2012 winners and case studies

Following are links to sample winning entries from the 2012 Excellence Awards. Further Excellence Awards case studies are available in the Practitioner advice, member-only section Members only.

Video from 2012

Some footage from last year's awards:

Below are our Excellence Awards 2012 results in 27 categories.

1. Corporate and Business Communications

Winner

  • Man Bites Dog
    The Cost Boomerang

    The campaign by Man Bites Dog sat foursquare within the Business & Corporate Communications category. The judges were especially impressed by the business acumen brought to the client's needs and the real value created as a result of their communications work. Man Bites Dog successfully dramatised the proposition around cost optimization in a memorable and high-impact manner. During a period of extremely challenging conditions, this campaign created a market, stimulated a national debate and generated significant business for the client. The judges commend Man Bites Dog for their combination of business understanding and communications expertise.

Finalists

  • ArcelorMittal
    ArcelorMittal Orbit
  • Diffusion
    Diffusion's 'Wake Up To Sunrise' campaign for ICM Registry
  • G4S
    Working Prisons: Working People
  • Kaizo
    Gemalto Mobile NFC Hits the Streets
  • MC2
    The Launch of The North West Fund

2. Financial and Investor Relations

Winner

  • John Lewis Partnership and MRM
    Launching the John Lewis Partnership Bond

    This was a stand-out submission in a category that attracted strong competition across the board. The judges particularly liked the understanding of the market that was shown in the planning and throughout the execution. The issues that arose during the campaign were well handled with minimal external impact. 25 per cent of the total required was reached by the end of the first day of the PR campaign going live. The range of channels utilized delivered a good result in terms of media output. And importantly the success of the campaign has been instrumental in elevating PR within the company.

Finalists

  • MHP Communications
    JD Sports Fashion Acquisition of Blacks Leisure
  • Santander UK
    Breakthrough - Boosting British Businesses
  • The Co-operative Insurance
    A Smart Solution for Young Drivers

3. Internal Communications

Winner

  • BT Operate
    Communicating our Operate2014 strategy

    The communication team at BT Operate showed outstanding courage and creativity. In a large, complex organization which has faced huge organisational changes, with significantly less budget, they launched their new strategy using compelling content and simple animation. They also made the best use of the internal grapevine. By targeting cynics and opinion-formers they managed to gather momentum for the campaign, engaging people along the way. The judges would like an invite to the next Friday's creative hour!

Finalists

  • Balfour Beatty Major Civil Engineering
    Zero Harm
  • Chelsea and Westminster Hospital NHS Foundation Trust
    " I've had mine. Have you had yours?" - staff flu vaccination campaign
  • Lloyds Banking Group
    Personal Bests - A ground breaking Employee Engagement initiative
  • Midlands Co-operative Society
    Mission Firefly
  • URENCO
    Space Invaders vs PacMan

4. Consumer Relations

Winner

  • Kärcher & Shine Communications
    Kärcher Cleans Britain

    Karcher and Shine boldly entered the royal wedding mess with the 'Karcher Cleans Britain' campaign which connected the community spirit around the royal wedding with Karcher's market leadership in cleaning products. Combining a clear understanding of objectives with an opportunistic approach and an on-key celebrity spokesperson they delivered business results that were nothing short of sparkling. An impressive outcome with Karcher taking this highly successful approach to communications in the UK as a blueprint for its other European markets.

Finalists

  • 3 Monkeys Communications
    Savlon Adventure in Play
  • Kaizo
    The Truvia® Voyage of Discovery – Turning over a sweet new leaf in the UK
  • Ketchum Pleon with Procter & Gamble, Olay Professional Range
    The Beauty of Proof
  • McDonald's and Blue Rubicon
    Happy Meal Books
  • Umpf
    The GE Royal Fridge

5. Best Sporting Campaign

Winner

  • iris PR and The FA
    The FA WSL - Call The Shots

    In an Olympic year, amongst lots of noise and a dominant men's game, Iris took a challenging brief and created a strategy to positively differentiate from the men's game creating not just a PR campaign but a manifesto for how the new women's Super League should grow and develop. This they executed with passion and creativity, delivering gates larger than League Two and viewing figures greater than those enjoyed by the SPL. They were not constrained by the lack of interest from the traditional back pages instead taking the game digitally straight to the girls' market they were targeting. This compelling campaign created enormous value for their client and the sport.

Finalists

  • Bupa and Synergy Sponsorship
    Bupa Running
  • Hill+Knowlton Strategies and IMG
    Holiday Inn Masterclasses: Train with Olympians
  • IMG Consulting
    British Airways 'They Will Fly'
  • Lloyds TSB / Four Communications Group
    London 2012 Olympic Torch Relay Nomination Campaign
  • Third City
    Running on Empty

6. Public Sector

Winner

  • Working Word
    People's Collection Wales: a nation telling its own story

    The entry showed great creativity, real tenacity and an ability to bring life to something most of us associated with dusty books and exhibits – that of museums. By putting the people of Wales at the heart of their own history, this campaign inspired and enthused the population of Wales to value their own stories and experiences and submit recipes, ideas, memories, photos and contacts for future generations to explore and understand how life was for their predecessors. The campaign delivered against its objectives, demonstrated real value for money – and the work has been rewarded with an extension to their contract. It's a truly inspiration piece of work, something the agency, the welsh government and the people of Wales will value for years to come.

Finalists

  • Dacorum Borough Council
    Peace of mind at Christmas
  • Lancashire County Council
    A Whole New World at Your Library
  • NHS Blood and Transplant
    National Blood Week
  • Stockport Council
    Right Thing, Right Bin
  • Union for International Cancer Control (UICC) and Tonic Life Communications
    World Cancer Day 2012 - Together it is possible

7. Corporate Responsibility

Winner

  • salt PR
    Lifebuoy: Global Handwashing Day

    This campaign was truly embedded into corporate and business responsibility strategy. It addresses head on a major world-wide health issue whilst also transparently meeting Unilever's commercial and social objectives. salt PR's strategy enabled local Lifebuoy PR teams to tailor tactics. The campaign reached over 250 million people and generated 25 million pledges to hand wash before eating while at the same time generating audience recall of 87% of the Lifebuoy brand. The judges were impressed with the significant contribution made to the reduction of child deaths from diarrhea. Recognition was given to the evidence-based approach

Finalists

  • Blue Rubicon
    O2 Think Big
  • Gabrielle Shaw Communications
    Project Ocean
  • HB Communications
    2007-2011 campaign by HB Communications for The Commission on Unclaimed Assets, a not for profit voluntary organisation led by Sir Ronald Cohen
  • National Federation of Builders
    Stay Safe, Stay Away
  • The Co-operative
    The Co-operative Enterprise Hub

8. Public Affairs

Winner

  • Peter Carroll Associates
    FairFuelUK
    Peter Carroll Associates affected public policy and legislative change through public affairs campaigning which powerfully mobilised public opinion. The judges were impressed by the passion, commitment and professionalism of the team, and the extent to which the results affected the UK population in the widest sense. Particularly notable was the use of a range of public affairs techniques including campaigning stunts, direct Parliamentary involvement and social media engagement in a strategic and planned approach.

Finalists

  • Macmillan Cancer Support
    Macmillan Cancer Support's 'Put the fair into welfare' campaign
  • Macmillan Cancer Support Wales
    Changing Cancer Care in Wales
  • Maitland Political
    Pro-MOTe campaign
  • Orbit Communications
    "Going for Gold with Scotland's First Commercial Gold Mine"
  • The Royal British Legion
    Campaign to have the principles of the Military Covenant enshrined in law

9. Not-For-Profit

Winner

  • JPR
    Community Relations Week

    This brave and effective campaign was designed to improve community relations in Northern Ireland by demonstrating the cost of division and spread of peace lines which divide Catholic and Protestant communities, as well as encouraging the NI Executive to move forward with a stalled strategy. Clear objectives for engaging politicians were achieved by working with economists, businesses and the local community through events, which further reinforced messages through extensive and positive media coverage. The campaign achieved significant outcomes and political support.

