CIPR

Here is the list of winners and finalists in the CIPR Excellence Awards 2011.

Category 1 - Corporate and Business Communications

Winner

• MHP Health Mandate
  Commissioning in the new world

The standard of entries was very high but MHP Health Mandate's submission stood out. The thoughtful approach to developing the practice's income and reputation sets a standard for other agencies to follow. The entry was well written - refreshingly jargon-free - and well presented. The campaign had clear, measurable objectives, the execution was imaginative and the results were very impressive. The budget was small but the return on investment of 20 times spoke for itself.

View entry summary (PDF)

Finalists

• Bondy Consulting
  Building Thomson Airways reputation as a leader and innovator in aviation
• McDonald's UK with Blue Rubicon
  Harnessing Our People Power
• Grayling with The Economist Intelligence Unit
  Leveraging EIU
• Three, 3 Monkeys Communications & Parys Communications
  Three Network perception improvement

Category 2 - Investor Relations

Winner

• Essar Energy and Capital MSL
  London's Largest Listing Post-Credit Crunch

The judges felt that the agency's understanding of emerging markets gave them a high level of credibility with both the client and all other stakeholders. This in turn enabled them to add significant value to what was a large and complex transaction. A special praise was given to the innovative and creative partnership with the London Stock Exchange.

View entry summary (PDF)

Finalists

• MHP@Engine
  Domino's Pizza UK & IRL, Showing Resilience in a Downturn
• MHP@Engine
  EMIS Group IPO on AIM

Category 3 - Internal Communications

Winner

• Torbay Council Communications Office
  Employee Engagement Campaign

In 2009 only 11% of Torbay Council staff felt that morale was good. As a result, an internal communications function was set up from scratch with limited budget and minimal resources. Nicola Moorhouse and her colleagues should be immensely proud of the work they have done to transform the way employees engage with the council. Nicola has introduced an engaging approach, which, through involving employees at every stage, has led to an incredible increase in morale to 68%!

View entry summary (PDF)

Finalists

• Action for Children
  My Action for Children Day
• Camelot Group of Companies
  No laughing matter - Data Protection
• Nationwide
  Transformation Story
• Royal Bank of Scotland
  Open Doors
• Standard Life Investments
  Made to measure leaders

Category 4 - Consumer Relations

Winner

• Kaizo
  Flip Video - Sharing Hearts, Minds and Moments

Having launched the flip as a new product, Kaizo now faced growing competition from bigger competitors. The agency used its deep knowledge of the product and Flip's customers to develop a three pronged strategy to reach the Hearts, Minds and special Moments of consumers. The campaign delivered amazing results and more importantly a 500% year on year increase in the number of Flip Camcorders sold in the UK.

View entry summary (PDF)

Finalists

• Blue Rubicon
  One New Change - One New Experience
• Mere PR
  The Everton Revolution
• Seventy Seven PR and Jersey Tourism
  Jersey Tourism: Putting Jersey on the (Weather) Map
• Starfish Communications and TomTom
  Campaign to get Brian Blessed to do a voice over for my TomTom
• Threepipe / The ATP World Tour
  The Art of Tennis

Category 5 - Public Sector

Winner

• South Wales Fire & Rescue Service
  Project Bernie

A brilliant submission! This campaign tackled a deep rooted, locally accepted crime, that of young people setting fire to grass in the valleys of South Wales. In partnership with the University of Cardiff, South Wales Fire & Rescue service, researched, planned and combined extraordinary creativity with academic rigor to achieve outstanding results. This has set a new standard in behavior change campaigns.

