Amber Abbott to Spikes: Brands use PR power to start significant conversations and make tangible changes in today’s world

Ambott Ambott (in the image), general manager of One Green Bean, part of the Havas PR network, recently represented Australia in the PR Spikes 2025 jury. Here, ABBOTT shares the principles that have been applied to evaluate some of the best works of the APAC region and an inspired perspective.

It has not been lost for me or my sweetened colleagues I played in evaluating the best work in the region-not only that we select the best examples in the class of boats, but we also watch works that many teams have spent for countless hours, all from different agencies, brands and mediums. Therefore, the evaluation of each work objectively and without prejudices had a primordial importance.

Before we even begin to analyze the work, all the jurors took part in compulsory training with The undistakables, an EDI Award consultant (equality, diversity and inclusion), to help avoid any prejudices or partiality in the trial.

Preparation was also focused on:

• Creating a safe and inclusive judicial space;
• identifying prejudice in ourselves, others and in a process;
• How to observe the work that perpetuates stereotypes; and
• Increasing challenges and navigating difficult conversations.

When we arrived in Vietnam, I already agreed with our short list. However, the real challenge came, when each work was stacked in the respective categories – smart strategy, seamless execution, impactful results … The question became, how do you compare a campaign for the best use of research, data and analyzes against a media relationship campaign or the best use of events and stunts against a local brand?

The PR jury, chaired by Margaret Key’s executive officer, APAC at MSLGRoup, quickly decided that we need a set of principles at a higher level, to ensure that the works we have awarded bronze prizes, silver, gold and the big prize were the best absolute examples of power and craftsmanship.

We asked each other:

· Is – Authentic to the purpose of the brand or attach itself to a cause, personality or problem that feels disconnected or ingenuine. Was the community involved? And what was the extent and longevity of the impact?
· Do it – Do you have an innovative, perspective-based creative idea or creative solution, or successfully use 101 tactics that I have seen recycled several times before?
· Will It – He lives beyond a single moment in time or is a story, a unique product or initiative that does not play a role in the broader mission of brands.
· Could – To be kept as a case study of the best in our industry, representing the true Craft of PR and winning their own media by creating significant conversations or it was just a disguised ad.

At One Green Bean we are proud that we are a creative media agency, designed for today’s world, not adapted from the old, and this criterion is very similar to what we apply to our strategic and creative thinking. We don’t just want a good idea, but the right idea.

The short list of PR has now been revealed and, although everything is under windings until the winners in April, which I will say is that I left the inspired Vietnam and with a renewed appreciation for the power of our craft. The short list includes the creative excellence on a large and small scale – however, what really came to me were how many brands I use the power PR to not only catapult some of the most important, sometimes forgotten and often shadowed problems at the top of the agenda; But also to capitalize on the creative story, the latest innovative technology and an authentic understanding of the unique cultural fabric of society, to affect the change in tangible ways that improve people’s daily lives.