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
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
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