Finalists

  • Clearsilver Marketing
    The Haven - Capital Fundraising Appeal
  • Proof Communication
    GNSS vulnerabilities - ICT Knowledge Transfer Network conference
  • Shelter
    Evict Rogue Landlords
  • Somerset Community Foundation and Community Foundation Network
    Surviving Winter Appeal
  • Unity
    Rhythmix - #CowellMustPay

10. Healthcare

Winner

  • salt PR
    Lifebuoy: Global Handwashing Day

    This campaign fulfilled Unilever's underlying goal of saving lives alongside selling their soap products. By the simple act of encouraging handwashing, the campaign is contributing to a measurable worldwide reduction in unnecessary deaths. The core belief that communications can be used to save lives marked this as a standout campaign in a strong year.

Finalists

  • Fishburn Hedges / Lloydspharmacy
    Securing a voice for pharmacy in the new NHS
  • National Pharmacy Association
    Ask Your Pharmacist Campaign
  • NHS Blood and Transplant
    National Blood Week
  • Spink
    Psoriasis - Time for Change
  • Virgo Consumer HEALTH
    XLS-Medical Fat Binder

11. Integrated & Marcomms Campaigns

Winner

  • Queen's University Belfast
    The Higher Education Funding Campaign

    It was a seemingly impossible challenge: to overturn a political decision to slash Higher Education funding by £40m and safeguard the future of the knowledge economy in Northern Ireland. Yet, through a concerted blend of PR and public affairs, the team at Queen's University averted Armageddon. They engaged with diverse stakeholders through multiple communications tactics to rally political representatives, University alumni, business leaders, teachers and prospective students. A model cost-effective, integrated campaign.

Finalists

  • Blue Rubicon
    The Halifax: Generation Rent
  • Dacorum Borough Council
    Peace of mind at Christmas
  • NHS Blood and Transplant
    National Blood Week
  • Weber Shandwick Scotland
    And A Thread Runs Through It....

12. Best Use Of Media Relations

Winner

  • Natural History Museum, London
    Sexual Nature

    Impressed with the consistent tone of voice that the team were able to achieve given what could have been salacious or very dry subject matter. The breadth and quality of the coverage achieved across all media was commendable. This was clearly part of a sustained media relations strategy, to change the age profile of attendance to the museum and drive fund-raising at an international level. Judges were keen to commend the tightly-resourced in-house media relations team for the results they achieved, on a very limited budget. There wasa fleet-footed and opportunistic response to what could have been a negative issue when an advert was banned by TfL.

Finalists

  • Brands2Life
    Match.com: Love Economy
  • Grayling
    'Spring Clean Your Meds'
  • Porter Novelli
    Making Waves For The Royal Mint
  • The Co-operative Insurance
    A Smart Solution for Young Drivers
  • Unity
    Netmums, The Real Parenting Revolution

13. Best Use of Social Media

Winner

  • Umpf
    Tweet Pie - The World's Shortest Recipe Book

    The judges were impressed with this pure-play social media campaign which beat a number of very strong contenders as it was considered to be a superb example of creative execution and elegant delivery by a small creative team and with limited budget. With a traditionalist end product in a recipe book everything else about this campaign, was social media driven – from tweeted content to crowd sourced design, they created a real buzz amongst food bloggers and all from a standing start with zero likes and followers. The campaign reached CNN Live and resulted in a relationship with the BBC Good Food Programme as well a donation to the charity FoodCycle.

