Hasta La Creative!

If marketers once resisted their agencies’ suggestions to staff a “war room” during the Super Bowl, the 2013 mid-game blackout put an end to that. Oreo’s quick tweet — “Power out? No Problem. You can still dunk in the dark” — showed that opportunities would be missed, and crises mishandled, if decision-makers spent Super Bowl Sunday at home or with friends. The annual national TV party had officially become a work day.

This year, Anheuser-Busch Inbev is maintaining four “war rooms” around the country, including half a floor at the New York office of Anomaly, its lead creative agency. There, the shop is housing client executives; staff from its own creative, production, communications strategy, social and account management groups; people from the brewer’s other social and media buying agencies; and representatives of media partners like Facebook and Google.

The beer giant is also assembling teams in Phoenix, at a hotel for Bud Light not too far from the stadium where the game will be played, and two at satellite campuses in St Louis, Mo., and Palo Alto, Calif.

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