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The Urgent Genius of Real-Time Advertising

Grant Hunter, Jon Burkhart

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A manifesto for a revolution in advertising: the essential inspirational and strategic guide for devising creative advertising in real-time

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From Grant Hunter and Jon Burkhart, the duo behind the Urgent Genius website, Newsjacking features over 100 examples of outstanding creative advertising from around the world that use topicality and viral techniques to communicate with audiences at high speed.

Based on the themes and concepts the authors have devised through their groundbreaking research, Newsjacking combines principles and creative strategies with inspiring yet rapidly executed work to show how for advertising to be effective it has to move fast. Global brands are featured throughout and campaigns for Nestlé, Puma, Samsung, Adidas, Heineken, Johnnie Walker and FIAT are included, among many others.

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'It covers all aspects of topicality, rapid response and real-time marketing'
Campaign Brief UK

'A new bible … the ultimate guide for those looking to catch the rolling news agenda'

'How brands can be part of cultural conversations without looking like idiots'
Fast Co Create

'How brands can embrace newsjacking, real-time and rapid response marketing'
Marketing Magazine

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Product Information

Book Details

Format: PLC (no jacket)

Size: 27.7 x 21.6 cm

Extent: 224 pp

Publication date: 15 April 2013

ISBN: 9780500516720

Contents List

Introduction; Catch the Wave; Adopt an Editorial Mindset; Plan your Spontaneity; Keep It Fresh; Create your own Event; Be Genuine & Relevant; Create a Platform; Urgent Genius Experiments; Final Thoughts; The 13 UG Challenges; How to be an Urgent Genius; Urgent Genius is...; Go Forth and Make

About the Author

Grant Hunter is a regional creative director for iris Worldwide.

Jon Burkhart is a social media creative consultant and innovation director.

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