Super Bowl advertising is often judged in real time, but its real impact is determined months—sometimes years—earlier. This conversation will shift attention away from real-time reactions to the operating systems behind effective Super Bowl marketing. From early alignment and internal confidence to the role of data, testing and cultural insights, leaders reveal how forward-thinking brands integrate the Super Bowl into a broader, always-on strategy that weaves high-stake moments into a continuous cycle of learning, optimization, and long-term brand growth.