Sabre Awards | EMEA | Categories

Basic entry - US$475

Includes 1 practice area, 1 industry sector, 1 international category selection. Additional selections cost $125

Geographic

Basic entry includes 1 geographic category. Each additional category costs $125 each.

1. The Balkans
Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Macedonia, Montenegro, Romania, Serbia.

2. The Baltic
Poland, Estonia, Latvia, Lithuania.

3. Benelux
Belgium, Netherlands, Luxembourg.

4. DACH
Deutschland, Austria, Switzerland.

5. Central & Eastern Europe
Czech Republic, Hungary, Slovakia, Slovenia.

6. France

7. Iberia
Spain, Portugal.

8. Ireland

9. Isreal

10. Mediterranean
Italy, Greece, Cyprus and Malta.

11. MENAT

12. Nordics
Denmark, Finland, Iceland, Norway.

13. Sweden

14. Ukraine and Other Independent States
Ukraine, Belarus, Kazakhstan, Moldova, Georgia, etc.

15. UK and Ireland - Small Budget
LESS THAN £ 50,000 in fees.

16. UK and Ireland - Medium Budget
£ 50,000 - £100,000 in fees.

17. UK and Ireland - Large Budget
£100,000 in fees or more.

18. Multi-Country Programme
Multiple EMEA markets.

19. Global Programme
Multiple markets in multiple regions, led from EMEA.

Industry sectors

Basic entry includes 1 industry sector category. Each additional category costs $125 each. *Please note: any campaign—marketing, public affairs, employee communications, corporate reputation—conducted by a client in the sector is eligible. Please make sure the client company belongs to the category (i.e. a fashion-related campaign for a healthcare company in the Healthcare categories, not the Fashion category).

Consumer Goods

20. Automotive
Includes automakers and automotive parts and suppliers.

21. Consumer Products
Any consumer product not covered in categories above.

22. Fashion & Beauty

23. Food & Beverage
Excluding restaurants and food service companies.

Consumer Services

24. Entertainment
For clients in the entertainment business, including film and TV companies, record labels, artists and celebrities, sports teams, video game manufacturers.

25. Financial Services

26. Food Service
Including restaurants.

27. Retailers
For retail outlets, not all products sold at retail.

28. Travel & Tourism
Includes hotels, airlines, tourism boards.

Business-to-Business

29. Energy and Natural Resources
Includes energy producers, mining companies and utilities.

30. Industrial & Manufacturing

31. Professional Service Firms
Includes law firms, marketing services firms, management consulting firms, etc.

32. Property, Development and Real Estate

33. Transportation & Logistics
Includes shipping and logistics, aviation and aerospace and other transportation companies.

Technology

34. Consumer Electronics

35. E-Commerce
Includes companies that conduct the majority of their business online, including dot-com divisions of retail companies, etc.

36. Technology

37. Telecommunications

Healthcare

38. Consumer Health
Includers over-the-counter medications, vitamins, supplements.

39. Healthcare Providers
Insurance companies, hospitals, and other related providers.

40. Medical Technology
Includes healthcare IT companies, medical devices.

41. Pharmaceutical: Rx
Also includes biotechnology companies.

Non-Corporate

42. Associations
Trade associations or industry coalitions consisting primarily of for-profit businesses; for charities see not-for-profit organizations.

43. Educational and Cultural Institutions
Schools, universities, museums, art galleries, performing arts venues, etc.

44. Government Agencies
Any government-sponsored campaign, domestic or overseas, including public education, tourism promotion, economic development.

45. Not-For-Profit Organizations
Excluding trade associations.

Practice areas

Basic entry includes 1 practice area category. Each additional category costs $125 each.

Marketing Communications

46. Business-To-Business Marketing

47. Consumer Marketing (Existing Product)

48. Consumer Marketing (New Product)

49. Inclusive Marketing
A new category recognizing marketing campaigns that make a conscious effort to include diverse audiences, including multicultural, LGBTQ+ and differently abled consumers.

50. Integrated Marketing
This category is designed to recognize campaigns in which public relations played a lead strategic role, alongside other disciplines/channels such as advertising, promotions, direct, digital, etc.

Corporate Reputation

51. Capital Markets Communications
Investor relations or financial media relations designed to reach shareholders and other financial stakeholders.

52. Employee Communications
Includes campaigns directed at an internal or employee audience.

53. Employer Branding
Includes campaigns promoting the organization as an attractive workplace.

54. Executive Communications
A campaign to position the CEO or other senior executives as leaders or auithories on a topic or industry.

