04/20/2007, Düsseldorf, Germany
|Corporate Vice President Corporate Communications|
|VP Corporate Communications|
Henkel Wins PR Report Award for Innovation Campaign
For the fifth time, the German specialized trade magazine PR Report bestowed awards on experts and campaigns for outstanding achievements in the German-speaking PR industry.
The PR Report Awards were bestowed in Berlin yesterday evening for the 5th time. The most successful experts and communications campaigns of the German PR industry were honored at a gala award ceremony attended by about 600 invited guests. Henkel took first place in the category "Internal Communications and Change Management", winning the renowned prize for its project "Year of Innovation 2006". In the "Long-term PR Strategy" category, Henkel placed second for its corporate brand campaign "A Brand like a Friend", only slightly behind the award winner. This year's PR Report Award competition attracted record participation, registering a total of 382 entries.
The "Year of Innovation" initiative is a three-year, company-wide innovation drive launched in 2006. Since then, more than 50,000 Henkel employees have been called upon to exploit their creativity and experience in order to contribute ideas designed to improve products and processes in the company. More than 80,000 ideas have been generated in the first 11 months of the innovation offensive.
This campaign represents the first time Henkel has globally focused on a single topic for a three-year period. The target group of the innovation drive are company employees, whether involved in management, administration or production. In this regard, Henkel selected a very comprehensive approach designed to promote a sustained change in attitudes and awareness among all employees. Henkel's Corporate Communications team has made use of all the communication channels at its disposal to support this worldwide offensive. "Inno", a symbolic figure standing for one of Henkel's corporate values, "We strive for innovation", serves as the emotional underpinning of the campaign.
"Successfully managing a project on a communicative level involving more than 50,000 people around the world is a major challenge. For this reason, we are extremely pleased to receive this award, and consider it as a clear-cut recognition that we have successfully mastered this challenge", says Ernst Primosch, Corporate Vice President and Head of Corporate Communications at Henkel, in commenting on the company's success at the prestigious PR competition. "The innovation drive is the starting point for a sustainable and even more determined emphasis on innovation at the company. The extensive employee participation demonstrates that this issue is deeply-seated in the minds of all employees".