Hotwire adopts AMEC framework for campaign measurement

Hotwire has adopted a new framework for measuring campaigns based on AMEC's Valid Metrics methodology, signalling another agency moving away from AVEs.

International Association for the Measurement and Evaluation of Communication conference and awards, June 2012, Dublin
International Association for the Measurement and Evaluation of Communication conference and awards, June 2012, Dublin

The new measurement framework will put greater emphasis on business objectives throughout campaigns.

Hotwire group chief development officer Andy West told PRWeek the framework is being rolled out across its global network and that training around the new methodology had been taking place across its offices during the past six months.

‘We still have a lot of work to do to challenge and kill off outmoded forms of measurement such as AVE. Our measurement framework is another nail in the coffin of AVE and is about driving forward the progressive PR measurement agenda so that business objectives are a starting point rather than simply a "nice to have",’ he said.

AMEC’s measurement framework was drawn up in 2011 based upon the ideas put forward at its global conference in Barcelona in 2010.

Barry Leggetter, executive director, AMEC, welcomed Hotwire’s commitment to adopting the framework across its global network.

He told PRWeek it set a good example and would encourage others to do the same. ‘We suggest approaches but it’s always better [for agencies] to make their own and Hotwire have created a specific, definitive, good initiative,’ said Leggetter.

He said agencies and organisations throughout the industry were making efforts to develop the way they measure campaigns: ‘It will take a while but momentum is now with us.’

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.