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- Contrasting views regarding creative services procurement
- Ogilvy Australia drops AVE's
- Mind Your Own Business conference
- Paprika Online Tools
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 UKPR 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.