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The regional event “Build your own measurement matrix” took place end of March in Vilnius. It was arranged by the EACD in cooperation with the Lithuanian Communication Association. Richard Bagnall, the chairman of AMEC – the International Association for the Measurement and Evaluation of Communications, has focused on the importance of a new measurement. According to Mr Bagnall, the media landscape, PR & Comms have changed, hence measurement needs to change, too. He has presented a new approach, that can work in any organization regardless of size, complexity or budget.