It is also to open its membership to individual employees of member companies.
Grant said: 'We want to move from being a discussion group to a professional body where membership is seen as an investment not a cost.'
A two-year manifesto has pledged a diploma in evaluation and measurement as an industry-standard qualification and the appointment of an executive director in 2007. Grant said he expected ten marketing and PR firms to join in the next year. He also hoped 200 individual members will join.
Romeike value-added services director Edward Bird is to take over from Grant as chairman.