Finalists

  • Financial Times with Hotwire PR
    Achieving digital independence with the FT web app
  • Frank PR
    Sneakerpedia
  • McCann Manchester with CrossCountry
    Student Fees for Free
  • swiftcover.com
    The Swiftbrothers Facebook Launch
  • Unity
    Rhythmix - #CowellMustPay

14. Broadcast Campaign

Winner

  • Ogilvy Public Relations
    "W" for Winner – It's your word against ours!

    This winning entry demonstrated best in class in delivering an excellent broadcast campaign both with traditional broadcast outlets as well as new online broadcast opportunities whilst adopting the use of modern technologies. By leveraging the World Scrabble Championships to promote the physical game in the face of strong virtual competition, with a limited budget they managed to achieve outstanding results, recognized by the dramatic increase in sales of the hard game.

Finalists

  • FedEx Express with Ketchum Pleon
    FedEx delivers 'Panda-monium' across the globe
  • Lansons Communications
    Felixstowe Port provides major boost for the UK economy
  • Lansons Communications
    Smashing Bertie to Save Our Savers
  • Switchover Help Scheme
    12 Days of Help Scheme
  • Weber Shandwick Scotland
    Definitely Mabey

15. Global Public Relations

Winner

  • Slam PR
    Sparking brand love for Zippo

    Put PR at the heart of the client's business development helping it to shift from s market of lighters to lifestyle products. This is much a management consultancy as Public Relations. It is the most global of all the entries shortlisted. The campaign produced outstanding results: Global business was up 30%, with new products such as pens and watches comprising nearly half of revenues, a hugely successful achievement. This campaign scored highly across all the judging criteria, which included all alignment with business objectives, creativity, evaluation, and performance against budget.

Finalists

  • Brands2Life
    A Remarkable Launch: Nikon Big Hands
  • Edelman UK
    Captain Morgan - The Captain's Island
  • Edelman UK
    The Shell V-Power Network of Champions
  • Fever
    American Express Room for Thought
  • Frank PR
    Making Call of Duty: Modern Warfare 3 the Biggest Entertainment Launch of All Time

16. Crisis Communications

Winner

  • Nottingham City
    One Nottingham - Communicating Through the Disturbances Nottingham local partners managed a complex challenge during the Summer disturbances.

    They deployed a strategy providing clear messaging to reassure communities via a range of channel including press and media, social media and community engagement. They also managed an intervention by the Deputy Prime Minister. There is strong evaluation evidence of the success of the campaign in protecting the reputation of the City of Nottingham, enhancing community cohesion and reassuring the public. Learning from the campaign has been shared and built on and broadened to other local partners. This campaign is a classic exemplar of the use of well managed multi-agency crisis communications.

Finalists

  • Cubitt Consulting
    Brand growth in challenging times
  • Golden Goose PR
    Workers sacked for being British
  • Grayling
    H1N1 in the food chain
  • Unity
    Rhythmix - #CowellMustPay

17. Best Automotive Campaign

Winner

  • Genesis PR
    PR drives business at Ford Retail

    The judges felt this campaign demonstrated bread and butter PR at its best, delivering tangible results, with a low budget, resulting in measurable and cost-effective outcomes for the Ford Retail network. The on-going campaign focuses on Ford Retail dealer PR and CSR activity in local communities across the country, with significant buy-in from local media outlets which are relevant to the Ford Retail network and deliver footfall into the dealers.

Finalists

  • Focus PR
    Rolls-Royce Motor Cars
  • Jaguar
    Redefining Jaguar Cars
  • ŠKODA UK
    Taking the Czech-ered Flag: The 227 mph Bonneville ŠKODA
  • Shine Communications with Volkswagen Commercial Vehicles
    Launching the Amarok
  • The Co-operative Insurance
    A Smart Solution for Young Drivers.

18. Low Budget

Winner

  • Lothian and Borders Police
    Made From Crime?

