Hotwire launches new measurement framework

Hotwire has announced the launch of a forward-thinking new measurement framework that aims to move away from older advertising value equivalent-centric models.

Based on the Association for Measurement and Evaluation of Communication's (AMEC's) valid metrics framework, the new system aims to put a greater focus on business objectives throughout the entire campaign.

This will ensure that direct business outcomes are easier to identify, record and measure, in accordance with principles conceived by AMEC during a conference in Barcelona in 2010.

Hotwire will now be investing in a global programme of staff training to ensure that the principles of the framework are understood at every level of the organisation.

Andy West, group chief development officer at Hotwire, said: "Our measurement framework … is about driving forward the progressive PR measurement agenda so that business objectives are a starting point rather than simply a 'nice to have'."

Earlier this year, Hotwire was placed at 49th position in the annual Holmes Report Global 250 Agency Ranking, jumping up 14 places compared to last year.