A day in the life of M&M’s brand director before the Super Bowl

Feb. 4 will mark M&M’s return to the Super Bowl after a three-year hiatus, with a commercial that features actor Danny DeVito lounging in a pool of M&M’s. On Feb. 3, M&M’s will bring a Twitter-activated video vending machine to the Super Bowl Experience at the Minneapolis Convention Center, where fans can see the new commercial, and, of course, eat M&M’s. All this falls to Allison Miazga-Bedrick, the candy maker’s senior brand director, and her team. Here’s what a day in her week before the big game looks like.

5:30 a.m.: I typically wake up when it’s still dark outside. I grab my phone and quickly check on the news of the day, and see what emails have come in. My direct reports and functional partners — media, social and PR teams — are clamoring for time with me so that we can continue to evolve the program. I have a critical discussion later today with our president to walk her through our integrated plans. I can get ahead of some emails before my full day of meetings begin.

6:30 a.m.: Now, I turn my attention to the realities of a working mom. I get the kids up, hop in the shower, make the school lunches and get ready for the day. After some coordination with my husband, I am out the door to drop off my high schooler while hoping my fifth-grader is getting ready for school.

8:30 a.m.: I arrive at the office and head right to my desk to see what rolled in on email while I was in transit. With about 30 minutes of thinking time before the team arrives, I get my thoughts ready for my meeting.

9 a.m.: Team arrives, and we are buzzing about the Super Bowl, other projects and priorities. I have a few quick drive-by discussions with my team before we all start our days.

9:15 a.m.: I head over to the conference room for a live meeting. Successful call — mission accomplished.

10:30 a.m.: The marathon of meetings ensues. First up, creative review, and rough cuts are now final, so I approve all creative assets, and all are ready to ship on plan and on time.

11 a.m.: Next up is media review. We learn about a new opportunity that is a win for one of our assets: Our Danny DeVito video vending machine. I have the freedom to jump on these moments that provide a clear benefit. I approved the opportunity on the spot.

11:30 a.m.: Social review. Social strategy, check; social content, check; paid support, check. Influencer support review is with the same team and aligned to the final choices and content strategy, check.

Noon: I head toward our cafe to grab lunch. A few calls and texts to coordinate the night, make personal appointments for the kids and do some more juggling.

12:30 p.m.: A review with the PR team. I’ve seen the plan, and I’m expecting to see enhancements.

1 p.m.: Media team tracks me down for a new, super cool digital idea. I stop to evaluate and provide on-the-spot feedback. I’m aligned.

2 p.m.: Time to transition to some innovation topics and check in with my team. Executing 2018, launching 2019 and planning ahead for 2020 — always a three-year focus.

3 p.m.: A final review of our on-the-ground [campaign] is scheduled. I provide input and final approvals on materials, run of show and program elements.

4 p.m.: Super Bowl is the priority at this time of year, but my brands have other projects and campaigns running. My team seeks me out for guidance and counsel on all of our other priorities.

5:30 p.m.: It’s time to pick up one of my kids up from dance class while my husband has my other daughter at judo.

7 p.m.: Finally home. A check-in with everyone on their days and a discussion on the schedule for tomorrow. Mom time kicks in as I spend time with the family, and prepare for the following day. I finally sit down, check some quick emails and try to relax before starting it all over again tomorrow.


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