Awards 2021

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  5. 2021

IMPORTANT NOTE:

- In categories with 3 or less entries, the judging scores will decide whether an entry is awarded a Gold, Silver or Bronze; this may result in no trophies being awarded in a category depending on quality of entry and final judging scores.

- Per T&C, any changes after submission of entry will be subject to review and prior approval by the Organiser. Should any changes be approved, a fee of HKD400 will be charged for each change.

  • C01. Arts, Entertainment & Media

    This award honors achievements in the arts, music and entertainment, including films, music, concerts, magazines, TV shows, books, newspapers and websites. Entries for excellence in promoting individual celebrities are also welcome.

  • C02. Automotive & Transportation

    This award recognises work of PR in the automotive and transport sector, including car manufacturers, trade bodies, or work that includes campaigns aimed at customers relating to transport and automotive services, initiatives, and products.

  • C03. Brand Development (Product)

    This award recognises outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer brand (product) using PR.

  • C04. Brand Development (Service)

    This award recognises outstanding achievement in the further development, repositioning, reinvigoration or re-launch of an established consumer brand (service) with PR.

  • C05. Business-to-Business

    This category awards businesses whose target audience may be a niche business sector or the business community in general. Entries that involve switching to the consumer market should be submitted in either the Consumer Launch or the Product Brand Development categories.

  • C06. Cause-Related - Diversity & Inclusion

    This category recognises campaigns with original creative ideas that raise awareness or positive sentiment, towards the cause/issue, and/or help change behavior around equality and inclusion and promoted it in an effective way.

  • C07. Cause-Related - Public Awareness

    This category recognises campaigns with original creative ideas that raise awareness or positive sentiment, towards the cause/topic, and/or contribute to behaviour change that is relevant to the public - but does not fall into the “Equality & Inclusion” category.

  • C08. Consumer Launch

    This category is awarded for the launch of a new product or service, focusing on creating awareness and brand recognition through PR.

  • C09. Corporate Branding

    This award honours the most outstanding use of PR related to corporate branding, including the launch of a new company, rebranding and repositioning initiatives, to build corporate reputation, enhance corporate positioning, communicate with investors or other stakeholders, or achieving other corporate objectives.

  • C10. Corporate Publications

    This category is awarded for corporate publication that include both print and digitally published material produced on behalf of an organisation and targeted to either an external audiences or internal stakeholders to achieve specific PR objectives. As part of supporting material, three different sample copies should be included.

  • C11. Corporate Social Responsibility

    This award recognises a campaign or ongoing project that uses or integrates social responsibility to promote or enhance a company’s image or specific products/services.

  • C12. E-Commerce

    This category recognises the campaign/project that uses PR strategies to improve eCommerce reach to drive business growth and increase brand, product and/or service awareness.

  • C13. Environmental

    This award recognises a campaign or ongoing project that utilises or integrates environmental responsibility to promote or enhance the company’s image or specific products/services.

  • C14. Experiential PR

    This category is awarded to the campaign with successful PR/communication strategies that engage audiences and bring the brand story to life. Judges will look for the use of a brand activity, virtual or live event to build brand value and reputation as part of a broader strategic PR campaign.

  • C15. Financial Communications

    This award if for the most effective ongoing campaign or one-off project within the financial sector during the eligibility period. The judges will focus on work that is primarily aimed at investors or other financial sector audiences, rather than personal finance campaigns.

  • C16. Health & Wellness

    This award recognises an event that promotes health, work-life balance and overall wellness, that increases brand awareness and increases customer engagement which inspires and educates in cultivating better health and well-being.

  • C17. Healthcare: Ethical

    This award recognises ongoing work or one-off projects undertaken by or on behalf of a pharmaceutical company in relation to ethical (prescription only) medicine. Campaigns can be at any stage of the product lifecycle and include communications with target audiences such as prescribers, primary care teams, patient groups and specialist media, as well as disease awareness and direct-to-consumer work.

  • C18. Influencer Marketing

    This category awards the most effective, creative and innovative PR campaign that engages influencers and uses them as part of the PR strategy to increase brand awareness and achieve business objectives.

  • C19. Integrated Marketing

    This award recognises the best holistic integrated campaign that uses at least three channels to achieve results. The campaign must be PR-led, and demonstrates the creativity, innovation, impact and effectiveness.

  • C20. Internal Communications

    This award recognises the strategic communication or a significant project that has engaged internal stakeholders, such as communication of a merger or acquisition, management change, rebranding, restructuring, resizing, or other issue / problem related to internal communication / employee engagement.

  • C21. Media Relations

    This award recognises the most effective and successful use of media relations in a broader public relations context that meets client and/or campaign objectives.

  • C22. Non-Profit

    This category is awarded for the most effective work for or by a charity, voluntary or not for-profit organisation in fundraising or in changing/enlisting political, public or corporate opinion.

  • C23. PR Event

    This award seeks an effective brand event strategy that builds brand/product value and reputation as part of a broader PR campaign. This is open to any type/scale of event such as product launch, roadshow, concert etc.

