FRIDAY 19 MAY 2017 12:32 PM

METRICS, MEASUREMENT AND MAY IN BANGKOK

At the first annual AMEC Global Summit to be held in Asia, over 200 delegates from 39 countries participated in the three-day programme on measurement and metrics in communications. The annual AMEC Awards were distributed on 17 May, in the midst of the Bangkok summit.

Speakers from around the world discussed the challenges presented to communications professionals in the modern age and the ways in which effective measurement can improve communications strategy. The summit's theme of 'disruptive communications' set the tone for several of the discussions.

The UK’s head of campaigns for the prime minister’s office and cabinet office, David Watson, spoke about the impact of measurement in government communications. Jim Macnamara, professor of public communication at the University of Technology, Sydney, discussed the way Brexit brought evaluation into the public eye.

The winners of the 2017 AMEC Awards represent everything from the public sector to the automotive sector to journalism itself. In fact, the Reuters Institute for the Study of Journalism took home a gold in the ‘Best measurement of a public sector campaign’ for its work with PRIME Research in measuring the coverage of the EU referendum in the UK. Samsung’s work with Cision on the Note 7 campaign earned it a gold in the ‘Most impactful client recommendations arising from a measurement study,’ an entry which earned it a silver and a shortlisted mention as well.

The Grand Prix project winner this year was Skoda for its work with PRIME Research on using measurement to target new market segments. The Grand Prix award for the best consultancy or team went to Public Health England for its ‘Change4Life Sugar Smart’ campaign. Finally, the Don Bartholomew Award for outstanding service to the industry was given to Macnamara for his lifetime achievements in the measurement of communications.

The summit concluded the following day with a series of workshops designed to explore concepts like big data and the AMEC Framework in more detail. The Global Summit has taken place in various European cities since 2012, making this the first event held on a different continent. However, the strength of the community and the excellence of the work produced in the Asia-Pacific and Oceania regions made the Bangkok summit a success.

The full list of winners is as follows:

Grand Prix for the most effective media intelligence, research & insights company campaign

Platinum: PRIME Research for SKODA: SKODA goes off-road: Using measurement to conquer a new market segment

Grand Prix for most effective PR consultancy/in-house communications team campaign

Platinum: Public Health England: Change4Life Sugar Smart

The Don Bartholomew Award for outstanding service to the industry

Jim Macnamara, professor of public communication, School of Communication, Faculty of Arts and Social Sciences, University of Technology Sydney

MEDIA INTELLIGENCE, RESEARCH & INSIGHTS COMPANIES

Best measurement of a business to business campaign

Gold: NEWTON Media Group for Tesco: Revitalising Media Relations

Silver: Ex Libris for BOOM Communications PR Agency & Promobot: The Robot who wants to be free: Media measurement-triggered success of Promobot IT company

Best measurement of a consumer campaign

Gold: PRIME Research for Skoda: SKODA goes off-road: Using measurement to conquer a new market segment

Silver: Cision for Samsung: Note 7

Silver: Cision for Slimming World: Dream Weight

Silver: Isentia for SM Supermalls: Cutting through the complexity: How digital measurement delivers SM’s leadership

Bronze: Isentia for DBS: Banking in Singapore

Best measurement of a not-for-profit campaign

Gold: Isentia for White Ribbon Day: White Ribbon 2016

Silver: Retriever for The Fritt Ord Foundation: Islam and Muslims in Norwegian media during 2016

Bronze: Isentia for R U OK?: Day 2016

Shortlist: M-Brain Sweden for H&M Foundation: Global Change Award

Best measurement of a public sector campaign

Gold:  PRIME Research for Reuters Institute for the Study Of Journalism: UK Coverage of the EU Referendum

Silver: Mediaverse for NBN Co: NBN Reputation Management

Best use of integrated communication measurement/research

Gold: CARMA for Emirates Airline: Flight EK521 crisis report

Gold: Cision for Stroke Association: New Era for Stroke

Silver: Isentia for R U OK?: Day 2016

Silver: PR News Partners for Aviasales

Bronze: NEWTON Media Group for Tesco: Revitalising Media Relations

Bronze: Kantar Media for AstraZeneca: Having an impact on an expert target audience: integrated communication research for AstraZeneca

Most impactful client recommendations arising from a measurement study

Gold: Cision for Samsung: Note 7

Gold: Isentia for New Zealand Olympic Committee: Female Athletes and Rio 2016

Gold: Isentia for White Ribbon Day: White Ribbon 2016

Silver: Mediaverse for NBN Co: NBN Reputation Management

Bronze: Argus de la presse for GENERALI : launching Vitality through challenging times

Shortlist: CARMA for Emirates Airline: Flight EK521 crisis report

Shortlist: CARMA: UAE competitor intelligence

Shortlist: Kantar for GE Healthcare: Ultrasound digital landscape for GE Healthcare

Most innovative use of measurement in a digital campaign

Gold: Kantar Media for Goodyear: Using a constructive guideline to optimize company digital performance for Goodyear Tire Company

Silver: PR News Partners for Aviasales: PR News for Aviasales

Bronze: Isentia for Harbour City Estates Limited: “We’re all Smurfs!” art exhibition

