A campaign to open the Japanese market to imported automotive parts
has landed the top prize from the International Public Relations
Association’s Golden World Awards for Excellence.
Tokyo-based agency Inoue Public Relations beat 167 entries from 23
countries to land this year’s best overall campaign award, which will be
presented at IPRA’s PR World Congress in Helsinki on 17 June.
Inoue’s public affairs campaign helped secure deregulation and boost
sales in Japan on behalf of the US shock absorber manufacturer Tenneco
Edelman Public Relations walked off with nine of the remaining 31
Its accolades included campaigns for Kentucky Fried Chicken, Ernst and
Young, the Bermuda International Business Association and The American
Water Works Association.
Milton Keynes-based charity World Vision was one of only two winners
from the UK. It came top in the special events category for its annual
fundraising event the 24 Hour Famine.
The other UK winner - Guinness plc - secured a joint United Nations
for its community affairs drive Water of Life.
The UN prize, which focuses on PR campaigns with a social purpose, will
be presented at the UN headquarters in New York in May.
IPRA, which was established in 1955, has 900 members in 69
The Golden World Award for Excellence programme was inaugurated in 1990
and is sponsored by NEC Japan.
The association’s executive director Rosemary Graham said that 1996 had
been a ’bumper year’ in terms of the number and quality of entries for