The industry is rejecting AVEs as ineffective, with the CIPR threatening to discipline members who use them, but there is no one simple method to replace them. Which methods and tools can brands and agencies implement to measure the impact that their campaigns have on business objectives? And what metrics determine the effectiveness of a campaign in the first place?
Discover the methods being used by the best in the industry this January. Through case studies chosen from the PRWeek Awards shortlist - presented by the people and agencies behind the work - you’ll find out what metrics you should be focusing on, gain an insight into the latest measurement strategies, and learn how to demonstrate value to clients and stakeholders who are reluctant to move away from the safety of AVEs.
Tickets are currently priced at £99 +VAT for PRWeek subscribers and £149 +VAT for non-subscribers (full price £199 +VAT)
09:00 Chair's opening remarks
Danny Rogers, Editor-in-Chief, PRWeek UK
09:05 Case Study: Lynx - Giving British Masculinity a New Voice
Grace Henwood, Associate Director, W Communications
09:25 Case Study: “Ode to The Coast”
Gemma Moroney, Planning Director, Mischief PR
Daniel Dodd, Director of Content & Partnerships, National Trust
09:45 Panel Discussion: Making Measurement Work
An open discussion and audience Q&A looking at some of the key issues around measurement.
- Making a business case and identifying campaign objectives
- Establishing a measurement framework
- Getting internal buy-in from your team
- How to push back on stakeholders and clients who still want to use AVEs
Speakers to be announced shortly
10:30 Close of event
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Please note that this agenda is subject to change.