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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.


08:30 Registration
09:00 Chair's opening remarks

Danny Rogers, Editor-in-Chief, PRWeek UK

09:05 Case Study: Lynx - Giving British Masculinity a New Voice

W Communications will present their 'Giving British Masculinity a New Voice' campaign for Lynx. In this campaign they tackled male stereotypes, and explored young men's attitudes on topics such as body image, sexuality and fatherhood to create a new image for the brand. W will discuss how the insight, planning and measurement behind the campaign led to an increase in brand value of 90%, a positive shift in brand perception and won the PRWeek 'Best use of Strategy, Planning & Evaluation' award.

Grace Henwood, Associate Director, W Communications
Adam Mack, UK CEO, W Communications

09:25 Case Study: “Ode to The Coast”

The National Trust and Mischief present a double Gold AMEC and PRWeek award-winning case study on The Nation’s Ode to the Coast, a campaign to increase awareness, affinity and advocacy for the Trust’s coastal conservation work. After discussing their successful measurement principles and framework for the campaign, they’ll share 8 things we can all do for better measurement.

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

Gemma Moroney, Planning Director, Mischief PR
Adam Mack, UK CEO, W Communications
Daniel Dodd, Director of Content & Partnerships, The National Trust
Grace Henwood, Associate Director, W Communications
Barry Leggetter, CEO, AMEC (Moderator)

10:30 Chair's closing remarks
10:35 End of Conference

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Please note that this agenda is subject to change.