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 firstname.lastname@example.org if you are interested.