View entry summary (PDF)

Finalists

• City & Guilds and Hill & Knowlton
  City & Guilds delivers extra through PR campaign launch
• Consolidated PR and The Scottish Government
  Organ Donation
• Driving Standards Agency
  Independent driving introduced into the driving test
• Lee Murgatroyd / BABA
  Boxing clever
• Weber Shandwick
  The Cumbernauld Positive Image Project

Category 6 - Corporate Responsibility

Winner

• Aygaz with Lobby PR
  Climate change education program: For our children and our children's children

Aygaz focused on the challenge of communicating the need to slow climate change in Turkey, a market where awareness of this is below European and global averages. Aygaz accurately targeted key stakeholders including secondary and university students, its distributors, the community at large, and its own employees with a compelling campaign focusing on reducing carbon footprints. By using 'edutainment', combining scientific evidence, visual devices, a travelling education program, and exploiting viral / social networks, the campaign achieved and exceeded its objectives in terms of geographic reach, media coverage, and awareness. Aygaz submitted an excellent example of a well-balanced CSR campaign, premised on a partnership with NGOs and the national government, with a direct business benefit of an increase in sales and brand awareness.

View entry summary (PDF)

Finalists

• ENRC Kazakhstan
  ENRC Charity Project - By the Path of Glory
• Isbank
  Turkey Chess Federation Sponsorship
• Lloyds Banking Group
  Our Corporate Responsibility Agenda
• Southern Water
  Blooming Schools

Category 7 - Public Affairs

Winner

• WSPA UK
  Not in my Cuppa - phase one

WSPA's 'Not in my Cuppa' campaign displayed creativity and went beyond the standard public affairs approaches under a single engaging concept. The campaign demonstrated effective use of external agency support . This campaign has repositioned WSPA from a purely fundraising organisation to one recognised for advocacy. It would not be an overstatement to say that their work has changed the future of British farming and established WSPA's reputation as a force for the future.

View entry summary (PDF)

Finalists

• Age UK
  Scrap the Default Retirement Age
• Blue Rubicon + Facebook
  Facebook: 2010 General Election
• Macmillan Cancer Support
  Macmillan's Vote cancer support campaign
• Stop Stansted Expansion
  No Second Runway
• The Communication Group
  UTV Media - Protecting the Future of Radio
• WSPA UK
  Not in my Cuppa - phase one

Category 8 - Not-for-Profit

Winner

• St John Ambulance & GolinHarris
  Life Lost

This team particularly impressed the judges because they had undertaken a long and difficult journey, succeeding in giving support to and advancing the business objectives of the whole organisation. They obtained extensive media coverage, much of which referenced the five tips for saving lives. At least one life has been saved as a direct result of the campaign – what better result can you get!

View entry summary (PDF)

Finalists

• Admiral PR
  Fashion Kicks
• BabyCreative
  MND Association's Incurable Optimism campaign
• Beatbullying and Frank PR
  The Big March
• Freshwater UK & Donate Wales
  Wales's Invisible Death Row
• John Doe Communications
  Ctrl.Alt.Shift Presents Dear Diary
• Macmillan Cancer Support
  General Election Campaign

Category 9 - Healthcare

Winner

• MHP Health Mandate and the Rarer Cancers Foundation
  Securing a Cancer Drugs Fund

The Rarer Cancers Foundation and MHP Health Mandate led an incisive campaign to set the political healthcare agenda in the run up to the 2010 General Election. Their carefully designed and thoroughly researched programme strongly influenced the leaders and debates, was acknowledged repeatedly by spokespersons from all three parties, and was ultimately judged by the incoming Secretary of State for Health as being pivotal in the establishment of a £650m cancer drug fund – thus fulfilling the campaigns declared intention to the letter. This campaign represents the very best of our industry, demonstrating long term impacts on the life of the nation through public relations. The team has made clear that the campaign does not stop here!

