PAN Communications and SAP Ariba Win Holmes Report In2 SABRE Award

Marki Conway

PAN Communications, in conjunction with client SAP Ariba, was recognized by The Holmes Report’s annual Insight & Innovation (In2) SABRE Awards for a B2B earned media program titled, “How SAP Ariba Technology is Stomping Out Modern Slavery,” which spotlights technology’s ability to fight human rights violations. It was an exceptionally competitive year, and the program was recently named the winner of the ‘Best in B2B Earned Media’ category at the InterContinental Hotel in New York.  

SAP Ariba

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The In2 SABRE Awards recognize an organization's ability to navigate and thrive in our increasingly complex and fast-moving world. Marketing executives and their agency partners are expected to deliver more with less, be more creative and stand out amongst a competitive industry crowd. The ‘Best in B2B Earned Media’ category specifically highlighted exceptional B2B coverage that was earned through digital or traditional media.

SAP Ariba has long been outspoken about the need for businesses to become ethical leaders for human rights issues. With this in mind, SAP aimed to build more awareness surrounding human rights violations within supply chains through an aggressive earned media program. The program captured SAP Ariba’s commitment to ethical business practices by demonstrating the impact of the company’s machine learning and supplier risk technologies that allow other organizations to mitigate these risks.

PAN secured coverage in Fast Company, which aligned with the publication’s recent focus on important societal issues from a technological standpoint. The article titled, ‘Machine Learning: A New Weapon In The War Against Forced Labor And Human Trafficking,’ succeeded in presenting strong message pull through to cohesively tell SAP Ariba’s company and technology story – further bringing awareness to an incredibly important issue. As a result, the article has provided hundreds of engagements for SAP Ariba with customers, partners and influencers commending the company for its efforts and technology. The article garnered more than 1.3K shares across social media and had a journalist reach of more than 54K.  

“We are dedicated to sending a strong message with our earned media efforts, showcasing SAP Ariba’s technology and commitment to this cause,” said Lisa Astor, Senior Vice President and Co-Head of Client Relations, PAN Communications. “We can only hope that companies will continue to take aggressive action like SAP Ariba has done.”  

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