55. Institutional Image
Corporate image campaign (or institutional image for non-profit group or association).

Engaging Society

56. Community Relations
A campaign designed to engage community stakeholders and improve relationships between a company and its neighbors, local or global .

57. Corporate Responsibility
A campaign designed around an organization’s financial support for a charity or cause, or efforts to raise funds for a charity or cause .

58. Public Education
A campaign designed to improve public health or drive awareness of an issue with important societal implications.

59. Purpose-Driven Branding
A campaign designed to increase sales or consumer engagement with a brand by linking that brand to a broader societal process.

60. Sustainability Campaign
A campaign to communicate a company’s commitment to environmental, societal and governance excellence.

Advocacy

61. Crisis & Issues Management

62. Public Affairs
A campaign designed to influence attitudes on matters of public policy, legislation or regulation.

Media Relations

63. Corporate Media Relations

64. Product Media Relations (Consumer Media)

65. Product Media Relations (Trade Media)

Digital and Social Media

66. Digital Campaign

67. Influencer Marketing

68. Social Media/Social Networking Campaign

69. Word of Mouth
A campaign that seeks to build advocacy for a brand or customer among key stakeholders, using either/both online/offline channels to generate positive dialogue and discussion.

Experiential

70. Guerrilla Marketing
This category includes activities such as street branding, flash mobs, etc.

71. Publicity Stunt

72. Special Event

73. Sponsorship
This category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship.

Specialist Audience

74. Marketing to Men

75. Marketing to Women

76. Marketing to Youth

77. Marketing to Seniors

78. Multicultural Marketing
Includes campaigns designed to reach specific ethnic groups, gay and lesbian audiences, etc.

Diamond SABRE Awards - US$125

Please select all the categories you would like to enter. The first Diamond selection costs $125 plus the basic entry fee ($475). Additional Diamond category selections are charged at $125. If you have already selected a basic entry category (Geographic, Industry Sector, Practice Area) Diamond selections will cost $125 each.

Diamond Sabre Awards

79. Company of The Year
This award will recognize a corporation (or other organization) that has embraced public relations as a key management discipline and can demonstrate that public relations has made a significant contribution over the course of the year to its overall performance. Winning submissions will demonstrate that organizational behavior and organizational communications are aligned, and that public relations activities attain the highest levels of integrity, authenticity, and effectiveness. (This category is NOT open to public relations agencies).

80. CEO of the Year
This award will recognize the chief executive who has worked diligently to enhance the role of public relations within his or her organization, or demonstrated a clear commitment to ensuring that the organization embraces the principles of ethical and effective public relations, in its culture, its communications and its actions. (This category is NOT open to public relations agency CEOs) .

81. Brand-Building
This award will recognize public relations work that has played in a central role in brand strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a brand platform and explain how that platform shifted perceptions, built stronger customer relationships, and ultimately drove sales.

82. Reputation Management
This award will recognize public relations work that has played in a central role in corporate strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a corporate reputation platform and explain how that platform shifted perceptions, built stronger stakeholders relationships, and ultimately contributed to corporate performance.

83. Research and Planning
This award will recognize public relations campaigns that draw on original research and modern data and analytics to develop critical insights into the client and its audience, and use formal planning techniques to devise the most appropriate strategic approach to address a challenge or seize and opportunity.

84. Measurement and Evaluation
This award will recognize public relations campaigns that made a meaningful and measurable contribution to an organization’s bottom-line results. Winning entries will focus on metrics such as stakeholder engagement, stakeholder attitudes, “net promoter score” (or similar), sales results, or business performance, and will make a compelling case that these results were directly related to effective communications.

IN2 SABRE Awards

IN2 category selections cost $125 plus the basic entry fee ($475). The first IN2 category selection is included with basic entry. Each additional category costs $125 each.

Experiential Marketing

85. Brand Events & Immersive Experiences
This category recognizes both live and online events, including shows/concerts, in-store customer experiences, planned and/or created by the public relations team.

86. Cultural Activations
This category recognizes experiences built around existing cultural events, including shows/concerts, celebrations, and more.

87. Online/Virtual Events
This category includes activities that bring people together online to attend virtual events, including conferences, awards, discussions, shows, webinars, live streaming, etc. For events in the Metaverse, see category 132.

Earned Media

These submissions should be anchored in a single piece of excellent earned coverage. The anchor media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact. Please include the anchor coverage or link to it in the submission. These categories exclude paid content

88. Broadcast Media
This category recognizes exceptional broadcast coverage — online segments, tv talk shows, radio shows, podcasts, etc — earned on broadcast media.