View entry summary (PDF)

Finalists

• 90TEN Healthcare for Chelsea & Westminster Hospital NHS Foundation Trust
  56 Dean Street: Faster, Closer, Earlier
• Breakthrough Breast Cancer
  iBreastCheck
• British Heart Foundation
  The Angina Monologues
• NHS East of England
  Saving lives with communications: VTE Assess Prevent
• The Communication Group
  Saving our Screenagers: Launching the UK's first Youth Technology Addiction Service

Category 10 - Integrated Campaigns

Winner

• Freshwater UK & Donate Wales
  Wales's Invisible Death Row

The judges felt this campaign set hard tangible objectives which were not only met, but exceeded. This clever Integrated Campaign combined media relations, advertising, digital engagement and stakeholder communications on a relatively low budget, delivering great value for money. By increasing the number of donors who have signed up, this campaign is encouraging higher levels of engagement. The use of real people, consumer insight and excellent storytelling has created a campaign that will be an example to other organisations serving to change public relations.

View entry summary (PDF)

Finalists

• E.ON
  E.ON Energy Fit
• Kindred and the Milk Marketing Forum
  make mine Milk
• Southern Water
  Save Water, Save Energy, Save Money
• St John Ambulance and GolinHarris
  Life Lost
• TfL London Rail
  The London Overground East London line extension (phase 1) launch campaign - Integrating PR and Marketing

Category 11 - Media Relations

Winner

• Siren
  Royal Caribbean Cruises: Launching new ship Celebrity Eclipse with a repatriation mission

Siren took advantage of being in the right place at the right time when Iceland's Eyjafjallajökull volcano erupted. Instead of just going for a low key launch or even cancellation, a proactive decision was taken to launch a repatriation cruise. Their approach was a brave one that took risks with the media but protected the brand throughout!

View entry summary (PDF)

Finalists

• Cow PR
  Boomerang Pets Party - K99
• Holdsworth Associates and True Knowledge
  'Most boring day' produces interesting result
• Kaizo
  Flip Video - Sharing Hearts, Minds and Moments
• Kindred and the National Apprenticeship Service
  Apprenticeship Week 2010
• Seventy Seven PR and Jersey Tourism
  Jersey Tourism: Putting Jersey on the (Weather) Map

Category 12 - Best Use of Social Media

Winner

• Gatwick Airport and Rabbit
  Talk to Gatwick

When people fly they expect information and they expect to get it quickly. Providing positive customer service for the flying public means being available to them when they are at the airport and about to fly. London Gatwick's communications team created a suite of social media channels that provide passengers with real-time information, morning, noon and night. The twitter channels are monitored so that personalised flight information is available to Gatwick customers and to anyone anywhere in the world flying to the airport. The use of giant bar codes on poster sites allows users with smart phones to see videos of future airport improvements. This was a thorough, creative, innovative and insightful programme putting Gatwick at the technological cusp of communication and customer service.

View entry summary (PDF)

Finalists

• Blue Rubicon + Facebook
  Facebook: 2010 General Election
• Greater Manchester Police
  GMP24 - Twitter Day
• Kaizo
  Flip Video - Sharing Moments
• Kindred and the Milk Marketing Forum
  make mine Milk
• St John Ambulance and GolinHarris
  Popcorn

Category 13 - Broadcast

Winner

• Siren
  Royal Caribbean Cruises: Launching new ship Celebrity Eclipse with a repatriation mission

The judges felt that Siren achieved phenomenal broadcast coverage under the most challenging circumstances. When the Icelandic ash cloud disrupted most international travel, the prevailing bad news story was turned to their client's advantage by a fast thinking inspired strategy. Plans to celebrate the launch of a new cruise ship turned into a rescue mission for the 2,500 stranded tourists. The Siren team were delayed on board the ship with a co-ordinating team back at base. Despite limited communications from and to the ship they maximised broadcast opportunities available achieving international, national, regional and local coverage, significantly enhancing their client's reputation.

