  Our mission at Porter Novelli is transformation.  We make this happen by pairing deep immersion with a rich, data-driven understanding of what makes people think and act the way they do. And, our proprietary metrics let us identify, monitor and manage the relationship and reputation ecosystems between brands and individuals.  This pairing of insights and analytics allows us to develop integrated ideas that transcend channel and discipline while weaving a compelling story. By building communities, identifying influencers and engaging advocates, we are able to change opinions, beliefs and behaviors of those who matter most to our clients. To learn more, please visit

Technology Campaign of the Year

  • Edelman and Microsoft Xbox: “Halo: Reach” Launch Campaign
  • Fleishman-Hillard and AT&T: Highly Anticipated BlackBerry Torch Hits AT&T Stores
  • GolinHarris and Texas Instruments: SMASH IT
  • Porter Novelli and Hewlett-Packard: Repositioning Printing for the Digital Age: The Launch of HP ePrint
  • WPP and Ford Motor Company: Ford – Putting Ford Innovation into the Consumer Electronics Spotlight

Sponsor: Named PRWeek's 2009 and 2010 "PR Education Program of the Year” the Master of Science in Public Relations and Corporate Communication from the NYU School of Continuing and Professional Studies provides a curriculum that is a thorough, leading-edge combination of theory and practice immediately applicable to your work environment. The faculty are industry professionals who bring unparalleled insight and understanding to their classrooms.

Business-to-Business Campaign of the Year

  • Edelman and Adobe Systems: Adobe Creative Suite 5: Adobe Bites Back After Apple Clash
  • Edelman and GE Energy Services: Plugged in: GE Energy Services sparks smarter energy conversation
  • GolinHarris and Texas Instruments: SMASH IT
  • Hill & Knowlton and Deloitte: Deloitte Banking – Leadership and Expertise During the Financial Crisis
  • Hill & Knowlton San Francisco and SanDisk: SanDisk: It's Not a Comeback
  • Publicis Consultants PR and United Soybean Board: Expanding the “Green Trend” to Biotechnology and Sustainable Soybean Farming

Employee Communications Campaign of the Year

  • Discovery Communications: 25th Anniversary Celebration
  • Insidedge and Scott & White Healthcare: Showing Staff It Matters at Scott & White Healthcare
  • Insidedge and The Dow Chemical Company: Every EMPLOYEE Counts: Bringing the Dow Live Earth Run for Water to Life Internally
  • Pfizer: Pfizer's Day One: Ensuring Employee Awareness and Understanding of the Integration of Two Industry Leaders, Pfizer and Wyeth
  • Weber Shandwick Dallas and American Airlines: Fuel Smart: American Airlines Employees Make a Difference

Sponsor: FedEx Corp. provides customers worldwide with a broad portfolio of transportation, e-commerce, and business services through operating companies competing collectively and managed collaboratively, under the respected FedEx brand. FedEx inspires its more than 285,000 team members to remain focused on safety, the highest ethical and professional standards, and the needs of their customers and communities.


Community Relations Campaign of the Year

  • Cone and Time Warner Cable: Time Warner Cable's Connect a Million Minds
  • Edelman, LA Care Health Plan, and Remote Area Medical: Facilitating Free Access to Care to Thousands of Angelenos
  • Fahlgren Mortine Public Relations and Lifeline of Ohio: Changing the Meaning of “Organ Donor” Among Motorcyclists
  • Porter Novelli and Hoag Hospital Irvine: Hoag Hospital Irvine – Bringing 21st Century High-Quality Healthcare to the Community
  • Ruder Finn and The Alice Ferguson Foundation: Taking Action Against Trash

