Richard Bagnall on the Barcelona Principles 4.0

Richard Bagnall on the Barcelona Principles 4.0

From FIR Interviews by FIR Interviews

July 2, 2025 · 47 min

About this episode

Richard Bagnall discusses the Barcelona Principles 4.0 and their significance in modern communication measurement.

How do we prove the real value of communication in an age of fragmented media, AI-driven analysis, and relentless demand for results? In this episode of FIR Interviews, we talk with Richard Bagnall, chair of AMEC, the International Association for the Measurement and Evaluation of Communication, and a global authority on comms measurement, about the newly released Barcelona Principles 4.0 – the most comprehensive update yet to the world’s leading framework for communication neasurement and evaluation. From embracing transparency, ethics, and impact, to the contentious advertising value equivalents (AVEs) metric, this conversation is a must-listen for anyone serious about elevating the role of communication in modern organisations. The conversation centres on Richard's insights into the thinking behind the update, what has changed since version 3.0, and why these principles matter more than ever in a fast-evolving media and technology landscape. Among the key themes discussed: Continue Reading → The post Richard Bagnall on the Barcelona Principles 4.0 appeared first on FIR Podcast Network .

People in this episode

Guest: Richard Bagnall

Topics covered

  • communication measurement
  • Barcelona Principles
  • media evaluation
  • AI-driven analysis

Keywords

  • transparency
  • ethics
  • impact
  • advertising value equivalents

Mentioned in this episode

Products: Barcelona Principles 4.0

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