JUDGING RUBRICS FOR MEASUREMENT COMPANIES

Objective/Brief (10 out of 100 points):
Understanding of the client’s communications challenge, and how measurement approaches can help to answer them.

Strategy (20 out of 100 points):
Recommended measurement and reporting approach and level of planning to answer the brief considering any use of integrated touchpoints and how each will be measured to determine their contribution to overall results

Execution/Implementation (30 out of 100 points):
Design of measurement approaches including their originality, innovation, appropriateness of the methods used as they apply to one or more channels used and use of any partners or client stakeholders in the process.

Effectiveness of Assignment (40 out of 100 points):
Quality of recommendations provided to meet client objectives and any business outcomes set and understanding of which channels drove results for the client (where relevant). Use of the AMEC Valid Metrics framework. Reliability of research results. Whether the client acted on the report and obtained good commercial value from the evaluation. How this work will impact future communications planning.

JUDGING RUBRICS FOR PR CONSULTANCIES AND IN-HOUSE COMMUNICATIONS TEAMS

Objective/Brief (10 out of 100 points):
Genuine business objectives have been set out – going beyond communication and coverage strategies – to drive real financial results for a client. Measurement tools are identified and success KPI’s easy to assess.

Strategy (20 out of 100 points):
Target consumer/stakeholder groups well defined, research conducted leading to insights which were used to guide a clear and differentiating strategy, including how effectiveness of the strategy will be measured.

Execution/Implementation (30 out of 100 points):
Originality, creativity, courage and integration of the execution plans to deliver the strategy and influence desired behaviour/opinions.

Campaign Effectiveness (40 out of 100 points):
Impact of the campaign on target audiences attitudes/opinions and ultimately on delivering the business objectives set out. Includes robustness and reliability of the measurement methods used to assess effectiveness and assessment of individual and integrated touchpoints in delivering the overall business result. In line with AMEC’s commitment to the Barcelona Principles framework the use of AVEs/PR value as a measure will result in a zero score in this section.