Emily Tan
Jul 25, 2011

Ogilvy PR Australia drops ad-based valuation for a new set of metrics

SYDNEY- After years of questioning the accuracy of measuring public relations returns via advertising valuation equivalency (AVE), Ogilvy PR Australia has decided to drop it in favour of its own set of ‘value metrics’.

PR needs to reevaluate its system of measurement, says Kieran Moore

AVE is the cost or value of editorial coverage if it was advertising space or time.

“PR no longer merely equals publicity,” Ogilvy PR Australia CEO Kieran Moore told Campaign. “As an agency we provide value in areas spanning brand communications to government relations it’s time we stood up for what we do.”

In place of AVE, Ogilvy PR Australia is working with the network’s strategy and planning division in...

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