Multicultural Marketing Campaign of the Year

  • Edelman and American Heart Association: Generating Awareness of the #1 Killer of Hispanic Women
  • FORMULATIN (division of Formula PR) and Tecate: Tecate's Knockout Boxing Program: “Por el Boxeador que Llevas Dentro” (For the Boxer Within)
  • GolinHarris Chicago and Walmart: Walmart Launches Disney's The Princess and the Frog: Bringing Fairytales to Life for Little Girls
  • Hill & Knowlton and Merck: Asma en Español – Creating an Asthma Resource Center for the Hispanic Community
  • Ruder Finn and Novartis Pharmaceuticals: Believe in Healthy BP – Raising Awareness of High Blood Pressure Among African Americans

Global Campaign of the Year

  • Edelman and Starbucks Coffee Co.: Starbucks Earth Month Campaign
  • Fast Horse and The Coca-Cola Company: Coca-Cola's Expedition 206: 365 Days, 206 Countries, 1 Mission
  • GolinHarris and Dow: Bringing Water to the Nearly 1 Billion People Who Lack Access Through The Dow Live Earth Run for Water
  • M&C Saatchi Sport and Entertainment and The Coca-Cola Company: Coca-Cola's 2010 FIFA World Cup Campaign
  • Yum! Brands and Weber Shandwick: Yum! Brands, Inc. for 3:33pm

Sponsor: PR Newswire is the premier global provider of multimedia platforms that enable its clients to leverage content to engage all key audiences. We combine the world's largest multichannel content distribution and optimization network with comprehensive workflow tools and platforms that help organizations produce, optimize, target, and distribute content, and measure results across all channels. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Mideast, Africa, and Asia-Pacific.

Corporate Branding Campaign of the Year

  • Brodeur Partners and American Cancer Society: Creating a world with more birthdays
  • Fleishman-Hillard Atlanta and Oak Ridge National Laboratory: Real Science. Real Life.
  • GolinHarris and YMCA of the USA: Introducing the Y to the Public
  • Taylor and Procter & Gamble: P&G Sponsors the Vancouver 2010 Olympic and Paralympic Winter Games
  • The OutCast Agency and Bloom Energy: The Birth of a Cleantech Brand: Bloom Energy

Sponsor: Gibraltar Associates is one of the country's leading public relations agencies, representing some of the world's best-known companies and brands. We practice 21st century PR by fusing old and new media strategies into breakthrough campaigns for clients. One of the fastest-growing agencies in the US, we are known for three things: creativity, new media savvy, and a culture that fosters concierge-like service.


Public Affairs Campaign of the Year

  • Chandler Chicco Agency and Allergan: C.H.O.I.C.E.: Choosing Health over Obesity Inspiring Change through Empowerment
  • Coyne Public Relations and Seventh Generation: Seventh Generation's Million Baby Crawl for Chemical Reform
  • Edelman and International Research and Exchanges Board (IREX): Free Silva: Politics, Prison and the Power of PR
  • Fleishman-Hillard Dallas and RISE (Responsible Industry for a Sound Environment): Debug the Myths
  • Racepoint Group and Rwanda: Influencing Public Perception in Support of “The New Rwanda”

Sponsor: Ford Motor Company, a global automotive industry leader based in Dearborn, MI, manufactures or distributes automobiles across six continents. With about 163,000 employees and about 70 plants worldwide, the company's automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit


Investor/Financial Comms Campaign of the Year

  • FD International and Dow Chemical: The Dow of Tomorrow Here Today: Communicating a Reshaped, Rebuilt, and Reinvigorated Organization
  • Fleishman-Hillard Atlanta and Aflac: Aflac Gives Shareholders a “Say on Pay”
  • Hill & Knowlton and Deloitte: Deloitte Banking – Leadership and Expertise During the Financial Crisis
  • MSLGroup and QlikTech: Putting Stock in Experience and Promise: QlikTech and the Rebound of the Technology Initial Public Offering
  • The Glover Park Group and Chase Freedom: Empowering Customers to Earn More, Keep More, and Get More Enjoyment from Your Rewards

