Jakarta, December 14, 2021 — Maverick Indonesia, a leading strategic communications consultancy, has won the Gold Award for “Best First Step on a Measurement Journey” at the 2021 AMEC Awards, organized by the International Association for Measurement and Evaluation of Communication (AMEC).
The recognition highlights Maverick Indonesia’s commitment to advancing data-driven public relations measurement using the AMEC Integrated Evaluation Framework (IEF), marking a significant shift away from outdated metrics such as AVE (Advertising Value Equivalents).
Key Highlights
Award: Gold Prize for Best First Step on a Measurement Journey
Event: AMEC Awards 2021 (19th annual event)
Organizer: International Association for Measurement and Evaluation of Communication (AMEC)
Recognition: For advancing PR measurement beyond vanity metrics using the AMEC Integrated Evaluation Framework (IEF)
Date & Location: December 14, 2021 – Jakarta, Indonesia
About the AMEC Awards
The AMEC Awards are globally recognized as the highest honor in communication measurement and evaluation. Now in their 19th year, the awards celebrate organizations that demonstrate excellence in data-driven communication strategies.
AMEC, which stands for the International Association for Measurement and Evaluation of Communication, is the world’s leading professional body in communication analytics, with more than 200 members in 86 countries. Its mission is to promote best practices in media measurement, data analysis, and communication effectiveness.
Why Maverick Indonesia Won
AMEC’s Global Managing Director, Johna Burke, praised Maverick Indonesia’s approach:
“The international judges commended the Maverick Team beyond the distinction of awarding the gold. They recognized the team’s effort to move clients beyond AVEs and vanity metrics, incorporating the AMEC Integrated Evaluation Framework and a compelling real-world example in their submission.”
Burke added that she expects “this to be the first of many awards for Maverick Indonesia,” underscoring the consultancy’s leadership in the Asia-Pacific region for applying global measurement standards in public relations.
Statement from Maverick Indonesia
Felicia Nugroho, Maverick Indonesia’s Director for Monitoring and Analytics, expressed that the award represents an important milestone for the company:
“This award means a lot, both personally and for our entire team. Since 2018, we have applied the AMEC Integrated Evaluation Framework (IEF) to enhance communication effectiveness measurement.”
She emphasized that traditional PR Value (AVE)-based measurement is no longer effective:
“The AMEC framework allows us to measure the true outcome of communication programs by assessing their impact on the target audience. We hope the AMEC IEF and the Barcelona Principles will become part of communication education curriculums so that future graduates can measure programs properly.”
Implementing Global Standards in Indonesia
Maverick Indonesia introduced the AMEC Integrated Evaluation Framework internally through extensive training for its teams, ensuring consistent comprehension and competency across all client work.
This initiative reflects Maverick Indonesia’s mission to integrate analytics, purpose-driven strategy, and measurable impact in every client engagement.
Previous Industry Recognitions
Maverick Indonesia has earned several prestigious awards in the public relations and communications industry, including:
Best PR Agency – ASEAN Public Relations Network (2019)
Crisis Management Award – Marketing PR Awards (2017)
Gold Standard Award for Issues Management (2017)
These achievements underscore Maverick’s reputation as one of Indonesia’s top strategic communication consultancies and its dedication to professional excellence.
About Maverick Indonesia
Maverick Indonesia is an award-winning strategic communications consultancy that focuses on purpose-driven strategies and data-based analytics for corporate and marketing communications. The firm also specializes in crisis management, helping companies anticipate and manage public challenges with insight and agility.
Founded in 2002, Maverick has developed communication strategies for numerous blue-chip companies including:
Airbus
Asia Pulp & Paper (APP) Sinar Mas
Danone-AQUA
Spotify
WhatsApp
Xiaomi
Multi Bintang Indonesia
Beyond corporate communications, Maverick actively fosters collaborations with communities and thought leaders through initiatives such as PechaKucha Night Jakarta, Catalyst, MaVoice, The Recruit, and Comms Club.
Media Contact
Moh. Ferry Prihardiputra
Senior Associate, Media Outreach
+62 817-5268-638
[email protected]