    A fantastic example of what can be achieved for an organization on a low budget. Based on significant research this campaign was thoroughly thought through to ensure the overall objectives of the organization were met. The Proceeds of Crime Act doesn't sound like something particularly engaging but by providing solutions that were creative and in some ways innovative to tackle the issue, the Lothian and Borders Police Comms team really grabbed the issue and executed it brilliantly. We were particularly impressed by the detailed measurement and evaluation that was put in place that left you in no doubt what an amazing impact the campaign has had for the Lothian and Borders Police.

Finalists

  • 90TEN
    56 Dean Street
  • British Heart Foundation (BHF)
    BHF Shops fight for transparency
  • Quay West Communications
    Bike Theft: The Movie
  • University of St Andrews
    Royal Wedding Breakfast
  • Willoughby Public Relations
    Covering Up Shakespeare to Uncover The Truth

19. External Newspaper, Magazine or Publication

Winner

  • Sellafield Ltd, Nuclear Decommissioning Authority and Nuclear Management Partners
    The Sellafield Plan

    The sheer magnitude of this project first struck the judges, but it was the collaborative process, the strategic approach to its execution and its effective use of a relatively small budget that clearly took it over and above other entrants in this category. One aspect that impressed the judges was the ring binder approach, enabling the document to act in a unique way with each user. Overall the entry was felt to be a step change in the role of communications, with peers seeing it as benchmark within their sector, highlighting the innovation of this entry.

Finalists

  • Benenden Healthcare Society / Caspian Media
    Benhealth magazine
  • Mersey Care NHS Trust in-house team
    Mersey Care Annual Report 2010 to 2011: Ten Years of Mental Healthcare on Merseyside
  • Tods Murray Solicitors
    Dispatches
  • whg / Word Association
    whg 100 Book
  • Writtle College
    Arena Magazine

20. Internal Newspaper, Magazine or Publication

Winner

  • UK Asset Resolution with scarlettabbott
    U Magazine

    They demonstrated strong links between their four strategic aims, values and tactical implementation. Their vision was to create success together and they went for a very inclusive 'by the people for the people' approach. U magazine is run by an editorial board of 15 colleagues, providing an excellent development opportunity linked to personal objectives and using an innovative training toolkit giving them an opportunity to develop skills. This brave, empowering approach has delivered excellent results with very high levels of feedback, participation and competition entries.

Finalists

  • Endsleigh Insurance Services
    Endsleigh's Buzz
  • Internal Communications, The Royal Bank of Scotland
    'We mean business' newsletter
  • Leeds Metropolitan University
    LS126 - Building our Community
  • Royal Mail internal communications team and AB
    Courier – the Royal Mail newspaper
  • The Soldier Team
    Soldier

21. Website

Winner

  • RAF Benevolent Fund
    RAF Benevolent Fund website

    The RAF Benevolent Fund project is an excellent example of the importance of clarity in all aspects of website development. The project was significant in scope, clear in its objectives, well executed and demonstrated its impact with measurable evidence. The aims of improved community engagement, increased online requests for help and greater online giving, were combined with a need to create one seamless platform that brought together all their digital assets. The RAF Benevolent Fund achieved all these aims through careful planning, detailed project management, a refreshingly collaborative approach from their designers and a clear and flexible technical implementation which provides a platform for future development.

Finalists

  • Chelsea and Westminster Hospital NHS Foundation Trust
    Chelsea and Westminster Hospital Website Redesign
  • Frank PR
    Sneakerpedia
  • Stockport Council
    Stockport.gov.uk
  • Surrey County Council
    The Digital Press Office
  • Unity
    Pernod Absinthe - Think Work Play

22. Event

Winner

  • Kaizo
    The Truvia Voyage of Discovery - Turning Over A New Sweet Leaf in the UK

    The judges were impressed at both the magical experience that Kaizo was able to create and the hard-working nature of the event which spanned a number of key audiences. Highly complicated logistics were managed effectively in order to deliver measureable results which set the brand up with the best possible launch. It sounded beautiful and unique.

