Michel Sara is an MBA graduate from the MIT Sloan School of Management. He has 18 years of professional experience, mainly consulting in marketing and communications for Fortune 500 companies. He held several management functions in major communication agencies, ending up as Managing Director of J.Walter Thompson France.

Since 2002, he concentrated his expertise in the area of marketing effectiveness by joining as a Partner the leading auditing company in the field, Integration Marketing & Communication (IMC); there, he strongly contributed to the penetration of its core product, the Market Contact AuditT- MCA - amongst global advertisers. He has supervised around 60 audits in this field, in major categories and regions.

He founded ROI\marketing in 2007 to offer end-to-end expertise in Marketing Accountability around the MCA platform, with the purpose of helping corporations further down the implementation path.