Felicia Nugroho Becomes First Indonesian to Co-Chair AMEC Asia Pacific
Jakarta, August 8, 2022 — Felicia Nugroho, Director Analytics & Insights of strategic communication consultant Maverick Indonesia, has been officially nominated as Co-Chair of the Asia Pacific Chapter of the International Association for the Measurement and Evaluation of Communications (AMEC) for 2022-2024.
Taking the co-chairmanship along with Deb Camden, founder of The Communication Dividend Australia, Nugroho became the first Indonesia to chair the chapter of AMEC, a London-based leading international organization in the measurements and evaluation of communication programs.
“I feel honored to be asked to chair the APAC chapter with Deb. I am a relative newcomer to AMEC, but I am a believer that its frameworks and the camaraderie of its members will greatly enrich and inspire many on the Asian side of the Asia-Pacific to greater heights in communication measurement and demonstrating value to clients,” Nugroho said.
Nugroho said that she and Camden greatly appreciated the achievements of their predecessor, Aseem Sood, CEO of Impact Research and Measurement Pvt India whom she said had changed the way the industry sees communication measurement in the Asia Pacific region and also within AMEC, since 2014.
An active APAC member, Nugroho has been hosting and speaking at AMEC webinars and events and has also been the first Indonesia nominee for the AMEC Rising Stars accolade in 2021. She also took Maverick Indonesia to win the gold category in the AMEC 2021 Award for “Best first step on a measurement journey”.
“I hope to work with APAC members to help come up with solutions that answer to their local needs and add diversity to what is already a vibrant organization,” Nugroho said.
AMEC is the founding organization of the prominently accepted, adopted and applied best practice resources including the Barcelona Principles (1.0,2.0 and 3.0) and the Integrated Evaluation Framework and the Measurement Maturity Mapper.
Unlike measurement methods so far used among PR companies, which sets PR value based on Advertising Value Equivalency (AVE) and is only focused on output, the AMEC method comprehensively measures communication programs with a focus on output, outtake and outcome.
The method involves research, the SMART goals (Specific, Measurable, Attainable, Realistic & Timely), objectives, and the development of activities based on PESO (paid, earned, shared, and owned media).
On Maverick Indonesia
Maverick Indonesia is a strategic communication consultant which prioritizes the use of purpose-driven strategies. Our foundation is to reach “goals” that are more than just to make profit. In our performance, we help the corporate communications or brand marketing of companies using an analytical process. Maverick Indonesia is also known for its extensive experience in anticipating and managing crisis situations.
Since established in 2002, Maverick Indonesia has been entrusted to handle the communication strategies and programs for blue chip companies such as Airbus, Spotify, WhatsApp, Dyson, and Multi Bintang Indonesia.
In the past 10 years, Maverick Indonesia has actively built good relations and cooperation with various communities, opinion leaders and stakeholders through initiatives such as PechaKucha Night Jakarta, Catalyst, MaVoice, The Recruit, and Comms Club. In mid 2022, Maverick Indonesia launched MavGood, a social business unit aimed at helping non-profit organizations and social businesses to upscale their communication strategy capabilities to provide greater positive impact on people and the environment in Indonesia.
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