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:

EFFECTIVENESS | EFFICIENCY | ACCOUNTABILITY

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.
EFFECTIVENESS | EFFICIENCY | ACCOUNTABILITY​
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
Effective

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

OUR EXPERTS

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.

resources

Asia Pacific paper

How MCA Enabled Asia Pacific Breweries to Manage Better in Turbulent Times

In such turbulent times, businesses directly look for the fastest ways and most efficient tools to manage costs which are spiraling out of their control. Companies that act NOW can survive the worse effects and emerge from the crisis even stronger. Discover how our MCA tool helped Asia Pacific Breweries survive the SARS Epidemic
Asia Pacific study

Changing Touchpoint Influence & Relevance as a Result of the Pandemic

Touchpoints providing an opportunity to communicate sustainability credentials presented clear opportunities to combine influence and differentiation as a result of the COVID-19 pandemic. Learn More.
Asia Pacific Paper

MCA for
Identifying Growth Opportunities

Figuring out where to find the money you need to invest in growth and innovation is a problem we have all faced. This article discusses how you can identify, with the use of our MCA Tool, your ‘non-working funds’ in a way that clearly cuts through the fog of tactical metrics.
GROWING BRANDS IN AN INCREASINGLY ZERO BASED BUDGETING DRIVEN ENVIRONMENT Paper by Logo of Alvarez & Marsal

GROWING BRANDS IN AN INCREASINGLY ZERO BASED BUDGETING DRIVEN ENVIRONMENT

Consumer brands aren’t going away. However, without the right focus on maintaining and building healthy brands such businesses risk dying step by painful step. None of this changes in our increasingly digitized, omni-channel world, except it just goes faster.
Asia Pacific Paper

MCA for
Business Building and Brands

Discover how our unifying brand experience currency is a game changer - providing, through the use of the Voice of the Consumer methodology - a ‘Line of Sight’ from what you put in to what you get out to further identify what activities are contributing to brand experience and sales conversion, and which are not.
Measure the share of brand experience, not SOV Paper by Logo of Zenith Media

Measure the share of brand experience, not SOV

Budget setting is a constant dilemma for marketers, in particular when trying to establish what is the appropriate level of investment that will realistically prompt business change and grow sales. In this article, we suggest that budget setting – and indeed media strategy – needs to incorporate a wide consideration set of touchpoints that include paid, owned and earned media assets.

Engage with us on Marketing Effectiveness & Efficiency

Contact our Regional Directors
Europe
Mike Bambrick:
Email | LinkedIn | Teams
Koen De Staercke:
Email | LinkedIn | Teams


The Americas:
Eric Dherte:
Email | LinkedIn | Teams

Asia:
Sumit Arora:
Email | LinkedIn | Teams