Communicus CEO Jeri Smith is The Drum‘s newest columnist. In her debut column, she illuminates why allocating big budgets to Super Bowl advertising is something brands would struggle to justify if pushed. The bottom line?
In the end, CMOs will do what they want, and that often means a Super Bowl campaign that burnishes their résumé but delivers zero return to the brand.
Read the whole column to find out why the Big Game is usually just the Big Waste.
Football image by Flickr user frankieleon, licensed under Creative Commons
