Overhauled Mercedes-Benz's media planning platform used to allocate ad spend. Strong test-market reception; now rolling out across Europe.

• Near-abandoned platform became the team's default, with 40–50 daily users.

• Tripled time-on-tool (under 10 to over 30 minutes).

• ~80% reduction in settings per scenario, with visualisations now updating live.

• Improved IA; 15 discrete tools became 3 stages that mirror the planning process.