LONDON — The Weber Shandwick Collective, IPG’s strategic communications and consulting group made up of Weber Shandwick and its digital and social agencies Flipside and That Lot, has launched a tool to measure the business impact of earned media and creative effectiveness.

Earned Impact Value follows the findings from the firm’s Earned Effect study, conducted earlier this year in partnership with the Institute of Practitioners in Advertising (IPA). The research showed campaigns that generate sustained coverage and conversation over the long term tend to achieve more significant business impact.

Using proprietary AI models, the Earned Impact Value tool measures the impact of earned communications and creative effectiveness over the short, medium and long-term.

The tool comprises three products. The ‘Earned Score’ assesses real-time effectiveness of media efforts over the short-term, focusing on a brand’s coverage and conversation. In the medium term, the ‘Scenario Planner’ analyses quarterly impact scenarios, evaluating potential consequences of shifting brand priorities on reputation.

In the long term, the ‘Conversion Model’ examines extended impacts on business outcomes 'to guide strategic investments for maximum results'.

Weber Shandwick EMEA head of analytics and intelligence Elizabeth said: “We are extremely proud to introduce Earned Impact Value in the region. We firmly believe that by embracing these emerging technologies and leveraging their capabilities, we can provide our clients with the best service and return on investment.”

Gladwin said the early application of the tool had reinforced the need for brands to make a cultural and emotional connections with their audiences to create sustainable value and short-term impact.

“With Earned Impact Value, we've directly attributed a 9% impact on business outcomes through earned media, showcasing an impressive ROI of 11.5, surpassing other channels. Additionally, we've demonstrated an indirect boost of 28% in the performance of other media channels for a healthcare client.”