The Holmes Reports has announced its list of the top five public relations campaigns of the decade. These campaigns demonstrate the impressive breadth and depth of the work in the PR profession; the strategic thinking and the creativity that help clients cut through the communications clutter that defined the first ten years of the 21st century and capture the public’s imagination.

One of the five is Ogilvy Public Relations' campaign for The National Heart Lung & Blood Institute which won a Sabre Award in 2009. Ogilvy PR's formidable social marketing capabilities and its creation and introduction of the Red Dress icon were an integral part of the win. The Red Dress icon became a social phenomenon, persuading celebrities, politicians and business women across America to don red dresses in an attempt to draw attention to the risk of heart disease—the number one killer of women—and create a national movement for improved female heart health.

The other four campaigns are:

Liz Claiborne / PR Agency Patrice Tanaka & Company (now part of CRT/tanaka)
Women’s Work cause-related marketing campaign (2002)

Shell Oil Company and U.S. Army and the National Wildlife Agency / MGA Communications
Rocky Mountain Arsenal clean-up and wildlife preserve campaign (2004)

Telco companies / Fleishman-Hillard
Hurricane Katrina Aid for the Displaces (2005)

Frito-Lay / Ketchum
UGC superbowl ad for Doritos [“Doritos Crashes the SuperBowl”] (2007
*Chosen as the PR Campaign of the Decade

According to the Holmes Report, all of these campaigns were among the best of their kind, demonstrating the ability of public relations not only to contribute to important corporate objectives but also to facilitate positive social change. All of them were among the best in their respective disciplines, and made important contributions to the continuing development of the profession.


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