AMEC – the international Association for Measurement and Evaluation of Communication – today launched a worldwide initiative to finally eradicate the use of Advertising Value Equivalency (AVE) as a method of measuring communication and PR. For the past decade or more, practitioners and PR professionals have decried AVE as quite possibly the worst metric to use. It was even included in the 2010 Barcelona Principles
On Monday February 27th, the local Danish communication association K1 and the European Association of Communication Directors (EACD) hosted a joint after-hours meeting. It was called “Measuring what Matters” and the theme was communication measurement. Hosted by HOFOR in Copenhagen, the event had roughly 70 participants and an additional 50 or so joined us via live streaming from all over the world.