The international body pledged to find a replacement for AVEs within six months of the European Summit on Measurement conference, which was held in Barcelona earlier this year.
Two taskforces were set up following the conference to probe two key issues: 'AVEs are not the value of public relations' and 'social media can and should be measured'.
The announcement will be made at the PR Measurement Metrics event. Key professionals will gather to discuss the implications of the taskforce's findings.
AMEC board director and Ketchum Global Research Network partner and MD, David Rockland, said: 'Nearly every client "Request for Proposal" we receive includes a major section on measurement. Clients are looking for agencies that take measurement and research seriously.'
The AVE replacement taskforce was led by Ruth Pestana, Worldwide director of strategic services at Hill & Knowlton, and Tim Marklein, Executive VP of measurement & strategy at Weber Shandwick chaired the social media measurement taskforce.