Crisis or Issues Management Campaign of the Year

  • Edelman and International Research and Exchanges Board (IREX): Free Silva: Politics, Prison and the Power of PR
  • Ketchum New York and Visit Florida: Tourism Crisis Management: Gulf Oil Spill
  • Weber Shandwick Cambridge and Genzyme Corporation: Genzyme Transformation
  • Weber Shandwick Dallas and American Airlines: Hijacking Threat Response: American Airlines Tweets with Passengers Aboard Flight AA24
  • Weber Shandwick Washington, DC and New Orleans Convention & Visitors Bureau: Not Such Easy Going in the Big Easy

Sponsor: At Emanate we don't believe in ego, we believe in delivering the right solutions for you. Emanate is a full-service, midsize Omnicom-owned agency with expertise in consumer, corporate, beauty, and health integrated marketing communications. With a flat structure and senior-led teams, we offer fresh ideas alongside flawless execution to deliver action that translates to business results.


Public Sector Campaign of the Year    

  • Burson-Marsteller and Bureau of Engraving and Printing: The New $100 Note Global Public Education Program: Know Its Featureseve. Know It's Real.
  • Fleishman-Hillard Washington, DC and Dept. of Defense/TRICARE Management Activity: That Guy: Dept. of Defense Alcohol Abuse Prevention Education Campaign
  • GolinHarris Atlanta and Georgia Department of Economic Development: Step Aside California and New York. It's Georgia on Their Mind
  • Porter Novelli New York and San Diego County Regional Airport Authority: San Diego Intl. Airport Launches The Green Build
  • Widmeyer Communications and US Consumer Product Safety Commission: Pool Safely: Simple Steps Save Lives

Sponsor: Ogilvy Public Relations Worldwide is a global, integrated communications leader operating in more than 80 markets around the globe. In our 30th year, we blend proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results.


Nonprofit Campaign of the Year

  • Atomic PR and Trust for Public Land: Save the Famed Hollywood Sign's Land
  • Padilla Speer Beardsley and Igniting an outpouring of online giving
  • Pierpont Communications and 11th Armored Cavalry Veterans of Vietnam and Cambodia: A Generation of Forgotten Vietnam Veterans: Campaign for Recognition
  • T3 and Mobile Loaves & Fishes/Reagan Outdoor Advertising: I Am Here
  • Tiller and Comfort Zone Camp: Childhood Loss: The Untold Burden

Sponsor: Weber Shandwick is a leading global PR agency with a commitment to client service, creativity, collaboration, and harnessing the power of Advocates. It provides strategic execution in consumer marketing, healthcare, technology, public affairs, corporate/financial, and crisis management. Specialized services include social media, advertising, market research, and corporate responsibility.


Cause-Related Campaign of the Year

  • Atomic PR and Trust for Public Land: Save the Famed Hollywood Sign's Land
  • Cone and Deloitte: Think, Invest, Advance
  • DeVries Public Relations and Procter & Gamble: The Downy Touch of Comfort Program
  • Edelman and Jim Beam: Salute Soldiers with the Spirit of America
  • Kaplow Communications and Avon Products: Hello Green Tomorrow: Empowering A Global Women's Environmental Movement to Nurture Nature

Sponsor: GolinHarris creates successful PR programs that deliver results. We help our clients outmaneuver their competition, dominate their categories, and create consumer allegiances. Creativity, innovation, and authenticity is at the heart of everything we do, backed up by flawless execution and first-rate client service.


