With FCB, worked on the creation and expansion of a 100% mathematically-driven cluster database, which we baptized Constellations.

• Worked with Millward Brown to integrate Constellations into their TGI Latin America database.
• Used regression analysis on 245.1 million data points to develop “Constellations” in Latin America.
• Integrated the study back into the TGI software and implemented in Brazil, Argentina, Mexico and Puerto Rico.
• FCB was the only agency to have its own private research integrated into TGI database.
• Constellation not only improved our planning beyond anything in the market at that time, it was a fantastic new-business tool, allowing us to generate highly granular targets for any pitch.