Can TV and Direct Marketing Live in the Same Execution?

I think one answer is, can there be work that does both? Even when you're not trying to blur the lines, you're doing pure play performance marketing. GEICO was a direct client before they ever did TV. But I will say, even if the TV feels very direct or kind of performance minded, that doesn't mean there is an also performance media happening. And so they're just not mutually exclusive.