For the first time PRWeek has decided not to accept AVEs (Advertising Value Equivalents) as a method of measurement in its awards. The move reflects the growing industry consensus that AVEs are outdated and insufficient.
Executive director of comms measurement body AMEC Barry Leggetter welcomed the move: ‘The decision will help educate PR professionals to finally move away from AVEs.’
This year will see the 25th PRWeek Awards. Agencies have until 19 May to submit entries. Mark Stringer, whose agency Pretty Green scooped the new consultancy award in 2010, said: ‘The win helped us sustain our growth.’