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  • « For many years IC AG does PR for the Beiersdorf brand Eucerin®. The IC team has excellent contacts with our target media and produces results which we are very satisfied with. »

    Inka Walden, Product Management Eucerin®, Beiersdorf

  • « IC AG supports us again and again on project basis: e.g. with our new website, a brochure or specific trade PR. We are always very satisfied with their results. »

    Michael Bruhns, CEO Werner Bruhns Lagereigesellschaft mbH (Logistics / Warehousing)

  • « For more than 5 years IC is our agency partners in Germany for our common customer Finnair. IC realizes a very professional media work and helps us in the implementation of market-oriented communication concepts. »

    Päivi Holmqvist, Account Director, Miltton, Finland´s biggest independent PR agency

  • « IC AG´s business experience, adaptability, energy and resourcefulness, have all contributed to our proud entry in these markets. They are reliable, results-driven and highly responsive. »

    Karin Mugnaini Girault, Communications Manager, Activeion (Europe) GmbH

  • « IC has been realizing our PR for many years. Their work has helped to create awareness and a positive image for a very special product of building materials. This has ultimately helped boosting sales as well. »

    Norbert Westphal, CEO, Hanseatisches Schlackenkontor ARGE Vertrieb

  • « IC AG supports our activities for burned children with professional PR. They do this pro bono.

    Thank you so much! »

    Adelheid Gottwald, Paulinchen - Initiative für brandverletzte Kinder e.V. (Initiative for Burned Children)

  • « The agency team knows really well the media landscape, knows to convince journalists of Finnair issues, provides good ideas and last but not least many high-quality clippings. I will be happy if we continue working together on this high level for the next years. »

    Jan Pellinen, Director Sales Germany, Finnair

  • « As newcomers to the field of end user PR, we feel advised in a very competent manner by IC AG. We get tailored strategies that meet our requirements and above all they are clear and understandable. No matter if with small or big budget. »

    Petra Mendoza, Brand Manager, TePe Mundhygieneprodukte Vertriebs-GmbH

  • « A couple of years ago we at Vocollect booked IC as our PR agency for Germany as we began our European operations. We are very satisfied with the results that they have achieved for us and the thoroughness of their work. They represent Made in Germany in the true sense of the meaning. »

    Greg Tanner, former Managing Director, Vocollect Europe, London

  • Industries
    Cosmetics
    Lifestyle
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    Tourism
    Building & habitation
    Industry
    Technology
    Automotive
    Logistics
    Green technology

    … and more (on request)

Market leaders count on us.

Get rid of the ad value equivalent?

Hamburg, September 08, 2011 – Several German PR agencies have newly rejected the ad value equivalent (AVE) as method to measure PR. This resulted in the German PR Magazin survey of 16 service providers. The occasion was the announcement of Ogilvy PR, following the principles of Barcelona to use no longer the AVE for measuring PR results. However, we are not convinced by all the answers. We see things differently and are happy to offer furthermore the AVE to our customers. However, we do not restrict ourselves to this methodology.

The experience of recent years has shown that our customers - regardless of whether they are coming from countries like Germany, the USA and Finland - appreciate the AVE to measure our PR services. To underline the higher quality of achieved editorial publications compared to adverts, we evaluate it in consultation with the customer usually three times the ad value. We also offer a more refined analysis of media coverage, which takes into account such factors as the size and tone of the article, the use of photos, the positioning in the media and so on. The observation of competitors can be included if desired.

However, the AVE also has its limits: it is very well suited for product PR, but meets its limits when it comes to some crisis PR and social media campaigns. Here, other valuation methods are useful to achieve meaningful results.

Follow the discussion in PR Magazin (German language only):
http://www.prmagazin.de/meinung-analyse/hintergrund/anzeigenaequivalenzwert.html

 

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