SABRE Awards Asia-Pacific FAQs

Q: What does SABRE stand for?
SABRE stands for Superior Achievement in Branding, Reputation & Engagement.

Q: What does IN2 mean?
IN2 is our abbreviation for insight and innovation, two of the qualities we are celebrating with the IN2 SABRE Awards, which focus on content creation in all its forms.

Q: What are the eligibility requirements?
The SABRE Awards Asia-Pacific competition is open to any and all work created at least in part during 2023 through the present time.

Q: Who can enter?
The SABRE Awards Asia-Pacific competition is open to anyone working in public relations, advertising, digital and social media firms, marketing, corporate communications, investor relations, public affairs, employee communications or any other field related to branding, reputation management and stakeholder engagement. We welcome entries from consulting firms, agencies, corporate departments, not-for-profit organizations, government agencies, or other institutions, without restriction.

Q: How much does it cost to enter?
A single basic entry costs $450. If different elements of the same overall campaign (for a single client) are being entered in multiple categories, each additional category costs $50.

IN2 SABRE category selections are $60 plus the basic entry fee. Your first selection is included in the basic entry fee. i.e. it's $450 for 1 selection and $60 for each additional IN2 selection.

Diamond category selections costs $75 plus the basic entry fee. i.e. it's $525 for 1 selection and $75 for each additional Diamond selection.

Entries submitted after May 17 but before the late deadline also includes a $75 late fee.
*Please note the late fee has increased to $125 with the extended late deadline.

Q: What are the deadlines?
The deadline for entries is May 17, 2024. However, late entries (must be accompanied by a late fee) will be accepted until June 21, 2024.
*The late deadline has been extended to June 28 at 11:59pm SGT.

Q: How many campaigns or categories can I enter?
You can enter as many campaigns as you like, and there are no restrictions on the number of categories you can enter.
*Advice on entering multiple categories: Many campaigns may be eligible for multiple categories. In such cases, we strongly suggest: (1) If the same summary—including background context, etc—can cover multiple categories, you include a clearly marked section specific to each category you are entering, with the relevant campaign elements for that category; or (2) you consider separate, distinct entries for each category.

Q: Can jury members enter the SABRE competition?
We welcome entries from individuals, companies and agencies on our judging panel.

We make every effort to ensure that judges are not assigned to categories in which their own work is in competition, but winners are picked by panels of at least four judges -- all of them senior figures with strong opinions. This makes it difficult -- not to mention embarrassing -- for judges to advocate on behalf of their own work.

Q: What if a judge is assigned to categories in which their own work is in competition?
We do not ask judges to recuse themselves from judging their own agencies’ work. Our experience is that most of our judges are capable to acting with integrity and delivering an honest verdict. The reality is that every campaign is judged by six or more judges, and so the ability of one judge to ‘play favorites’ is limited if none of the other judges agrees with their selection. Similarly, if judges do choose not to evaluate their own company’s work, that work will still rise to the top if the other judges like it.

Q: How should I format my entry?
The ideal entry contains a summary of the assignment as well as a sample of the work. Because there are many ways to tell a good public relations case story, we have relaxed our rules when it comes to summary formatting.

Many people will choose to provide the traditional two-page written summary, but others are free to use Powerpoint or similar (we suggest 6-10 slides as an ideal length). You can even provide us with a video if you think that gets your story across in the most compelling fashion.

Whatever format you choose, the summary should include a brief description of the assignment; the challenge it presented; any research and insight that contributed to the creative strategy; details of the creative execution; and the results.

The sample of the work will vary from category to category, but can include (but is not limited too) printed materials such as white papers or company publications; links to online content such as websites and videos; sample ads, infographics or web pages; mobile applications. Content may be uploaded via our SABRE Awards Asia-Pacific website, linked to in the summary, or when hard copy is necessary mailed to our offices.

Most In2 categories are judged primarily on the quality of the content (video, infographic, etc.) and so no 2-page summary is required. Instead, we recommend a brief description of the project that puts the content in context and includes an indication of the results.

Q: Do you require budget information?
We do not require budget information and we understand that many clients are sensitive about releasing this information. If budget information is included (and many of our judges find it helpful), it will be treated in strictest confidence.

Q: Where do I enter for Agencies of the Year?
To enter Agencies of the Year, please click here