Best Use of Social Media/Digital

  • Biosector 2 and Boehringer Ingelheim: DRIVE4COPD Social Media and Digital Campaign
  • Fast Horse and The Coca-Cola Company: Coca-cola's Expedition 206: 365 Days, 206 Countries, 1 Mission
  • Marina Maher Communications and U by Kotex, from Kimberly-Clark: Marketing a Feminine Care Product: A Reinvention
  • MWW Group and Volkswagen of America: Volkswagen GTI Becomes the World's First Car Launched Exclusively on a Mobile Device
  • Weber Shandwick Seattle and U.S. Army: Digital Storytelling: Sharing the Army Strong Story

Sponsor: Kwittken & Company is an elite communications agency that provides its clients with results that extend far beyond traditional PR. We work with brands in the media/publishing, travel, luxury, fashion/retail, design, healthcare, financial services, technology, and b-to-b sectors to help them realize their business goals through intelligently designed, results-oriented campaigns.


Best Use of Audio/Video

  • Carmichael Lynch Spong and Cargill: “Salt 101” Spices Up Diamond Crystal Salt
  • Concepts and Campaign for Disability Employment: The “I Can” PSA Campaign
  • Coyne Public Relations and Crayola: Crayola Solar Farm Unveiling
  • Coyne Public Relations and Stratosphere Hotel & Casino: Coyne PR “Launches” SkyJump Las Vegas at Stratosphere Hotel & Casino Taking Thrill Seekers to New Heights
  • MWW Group and Nikon: Nikon Festival Social Campaign Championing D-SLR Video

Best Use of Research/Measurement

  • American Egg Board: America's Egg Farmers and the Good Egg Project
  • Edelman and Triscuit: Triscuit Home Farming Movement
  • FD International and The Coca-Cola Company: Managing Ahead of the Curve: The Coca-Cola Company
  • Fleishman-Hillard Washington, DC and Department of Defense/TRICARE Management: Activity That Guy: Department of Defense Alcohol Abuse Prevention Education Campaign
  • Porter Novelli and American Lung Association: Quitter in You – Smoking Cessation Campaign

Sponsor: At Pfizer, we apply science and our global resources to improve health and well-being at every stage of life. We strive to set the standard for quality, safety and value in the discovery, development and manufacturing of medicines for people and animals. Our diversified global health care portfolio includes human and animal biologic and small molecule medicines and vaccines, as well as nutritional products and many of the world's best-known consumer products. For more than 150 years, Pfizer has worked to make a difference for all who rely on us.


PR Innovation of the Year

  • Burson-Marsteller: New York Reverb Makes Waves for Issue Advocacy
  • Euro RSCG Worldwide: The Sisterhood
  • Kaplow Communications: Kaplow's Kstudio Digital Innovation Propels PR Industry Forward
  • WCG: The WCG Influencer Meme Application
  • Weber Shandwick Minneapolis: FireBell: A social crisis simulator

Sponsor: As a global technology leader, HP thrives on solving problems to help individuals and companies large and small win in business and in life. With an unmatched product, service and software portfolio, we leverage our breadth and scale to have a meaningful impact on the way we all work and live – today and tomorrow.


Promotional Event of the Year

  • Fleishman-Hillard St. Louis and Boy Scouts of America: From Our Nation's Capital to the World: Culminating the BSA's 100th Anniversary
  • GolinHarris and Dow: Bringing Water to the Nearly 1 Billion People Who Lack Access Through The Dow Live Earth Run for Water
  • MS&L and Kellogg's Pop-Tarts: Pop-Tarts World “Pops” Up in Times Square and Sprinkles Some Fun!
  • RLF Communications and Intl. Civil Rights Center & Museum: Historic Opening Reignites Interest in Civil Rights

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 is a leading, global, multi-specialist communications consultancy. We combine experience from all sectors and services to face the toughest communications challenges head on and to bring world-class counsel to local opportunities. We work with ease and impact at the intersection of business, policy, and communications.


Young PR Professional of the Year

  • Michael DiSalvo: Ogilvy Public Relations Worldwide
  • Cassie Eberle: Catalyst Public Relations
  • Jennifer Kokell: Pfizer
  • Elliott Suthers: Spector & Associates
  • Andrew Testa: Coyne Public Relations

Sponsor: Edelman, the world's largest independent public relations firm, has wholly owned offices in 53 cities and 3,600 employees worldwide. Edelman was named “PR Firm of the Decade” by Advertising Age and The Holmes Report, Ad Age “2010 Best Place to Work” and PRWeek's “2009 Agency of the Year.” Edelman owns specialty firms Blue, StrategyOne, RUTH, DJE Science, and MATTER.


