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In today’s cross media world, understanding how to create, communicate and maximize your brand story across channels is critical. Join Comscore VP of TV Sales Joan FitzGerald as she provides an overview of the current state of today’s fragmented market as well as best practices for building, executing and measuring multi-platform campaigns. From pre-campaign planning and creative testing to in-market optimization and holistic branding effectiveness measurement, Joan provides some actionable, strategic guidance to help you get the most out of today’s many media touch points.