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- Is there such a thing as a design job that’s too small?
- Turn the tables on the Procurement people
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- How often do you squawk- clients want to hear you!
- Do we over-gloom the doom?
- Life's too short- particularly Account Managers
- How can I trust you with my money?
- Contrasting views regarding creative services procurement
- Sir Terry says this is the best of times for marketers- do you agree?
- ERIC shows the way for Shine (plus a suitcase full of awards)
- The bit in the pitch process that gets overlooked…..the cost
- Ogilvy Australia drops AVE's
- Alternatives to AVE’s - Lisbon sets the pace after Barcelona
- Getting the balance right in your business
- Agency models don’t die, they just get reorganised
- Why does integration matter so much
- Does your PR firm sign up to The Barcelona Declaration of Research principals?
- The Power of the Procurement Manager
Ogilvy Australia drops AVE's
Ogilvy PR Worldwide in Australia has gone one better than many within the collective PR Industry, and has committed to dropping AVE’s as their standard measure of PR performance (as reported in PR Week 29/07/2011).
Research they commissioned among ‘domestic agencies and clients’ identified ‘demonstrating and measuring effectiveness’ as the most important threat that an agency is likely to face, and only 1% of the sample predicted that AVE’s would retain their status as the most important measure in ten years time.
Precisely what metrics they will be using to replace AVE’s will not be announced by Ogilvy PR until later in the year, the suggestion being they will comprise of ‘a variety of tools that clients can chose from to monitor campaign effectiveness’.
It has been over a year since PR Professionals met at the AMEC Conference to announce the end for AVE’s. Perhaps because PR agencies are not sure which metrics to sign up to there has not been a lot of activity around this issue.
One major reason may be that unless agencies are structured to report and measure performance outcomes, and they encourage a culture of openness with clients then they will find it difficult to be judged on their efforts, particularly when remuneration is at stake.
Using robust forecasting and reporting tools such as those that are part of Paprika could make all the difference, particularly as the drive towards reliable measurement is coming from clients.
Please share your views at editorial@paprika-software.com if you are interested.