PR Professional of the Year

  • Angela Buonocore: ITT Corporation
  • Tom Coyne: Coyne Public Relations
  • Ray Day: Ford Motor Company
  • Paul Gennaro: AECOM
  • Marian Salzman: Euro RSCG Worldwide PR

Sponsor: Zeno Group helps clients meet the needs of a changing economy and business environment. A combination of sound strategy, creative counsel and results-driven execution allows Zeno Group to deliver successful campaigns to clients. Zeno Group employs more than 70 professionals in New York, Chicago, Los Angeles, and Washington, DC.


PR Education Program of the Year

  • Brigham Young University
  • Georgetown University
  • New York University
  • Syracuse University
  • University of Alabama

Sponsor: Padilla is an integrated communications firm that has helped organizations build and protect their brands and reputations for more than 50 years. We're grounded in the art and science of corporate communications, investor relations and marketing communications, and we've expanded and innovated to provide social media and creative services. Visit us at


In-House PR Team of the Year

  • Boston Police Department
  • Deloitte
  • Discovery Communications
  • Ford Motor Company
  • TurboTax

Sponsor: One of the world's leading full-service, global PR 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 the finalists.


Boutique PR Agency of the Year

  • Hellerman Baretz Communications
  • Kwittken & Company
  • Maloney & Fox
  • Solomon McCown
  • The Grossman Group

Sponsor: Chandler Chicco Companies (CCC) is a network of global companies representing best-in-class capabilities in healthcare communications across public relations, medical education, market access, scientific and clinical trial communications, marketing and branding, graphic design, social and digital media, and research and measurement. Current CCC companies include: Allidura Consumer, Biosector 2, Brandtectonics, Chandler Chicco Agency, Chandler Chicco Productions, Determinus, Ingenda Communications, Litmus, ‘nition, and VerStone Digital.


Small PR Agency of the Year

  • Eric Mower and Associates
  • FoodMinds
  • Mitchell Communications Group
  • Singer Associates
  • Spark Public Relations

Sponsor: Fleishman-Hillard, one of the world's leading public relations firms, has built its reputation by using strategic communications to deliver what its clients value most: meaningful, positive, and measurable impact on the performance of their organizations. The firm operates worldwide through its 80 owned offices. For more information, visit


Midsize PR Agency of the Year

  • Cone
  • Coyne Public Relations
  • Hunter Public Relations
  • The OutCast Agency
  • Zeno Group

Sponsor: Deloitte LLP is the US member firm of Deloitte Touche Tohmatsu. Its subsidiaries provide audit, tax, consulting, and financial advisory services through more than 40,000 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.


Large PR Agency of the Year

  • Edelman
  • Fleishman-Hillard
  • Ketchum
  • Ogilvy Public Relations Worldwide
  • Weber Shandwick

Sponsor:  WCG is a global communications agency offering integrated creative, interactive and marketing communications services to the world's leading companies. Over 175 seasoned professionals, in six offices across the US and the UK, offer strategic direction and execution in branding, design, digital, interactive, social and traditional marketing, corporate and product PR, media, investor and advocacy relations, and grassroots direct-to-patient communications campaigns. The company was named North American Agency of the Year by The Holmes Report and was ranked #6 in PRWeek's 2010 Agency Rankings. For more information, please visit


PR Agency of the Year

Candidates are the respective winners of the Boutique, Small, Midsize, and Large PR Agency of the Year awards, to be announced at the ceremony in March.

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


PR Campaign of the Year

Candidates are the winners of the campaign awards, to be announced at the ceremony in March

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

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