AMEC Nudges Cannes Jurors

London, June 11, 2012 – The Association for Measurement & Evaluation of Communications (AMEC) today issued a cheeky reminder to all 2012 Cannes Lions jurors of its industry agreement on effectiveness measurement, known as the Barcelona Principles, to guide the final rounds of judging to take place in Cannes, France, next week.

AMEC undertook extensive industry consultation in 2010 to develop the seven Barcelona Principles of Measurement. These principles aim to eliminate out of date and populist proxy measures and steer the communications industry towards genuine business outcomes as a true indicator of success.

“Creativity without business outcomes is inspiring – as long as you’re not the client paying for it” said Barry Leggetter, Executive Director of AMEC, from London. “With over 300 jurors worldwide assembling on 15 Cannes Lions juries next week, AMEC’s goal at Cannes is to raise standards in judging cases by taking these principles directly to the jurors who can make a difference in our industry.”

AMEC sent an eDM mailer to Cannes judges noting that “some marketers are still using the wrong measures”.  The email includes a wallet-sized card of the Barcelona Principles as a

reminder to take into the judging rooms. Cannes PR Lions juries were singled out with a set of inappropriate measurement instruments to drive home the point that AVEs, or advertising value equivalents, were discredited as a PR effectiveness measure two years ago and now banned in many global awards.

Leggetter cites the recent Asian Marketing Effectiveness Awards as impetus for this campaign. Members of AMEC’s Asia Pacific Chapter reported that multinational FMCG companies presenting case studies were using success measures such as “$5million of free PR”.

He added: “That kind of claim was a wake-up call that AMEC needed to reach the most influential forums and people in communications to accelerate an industry move to smart measurement in the new era of marketing accountability.”