Why (and how) programmatic works at Kimberly-Clark

This event report discusses how Kimberly-Clark first explored programmatic advertising. As a means of securing buy-in to this approach, especially from the firm's procurement department, the emphasis was initially placed on the cost savings it promised to deliver.

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,...

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