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Travis Poulson isn’t a household name—yet—but maybe he should be since his sideline skills are unparalleled and, without him, the gridiron warriors of the Indianapolis Colts might die of dehydration.

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

As Faux Burgers Boom, Pioneer Dr. Praeger’s Launches Biggest Marketing Push in 25 Years

Snoop Dogg Lives the Good Life for Corona in New Campaign

This Truthful Ad About Breastfeeding Will ‘Push the Envelope’ During the Golden Globes

Michael Bublé Touts New Bubly Deal With SodaStream, Still Insists It’s Named After Him

Organize and Leverage Your Measurement Toolbox

Subscriber Onboarding and Engagement Done Right

Why Marketers Need Collaborative Work Management

How to Use Video at Every Stage of the Customer Journey

3 Ways Next-Gen Leaders Embrace Uncertainty and Drive Digital Transformation

More Football Fans Than Ever Are Streaming Games and Here’s How to Reach Them

Are You Making Informed CTV Ad Buys?

What Can You Do to Meet Shoppers’ Desire for a Better Overall Experience?

By Jane Butler, Managing Director, Google

Adweek is the leading source of news and insight serving the brand marketing ecosystem.