Repsense Joins The International Association for Measurement and Evaluation of Communication (AMEC)
Photo from the AMEC archive
Repsense has joined AMEC, the International Association for the Measurement and Evaluation of Communication – the world's largest media intelligence and insights professional body, with more than 200 members in 86 countries. The association brings together media analytics companies, communication agencies, consultants and researchers, and sets the global standards for communication measurement, including the Barcelona Principles.
AMEC is regarded in the market as international proof of competence – confirmation that a company's analytical methods meet global standards for communication research. The association's members include the world's largest media intelligence companies and communication agencies, among them Onclusive, Meltwater, CARMA, Golin Ketchum, Burson and FleishmanHillard.
“AMEC is delighted to welcome Repsense to our global community. Their commitment to innovation, data and meaningful measurement and evaluation reflects the future of our industry and the expertise we value within AMEC. We look forward to their contribution as we continue to advance best practice in communication data and analytics worldwide.” Johna Burke, CEO & Global Managing Director, AMEC.
"In just a few years, international organisations such as NATO, EU member state governments, and local and international business organisations and communications agencies have come to rely on our analysis, while international publications such as Le Figaro, Bild, France 24 and the Chicago Sun-Times cite our research. AMEC membership is the natural next step: we are now in the same community as the world's largest media analytics companies, and together with them we will shape the standards by which communication is planned and measured around the world. We will also seek to enrich the market by contributing to the creation of narrative analytics standards," Repsense CEO and co-founder Mykolas Katkus.
AMEC members commit to the association's code of ethics and to the Barcelona Principles, the global standard for communication measurement. Over the past fifteen years, these principles have become a common language used by governments, international organisations, the non-profit sector and businesses worldwide to measure the impact of communication.
"There is more data in the information space today than ever before, and artificial intelligence allows us to process it at a scale that was out of reach only a few years ago. But scale alone does not create value – what matters is processing data rigorously, critically and with a clear methodology, so that conclusions are grounded in evidence and tied to an organisation's goals. That is why we also see AMEC membership as a commitment to work to the standards the global professional community considers the highest," says Aistė Sabaliauskaitė-Tsachev, Chief Strategy Officer at Repsense.
The seven Barcelona Principles require communication to be planned against clear, measurable goals, and evaluated by its impact on audiences and organisational outcomes rather than by mention counts or reach alone. The principles call for attention to target audiences and all the information channels relevant to them, a combination of quantitative and qualitative methods, transparent and ethical data governance – including the use of artificial intelligence in analysis – and the retirement of outdated metrics.
AMEC operates on five continents, with regional chapters in Europe, North America, Latin America, Asia Pacific, and the Middle East and Africa.
