 Using his corporate experience, Wilson was instrumental in introducing the use of opinion polling, public affairs advertising, direct mail marketing techniques and focus group research (aided by his longtime friend Lester Wunderman, CEO of the advertising firm Young & Rubicam) to understand donor behavior to international issues.Wunderman and he believed that such modern lobbying techniques were essential to creating political support for international issues.The organization was credited with helping to win passage of the Panama Canal Treaty, but ultimately did not obtain the necessary financial support for long term viability.