Ogilvy Australia's Moore

Ogilvy PR Australia has officially dropped the use of AVEs and instead will begin using “value metrics” proposed by AMEC. The firm’s chief Kieran Moore says the firm will release a suite of measurement tools in September. Moore says that the firm will be steering clients away from AVEs as the firm moves into 2012.

“I would be very surprised if by the end of 2012, if a client will still want to use AVE,” she said.

The firm, which is celebrating its 10th anniversary, also recently conducted research focused on the future of the PR industry with the International Association of Business Communicators (IABC, also in Australia). It found that strategic thinking and planning are considered among the most important work that a PR firm does for its clients.

[via AdNews and Campaign Asia-Pacific]