Campaign Collective has become the latest marketing firm to become a PRCA Measurement Champion.
Just 21 communications organisations have been approved to join the programme which provides clients with a guarantee that campaign success will measured effectively and using industry leading metrics.
Included in the guarantee is a commitment not to use discredited “advertising value equivalents” which fail to recognise the impact of social media, online publications and broadcast content on a campaign’s success.
Simon Francis, one of the Collective’s Founder Members, commented:
At the heart of improving the reputation of the communications industry needs to be a refocus on evaluation.
Since our formation we have refused to report on AVEs and are proud to have become the latest PRCA Measurement Champion.
Our own communications evaluation framework incorporates campaign content creation, change delivered and conversion secured metrics to help our clients measure the success of our activity.
As part of becoming a measurement champion, the Collective has signed up to implement AMEC’s Integrated Evaluation Framework which operationalises the Barcelona Principles of communications measurement.