How Adland Will Watch the U.S. vs. Germany World Cup Match During Work

One West Coast Agency's Breakfast Viewing Party was Nixed for a Client Meeting

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Leo Burnett, Chicago
Leo Burnett, Chicago 

After Sunday's match between the United States men's team and Portugal became the most-watched soccer game in U.S. history, there's enormous anticipation for the U.S. match against Germany on Thursday. Unfortunately, most of us will be at work: Kickoff is at noon on the East Coast and 9 a.m. in the West.

So there may be a conspicuous drop in workplace productivity around then. Here's how agencies, marketers and media companies are (mostly) watching the game.

Leo Burnett, Chicago
This agency knew there were plenty of staffers who couldn't make it to Brazil. So it brought Brazil to them. Introducing Leo Burnettinho, the brainchild of Leo Burnett's Lapiz. Brazilian music plays in the elevators, and mangoes replace the legendary bowls full of apples in the lobby. There's also a Brazilian flag flying outside the building – and security guards all greet employees in Portuguese. There are no special plans for watching the match Thursday, though, the agency said.

Deutsch, Los Angeles
The agency has been watching soccer non-stop since the World Cup started anyway. The games play in two lounges and on a projector that displays in the lobby. One of the viewing areas is right by the desk of one of the summer interns, who is not getting much work done.

David & Goliath, Los Angeles
Plans were underway for a bagel breakfast viewing party at the West Coast shop -- until a client meeting was scheduled.

Johnson & Johnson
J&J will be watching for pleasure and for work. "We'll have TVs tuned into the USA vs. Germany match throughout our U.S. consumer campuses and will be posting live updates on our global intranet site to keep employees informed, no matter where they sit," said Lori Dolginoff, spokeswoman for Johnson & Johnson, a World Cup sponsor both for the corporate health care brand and the Listerine oral-care brand. "As with all FIFA World Cup matches, sport experts and illustrators from our New York City and London news rooms will be in full swing to react to significant real time moments on our Listerine Facebook page and Twitter handle."

TBWA/Chiat/Day, New York
The Omnicom shop is having a screening, replacing a town hall meeting with an earlier, beer-supported lunchtime session instead.

Digital Advertising Alliance
The industry group, which is holding its second-annual summit in San Francisco tomorrow, wanted to live-stream the game at the conference, but no go. So: "We're trying to script this in, that everybody who comes on stage has to give an update of the score," said Lou Mastria, managing director.

"World Cup fever is in full swing at Clorox in the U.S. and around the world, and everyone wants to see the game," said Benno Dorer, exec VP-chief operating officer at Clorox and a German by birth. "Our executive committee in Oakland has therefore agreed to extend an all-day meeting in the afternoon so we can watch the second half of the game together. I'm hoping for a 2-2 tie, which would make for a great game, allow both teams to advance and Germany win the group."

Droga5, New York
For the game tomorrow, the shop will use a big screen that drops down above the main staircase -- which then doubles as stadium seating.

Ogilvy & Mather, New York
Ogilvy is having viewing parties in its cafeteria, which is festooned with flags.

Targeted Victory
The ad firm, which ran digital for Mitt Romney's presidential campaign in 2012, is taking over its training center, which is big enough for the whole 90-person staff, and making its into an American-themed sports bar, according to co-founder Zac Moffatt.

Employees at the Emmaus, Pa., headquarters of the Men's Health publisher can watch the game at nearby SteelStacks -- the former home of Bethlehem Steel, now an outdoor event space -- as part of the International Soccer Festival and Viewing Party. It's among a handful of outdoor viewing events in the U.S. officially approved by FIFA and one of ESPN's cutaway locations during the U.S.A games. Men's Health is an official sponsor of the viewing party, though its staff, which are based in New York and not Emmaus, will have to settle for watching the game in a board room.

Havas Village, New York
Havas Village has converted its main dining space into the "#HavasWorldCup Hangout," where employees have been gathering to watch and cheer on their favorite teams with food, drinks and foosball. This week it also moved its weekly agency happy hour to Thursday at noon so everyone can see the match.

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