Brian Steinberg Senior TV EditorThe prospect of putting an ad in the Super Bowl for the first time might make some executives nervous, but not John Lagerling.Madison Avenue regulars know they can game out the Big Game by getting consumer reaction to their ads before they put them on TV, or analyzing them with reams of data.
Mercari, an online marketplace that’s running its first Super Bowl commercial on CBS next Sunday, isn’t doing too much of that, says Lagerling, the company’s U.S.
CEO. “We didn’t do a lot of focus groups,” he acknowledges in an interview. “We went with our gut and heart.”The Super Bowl is TV’s biggest annual event, and regularly attracts a horde of the world’s most popular brands.
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