Thinking like the Super Bowl (without the budget)

Most brands will never buy a Super Bowl ad. That does not mean they can't think like the brands that do.

This session breaks down what actually makes Super Bowl campaigns work and it is not just the size of the media buy. The real advantage comes from how creative and media are planned together as a single, integrated strategy, and how that same thinking can be applied at the local and grassroots level.

Bill Brassine and Tim Hogan will unpack how smart media planning amplifies creative impact. They will explore the difference between buying media and building a media strategy, why consistency across channels matters more than any single placement, and how timing, pacing, and continuity drive stronger recall and performance in localized or community-driven executions.

Attendees will learn how creative decisions should influence media choices and vice versa, how visuals and memory devices improve effectiveness, and how smaller brands can apply the same principles to “punch above their weight” without massive budgets. Hear examples of brands that used grassroots touchpoints and local media orchestration to deliver outsized results on limited spend.

This talk is designed for marketers who want more return from their creative, stronger alignment between teams and media strategies that work in the everyday moments where brands truly meet their audiences.

What You’ll Learn:

• How to apply Super Bowl–level strategic thinking to grassroots efforts, local campaigns, and smaller budgets
• Examples of brands that delivered outsized results through local and community-focused media orchestration
• What a smart media strategy really looks like and how it differs from simply buying placements
• How creative and media teams should collaborate to drive stronger performance across channels
• Why consistency, continuity, and repetition matter more than a single standout execution
• How visuals, storytelling, and creative memory devices improve media effectiveness
• The role of timing, pacing, and channel selection in maximizing impact

Bill Brassine, Vice President & Media Director, Brandience

Bill Brassine is Vice President & Media Director at Brandience, where he leads media strategy for major franchise, retail, restaurant, and healthcare brands. Recognized early in his career as one of Media Magazine’s Top 20 Rising Media Stars, Bill is known for his ability to guide brands through significant growth. His leadership has helped a top regional bank expand into 15 new markets—nearly doubling in size within 18 months—and supported national QSR brands in achieving record-breaking performance through new market co-ops and accelerated store openings.

With deep expertise in franchise co-op structures and a strong retail mindset, Bill excels at navigating the rapid evolution and fragmentation of today’s media landscape. He is driven by continuous learning, a test‑and‑learn approach, and a Win‑Win‑Win philosophy that strengthens relationships across clients and media partners alike.

Tim Hogan, Vice President & Executive Creative Director, Brandience

Tim Hogan is Vice President & Executive Creative Director at Brandience, known for his collaborative approach to developing creative that is both insight‑driven and strategically focused. A leader who helps clients visualize and bring their strategies to life, Tim blends consumer understanding with bold imagination to deliver ideas that drive real business impact.

Throughout his career, Tim has helped guide premium brands—such as Maker’s Mark Bourbon and Bush’s Baked Beans—from regional favorites to national prominence. His curiosity and relentless pursuit of fresh perspective inspire teams across Brandience, proving that no project is too big or too small to spark meaningful creative thinking.

Recognized for award‑winning creativity since earning his first Addy at age 15, Tim champions the belief that data empowers bigger, braver ideas. His work reflects a rare balance of strategic clarity, inventive thinking, and an ability to make the complex feel exciting and accessible.

Event Notes:

• This is a HYBRID event! After you register for the event, you will receive the Zoom login information via email -or- you are encouraged to attend in person at OfficeKey Rookwood, 4030 Smith Road, Cincinnati, OH 45209. Lunch will be served.
• All are welcome at our Digital Marketing & Technology meetings, which are typically held on the second Wednesday of the month. You do not have to be an AMA member to attend.

AMA Cincinnati’s Digital Marketing & Technology Community explores today’s digital environment, including email marketing, online advertising, web design, Search Engine Optimization (SEO), mobile marketing, social media, and more.

Facilitated by Jeff Hendrickson, each monthly session hosts a subject matter expert sharing the latest and greatest in digital marketing and technology. You’ll not only be increasing your skill set and bringing valuable knowledge to your work, but you’ll engage with an amazing network of Cincinnati-based Marketing pros who love to share their experience. With topics applicable to B2B, B2C, and nonprofits, Marketers from all career stages and organization sizes, both AMA members and guests, are welcome to attend.

AMA Cincinnati is built on community. No matter where you are in your career or what area of marketing you specialize in, AMA brings marketers together to build relationships, solve marketplace challenges, and create invaluable networks. We provide opportunities for marketers and related professionals across industries, businesses, functions, and career levels to learn, teach, job search, recruit, network, promote, contribute, and practice.

Learn more at AMACincinnati.org

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