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David Shulman of Organic: Brand should absolutely be exploring programmatic
Manuela Walfenzao| 25 de septiembre de 2015
David Shulman, CEO de Organic
David Shulman, CEO at Organic, joined the digital agency three years ago and since then Organic has improved significantly its performance. “The company needed a reboot when I stepped in. We were chasing the dollars rather than inspiring our talent to produce amazing work that drove impact for our clients” he said in an interview. In his first year he reoriented the company around talent, which in turn improved their service on clients. “You have to understand that the culture and vibe you have in an organization is contagious, so whether it’s a senior or junior person who’s not conducive to that environment, I dont want them in my team.” Currently one of his most important clients is Wells Fargo. Its a very recent account and theyre working in partnerships with BBDO, OMD and Annalect. “I’m also super proud of the work we’re doing on Kimberly-Clark, Kotex, Poise and Depend. These are categories you have to be sensitive about, but you can’t shy away from them. You can bring personality to the communication without being humorous in a way that can sometimes be too lighthearted” he said. For Shulman “brands should absolutely be exploring programmatic to automate their media buying of specific audiences, but that’s just part of the equation. Dynamic marketing may leverage programmatic capabilities to automate things, but it goes beyond the tech stack and data management tools. Intelligence is required to create the most effective communication for each individual target”
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