Today’s communications platforms make campaign success complex to measure. Here we look at the shortfalls of AVE and steps to valuable analysis.
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Author: Greg Mills
Interesting to read that Ogilvy PR Worldwide is going out on its own to drop AVEs and roll out new global standards for measurement later this year. Rather unfortunate, though, that the internal announcement obviously didn’t get through to the agency’s top man in Europe, who according to the PR Week report, was ‘initially unaware of the plans’! Anyway, getting back to the story itself, Ogilvy deserves some measure – no pun intended! - of congratulations for their planned actions.