Every organization of the marketing and advertising ecosystem can be distinguished and successful. Create a competitive advantage to become really Indispensable is a must. Linchpin is the place where brand business is articulated with commercial initiatives and data to make sales happen. Linchpin develops for its customers an audience scheme that increases current sales and provides new business opportunities. With special emphasis on decision-making based on data and consultative sales, Linchpin provides advisory services, analysis and training for boards, senior management and commercial teams. Linchpin value proposition consists of four solutions: 'Audience Model', 'Intelligence System', 'Decision System' and 'Installed Capabilities'. 'Audience model'. Integrating, dimensioning, qualifying media and platforms' audiences in a model. The first step to understanding current results in relation to audience activity. 'Intelligence System'. Detecting the opportunities of Owned, Earned and Paid audiences, the quantity and quality of communication and the contribution of each medium or platform. 'Decision System'. Developing new audience objectives and strategy, adjusted to the desired results. 'Installed capacities'. Training those professionals that will be responsible for the transformation at the organization in the use of new tools and systematization of processes.