The first thing I noticed about this book was it's cover. The striking image of an origami-newspaper gun perfectly offset by the fluorescent pink immediately captured my attention. They say never judge a book by it's cover but in this instance you should. The beautifully laid out pages inside, host a unique collection of global case studies giving an insight of how advertising/marketing worlds are changing. In such a high-paced environment where distractions are endless, creatives, more than ever before, need to predict trends and react to news stories before they even happen. Real-time creative advertising done in a topical, clever way. This inspiring book by Grant Hunter and Jon Burkhart is a must have if you want to have well researched reference of 'Newsjacking' all in one place. Plus it makes your coffee table look good :)
It's always heartening to come across like-minded souls and I feel Grant Hunter and Jon Burkhart are peas from the same pod as me. For the last seven years I've been pursuing innovative ideas in advertising and publishing them in a magazine. They have been pursuing the same fireflies and have now published them in 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.
It's a reference book, a text book, and a very lovely coffee table book rolled into one. And it's a bloomin' good read. 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.
I've known Jon Burkhart for a year or so now, and have always found him to be a delightful and inspirational man to have a cup of coffee with. His thinking is far too fresh for most agencies to be able to handle, which is a giant plus in in my book. If you can, you should meet up with Jon or get him to run a workshop for you. You'll learn tons, and it will be fun. But sadly not everybody will be able to do that. So, if you fall into that category, read this book. It's full of loads of cool examples of great work, and it will change your mind about how you create advertising for ever.