Explore. Inspire
Article 1 Dec 2020


In 2010, hundreds of professionals from more than 30 countries agreed on the Barcelona Principles in an attempt to resolve half a century of dispute over the proper way to measure and evaluate communications. Since then, the International Association for the Measurement and Evaluation of Communications (AMEC), the association behind the agreement, has produced two new updated versions, the latest in 2020. Two updates in ten years. How many more will we see in the next ten?

Probably more. The COVID-19 pandemic has accelerated changes that had already been gestating in our post-digital society. The term “VUCA,” used to describe the volatile, uncertain, complex, and ambiguous climate we inhabit, has come to the fore more than ever. And while it was always important to be clear about our goals (as well as the appropriate metrics to guide us toward them), we need effective models that will help us create value now more than ever, given these times of instability.


How to establish value goals and metrics in an environment of uncertainty


Where are these models to be found? They have yet to be developed, but the fact is that some have already been moving in this direction. This has been the case among tech professionals and emerging business entrepreneurs, who have been adopting agile methodologies in response to changing circumstances within their markets and industries.

In this final chapter in our series on the challenges of post-digital communication, you will discover how flexible methodologies can help you in your marketing and communications planning, as well as learn about an effective way to organize your dashboard of key targets and results.


Iván Pino
Partner and Senior Director of Crisis and Risks
Pino is a journalist, with a degree by the UCM in Information Sciences and a Master’s Degree in Sustainability and Corporate Responsibility by the UNED-UJI. He has gathered 20 years of experience in communication and corporate reputation and has majored in digital communication. He is the co-author of “Claves del nuevo Marketing. Cómo sacarle partido a la Web 2.0” [Keys to New Marketing. How to get the most out of the web 2.0] (2009, Gestión 2000). He edited the first ebook in Spanish on social media communication, “Tu Plan de Comunicación en Internet. Paso a Paso” [Your step-by-step internet communication plan] (2008). Also, he is a lecturer and postgraduate teacher at the IE Business School, Carlos III University of Madrid and Complutense University of Madrid.

We want to collaborate with you

Do you have a challenge?

Would you like to join our team?

Do you want us to speak at your next event?