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  Order our new book on TV advertising: https://www.marketingarchitects.com/book Tune into more TV advertising insights by subscribing to the show on Apple Podcasts,Spotify, or wherever you listen to podcasts. Listening on a desktop & can’t see the links? Just search for TV Advertising Blueprints in your favorite podcast player.