  • C24. Promotional Activity

    This award recognises the most effective and innovative PR/communication strategies, striking promotional event whether it is a standalone event or integrated into to a broader campaign.

  • C25. Public Affairs

    This award recognises the most effective use of PR to change/enlist political and/or public opinion utilising public affairs tactics.

  • C26. Public Education

    This category recognises the most effective work to implement successful public education to raise public awareness and/or change the opinion or behaviour of the targeted community.

  • C27. Public Sector

    This category recognises the most effective and successful use of PR by a public sector organisation, government departments and PR consultancies working in partnership with them. The campaign or communications programme may be on a single issue such as health, crime, defense, etc.

  • C28. Reputation and Issues Management

    This award recognises the effective communications related to an issue or reputational-management work by an agency or corporate PR team, or a combination of both. Due to the sensitive nature, entrants may mark parts of their submission as strictly confidential and not for publication.

  • C29. Sports

    This award recognises a successful campaign that demonstrates the best use of PR in promoting a live sporting activity/event or brand that has impacted the perception of the brand or organisation.

  • C30. Technology

    This category recognises the innovative use of technology and the most effective business-to-business or consumer campaigns. This may include, but is not limited to, product launches or innovations, uses and applications of technology, or technological issues and advancements.

  • C31. Best Use of Analytics

    This award goes to the campaign, project, or program that demonstrates the most effective use of data or insights, research and evaluation in both setting goals and measuring success and in effective media evaluation.

  • C32. Best Use of Broadcast/Video

    This category recognises the most innovative use of broadcast/video that combines creativity, cost-effectiveness, and overall impact will be considered. A copy of the video, film program, VNR, ANR, SMT, b-roll, or online footage must be included with the entry.

  • C33. Best Use of Content

    This category recognises the most effective and innovative use of content and how the content tells the brand’s story, demonstrating overarching strategy and method that is used and executed across multiple channels.

  • C34. Best Use of Digital

    This category recognises the most successful campaign in creating omnichannel digital content across multiple digital platforms and devices that drives meaningful consumer engagement.

  • C35. Best Use of Social Media

    This category recognises the use of social media to enhance the PR campaign and build successful brands. The strongest entries should showcase well thought out strategies that work in synergy with innovative content to achieve campaign objectives.

  • C36. Best Use of VR/AR

    This category focuses on PR campaigns that use entertaining and engaging content in the form of a game, competition or other interactive media forms such as virtual and augmented reality or mixed reality (VR/AR/MR).

  • C37. Best Use of Virtual Platforms (NEW)

    This category recognises the most innovative and strategic use of virtual platforms that demonstrates effective communication, engagement, and the use of smart technological choices along with great content and creative experience design to achieve results that meet or exceed business objectives.

  • CR01. Best Use of Digital (COVID-19) (NEW)

    This category recognises the effective use of various digital channels/platforms to communicate COVID-related messages using new design thinking and/or developing new digital offerings.

  • CR02. Crisis Management (COVID-19) (NEW)

    This award recognises the most effective crisis communications in response to the coronavirus pandemic. Entries should clearly demonstrate success of the strategy or method used and the impact of the actions.

  • CR03. Internal Communications (COVID-19) (NEW)

    This award recognises the strategic and effective pandemic communications with internal stakeholders. Entries that demonstrate the challenges and successful change management, employee engagement and well-being during the coronavirus pandemic.

  • CR04. Reputation and Issues Management (COVID-19) (NEW)

    This award recognises the strategic and effective communication related to an issue or reputation management work related to the coronavirus pandemic. Entries that demonstrate a cohesive risk mitigation and reputation management strategy that drive business outcomes.

IMPORTANT NOTE:

- In categories with 3 or less entries, the judging scores will decide whether an entry is awarded a Gold, Silver or Bronze; this may result in no trophies being awarded in a category depending on quality of entry and final judging scores.

- Per T&C, any changes after submission of entry will be subject to review and prior approval by the Organiser. Should any changes be approved, a fee of HKD400 will be charged for each change.

  • CA01. Australia/New Zealand PR Campaign of the Year

    This award recognises the campaign that has most effectively been executed in Australia and/or New Zealand.

  • CA02. Greater China PR Campaign of the Year

    This award recognises the campaign that has most effectively been executed in the Greater China region. Markets may include China, Hong Kong, Macau, and Taiwan.

  • CA03. Japan/Korea PR Campaign of the Year

    This award recognises the campaign that has most effectively been executed in Japan and/or Korea.

  • CA04. South Asia PR Campaign of the Year

    This award recognises the campaign that has most effectively been executed in South Asia. Markets may include Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka.

  • CA05. Southeast Asia PR Campaign of the Year

    This award recognises the campaign that has most effectively been executed in Southeast Asia. Markets may include Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.

