Episode 4

WHAT MAKES A STRONG STRATEGY?

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.

Topics Covered

• Why strategy is so important, especially in TV

• How the industry has evolved to make data-based decisions

• The performance brief process

• Why ongoing optimization is key to strategy

Episode Highlight

“It's really like making sure you have the design and the blueprint right from the start. I mean, you wouldn't dream of ever building a house without a set of plans. And if you think about it, if you're developing an advertising campaign, you're spending a lot more money than you would, than most of us would, ever do on a house. So, it makes sense that we make the most efficient use of the money that our clients are about to spend in media. And strategy is the bedrock that helps us better understand our targets, how to build motivating messages, and how to really appeal to consumers.”

—Catrina McAuliffe