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...

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