89. Business/Trade Media
This category recognizes exceptional trade/business/B2B coverage that is earned on digital or traditional media. Excludes paid content.

90. Content Creation for Media Sites (Earned)
This category recognizes bylines, videos, podcasts, infographics etc, in any news media (print, digital or broadcast), online community (blogs, YouTube, influencers) etc.

91. General Market, Consumer and Lifestyle Media
This category recognizes exceptional coverage that is earned on digital or traditional media across general, consumer and lifestyle media. Excludes paid content.

92. Persuasive Stakeholder Content
This category recognizes content intended to persuade and/or change stakeholder attitudes and behavior, including speeches, opinion pieces, award entries, etc., including employee communications, financial communications, crisis/issues management or public affairs.

Paid and Owned Media

These submissions should be anchored in a single piece of paid or sponsored media that should be included within the entry. The lead media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact.

93. Branded Content Integration
This category recognizes the integration of brands into an entertainment vehicle (film, tv show, online etc.) via product placement or promotions.

94. Corporate/Issues Advertising
This category recognizes paid advertising on either print, broadcast, or online channels, designed to protect or promote corporate reputation, or garner support for an issue.

95. Digital Publishing
This category recognizes the creation and promotion of owned channels including websites, magazines, newsrooms, podcasts, and other digital channels designed to increase engagement between an organization and its key stakeholders.

96. Documentary Film and Video
This category recognizes one-off documentaries and documentary series, released on to broadcast channels or streaming services or hosted on an organization’s own website or video channels (YouTube, etc.).

97. Paid Influencer Programs + Endorsements
This category recognizes paid placements, mentions or promotions of a product, brand or company on social media.

Social Media & Community Management

98. Co-Creation with Influencers and Creators
This category recognizes content co-created in collaboration with online influencers and creators.

99. Influencer/Creator Marketing
This category recognizes campaigns that utilize social media influencers—paid and/or earned—to help organizations engage with, activate and influence their key stakeholders.

100. Innovative Use of Video and Streaming Platforms
This category recognizes outstanding storytelling on video-first platforms (YouTube, TikTok, Twitch, etc.) and on streaming platforms.

101. Overall Use of Social Media & Platforms
This category recognizes brands that integrate outreach across a variety of social channels and platforms to build, reach and engage stakeholders.

102. Social Photos
This category evaluates the best use of photo networks such as instagram, pinterest, snap, tumblr or similar for stakeholder engagement.

Innovative Tools and Tactics

103. Artificial Intelligence
This category recognizes the use of artificial intelligence in campaign planning, execution and measurement to create innovative content or deliver greater impact.

104. Audio: Podcasts + Music
This category recognizes organizations and brands using podcasts and/or music to tell their story.

105. Brand Identity and Design
This category recognizes the creation or reimagining of a brand’s visual and verbal identity — from logos and design systems to tone of voice — that strengthens reputation and differentiation.

106. Gamification/User-Generated Contests
This category includes online and offline games and competitions to engage audiences and/or build communities.

107. Illustrations + Photography
This category recognizes the use of infographics, visual design, photography, typography, etc to communicate a brand’s story to audiences.

108. Meme
This category recognizes ideas, images, or videos that taps into a cultural event or moment to connect with the audience and spread virally.

109. Real-time Engagement (Crisis and Issues)
This category recognizes the use or media—social, digital or traditional—to respond in real-time to crises or to prevent/reduce threats to corporate or brand reputation.

110. Real-time Engagement: Culturejacking
The use or media—social, digital or traditional—to take advantage of a cultural moment to amplify corporate and/or brand messaging.

111. VR/AR and Immersive Technology
This category recognizes the use of innovative technology to expand the ways they can engage, communicate with and activate their stakeholders.

Partnerships & Collaboration

112. Brand Collaboration
This category recognizes partnerships between brands in order to enhance credibility, amplify messaging, reach a broader or more diverse audience, increase creativity and otherwise improve stakeholder engagement.

113. Celebrity Collaboration
This category recognizes partnerships between organizations and individual celebrities based on the strategic appropriateness of the relationship and the mutual effort expended to create messaging that is credible and resonant with the specific audience.

114. Purpose and Impact Partnerships
This category recognizes mutually-beneficial partnerships between brands and NGOs, non-profits, charities, and causes.

