Ogilvy Australia Drops AVEs, Will Introduce New Measurement Tools

Ogilvy Australia's Moore
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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.