“In today’s integrated communications world there is no question that AVEs don’t provide any value or insight into campaign performance. Simply put, our job as communicators is to tell authentic stories to inspire people to think differently, engage with our clients, and, most importantly, build lasting and trusting relationships. As a cost metric disguised as a value metric, AVEs could never tell you if you achieved those fundamental imperatives. Ketchum fully supports AMEC’s ‘Say No’ campaign and encourages others in the industry to take part, and advocate for better measurement and evaluation practices and approaches across the board.”
Ben Levine, Vice President, Ketchum Global Research and Analytics.