Strategy is a vital part of any marketing campaign. But for a channel as powerful as TV, it's especially important to invest in optimizing your messaging, positioning, and target audience. Not doing so could mean missing out on major opportunities.
In this episode, we chat with Catrina McAuliffe, SVP of Brand Strategy at Marketing Architects, about the value of using data and research to inform strategy. Plus, we connect with Kim Lesinski, AVP of Integrated Marketing at Physicians Mutual Insurance Company to learn from an active campaign.
We discuss:
Why strategy is so important, especially in TV
How the industry has evolved to base decisions on data
The performance brief process
Why ongoing optimization is key to strategy 


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