View entry summary (PDF)

Finalists

• Kaizo
  Flip Video - Cause & Credibility
• Lansons Communications with Metro Bank
  Not just any bank "this is Metro Bank"
• markettiers4dc
  Making Electric Vehicles Breaking News
• Shine Communications
  WWE UK Tour

Category 14 - Global Public Relations

Winner

• salt PR
  Launch of Unilever Food Solutions World Menu Report

This was the first time Unilever Food Solutions had used PR to promote the brand. The salt PR campaign mobilised internal support and reached 74 countries, provided training and mentoring for country teams and demonstrated huge cultural sensitivity. The result was an enthusiastic and motivated workforce with new confidence in engaging its external audience. This led to a truly effective thought leadership campaign on controversial issues relating to food.

View entry summary (PDF)

Finalists

• Brands2Life
  Unisys Security Index
• Lansons Communications
  Making Luxembourg the centre of the fund world
• MHP@Engine
  Coller Capital Barometer 2011
• Smarts
  Bushmills Irish Whiskey: Make it at Bushmills
• Vero Communications
  Qatar 2022 World Cup Bid Committee: From longshot to 2022 World Cup host

Category 15 - Crisis Communications

Winner

• Cornwall Council
  Flooding in Cornwall

Cornwall Council co-ordinated essential information and advice from a multitude of emergency response organisations, with a focus on accessibility, linked up thinking and pro-active community engagement. Through traditional and digital channels Cornwall Council demonstrated a blueprint for modern crisis response.

View entry summary (PDF)

Finalists

• IPB Communications
  Irlam Gas Explosion
• NATS
  Managing the Volcanic Ash Crisis
• Thames Water Press Office
  Winter 2010/2011
• Yorkshire Water
  The Big Freeze

Category 16 - Automotive Public Relations

Winner

• Prova PR
  Fuelling Rally fever across Wales

A classic case study in outcome-driven PR effort using media relations to drive interest in an event which attracted more than double the target audience and influencing councils, the Welsh Assembly and the FIA of the value of Wales Rally GB as an event across the whole of Wales. This was achieved to a tight deadline and with limited resources – which the agency won by lobbying the local council for funding. The legacy of the campaign is a pair of Rallyfest events for 2011 which have attracted support from major figures in the sport – both drivers and manufacturers.

View entry summary (PDF)

Finalists

• Citroën UK
  GQ & Citroën create a car
• Hotwire & INRIX
  The INRIX Traffic Scorecard
• Nissan Motor GB
  Nissan LEAF UK Launch
• Genesis PR
  PR drives business at Ford Retail
• Starfish Communications and TomTom
  Campaign To Get Brian Blessed To Do A Voice Over For My TomTom

Category 17 - Low Budget

Winner

• 90TEN Healthcare for Chelsea & Westminster Hospital NHS Foundation Trust
  56 Dean Street

90TEN produced a first class example of PR, from the research of target audiences, through engagement with the client, to hugely effective delivery of results, both for the client – Chelsea & Westminster Hospital NHS Foundation Trust's 56 Dean Street clinic – and the target identified – London's gay male population. A brave and creative approach taken to a hugely challenging but vitally important area of healthcare that delivered results which look set to be sustained.

View entry summary (PDF)

Finalists

• Charity Commission
  Launching the first national Trustees Week
• Macmillan Cancer Support
  Macmillan Cancer Support World's Biggest Coffee Morning 2010
• Peppermint PR for Sound Asleep
  Rooney is England's Best Snorer
• The University of Nottingham
  Election 2010 Blog
• Threepipe / Florence Nightingale Museum
  The Florence Nightingale Museum

Category 18 - External Newspaper or Magazine

Winner

• University for the Creative Arts
  Creative Update

Creative Update really captured the essence of the University and would make you feel proud to be an alumnus. Judges enthused over the visually exciting publication and how it has re-engaged alumnis. Almuni now hold the publication in such high regard that they are clamouring to contribute towards its ongoing success. A spin-off is that the stories featured in the magazine are now making the national press. It is also helping the University to build a solid database of alumni ambassadors. It forms part of a suite of marketing tools to promote the University nationally and internationally.

