Maverick Indonesia Bags Gold Prize at 2021 AMEC Awards

Jakarta, December 14, 2021 – Maverick Indonesia clinched a gold award for “Best first step on a measurement journey” at the 2021 AMEC Awards held by the International Association for Measurement and Evaluation of Communication (AMEC).

“The international judges commended the Maverick Team entry beyond the distinction of awarding the gold. They specifically called attention to their work to moving clients beyond AVEs and vanity metrics,  incorporating the AMEC IEF (based on business process) and the compelling example included in the submission,” said AMEC Global Managing Director Johna Burke expressing her appreciation for the accomplishment.

AMEC is the leading method in  measuring the effectiveness of communication in the field of public relations, and is being applied by 200 members in 86 countries. The annual awards that is conducted virtually at the end of November and grants platinum, gold and silver awards in five main categories, is now in its 19th year.

“I expect this to be the first of many awards for Maverick Indonesia,” Burke said, expressing her appreciation for the accomplishment of AMEC member Maverick Indonesia.

Maverick Indonesia Director for Monitoring and Analytics Felicia Nugroho welcomed the award saying that it meant a lot for both her personally and for Maverick which has applied the AMEC Integrated evaluation framework since 2018.

“This is important considering that the previous method of PR Value (AVE) measurement basis, is less effective,” Nugroho  said in Jakarta, underlining the importance of applying AMEC integrated evaluation network in measuring communication effectiveness.

“It is possible to measure the outcome of a communication program by looking at the impact on the target audience. Maverick hopes that AMEC integrated evaluation framework and Barcelona Principles are used as part of the curriculum of educational institution communication programs, so that graduates will have competence in measuring programs properly,” she added.

Maverick Indonesia started applying the framework with internal training for all its team members so that they have the same level of comprehension and competency in implementing  the system to all its clients.As a leading consultancy in the PR industry, Maverick Indonesia has already won a number of notable awards including as Best PR Agency from the ASEAN Public Relation Network (2019), the Marketing PR Awards for Crisis Management (2017), and  the Golds Standards Awards for Issues Management (2017). (*)

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