The Urgent Genius of Real-Time Advertising
- ISBN 9780500516720
- 27.70 x 21.60 cm
- PLC (no jacket)
- Illustrated in colour throughout
- First published 2013
• Do you want to join a revolution?
• Do you want to see the most innovative creative advertising in that revolution?
• Do you want to create advertising that will cut through the noise, grab attention and be truly effective?
... then read this book!
But first prepare your eulogies. Advertising, as we knew it, is dead. The internet has sent audiences spiralling into a state of permanent distraction and restless, high-paced demand for novelty. To keep up you will have to write, code, record, edit and send forth your brilliance in a matter of hours. That’s the revolution: a new way of working.
‘It covers all aspects of topicality, rapid response and real-time marketing’ – Campaign Brief UK
Newsjacking is a roadmap for how to communicate dynamic, effective advertising using topicality, social media and viral techniques. It shows you how to generate ideas that truly stand out among the clutter of a media-saturated world.
A great idea must capture the zeitgeist: it needs to be ‘of the moment’. Newsjacking shows you how you can seize those moments or make your own and surf away to the shores of creative excellence.
With over 100 case-study examples of outstanding creative advertising organized into seven guiding principles, Newsjacking is a fusion of inspiration and direct and effective strategies for today’s advertising creative revolutionary.
Grant Hunter is a regional creative director for iris Worldwide.
Jon Burkhart is a social media creative consultant and innovation director. With Grant Hunter he created the real-time creative advertising community and website urgentgenius.com at iris Worldwide.