AMEC and PRCA presentation for Effectiveness Week 2017
•
1 like•116 views
Here are the slides used for my presentation on October 13th at the IPA Effectiveness Week 2017 Satellite Event.
Recommended
Recommended
More Related Content
Similar to AMEC and PRCA presentation for Effectiveness Week 2017
Similar to AMEC and PRCA presentation for Effectiveness Week 2017 (20)
Recently uploaded
Recently uploaded (20)
AMEC and PRCA presentation for Effectiveness Week 2017
- 2. Colin Wheeler Managing Director, Survey Solutions Customer Experience, Employee Engagement RESEARCH GEEK
- 3. LET’S EXPLODE THE MYTH
- 4. WE ARE OBSESSED WITH ‘HOW?’ (1996) Media measurement companies (1969) PR Agencies plus in-house and individual members (1917) Advertising media and marketing communications agencies Annual conference Measurement month Integrated Evaluation Framework Cannes Special Advisors Annual conference Training Supports AMEC Effectiveness Awards Conferences Training/CPD Integrated Evaluation Framework Value of Communications report Jointly with AMEC/ICCO: PR Professionals Guide to Measurement Effectiveness Week Bringing trade organisations, clients and agencies together
- 5. WHAT ABOUT THE ‘WHY?’ EFFICIENCY PROFESSIONAL EXPERIMENT CREDIBLE PROOF TRUSTED THOUGHTFUL WISE RESPONSIBLE ACCOUNTABLE TRACK RECORD IMPROVE DEVELOP RISK REPUTATION PRIORITISE CONFIDENCE LEARN
- 6. RICK “THE SLICK” AND RICK “THE RULER”
- 7. HONESTLY A blue whale, Balaenoptera musculus Credit: Mark Conlin/Alamy Stock Photo African wild dog, Lycaon pictus pictus Credit: Sharp Photography A dragonfly, Anisoptera Based on: http://www.bbc.co.uk/earth/story/20151222-which-animal-is-the-deadliest-hunter-on-the-planet It takes Competitive advantage
- 9. CULTURE I think there has been a change. Brands who have clear KPIs and are keen to set them, and have made it part of their company culture, have increased from around 10-20% of our client base to up to 40%. Agency COO We now sit with the policy team and with the analysts and decide how the activity will be measured, and the metrics. Head of Strategy and Insight Within six months of setting up our Marketing Effectiveness function we were faced with huge demand from across the organisation Sandra Fazackerley Telefonica (02) We should be talking about our understanding of the levers to generate ‘value’ and ‘share’ and then we can stop talking about creating ‘likes’. Agency CEO The end point is not the process, the end point is the results. We are process driven, but only as a means to an end. We don’t want anyone turning round and saying ‘It didn’t work – but I followed the process.’ It just helps us to be efficient. Director, Strategy, Insight, Capability
- 10. IF YOU’RE NOT SURE ABOUT THE ‘HOW?’ …
- 11. … AND NOT FORGETTING http://effworks.co.uk/learning-resources/
- 12. Colin Wheeler Managing Director, Survey Solutions Connect: LinkedIn: ss-l.uk/colin-li Twitter: ss-l.uk/colin-tw Links to content from this presentation: • Slide deck • PR Professionals Guide to Measurement • Value of Communications • Integrated Evaluation Framework • Additional resources pages on AMEC website ss-l.uk/EW2017-DL1X ss-l.uk/EW2017-DL2 ss-l.uk/EW2017-DL3 ss-l.uk/EW2017-LK1 ss-l.uk/EW2017-LK2