Marketing Architects

Marketing Architects All-Inclusive TV rebuilt the agency model to help brands drive profitable growth.

04/21/2026

93% of campaigns that drive very large trust gains also deliver at least one major business effect.

But trust is easier to lose than to earn back.

SVP of Brand Strategy Catrina McAuliffe has a clear starting point for brands trying to rebuild: diagnose before you act. A manifesto full of good intentions won't fix trust issues that stem from a real misstep.

Catrina joins our team on this week's episode of The Marketing Architects Podcast to break down what brand trust measurement actually looks like... and how to build it when you're starting from behind.

04/06/2026

4 measurement approaches. 4 completely different outcomes. Same campaign.

That's not a hypothetical. It happened.

CTV feels digital, so marketers assume it measures like digital. It doesn't.

Weak test design, misaligned control groups, and overly long attribution windows are quietly distorting performance data across the industry.

A single metric won't fix that. Layered measurement will.

Chief Media Officer Catherine Walstad broke down the myths behind CTV, and what a smarter approach looks like, at Shoptalk Spring.

Missed the session? Find the recording in the comments.

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