Newsjacking: The Urgent Genius of Real-Time Advertising Hardcover – 15 Apr 2013
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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." - The Independent
"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
"The phenomenon … catching the wave" - The Guardian
"100 case-study examples of outstanding creative advertising … in Day Glo Orange text inflicting excruciating strain on the eyes" --Luerzers Archive
Top Customer Reviews
Whether you work in advertising/pr/marketing, you're studying advertising/pr/marketing, you're interested in the power of social media, or you just have a twitter account - read this book.
The eight different categories of 'Urgent Genius' are a useful tool in their own right, inspiring both marketers and creative people to come up with ideas, but the individual case histories are each worth study.
Tucked away in this important book are several pointers to where advertising is going.
Firstly, processes created over 70 years ago patently will not work today.
Secondly, collaboration between different kinds of agency as, jointly, they deliver seamless brand engagement, is essential.
Lastly, there are no rules any longer.
But Newsjacking comes at things with something new to say. A fresh way of doing things... a way in which the marketing industry could approach creativity in todays world.
Newsjacking gets that we're all connected, and we all get our news almost immediately.... and it gets that brands need to behave in this same fast, spontaneous way.
it's a great read, it's great to look at... it's not the sort of thing you only read once and put down. It's a resource.. and it's inspiring.
I can't get enough of it.