The new initiative is designed to further the adoption of measurement and evaluation best practice throughout the PR agency sector.
‘Common Ground’ is meant to inspire and encourage agencies all over the world set aside their competitive tendencies, and unite around the common cause of raising the standard of measurement and evaluation everywhere.
AMEC Board Member and Agency Group Chair, Jon Meakin says: “Agency people are naturally competitive, but when it comes to measurement and evaluation, there is more that unites us than divides us. The idea behind ‘Common Ground’ is to identify those areas, and enable agencies to learn from each other, in a non-competitive environment, for the betterment of our whole profession.”
Common Ground will be a programme of events, webinars and content, addressing such issues as: How to move away from outdated models and metrics, and embrace impact-focused measurement; how to persuade clients to ringfence budget for measurement and evaluation; and how to measure effectively for clients on a shoestring budget.
Common Ground is the tide that lifts all boats
AMEC Global Managing Director, Johna Burke says: “There is a belief among many small-to-medium-sized agencies in particular that robust measurement and evaluation is expensive, time-consuming and technical, or requires sacrificing fee to a third party. All the evidence shows that not only is that not the case, but better measurement leads to better budgets, as well as better results. By addressing these and other common misconceptions, Common Ground aims to create a rising tide that will lift all agency boats.”
Common Ground already boasts the participation of many AMEC agency members, including FleishmanHillard, Golin, Grayling, H+K Strategies, Hotwire, Ketchum, and Lewis PR, and has the support of the International Communications Consultancy Organisation (ICCO) and the PRCA.
For further information about AMEC’s Agency Group, contact Jon Meakin firstname.lastname@example.org or Johna Burke email@example.com.
AMEC – the International Association for Measurement and Evaluation of Communication – is the world’s largest professional body for communications research, media intelligence and insights with more than 160 members in 86 countries.
For further information contact:
Chair, AMEC Agency Group; Global Head of Strategic Services, Grayling
T +1 917 624 3227
Global Managing Director, AMEC
T: +44 2081444465
M: +1 602 319 6726