The Innovation SABRE Awards North America FAQs

Q: How should I approach the Innovation SABREs versus the Gold SABRE Awards North America? 
The Innovation SABREs are different than other SABRE competitions because, rather than looking at whole campaigns against practices and sectors, the Innovation SABREs spotlight the specific components of a campaign that make it cutting edge. With categories like digital marketing, content creation, brand narratives, integrated social media, video production and others, the Innovation SABREs are a chance to showcase your organization's transformation towards the future. 

Winners from the Innovation SABRE Awards competitions are automatically entered into consideration for the Global SABRE Awards, which countdown the 40 best public relations programs in the world. The global awards will be presented at the Global PR Summit each October. And winning  Innovation SABRE Awards also helps agencies earn a place in our Global Creative Index

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 website, linked to in the summary, or when hard copy is necessary mailed to our offices.

All entries will be submitted online — entry form here.

Q: Can you share some feedback you've received from judges?
Over the years, our judges have told us that while context is important, they prefer that entries stick to the submission parameters: either a two-page PDF or a deck that doesn’t exceed 10 slides. They also favor entries that tell a compelling story that's interesting to read and, when applicable,  includes visuals and graphics. And of course, results matter more than ever — show the campaign changed behavior and/or impacted the business.

Q: What are the eligibility requirements?
The Innovation SABRE Awards 2025 North America competition is open to any and all work created, at least in part, during the fourth quarter of 2023 or any part of 2024 and was developed and/or carried out in North America. 

Q: How much does it cost to enter?
A single entry costs $425. Additional category selections for the campaign to be judged in are charged at $95 each. Entries submitted after September 13 will also include a $125 late fee. 

Q: What are the deadlines again?
The early deadline is September 13.
The final deadline is October 4.
*Entries submitted after September 13 will also include a $125 late fee. 

Q: What are the categories? 
You can see the full category list here.

Q: How do the Innovation SABRE Awards fit into the Holmes Report's other initiatives? 
The Innovation SABREs are among the award competitions that we take into account for our Global Creative Index, the Global SABRE Awards and when evaluating an agency's caliber of work for Agency of the Year  consideration. 

Q: What does IN2 mean? What does SABRE stand for?
IN2 is our abbreviation for insight and innovation — two of the qualities we are celebrating with these awards. SABRE stands for Superior Achievement in Branding, Reputation & Engagement.

Q: When is the awards ceremony? 
The winners of the 2025 North American Innovation SABRE Awards will be honored at the PRovoke Summit + Innovation SABRE Awards ceremony in early 2025. The date and location will be confirmed soon.

Q: Do you require budget information?
We do not require budget information — except for the “Lean” categories. 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: Who can enter?
The In2 SABRE competition is open to anyone working in any other field related to public relations, communications, advertising, social media, marketing, storytelling, 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 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 which will incur an additional basic entry fee.

Q: Can jury members enter the SABRE competition?
Yes, 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. Who should I contact for questions?
Please send any questions to our events team at events@provokemedia.com