CATEGORIES FOR PR CONSULTANCIES, COMMUNICATIONS AGENCIES AND IN-HOUSE COMMUNICATIONS TEAMS

Best campaign in the public and not for profit sectors

Gold: Mischief for National Trust: Nation’s Ode to the Coast

Silver: Ogilvy Public Relations Hong Kong with Geometry Global HK for WWF: The Last Word

Bronze: Ogilvy Public Relations Hong Kong for Mead Johnson Nutrition Hong Kong: Vital Step

Shortlist: Department of Health: FGM prevention programme summer campaign 2016

Shortlist: Department of Health: Smoking in vehicles

Most effective B2B PR campaign

Gold: Smoking Gun PR for BrightHR: It Pays To Play

Silver: One Voice Connect Research for Philips: Repositioning Philips as a leader in the health technology space

Bronze: Howorth/Ogilvy Public Relations Australia for SAP Australia and New Zealand: SAP Defines the Business Impact of Digital: 2016 SAP Australian and New Zealand Digital Experience Report

Most effective consumer PR campaign

Gold: Edelman Intelligence for Starbucks: My Starbucks Rewards – Rewards Program Refresh

Silver: FleishmanHillard Fishburn for Fitbit: Steps for Good: The Big Billion

Silver: Pegasus for Sanofi, Pharmaton: Helping mums say Game, Set and Match to tiredness

Silver: Smoking Gun PR for Silentnight: My Sleep Secret

Bronze: Ogilvy Public Relations, Beijing for Intel: Old PC Can’t Open the New World

Shortlist: Red Consultancy for Boots Opticians: Zookeeper Zoe Eye Check Storybook

CATEGORIES FOR ALL

Best multi-market reporting

Gold: CARMA for Emirates Airline: Flight EK521 crisis report

Silver: Kantar Media for UEFA: Raising the bar on global reputation analysis

Silver: Media Measurement for UNICEF: See global, think local

Best use of a measurement framework

Gold: Cision for Museum of London

Gold: Cision for Slimming World: Dream Weight

Gold: Mischief, National Trust & Gorkana: Nation’s Ode to the Coast

Silver: Cision: Best Practice Framework

Bronze: Agility PR Solutions for Travel Alberta: Media Quality Score at Travel Alberta

Bronze: Media Measurement for UNICEF: United Nations Insights – Creating Engaging Fundraising

Best use of measurement for a single event

Gold: PRIME Research for Skoda: SKODA goes off-road: Using measurement to conquer a new market segment

Silver: PRIME Research for Reuters Institute for the Study Of Journalism: UK Coverage of the EU Referendum

Bronze: Infomedia for Politiken: The Danish Refugee Crisis

Shortlist: CARMA for Emirates Airline: Flight EK521 crisis report

Shortlist: Cision for Samsung: Note 7

Shortlist: GlobalNews Group for RC PR: Music Wins

Shortlist: Isentia for New Zealand Olympic Committee: Female Athletes and Rio 2016

Shortlist: Newsclip Media Monitoring for South African Guild of Motoring Journalists: The 2016 South African Car of the Year

Shortlist: Ogilvy Public Relations Sri Lanka for Verite Research: The Vote Scam

Best use of social media measurement

Gold: Golin for Adobe: Turning today’s measurement into tomorrow’s strategy

Silver: U.S. Department of State, Bureau of Informational Programs, Office of Analytics: Social Media Database for Department of State Properties and Interactive Dashboard

Bronze: FleishmanHillard for SAP: Paid/ Owned/ Earned Score card

Shortlist: Citypress for British Land: British Land Data Hub

Innovation award for new measurement methodologies

Gold: Public Health England: Change4Life Sugar Smart

Silver: Ketchum Global Research & Analytics for Cleveland Clinic: Proving ROI: Cleveland Clinic’s Measurement Journey

Bronze: Infomedia for Monday Morning: The Social News Circuit

Shortlist: 1000heads for GoPro: How Social Data Transformed GoPro’s Marketing Strategy

Shortlist: buho for  Clarity

Shortlist: FleishmanHillard for YouTube: YouTube Brand Score

Plain English award for simplicity in campaign effectiveness measurement and reporting

Gold: Mediaverse for US-based global bank: Competitive landscape analysis

Silver: Newsclip Media Monitoring for South African Guild of Motoring Journalists: The 2016 South African Car of the Year

Bronze: Cision for TD Bank: Picture Perfect

SPECIAL AWARDS

AMEC Communications Research & Measurement Company of the Year

Isentia

Young Professional of the Year

Winner: Lasse Skjoldan, Senior Advisor, Infomedia

Highly Commended: Alice Collins, Director, Insight Communications

Shortlist: Mania Abboud, Senior Relationship Manager, CARMA

Shortlist: Georgie Bents – Research Consultant, Kantar Media

Shortlist: Sally Chadwick, Senior Account Manager, Mediaverse

Shortlist: Alex Gyde, Senior Analyst, Isentia

AMEC College Student of the Year

Karen Radkowsky, Ketchum

LATEST NEWS

THUR 26 May 2017 4:31 PM
New rules of engagement
THUR 18 May 2017 9:34 AM
Employer brand matters

RECENT ARTICLES BY BRITTANY GOLOB

THUR 18 May 2017 9:34 AM
Employer brand matters
THUR 11 May 2017 10:53 AM
Mental health awareness in PR