McDonald's "Grimace's Birthday" campaign, created by Golin, was the star of the North American SABRE Awards, winning the top prize for Best Public Relations Campaign of 2023. This marks a historic night for Golin, becoming the first agency ever to snag three major awards: Best Agency to Work For, Large Agency of the Year, and Best in Show.The award-winning campaign addressed a significant drop in birthday celebrations at McDonald's. They brought back a beloved character, Grimace, to reignite excitement. This clever strategy resulted in a staggering 900% increase in birthday celebrations at McDonald's after five years of stagnation."This campaign was pure, fantastic consumer marketing," said Paul Holmes, head judge and founder of PRovoke Media. Awards often favor purpose-driven initiatives, but sometimes, great PR boils down to a creative idea that captures consumer imagination and fosters meaningful engagement."And the results in this case were nothing short of phenomenal," he concluded."Grimace's Birthday" triumphed over other impressive campaigns to win the coveted Platinum SABRE. These finalists included:  Dove's "Black Hair is Professional" with Ogilvy  SAG-AFTRA's "2023 Negotiations and Strike Campaign" with SAG-AFTRA  DHL Supply Chain's "Step Up for Safety" with Fahlgren Mortine  Aura Freedom's "For Her" Campaign with Veritas Communications and Forsman & Bodenfors"These finalists represent the incredible range of PR work seen this year," said Holmes. "From social justice efforts by Dove to navigating the Hollywood strike for SAG-AFTRA, to internal communications for DHL, any of these campaigns could have rightfully won the top prize."Ogilvy walked away as the biggest award winner, taking home eight trophies. MSL and Weber Shandwick followed with five awards each, while BCW snagged four. Finn Partners, Golin, and M Booth rounded out the top with three awards apiece.

Carlsberg, the iconic beer brand, has named Hope&Glory its new global PR and influencer marketing agency following a competitive selection process.The agency will be responsible for developing and executing strategic communication plans for Carlsberg's brand on a global scale, with a focus on the upcoming launch of a new creative platform and brand positioning: "Do the best things begin with curiosity? Probably." This tagline reflects Carlsberg's commitment to sparking consumer interest and engagement.Previously, Carlsberg's brand and corporate PR were handled by Golin, but the partnership ended in late 2023. This appointment comes alongside the recent selection of Richmond & Towers to manage PR and social media for Carlsberg's Brooklyn Brewery brand.Lynsey Woods, Carlsberg's Global Brand Director, expressed her enthusiasm about the new partnership: "We were impressed by Hope&Glory's capabilities, creativity, and ability to deliver exceptional results across both global and UK markets. We're confident they'll help us share captivating stories that bring joy to our consumers, and we're eager to see how they elevate our brand in the coming years."Dominique Daly, who will lead the Carlsberg account at Hope&Glory, echoed the excitement: "Carlsberg is the most iconic brand in its category. Probably. So, we jumped at the opportunity to bring a new platform of curiosity to life for today’s consumers, helping them not just fall in love with the brand but also understand the richness of its brand story."Carlsberg joins a roster of clients who rely on Hope&Glory as their central creative hub, including major brands like Polestar (automotive), Pepsi, The Pokemon Company International, and adidas.

Bibi Hilton, a highly respected figure in the PR world, is rejoining the agency scene as Chief Client Officer for Global Markets at Ketchum.Hilton boasts an impressive career, having spent 13 years as Managing Director of Golin London before moving to IPG, the parent company, as Global Engagement Director on the Unilever account. In 2020, she transitioned to the social enterprise sector, leading Creative Access as Communications Director and ultimately becoming CEO in 2022. Hilton also served as President of the Women in PR network from 2018 to 2021.At Ketchum, Hilton will oversee client experience across all markets outside the US. A key focus will be ensuring Diversity, Equity, and Inclusion (DEI) remains a core aspect of the agency's client service.Jo-ann Robertson, Ketchum's Global Markets CEO, expressed her admiration for Hilton, citing both her past accomplishments and their shared commitment to DEI. Robertson highlighted the importance of integrating DEI into client experience, stating, "There was really only one person for the job." She praised Hilton's ability to build strong relationships and her commitment to listening to clients' needs.Hilton's arrival coincides with the upcoming appointment of Ruth Allchurch as Ketchum's UK CEO in April. Robertson emphasized the collaboration between them, stating, "…she and Ruth will be spending a lot of time together to make sure we are elevating client experience in our biggest market."Motivated by a desire to innovate and elevate client service, Hilton expressed her excitement about rejoining the PR industry at Ketchum. She highlighted the agency's shared values and her admiration for Robertson's leadership in DEI. Hilton plans to focus on "heightening our clients' experience and innovate," fostering collaboration across markets, and challenging industry norms. She also emphasized her commitment to building diverse teams that drive client growth.Hilton's appointment comes after the recent departure of Ketchum's UK Chief Client Officer, Alicia Solanki, to Team Lewis. This new role marks the first of two Chief Client Officer positions for Ketchum, with Robertson planning to appoint a US counterpart soon.