Thursday, July 16th, 2026 – 9:54 am
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You don’t need an in-house marketing mix model to know that people buy toilet paper. But you do if you want to see firsthand which parts of your media plan are working and which deserve to get flushed.
At Georgia-Pacific, one of the leading global manufacturers of tissue, pulp, toilet paper and packaging products, Javier Bustillos is the one charged with answering that question. He runs national media and marketing analytics for brands like Angel Soft, Brawny, Dixie, Quilted Northern and Vanity Fair.
His remit grew out of a familiar problem: rising digital costs and not enough visibility into where the money was going.
