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August 05, 2011

PRSA: Ogilvy's Move to Abandon AVEs is Way Forward for PR Industry — PRWeek Letter to the Editor

The Public Relations Society of America (PRSA) had a letter to the editor published in the Aug. 5, 2011, issue of PRWeek in response to a July 27 article that analyzed the impact of an announcement by Ogilvy PR that its global offices will abandon the use of Advertising Value Equivalents (AVEs) to measure client campaigns.

Opinion: From Feedback — Will Agencies Follow Ogilvy and Axe AVEs?
Published: Aug. 5, 2011

Ogilvy's bold move is way forward for PR industry

Having a large global PR firm make clear that it no longer sees value in AVEs ('Ogilvy PR Worldwide to ditch AVEs and roll out global measurement standards',, 27 July) is a significant statement to the PR industry and to our clients and employers that we are actively working to develop more stringent measurement standards to value their investment.

Thankfully, we are beginning to devise relevant, credible and valuable global measurement standards that will help us move beyond AVEs, which were never a good value indicator to begin with.

Keith Trivitt
Associate Director of Public Relations
Public Relations Society of America

Read the full comment here.


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