Citigate Dewe Rogerson is delighted to have been awarded the prestigious SABRE award for best UK and Ireland public relations campaign (fees £50,000-£100,000) for My Budget Day devised for AXA.

The SABRE awards are given to work that exemplifies Superior Achievement in Branding and Reputation.

To win an award campaigns have to demonstrate the following values:

• A strategic approach to public relations, as indicated in the research and planning stage of the campaign

• Breakthrough thinking, as indicated by the ability to come up with innovative and ingenious solutions to communications challenges

• Integrity, as indicated by a programme that adheres to the highest ethical standards

• Effectiveness, as indicated by results that match the objectives of the program, and demonstrate how the programme helped an organisation achieve both its communications and business goals.

Commenting on the campaign Sandra McLaughlin, Head of Brand Communications, AXA said, “AXA is committed to finding interesting and innovative ways of engaging with consumers, the media and MPs on how we can improve the nation’s finances. My Budget Day allowed us to raise awareness of the AXA brand among key business decision makers and consumers over a dedicated period of time and strengthened our position as a commentator on what continues to be a huge social issue. We are committed to My Budget Day and will build on the momentum created this in 2007 with a new campaign in 2008.”

“Winning a SABRE award is a great accolade as the values it champions are the very ones that lie at the heart of all the work we do for our clients. To be recognised by ones’ peers is always an honour and to win an award against such outstanding organisations such as Cadburys, Courvoisier and the Rugby Football Union was particularly satisfying”, said CDR Chief Executive Jonathan Clare.

The successful CDR AXA team is led by director Mark Schmid with invaluable support from Billy Partridge and Natalie Martin.