Senior Vice President and Chief of Staff, Euro RSCG
by Katie Delahaye Paine
I over-reacted. But it involved an unprovoked assault with AVEs, so it's perhaps understandable. And the the story has a happy ending.
Here's what happened. Someone from Euro RSCG called me out of the blue the other day and asked if I could do “ad value equivalency for social media.” I of course said no, and went on a five minute tirade about the evils of AVEs. Then I vented my frustration on Twitter—which, yes, involved casting Euro RSCG in an unfavorable light.
(Okay, I’d had too much caffeine and too little sleep. But it was inexcusable for me to go off on someone who didn’t have a clue of just how hard she had poked the proverbial hornet’s nest. To the hapless junior staffer who called me, I apologize.)
It was my Tweet that got Beth Kitzinger’s attention. She is Senior Vice President and Chief of Staff at Euro RSCG, and and so she called me to follow up on the above situation. We had a very nice conversation. And we talked about how to demonstrate her agency’s value to the client with measurement options that would be far more accurate and actionable than AVEs.
A few days later we had another conversation which clearly indicated that not only had she abandoned AVEs, but was on the path toward a very different, and far more interesting and valuable measurement program. And that's a happy ending.
So to celebrate her conversion we award Beth Kitzinger Measurement Maven of the Month. Congratulations, Beth!