Miss any of the 🏈 Super Bowl teasers and ads? Scroll 👇 to see our list of media tracking them.

Bosch, Mars and other brands, as well as agencies, are increasingly treating the Super Bowl as a kickoff for campaigns rather than an endpoint. Successful advertisers prepare by defining success metrics in advance, managing social media war rooms for real-time response and using Ad Meter for earned media. "We are seeing war rooms extending into Monday, centered on rapid alignment: what to amplify, what to clarify and when to stay quiet," says Jackie Cox Battles of Weber Shandwick.

Brands are increasingly investing in creators to boost Super Bowl campaigns, but are still turning to A-list celebrities to star in their TV commercials. "Creators are still incorrectly viewed as distribution and not as strategic partners," says Reign Maker Group's Jonathan Chanti, while Grubhub's Christopher Krautler says the brand's use of a big star in the ad itself is because they "bring that prestige and credibility, but we also have influencers, because they are really all about creating relatability and utility around this."

Radio is the most trusted medium among women age 18 and older: 83% of those surveyed by Katz Radio Group rated it as "trustworthy" or "very trustworthy." The high level of trust among women, who drive the majority of consumer purchases, positions radio as a credible platform for advertisers seeking to build brand loyalty and influence purchase intent, the company says.

Anthropic has released Opus 4.6, which features "agent teams" that can divide tasks among multiple agents and includes integration within PowerPoint, allowing users to craft and edit presentations seamlessly. Anthropic's head of product, Scott White, says the parallel approach allows for more efficient task completion and mirrors the coordination of a skilled human team. It's currently available as a research preview for API users and subscribers.

Samsung Electronics America Chief Marketing Officer Allison Stransky discusses the company's strategy to increase multi-device penetration by leveraging AI and major events such as the Super Bowl and the Olympics. Samsung has focused on creating a connected ecosystem through campaigns like "SmartThings Meets AI Home," which has significantly improved brand sentiment and awareness.

Interactive advertising has become mainstream this year, driven by Generation Z's preference for engaging content. Brands are using augmented reality, gamified ads and shoppable videos to boost engagement and sales. However, platform fragmentation remains a challenge for marketers.

Genspark, an AI productivity platform valued at $1.25 billion, is making its Super Bowl debut with two last-minute 30-second ads featuring Matthew Broderick. Created with an AI-generated script and the help of Magnetic, aims to showcase Genspark's ability to automate work tasks and make AI more accessible to the general public. The ads will air during halftime and the fourth quarter of the game.

Manscaped is celebrating its 10th anniversary with its first Super Bowl ad, a 30-second spot titled "Hair Ballad," created by Quality Meats. The ad features anthropomorphized hair clumps singing about their short-lived relationships with their owners and is part of Manscaped's "Mancare Your Everywhere" campaign, supported by social, creators and retail media.

MMA + BCG uncover what separates AI experiments from enterprise value: reinvented operating models, integrated ecosystems and leadership readiness. See where to focus next. Get the paper.

Shelly Palmer, professor in residence at Syracuse and expert in all things AI, returns to the Decoding AI for Marketing podcast to offer up what trends he saw at CES and where the marketing industry is going. He explains how fast AI is changing every day, what marketers need to be doing to keep up and why the technology is still underhyped. Listen to the full episode.

With the Super Bowl just around the corner, we need a list of which brands (and agencies) are who's doing what with whom.

• Ad Age
• Adweek
• Brand Innovators
• Marketing Dive
• USA Today