Iris creates social media content division Urgent Genius

Urgent Genius will look to make maximum impact in short time windows for clients including Sony Ericsson and Adidas.

Jon Burkhart, social media creative director for Iris, says online social media demands a new commitment from clients in order to get best results. “The old internal approval and production processes have to be parked – they’re too slow,” he said. “There needs to be a new ‘go until I say stop’ client approval process if you want to harness the power of real-time marketing.”

The Urgent Genius website features examples of its social media 'news-jacking' efforts from around the world.