Wow! In 2026, we picked up two main awards and two Certificates of Excellence at the EMEA IN2 SABRE Awards, and we are currently holding our breath over no fewer than twelve finalist entries at the EMEA SABRE Awards. Furthermore, we’ve been shortlisted for Best agency in Europe and Best Workplace in the European communications agencies category.

But what exactly are the SABRE Awards and the IN2 SABRE Awards – and why do they matter?

SABRE stands for Superior Achievement in Branding, Reputation & Engagement. It is the world’s largest and most well-known competition in the PR industry.

Unlike advertising awards, SABRE doesn’t focus on individual campaigns. Instead, it rewards what is unique and meaningful in PR: long-term relationship building and strategic understanding of business.

SABRE’s sister competition, the IN2 SABRE Awards, shifts the spotlight from traditional communications to innovative, forward‑looking initiatives and agencies that reshape the industry. In 2026, we are celebrating success with our H72X cyber crisis simulation, which was named the Best new communications service of the year. Our collaboration with NetNordic on the dark web was also recognized, winning in the Research for PR category.

A winning SABRE year like this calls for reflection: what does high-quality PR actually consist of? There are many possible recipes, but below is our perspective:

Deep industry expertise 

PR requires a strategic understanding of business. We believe that insight is built on a strong industry focus. While our client base ranges from software companies to financial services and from energy providers to manufacturers, they are all united by technology; the common thread running through our communications expertise. 

A team driven by curiosity 

Within our team, diverse backgrounds, strengths and perspectives complement one another. Curious minds have chosen to join our team, and we nurture that curiosity through continuous learning. In our view, it increases both our company’s and each individual’s intellectual capital. As a result, there is always someone among us who understands the niche topic, phenomenon, or expertise needed. 

Clients whose technologies change the world 

We work with organizations whose technologies are socially significant. Our clients’ messages deserve to be heard, and that is what fuels our passion to create communications that make the impact of engineers’, chemists’, and developers’ work visible and understandable to a wide range of stakeholders.