M It all started back in 1973, when Sylvan L. Brown, an advertising executive in Houston, was returning from an award ceremony in New York City. Brown had just won the first place International Broadcast Award for Best Broadcast Commercial, but instead of being elated at receiving one of the most prestigious awards in the industry, he was concerned. As a creative person, he had devoted a great deal of time and effort to producing commercials for each client’s specific target or audience. Although when the media was placed, only a broad age and sex demographic could be measured.

Media Planners and Buyers could place media according to a broad age and sex demographic, but they could not allocate relative marketing values to each age group or sex. Psychographics, socioeconomic status and lifestyles were all being omitted from the media buying and planning process as well.

Brown spent a great deal of time and money learning from marketing experts, psychologists, math professors, and media specialists. He wanted to gather the available data elements and application methodology required to reach the audience that the marketing efforts were directed towards. Over the years, he developed a software system that met the client’s needs for cost, efficiency, audience accuracy, and a fast turnaround time.