Finalists

  • Brands2Life
    A Remarkable Launch: Nikon Big Hands
  • Compassion in World Farming
    One Way Ticket
  • eBay & Shine Communications
    eBay Christmas Boutique
  • RSA
    RSA's Arctic Challenge
  • Unity
    The Thousand Readers of Jacob De Zoet

23. Outstanding Young Communicator

Winner

  • Lisa Gutcher MCIPR
    Liquid

    Lisa demonstrated an expert understanding of the value of PR in supporting and achieving business success. With an impressive portfolio of skills, experience and success in a range of sectors, Lisa's flair, passion and creativity stood out. Her commitment to the future of PR and to her clients demonstrated exceptional dedication and a strong ethical focus. Lisa is a consummate professional with a natural understanding of strategy and clear strengths in operational and tactical delivery.

Finalists

  • Philippa Rogan MCIPR
    Clearsilver Marketing
  • Philippa Martin
    Davies Tanner
  • Becki Willis
    Four Communications Group
  • Kate McGregor
    Shine Communications
  • Helena Bloomer
    Slam PR

24. Best Freelance Practitioner

Winner

  • Jane Hunt MCIPR
    Catapult PR

    This was certainly a hotly contested category with three excellent shortlisted candidates. Jane's submission stood out in terms of creativity, results, focus on her many local clients and above all passion for her work. It was clear her submission gave a superb return on investment for her clients in difficult economic times. Jane's contacts and creativity are the heart of her work and she embodies what the panel thought was best in a freelance practitioner.

Finalists

  • Hilary Berg MCIPR CIPR Chartered Practitioner
    Hilary Berg Consulting
  • Rachel O'Reilly MCIPR
    Rachel O'Reilly Communications

25. Outstanding Small Consultancy

Winner

  • Judge & Howard

    The judges were hugely impressed by their all round excellence. The agency demonstrated a strong and consistent financial growth and performance over the three year life of the business, with 100% client retention, focused on technology and healthcare clients.They embrace their five star ethos from the quality of their work to how they treat their employees and suppliers, with impressive systems developed in house including their own bespoke evaluation dashboard. The judges were also really taken with their passion and enthusiasm for their business and their clear vision for the future.

Finalists

  • CubanEight
  • Dynamo
  • Jargon PR
  • Reverberate PR
  • The View

26. Outstanding In-House Public Relations Team

Winner

  • Royal College of Nursing

    This communications team came across as a highly cohesive, energetic and enthusiastic group which is very clearly on a mission on behalf of the RCN. They take an edgy approach to engaging nurses in constructive activism on behalf of their profession. The judges found the team very engaging and would be more than happy to have them as their communications advisers in another setting. The way in which the RCN communicates in a busy healthcare world, where many voices compete to be heard, has been transformed and the team has definitely helped to shape the national healthcare agenda.

Finalists

  • Macmillan Cancer Support
  • North East Derbyshire District Council
  • Santander UK
  • The University of Nottingham
  • Zurich

27. Outstanding Public Relations Consultancy

Winner

  • Unity

    Unity's entry and presentation demonstrated a passion and excitement which brought out their clear mission for the business, backed up by an impressive commercial reality. Unity is clearly a cohesive consultancy with a strong culture. A recent record of outstanding client wins and campaigns demonstrated the very highest standards of excellence.

Fnalists

  • Ketchum Pleon
  • Man Bites Dog
  • Nelson Bostock Group
  • Proof Communication
  • The Red Consultancy

28. Best Use of measurement and Evaluation

Winner

  • Lothian and Borders Police
    Made From Crime?

    This entry stood out from the other category winners as it embodied best practice in terms of research, planning and measurement – the CIPR toolkit in action! The clearly written submission showed the journey taken to understand and drive behavioural change. The judges were impressed by the informed approach to this campaign taken by the communications team at Lothian and Borders Police making the 'Made From Crime?' campaign one of the most successful intelligence gathering operations ever undertaken by the Force.