SYDNEY, February 9, 2012 – The push to reform measurement in PR will be given further impetus by senior Ogilvy executives presenting at a major industry conference which begins in Hong Kong late this month.
Ogilvy PR has been driving the reform agenda in Asia Pacific, arguing strongly for a change in the way PR campaigns measure effectiveness. Kieran Moore, CEO, Ogilvy PR Australia and Marion McDonald, Managing Director, Strategy and Planning, Asia Pacific, will be presenting at the inaugural Asia Pacific PR Summit on Measurement in Hong Kong from 29th February – 1st March 2012.
The Summit will be conducted by the Asia Pacific Chapter of the International Association for Measurement and Evaluation of Communication (AMEC).
In 2011 Ogilvy PR Australia attracted international attention by announcing it was abandoning Advertising Value Equivalent as a measurement tool. Ms. Moore’s session “Chasing Magic Silver Bullets” will discuss what she has learnt and her plans for Australia’s largest PR consultancy.
“We commissioned qualitative and quantitative research among PR industry leaders in Australia last year and asked them what they thought would be the biggest threat to the industry in 2021,” Ms. Moore said. “The top response was the need to quantify and redefine the way PR outcomes are measured. That equated with what we had been thinking for a long time, so we decided to do something about it.”
Ms. McDonald, a former regional marketing head for several global FMCG and pharmaceutical giants, will present a workshop entitled “6.5 reasons for clients to invest in measurement that matters,” which will present the growing imperative for sharper measurement practices in the new era of accountability.
“CEOs are increasingly critical of CMOs and Communications Directors reviewing campaigns in ‘fluffy’ measures like coverage and brand image, seemingly disconnected from the boardroom language of effectiveness,” Ms. McDonald said. “As clients seek marketing talent that understands return on investment and marketing analytics, organisations like AMEC have become highly valuable for senior marketers to improve their measurement skills.”
Ogilvy PR in the USA has been a long-standing member of AMEC. When the Asia Pacific Chapter of AMEC formed in late 2011, Ogilvy was one of the first agencies to join.
For further information, please contact:
Ogilvy & Mather Asia Pacific
Office: +65 6213 7996
Mobile: +65 8525 9226
Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 offices across six continents. In 2011, Ogilvy won more Cannes PR Lions than any other agency worldwide, was named Global Digital/Social Consultancy of the Year by the Holmes Report, won Specialist Agency of the Year in Asia Pacific (Campaign Asia), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fourth time in five years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups. For more information, visit our Web site at www.ogilvypr.com or follow us on Twitter at @ogilvypr.