  • CA06. Asia-Pacific PR Campaign of the Year

    This award recognises the campaign with a purely Asian focus, or part of a global campaign that was most effectively executed with work and results in at least 3 local markets in 2 regions within the Asia Pacific region.

IMPORTANT NOTE:

- In categories with 3 or less entries, the judging scores will decide whether an entry is awarded a Winner; this may result in no trophies being awarded in a category depending on quality of entry and final judging scores.

- Per T&C, any changes after submission of entry will be subject to review and prior approval by the Organiser. Should any changes be approved, a fee of HKD400 will be charged for each change.

  • CN01. Australia/New Zealand PR Consultancy of the Year

    Open to any PR consultancy in Australia or New Zealand. It is at the entrant’s discretion whether to enter as a single or national entry.

  • CN02. Greater China PR Consultancy of the Year

    Open to any PR consultancy in Greater China (applicable markets: China/ Hong Kong/ Macau/ Taiwan). It is at the entrant’s discretion whether to enter as a single or national entry.

  • CN03. Japan/Korea PR Consultancy of the Year

    Open to any PR consultancy in Japan or South Korea. It is at the entrant’s discretion whether to enter as a single or national entry.

  • CN04. South Asia PR Consultancy of the Year

    Open to any PR consultancy in South Asia region (applicable markets: Bangladesh, Bhutan, India, Nepal, Pakistan, and Sri Lanka). It is at the entrant’s discretion whether to enter as a single or national entry.

  • CN05. Southeast Asia PR Consultancy of the Year

    Open to any PR consultancy in Southeast Asia region (applicable markets: Cambodia, Indonesia, Laos, Malaysia, Myanmar (Burma), Philippines, Singapore, Thailand, and Vietnam). It is at the entrant’s discretion whether to enter as a single or national entry.

  • CN06. Asia Pacific PR Consultancy of the Year

    This category will be awarded to the PR Consultancy that has covered at least 3 markets in 2 regions to be eligible.

  • CN07. Boutique PR Consultancy of the Year

    Open to any boutique PR consultancy/new start-up with no more than 20 employees.

    It is at the entrant’s discretion whether to enter as a single or national entry. Entrants must be majority-independent owned, with at least 51 percent privately held. Consultancies that are either majority or wholly supported by a holding company or network including sharing resources or the holding group/brand name are not eligible. The judges will require proof and disqualify entries that are not eligible.

  • CN08. Specialist Consultancy of the Year (NEW)

    This category is open to all PR consultancy and/or specialist division within the business focuses on a specific sector, market segment, or PR discipline, such as healthcare, crisis communications, issues/reputation management, integrated marketing communications, media training, public affairs.

IMPORTANT NOTE:

- In categories with 3 or less entries, the judging scores will decide whether an entry is awarded a Winner; this may result in no trophies being awarded in a category depending on quality of entry and final judging scores.

- Per T&C, any changes after submission of entry will be subject to review and prior approval by the Organiser. Should any changes be approved, a fee of HKD400 will be charged for each change.

  • PT01. Best Culture of the Year

    This award recognises the agency that demonstrates a distinctive and passionate working culture in line with the company’s vision and values. The best culture fosters collaboration — inspiring others and creating a place that helps to attract and recruit talent – and ultimately business growth. Entrants should demonstrate how the agency cultivates a culture to drives forward thinking and challenges conventions.

  • PT02. Diversity and Inclusion Company of the Year (NEW)

    This category will recognise companies with the strongest commitment to diversity and inclusion. Companies that are pushing boundaries and shaping their own path. Judges are looking for examples of activities/initiatives that have helped build diverse teams, create an inclusive work environment, or foster a culture that is inclusive of a diverse audience.

  • PT03. PR Agency Head of the Year

    This category is awarded for outstanding professional achievement by an individual who has full operational responsibility for a specific consultancy, or network of consultancies.

  • PT04. PR Communications Team

    This category is awarded to a PR communications team within PR consultancies or to an in-house corporate, government, or non-profit communications team. This award recognises success in addressing issues related to management, corporate communications, and campaign execution, including crisis situations.

  • PT05. PR Professional of the Year (Agency)

    This category is awarded to an individual who has demonstrated innovation and leadership in their agency and for the profession.

  • PT06. PR Professional of the Year (In-House)

    This award recognises the work of an in-house PR professionals, whose leadership skills advance the public relations profession.

  • PT07. Young PR Professional of the Year

    This category recognises the accomplishment of an individual who stands out among his or her peers, willingness to extend their range of skills and has demonstrated early success in his or her field. Open to PR professionals who are 30 years of age or younger as of 13 April 2021.

**This category cannot be entered directly.

  • Campaign of the Year

    (This category cannot be entered directly.)

    The jury panel will decide on the entry that will be considered the best of the individual campaign winners in the Campaign categories.

Contact Us

Zamir Khan

Group Head of Awards Events

General Award Enquiry

Kaling Man

Senior Awards & Events Manager

Partnership

Gareth Scott

Commercial Director SEA

 

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