Why (and how) programmatic works at Kimberly-Clark
Geoffrey PrecourtWarc
"Two-and-a-half years ago, Kimberly-Clark made the conscious decision to learn about programmatic buying."
And that choice came with two conditions, according to Mark Kaline, the firm's global director/media, licensing and consumer services:
- "We had to be a little comfortable with being uncomfortable.
- "We were going to fail, we were going to do things wrong – but we were going to learn as we go."
PHOTO CREDIT: Andrew Eitelbach/ANA
"We decided to jump in with both feet," he continued. "We saw on the other side of the fence." And,...