Among the seven-strong team of judges will be NSPCC comms director John Grounds and Toyota (GB) PR director Scott Brownlee.
AMEC chairman Mark Westaby said: ‘This year, we thought it was important to have people who actually use media evaluation.’
‘I do not think they will necessarily spot things that existing AMEC judges would not, but they should bring a different perspective,’ he added.
Under the new arrangement, each of the judges will initially look at entries in one category. They will then choose a shortlist of three entrants, who will be considered and scored by all the judges at a dedicated judging day.
The awards categories are Best Use of Media Evaluation, Best Use of Research for Communication Measurement, Best Use of Integrated Media Evaluation/Research, Best Use of Communication Planning, Best Use of Measurement by a PR Consultancy and Best Use of Measurement on an International Scale.
This year’s entries need to be received by August 15.