Opinion: From PRWeek.com/uk: 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', prweek.com/uk, 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.