Data and Analytics

115. Behavioral Science
This category recognizes the incorporation of social science—and particularly behavioral science—into campaign strategy.

116. Data-Driven Insight & Strategy
This category recognizes the broad role of data in campaign planning and strategy, from social listening to insight generation and message development to media channel planning.

117. Measurement and Post-Campaign Analysis
This category recognizes research, data, or analytics—including surveys, focus grouos, media analysis and more—designed to measure the impact of a campaign.

118. Original/Commissioned Research for PR
This category recognizes original or commissioned research conducted to provide valid and valuable content for public relations or other communications initiatives.

The Tech Stack Awards

119. Best Artificial Intelligence Product/Service
This category recognizes the best new tool developed by either third-party suppliers to the public relations industry or an individual PR agency that uses artificial intelligence to enhance efficiency or deliver improved impact.

120. Best New PR Agency Product/Service
This category recognizes the best new offering (product or service) developed by a public relations agency enhance efficiency or deliver improved impact.

Campaign Awards

While the Innovation SABREs primarily recognize specific campaign elements or the use of specific channels and platforms in an over-arching campaign, there are a number of ways in which broad-based campaigns are innovative and even ground-breaking in ways that do not fit comfortably into categories used in the campaign-focused SABRE competitions.

121. Combating Disinformation
This category recognizes a campaign that defuses or otherwise negates misinformation or disinformation about the client organization.

122. Content Marketing Campaign
This category recognizes a campaign that employed a wide range of innovative content in several of the categories described above in order to create maximum and sustained impact over the duration of the campaign.

123. Emerging Sector Campaign
This category is designed for campaigns conduced in emerging and disruptive industry sectors. Examples would include several areas of fintech and healthtech, crypto, and the cannabis and CBD oil business. Campaigns should be demonstrated that the client organization is a pioneer or innovator within its sector.

124. Micro-Budget Campaign
This category recognizes a campaign conducted for a client with a budget of less than $10,000.

125. Platform Creation
This category recognizes a single compelling insight or idea that created a platform for a major campaign or initiative that helped an organization strengthen its relationships with key stakeholders or achieve other critical strategic objectives.

126. Pro-Bono Campaign
This category recognizes a campaign conducted as part of an agency’s pro-bono work and commitment to public service.

127. Storytelling
This category recognizes a campaign that used storytelling techniques to create a compelling brand or company narrative in order to engage, influence, activate or build relationships with stakeholder groups.

Agency Awards

These categories are designed to recognized agencies that have demonstrated a commitment to various important aspects of creativity and innovation

128. Agency of the Future
This category recognizes an agency that is shifting expectations of what a public relations agency and be or do. This can include disruptive approaches to managing and marketing the agency; the development of new techniques and tools; the incorporation of data and analytics; activities that enhance creativity and pioneer new forms of content; a radical commitment to ethics, values and purpose; and a commitment to progressive workplace practices.

129. Agency Thought Leadership
This category recognizes groundbreaking research, insightful analysis or other fresh thinking delivered by agencies to position themselves as experts or challenge existing thinking on specific issues.

130. Diversity, Equity & Inclusion Initiative
This category recognizes agencies that are addressing the industry's diversity, equity and inclusion challenges with innovative and effective initiatives.

131. PR Agency Citizenship
For pro-bono work, volunteerism, and philanthropic programs designed to strengthen the relationship of an agency with the wider community.

132. PR Agency Employee Program
For communications between an agency or in-house PR department and its own team members.

133. PR Agency Marketing
Building the brand or reputation of a public relations agency.

Individual Awards

These awards are designed to recognize individuals—either agency professionals or members of in-house communications teams—who are driving change and innovation within their organization or for their clients.

134. Creative Professional of the Year
This category recognizes creative directors (in-house and agency) and others who have made a significant contribution to the creative output of their organizations or agencies.

135. Data Professional of the Year
This category recognizes professionals (in-house and agency) who have had a significant impact on the way their organization or agency uses data in campaign planning, execution and/or evaluation.

136. DE&I Professional of the Year
This category recognizes professionals (in-house and agency) who have had a significant impact on the way their department or agency approaches diversity, equity and inclusion and has had a significant impact on DE&I performance.

137. Innovator of the Year: Agency
This category spotlights professionals on the agency side who empower and enable reputation and communication excellence and innovation for their clients.

138. Innovator of the Year: Brand
This category spotlights PR, communications and marketing professionals on the brand-side who empower and enable reputation and communication excellence and innovation within their organizations.

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