Opinion: Letters of the Week - PRWeek's move to drop the use of AVEs was long overdue

I applaud PRWeek's decision to ignore AVEs as a legitimate measure in your awards, but it was not before time (News, 25 March).

We make recommendations to clients to avoid using AVEs and offer alternatives, but there is no doubt that many clients, including some of our own, are under pressure in-house to continue using AVEs. We know they provide little insight into how a target audience has acted on a piece of media coverage.

The industry has not cracked evaluation by a long shot, but moves such as this give us the room to explore alternatives.

Adam Keal, associate director, Fishburn Hedges.

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