About MCA

BXG has developed a unique Voice of the Consumer (VoC) based Brand Experience methodology, universal ‘Brand Experience’ currency and analytics platform (powered by the Market ContactAudit® - MCA®) that provides quantitative category, market and brand-specific insights that inform responsible resource allocation and execution decisions and are strong predictors of brand health and market share growth. It measures and manages all elements of the Marketing & Communication mix empowering the Marketing function towards:


Rather than the input-based measures such as click-throughs and GRPs that have traditionally been used by marketeers, BXG uses true outcome-based MCA® Brand Experience metrics that correlate strongly with consumer choice and market share movement.
Ready to manage with...
The right metrics
A single currency model +
Brand Experience Points (BEP) and Brand Experience Share (BES) allow comparison across brands, markets, categories and over time.

Earliest indicator of marketing outcome +
Brand Experience Share (BES) is correlated to Market Share at over 80%.

Validated, transparent, flexible and fast +
Key business indicators and figures adaptable for local and category needs.

Universally applicable and comparable immediately +
Any market, any category including B2B/Professional

Level of granularity to suit local needs.
A frugal process
To integrate MCA with business data +
i.e. marketing budgets and market shares.

Including cloud based project management +
automated outputs, and a toolkit to support contact mix optimization and lookalike targeting.
Calibrated enablers
To empower all stakeholders +
towards fact-based marketing management.

To manage acceptance and change durably.

Including access to +
24/7 learning center, Library & Archives and automated Work in Progress.
Deliver Decision making solution for all stakeholders.

Performance metrics for the business +
- Optimize marketing mix management and resource allocation
- Implement accountability and best practices management in marketing
- Identify 20% to 30% cost efficiencies in marketing and communication budgets

Diagnostics for brand/marketing teams +
- Analyze the marketing and communication mix across all activities through consumer-led SWOTs
- Evaluate which brand’s marcom activities are: effectively contributing, in need of improvement, or should be reconsidered
- Conceive and execute brand initiatives that effectively and efficiently engage with consumers

What is better marketing?

  • 1

Grows market share & brand equity

  • Mass Media
  • Indirect
  • Digital
  • Sponsorship
  • Point of Purchase
  • Direct Contacts

Puts your resources where they work

To be transparent to all


Oscar Jamhouri, Founder & Chief Executive Officer

Oscar is the Founder & Chief Executive Officer of the Group. His 15-year tenure at BBDO led to develop an understanding of the role of brands as meta-salesforces and global ambassadors of an enterprise mission & values. It was his personal commitment to delivering more effective, efficient and accountable marketing that resulted in the founding of the BXG Group 25 years ago.
With a multi-disciplinary team of experts, Oscar leads the development and deployment of metrics, tools and systems to measure and operationalize the managing of brand experience as an engine of growth and purpose on a global basis. He is a regular guest speaker in the field of Brand Experience and holds degrees in French Literature, psychology and advertising from Sorbonne University.

Mike Bambrick, Executive Director, Global Client Service

Mike graduated with honours from Warwick University Business School. He started his career as media buyer at Boase Massimi Pollitt in 1984, later becoming the Media Planning Group Manager, responsible for over £100 million of business. During this time, he won two Media Week Awards for excellence in media planning.
Mike joined the group in 2002, leading the development of its delivery to clients, and establishing MCA/Metrics as the global gold standard of measurement in marketing communications.

Sumit Arora, Regional Commercial Director, Asia

Sumit brings nearly two decades of experience across global information, measurement and analytics firms including Nielsen, Synovate and JD Power. He has been in at the forefront of setting up marketing measurement systems for clients and industry, including NCBS in India and the FMCG Ecom Index for India.
Sumit is an MBA in Marketing and is a certified Lean Six Sigma Executive Black Belt.

Eric Dherte, Regional Commercial Director, Europe/LATAM

Eric grew up in São Paulo, Brazil, graduating from the FEI engineering school. Four years after working at the French group Saint-Gobain in Brazil he obtained his MBA (international program Getulio Vargas, São Paulo / ISA-HEC, Paris) and worked in Paris in financial services.
For 15 years he occupied senior positions in France, Brazil, Argentina and Uruguay, in fields such as sales, marketing, e-business, technology, operations and administration.
Eric has worked in product development, electronic banking services and distribution channels (call centres, internet banking, ATMs, etc.), as well as reengineering and process automation.
He joined the group in April 2005 as an MCA Auditor, developing new business opportunities in Latin America. Eric currently lives in Buenos Aires, Argentina.

Koen De Staercke, Senior Advisor

Koen has been a Senior Advisor with BXG since September 2020. He brings 30 years of experience, split between advisory and operating roles. He has mainly worked across Europe and the US with businesses, mainly in consumer products, manufacturing, life sciences and high-tech. He has deep expertise in the areas of marketing, sales and innovation.
Koen worked at Andersen Consulting (now Accenture), Coca-Cola, Deloitte and Alvarez & Marsal. At Deloitte, as global co-leader for the Consumer Products sector, he worked on the World Economic Forum’s sustainability programme for the retail and consumer industries. Koen has worked with Integration, (now the The Brand Experience Group) for more than 10 years on many projects and is an expert in embedding the MCA system as a platform for capability development.


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Engage with us on Marketing Effectiveness & Efficiency

Contact our Regional Directors
Mike Bambrick:
Koen De Staercke:

The Americas:
Eric Dherte:

Sumit Arora: