Olivia Parker
Jun 19, 2019

Why AVEs are a "bullshit" PR measurement tool

Asia is behind the rest of the world in abandoning this metric, which has been proven worthless for years, says AMEC's Richard Bagnall.

Bagnall wants to end the industry's reliance on 'output metrics'

Richard Bagnall called for an end to the use of AVEs Advertising Value Equivalents as a measurement of PR success in Asia, labelling them a “bullshit metric” that the rest of the world has already decried.

Speaking at CampaignComms in Hong Kong, the chairman of the global communications effectiveness trade association AMEC and CEO of Carma Europe and America told the audience of PR and comms professionals that there has been no...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Related Articles

Just Published

Premium
App developer CooTek denies malicious ad activities after Google ban
Premium
2 days ago

App developer CooTek denies malicious ad activities ...

Hidden advertising plugin BeiTaAd is said to have been embedded in 238 applications that amounted to over 440 million installations.

Premium
How rural Indonesians use technology, and the lessons for brands
Premium
2 days ago

How rural Indonesians use technology, and the ...

CULTURAL RADAR: Brands need to pay attention to how Indonesia's villages are using technology and give them a voice in solutions made for them.

Premium
No thanks, Panadol, let's not 'rethink care' together
Premium
2 days ago

No thanks, Panadol, let's not 'rethink care' together

How about you just cure my headache?

Premium
Instagram ditches 'likes': Pros and cons for influencers
Premium
2 days ago

Instagram ditches 'likes': Pros and cons for ...

Digital marketers welcome the move, but say it won't make waves in the industry.