AMEC Virtual Summit 2020 session presented by Jon Meakin, Chair, AMEC Agency Group

AMEC’s Jon Meakin grabbed a few minutes at the end of the AMEC Global Summit on Measurement to highlight the work of the Agency Group, Common Ground, and promote its upcoming initiatives.

Common Ground was founded to bring professionals from across the agency world together to discuss issues around measurement and evaluation. Though rivals in pitching business and attracting the best staff, in measurement and evaluation most methodologies, tools and client challenges share striking similarities.

The group, which meets in an online community and through regular calls, is a two-way street of constructive support and knowledge sharing for all size and shape of agency. While better resourced agencies can share learnings and techniques, it is frequently smaller agencies that are putting measurement and evaluation front and centre in their value proposition and doing innovative work with smaller clients, tighter budgets and limited resources.

The presentation launched two new initiatives from Common Ground:

AMEC Bootcamp – a half-day highly interactive introduction to measurement and evaluation, covering the how, why and what of ‘good measurement’ including the new Barcelona Principles 3.0 and the importance of the AMEC Integrated Evaluation Framework.

AMEC Common Ground Agency Toolkit – a 6-part video series aimed at small-midsized agencies and in-house communications professionals, covering important measurement and evaluation topics:

• Overview and introduction to measurement and evaluation
• Introduction to the AMEC Integrated Evaluation Framework
• Objective setting, and aligning communications objectives with business objectives
• What we should be measuring; how to identify outputs, out takes, outcomes, impacts, avoid vanity metrics and focus on metrics that matter
• The ‘How’ of measurement and tips for building a measurement and evaluation tool stack
• Change management; having difficult conversations with clients and colleagues on a better way to do measurement and evaluation.

The first episode of the toolkit will be available later this month, with the rest of the series being released in the period leading up to Measurement Month in November.

Through these initiatives, and its ongoing collaborative work, AMEC remains committed to continuing to raise the standards of meaningful measurement and evaluation across the agency world and throughout the PR profession.