View entry summary (PDF)

Finalists

• 2010 Rotherham Marketing and Communications with RBT Creative
  2010 Rotherham - Round Your Place magazine
• Durham County Council
  Durham County News
• Specialist
  Liquid
• Specialist
  Specsavers Magazine
• Triodos Bank
  The Colour of Money

Category 19 - Internal Newspaper or Magazine

Winner

• The Soldier Team
  Soldier Magazine

An incredibly strong publication which achieves a lot with a very small team and resources. It manages to balance and meet the needs of a vast range of stakeholders – from Privates to Generals – by combining good writing with striking imagery and attractive design. With costs and revenue taken into account it works out at 23p per issue – a great return on investment.

View entry summary (PDF)

Finalists

• Mersey Care NHS Trust
  Mersey Care Yearbook 2010
• NHS Blood and Transplant and Column Communcations (Designers)
  Connect - the magazine for NHSBT staff
• RBS Invoice Finance
  IF Online
• Sequel Group and Warburtons
  W magazine
• Specialist
  Britvic Life

Category 20 - Publication

Winner

• The Royal British Legion
  The Royal British Legion Learning Pack

Making remembrance relevant to a young audience. A genuinely outstanding piece of work comprehensively providing excellent education material. Featuring fabulous imagery and good interactive materials, it delivered a large scale campaign balancing emotions and key messages consistent with its brand.

View entry summary (PDF)

Finalists

• BAE Systems
  Astute Commissioning book
• Barchester Healthcare
  'Visiting Gran's new home' and 'Visiting Grandad's new home' – booklets to explain dementia to a child
• Drinkaware
  The Drinkaware Unit and Calorie Calculator
• Madano Partnership
  The Elected Class of 2010
• Redhouse Lane
  OPTIM, for Anglo American

Category 21 - Website

Winner

• Teesside University
  Postgraduate Virtual Open Day

This was an innovative alternative to a traditional way to recruit students to Teesside University. To grow postgraduate recruitment the in-house team decided to hold a virtual open day allowing prospective students to meet and chat with academic staff online. The judges were impressed with the development of this bespoke site and how the virtual open day came to life. The results exceeded business objectives with 50% more 'attendees' than expected and a 41% increase in postgraduate applications.

View entry summary (PDF)

Finalists

• BAE Systems
  Astuteclass.com
• British Heart Foundation
  bhf.org.uk
• Nexus Communications & DairyCo
  thisisdairyfarming.com
• RAF Benevolent Fund
  www.1940chronicle.com
• Yorkshire Water
  Surfing the tide

Category 22 - Event

Winner

• Shine Communications
  Indesit Party Launderette

Making washing machines sexy to a younger audiences was Indesit's brief. A retro pop up launderette in Shoreditch where celebs got their kit off was Shine's answer. An outstanding event!

View entry summary (PDF)

Finalists

• Brando and Gatwick Airport
  London Gatwick Fashion Week
• Frank PR
  Making "Call of Duty: Black Ops" the biggest entertainment launch of 2010
• Kindred and the Milk Marketing Forum
  'make mine Milk' Sunday Session
• The Royal British Legion
  Silence in the Square
• Westgate Communications
  DFDS Seaways Operation Dynamo

Category 23 - Outstanding Young Communicator

Winner

• Doug Hewett MCIPR
  Engage Group

From an incredibly talented shortlist of finalists, Doug stood out through the sheer breadth and caliber of his professional expertise. A gifted leader, Doug has risen to the challenges presented to him at every stage of his career: learning, developing and maturing as he has progressed. Doug understands the demands of running a successful and profitable organisation yet also shows sensitivity and commitment to his team. He has an ability to transform business performance, develop and implement inspiring client programmes and win major new pieces of business. He still finds the time to do probono work and support a charity. Compelling and honest, Doug is a worthy winner and a fantastic example to practitioners right across the industry.

