MANILA – Winning ten Anvils at the recently concluded 52nd Anvil Awards, Ogilvy Public Relations proved its mettle in producing ‘great work that works’.
Five Gold Anvils were awarded to the Agency in recognition of programs and tools developed with Huawei, Neurobion, KFC, and Unilever Food Solutions; while five Silver Anvils were given for work done with Milo, Maybelline, and Johnson & Johnson.
Leah Huang, Managing Director of Ogilvy Public Relations, shares that these awards reflect the group’s passion in developing campaigns that lead to positive impact, and in using tools that effectively bring stories to greater audiences.
“Whether it’s in the space of Technology, Advocacy, Consumer Lifestyle, Sports, or Food, we take it upon ourselves to go beyond the initial brief, and see where our content can be a force of change and benefit. The world needs solutions, and we co-create these solutions with our clients who have the resources and the heart for this,” Huang says.
For instance, an Anvil was given to MILO and Ogilvy in acknowledgment of the strategic use of engaging storytelling, in partnership with a new segment of media, to reach untapped audiences outside of the area of Sports. These efforts resulted in a positive shift in consumer perception, where MILO is now seen as a brand that celebrates a mother’s role in raising active and healthy kids.
Merck Inc. Philippines’ Neurobion was likewise presented an Anvil for work done with the agency that puts the spotlight on nerve care, through the “Helping True Heroes” campaign. This initiative helped millions of silent sufferers, who are true heroes in their families, to take an active role in keeping their nerves in the most optimal condition.
KFC and the agency won an Anvil for their masterful use of social media and influencers in celebrating the KFC Delivery Fans day. Organic consumer awareness was achieved through partnerships with KFC’s super fans and well-known personalities in the social media space, fostering brand love among a nationwide audience.
Two awards were also given in recognition of the Huawei P9 campaign, a collaboration between client, Ogilvy PR sister agency Pulse Communications, and Ogilvy One, that resulted in heightened brand awareness with Filipino consumers. Huawei’s P9 became the number one Google-searched phone in the Philippines over a period of six months, outselling its predecessor by five times, and influencing the tripling of the brand’s market share in the same period.
Meanwhile, Unilever Food Solutions was cited for using PR to position Knorr Liquid Seasoning as a versatile cooking product. Two activations of the Knorr National Tapa Day staged last year helped UFS realize a 9% growth and gain a 5% increase in consumer usage.
Three Anvils went to Johnson & Johnson’s “#IbalikAngFeeling” campaign for Johnson’s Milk+Oats baby bath and baby lotion, which pushed for awareness and product consideration in the space of skincare. Three months after it was first launched, the product surpassed projections and targets, making the Philippine execution the benchmark for upcoming ASEAN launches. The winning PR tool used in the campaign was the “Supermoms’ Transformation,” an interactive Z-shaped installation that brought the skin restoration journey to life.
Finally, an Anvil commendation was given to the Maybelline New York campaign which saw the mobilization of beauty influencers to inspire and educate the market on the transformative power of makeup. The campaign largely contributed to Maybelline’s performance in the Philippines, making it emerge as the top mass makeup brand in terms of market share.
“It is with great pride and humility that we receive these Anvils,” says Pam Mariano, Senior Account Director with Pulse Communications.
“We are privileged to work with the best clients in the different industries we support, and these metals constantly encourage us to be more even more creative and effective in our practice. We see the work we do as opportunities to help our clients drive growth and change in our society.”
