FCB Worldwide had never done global results analysis for any client.

• I pulled sales and share results in addition to media information (GRP levels, share of voice, weeks on air…) from 13 countries in key Latin American, Asian and European countries for Nabisco.
• The data covered 18 months of media activity and sales results
• Developed mathematic, evidence-based media, strategic, planning and buying Best Practices and benchmarks
• Presented directly to CEO Jim Kilts
• Adopted on a worldwide basis.

The study changed media buying habits in global markets, solidifying the Nabisco account.