News Group

4th European Summit on Measurement
June 13 - 15, 2012, Dublin

The European Summit has been organised by the International Association for Measurement and Evaluation of Communication (AMEC) in Dublin from 13 - 15th June, 2012. Kantar Media is the official Summit Partner. The Summit included workshop sessions and plenary speaking spots by international senior communications professionals. It also included the AMEC Awards 2012 ceremony as an important part of the Summit Dinner.

Conflicting Priorities Represented in Divergent Media

This special event, featuring media analysts from the Middle East as well as prominent U.S. diplomatic figures and journalists, will examine how media, both traditional and new, are changing the landscape of politics in the Middle East. Recent analysis of Middle Eastern media indicates that countries in the region are increasingly demonstrating contrasting policies and priorities. This panel will examine the shifting dynamics at work.


Mazen Nahawi, President, News Group and President of FIBEP.

How to embed social media measurement successfully within your business?
Study after study reports that communications and media business leaders expect digital revenues to grow as clients increasingly see the huge potential of the digital landscape. In the workshop Mazen Nahawi will look at the anticipated growth for AMEC members as clients put the need to better understand what is being said about their brand on social media platforms.

Discuss how to embed social media measurement in your business as an integral, not an “add on” part of your client offer.

Mike Daniels, International Chairman of AMEC, Eve Stevens, Vice President, Insight & Analytics, Waggener Edstrom Worldwide & Colin Wheeler, Head of Insights and Analytics, EMEA, Waggener Edstrom Worldwide.

Valid Metrics – learning from the client view
A hands-on workshop which uses the experience of a client’s progress in using AMEC’s new Valid Metrics methodology. It adds up to a great practical learning opportunity. As requested in pre Summit research.

Jeremy Thompson, Managing Director, Gorkana Group and Chair, AMEC’s Content Committee.

The Future of Media – a new addition to the Workshop Day programme.
This special AMEC debate looks at what is really happening to the media in key markets around the world backed up by the latest research. It draws on the experience of leaders from North America, Europe, Middle East and Asia, to assess where we are today, and what the future might look like. It is seen as an essential session for AMEC members who want to future proof their business.

David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research, Andre Manning, VP, Global Head of External Communications for Royal Philips Electronics, Cindy Conner, Director Citizenship and Reputation Management, FedEx Corporation, & David Kellis, Director of PR and Social Media, Clorox.

How to make my firm or client company Barcelona Principles compliant?
Two years after it was created in Spain, the Barcelona Principles is still hailed as a communications measurement break-through. The presenters will suggest that clients, PR consultancies and media intelligence firms can make far more use of the Barcelona Principles concept and suggest practical steps companies can take.

K C Brown, Head of Cision Global Analysts.

Interrogating the Request for Proposal (RFP) – a “how to” session
RFPs have become standard in business but responding to them can require creativity and persuasive skills. How do you tackle an RFP for a public relations project that doesn’t include measurement? Or worse, isn’t measuring the right things? KC Brown looks at how PR professionals can improve their RFP responses and sell the benefits of a measurement approach to their clients including. In this workshop, you’ll get hear valuable tips on how to:

• Get the budget you need for the job.
• Shorten the amount of time it takes for the RPF process.
• Include measurement in an RFP response, even if the request doesn’t include it.
• Respond to clients who specify AVEs in their request.

Dan Halliwell, Managing Director, Kantar Media, Ireland & Roger Jupp, Chairman, Millward Brown Ireland.

Progressing Outputs to Outcomes – How to add ‘Effect’ to your ‘Cause’ findings
Dan Halliwell and Roger Jupp, Chairman of market research experts, Millward Brown Ireland, discuss the steps involved in integrating media evaluation with traditional market research methods. The session will look at how to structure methodologies to assess the effectiveness of communications campaigns and detail the potential findings possible when working with other research partners.

• Planning the next steps beyond cause measurement.
• Applying scale and methodologies.
• Presenting the results.
• Realistic budgets and gaining client buy-in.

Margot Sinclair Savell, Senior Vice President, Global, Research+Data Insights & David Iannelli, President, Global, Research+Data Insights.

Social Media Analytics Does Not Have to Be Overwhelming
Margot and David discuss less-costly and less time-consuming ways to measure social media, through influencer identification and management. The session will look at steps to take and tools to use in both Europe and the U.S.

• Finding the most important influencers for your brand and industry.
• Deciding which free and paid tools will help you find conversations about keywords that are important to your business.
• Reaching out to influencers with key messaging.
• Measuring the results
• Determining how frequently an influencer list should be updated.

Ingrid Moorkens, Head of Products and Development, AUSSCHNITT Medienbeobachtung & Robert Fekl, Head of Media Analysis, AUSSCHNITT Medienbeobachtung.

Pro-active crisis management with the help of economic-psychological approaches
Ingrid and Robert discuss how different models of attribution can be implemented in a media content analysis and which results such an analysis may deliver. Using the example of Toyota’s world-wide recall in 2010, the workshop shows how economic-psychological approaches in a media content analysis could support pro-active crisis management.

• How to apply different models of attribution.
• Media content analysis: How to implement models of attribution step by step.
• Presentation of the results of a case study.
• What would be a realistic budget for such an analysis.