The AMEC Global Summit on Measurement and Evaluation took place from May 21-23, 2024, in Sofia, Bulgaria. The theme of the conference was “Innovation, Implementation, and Insights: The Global Communication Data, Measurement, and Evaluation Journey.” This global conference provided attendees and speakers with the opportunity to build connections and share experiences, with delegates from around the world present at the venue.
Highlights of Day 1 of the Conference
Day 1:
The conference began with a keynote session by Vassil Terziev, Mayor of Sofia, who spoke about the importance of having a vision and principles in politics. He reinforced a core belief that guides AMEC: “a rising tide lifts all ships.” Following this, Nicole Morea led a session on best practices for marketing and communications, emphasising how alignment with sales partners benefits the organisation overall.
The UNDP Weather Kids project was discussed in the next session, showcasing an excellent example of collaboration among PR and measurement experts from around the world (45 consultancies across 80 markets).
Elmeirillia Lonna, Head of Communications Management System & Partnership at PT Astra International, shared the company’s experience and journey of leveraging measurement using the AMEC Integrated Framework.
Amith Prabhu from India delivered an engaging session on building and measuring reputation to gain goodwill, command respect, increase engagement, build affinity, and earn trust.
This was followed by a session on the future of reputation management, presented by Abby Scott, Roy Persson, and Sarah Myles, who shared a framework on how to build reputational value for a company.
Andrew Perrin discussed ADB’s communication journey, focusing on challenges and communication effectiveness. Christophe Dickes then presented a survey on AI and copyright.
In a conversation with Johna Burke, Thomas Netousek discussed copyright and the current environment. Larry DeGaris, AMEC SAREC Scholarship winner, shared a way forward on an integrated measurement framework to show the connection between consumer engagement and communications effectiveness.
Distinguished academic researcher and PhD supervisor Jim Macnamara shared one-third of the knowledge required for a PhD in the evaluation of public communication. Each attendee received a signed ‘P’ Certificate (one-third of a PhD) from AMEC and a practical workbook produced by Macnamara containing tips, models, and templates for evaluation.
The day concluded with a panel discussion on AI, copyright, and misinformation, featuring perspectives from industry stakeholders Kalin Dimtchev, Mariya Jeliazova, Raina Lazarova, and Svetoslav Ivanov.
This session marked the close of the first day of the conference.
Day 2:
After a blockbuster Day 1 of learning and networking, Day 2 began with a keynote session by Jonny Bentwood on how organisations can use data to disrupt and grow their business.
Devora Kotseva and Todor Kiriakov shared their experiences and real-life examples of leveraging media intelligence to mitigate reputational threats from fake news and disinformation.
Tina McCorkindale provided insights on combating disinformation in the current challenging environment.
This was followed by a panel discussion with John Croll, Mazen Nahawi, and Sandra MacLeod, moderated by Johna Burke, focusing on threats, opportunities, and research within organisations.
Amrita Sidhu and Nesin Veli revealed the secret to setting industry benchmarks by delivering high product quality and impactful results.
In the next session, Jack Murray shared his journey of transforming an idea into final media coverage, driven by AI and data to navigate the media landscape.
Maya Koleva discussed AI, sharing her learnings and insights on what the future holds.
Following this, there was a panel discussion with Ana Adi, Christina Rettig, and Julia Petryk on revisiting AI and fighting disinformation, particularly for PR and communications professionals.
Rachel Phillips presented the latest Ipsos data and insights, highlighting trends, challenges, and issues confronting communications leaders in 2024.
Another panel discussion addressed whether to buy or build proprietary AI solutions.
Rob Key talked about the quality of data consumed via Gen AI technologies and potential solutions.
Gustav Block’s session delved into big data in communication, featuring real-life examples and case studies.
Kosta Petrov discussed the top reputational risks faced by individuals and organisations today.
An engaging session with a Gen Z panel explored what motivates them, their choices, and their thinking.
The final session before the closing, led by Paul Spiers, addressed the challenges businesses face regarding innovation and creativity in the digital world.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sarika has previously had stints with with Weber Shandwick as Vice President - Client Experience, Adfactors PR, Text100 (now Archetype) and Perfect Relations. With keen observation and analytical skills, Sarika has successfully led PR campaigns for key brands across multiple sectors by leveraging her strength and expertise in the communications arena.
She is a post graduate in communications from Xavier Institute of Communications. She is based in Mumbai and in her free time loves to spend time with her daughters, play with her dogs, read and travel.
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