Michelle’s career spans more than 20 years in advertising and media. During that time she has relentlessly bucked conventional wisdom by finding smarter ways to look at the math. Can highly efficient media be strategically inter-laced with specialized creative to push the boundaries of response? Can data insights and analytics-informed buying lead to higher and higher ROI for her clients? Michelle challenged R2C Group to find a way to achieve best-in-class results and a new form of advertising was born—Transactional Brand Building.