Finalists

• Tina Gleadall MCIPR
  HM Revenue and Customs
• David Hamilton MCIPR
  Action for Children
• Chris Holly MCIPR
  Unicef UK
• James Poulter
  Lexis PR
• Catherine Worboys
  Curtin&Co

Category 24 - Best Freelance Practitioner

Winner

• Robin Lander Brinkley ACIPR
  Maxwell Communications

Robin Lander Brinkley started his freelance career aged just 26. In the last six years he has strategically developed a strong portfolio of clients across the public, private and third sectors from his Portsmouth base. The judges were particularly impressed by his passion for being a freelancer, creativity and his real focus on results and return on investment for his clients. He takes a very modern, multi-disciplinary approach to communications and is constantly learning new techniques for his clients. A great example of choosing freelance as a dedicated professional career move.

View entry summary (PDF)

Finalists

• Peter Bowles
  The Freelance Launchpad
• Stuart Brooks MCIPR
  Blackbird Communications
• Rachel O'Reilly MCIPR
  Solo success in the travel industry
• Lionel Zetter FCIPR
  Freelance work for ICE, AOA, NLH, TEAS

Category 25 - Outstanding Small Consultancy

Winner

• Bondy Consulting
  Our Business is Adding Value to Your Business

Bondy Consulting is an excellent example of a dynamic small consultancy. Under the strong and passionate leadership of Jessica Bondy, the consultancy understands its target audience and is just as comfortable pitching to the FT as mummy bloggers. The Company has a strong financial base and invests heavily in building client relations and the development of its staff. The team consistently demonstrates excellent results for its clients and has a clear vision for the future.

Finalists

• Komodo PR & Digital Communications
  An outstanding small consultancy called Komodo
• TopLine Communications
  SMEs don't have to think small
• Vero Communications
  A Sports Specialist with a Global Impact

Category 26 - Outstanding In-House Public Relations Team

Winner

• British Heart Foundation
  Multimedia That Makes a Difference

The British Heart Foundation stood out because of the way they have changed from a conventional PR approach to become an integrated, multi-media team that provides a new model for best practice. Their 360-degree approach means that no story is looked at from only one angle – all audiences and channels are considered and every opportunity is appraised, both online and offline. A superbly impressive way of working and use of the ever-changing range of PR tools available.

View entry summary (PDF)

Finalists

• British Library
  Growing the world's knowledge
• Thames Water Press Office
  Providing THE essential service, 24/7
• The Kellogg Company
  Bringing it in-house
• The Prostate Cancer Charity
  On The Agenda
• The Royal Shakespeare Company
  In-House Team

Category 27 - Outstanding Public Relations Consultancy

Winner

• Tangerine PR
  A Company to be Proud of

Tangerine does everything well! It is clearly an inspiring consultancy – for client and employees alike – with strong values and a consistent record of success, based on clever ideas, hard work and – in the judges' view – an exceptionally sincere relationship with its clients. The judges felt that Tangerine represented an outstanding showcase for UK PR at its very best!

View entry summary (PDF)

Finalists

• Bite Communications
  Reinventing Our Point Of View
• Brands2Life
  Delivering results on every front
• Frank
  An Outstanding Year
• Octopus Group
  PR but not as we know it
• Unity
  Harder, Better, Faster, Stronger

Category 28 – Special Award - Measurement and Evaluation

Winner

• St John Ambulance & GolinHarris
  Life Lost

This terrific campaign was well conceived, well planned, and well executed. Objectives were clearly set out at the start of the campaign and they were just as clearly achieved. The measurement and evaluation were outstanding and were embedded from the outset. There was a detailed matrix cataloguing traditional media and social media uptake. During the period of the campaign, St John Ambulance was the only charity to see a significant rise in awareness. The campaign generated substantial income through sales of training courses and iPhone apps and significantly increased donations. What is more, it actually saved lives.

View entry summary (PDF)