Grant Hunter
Jul 27, 2011

Five things you need to know about news-jacking and real-time creativity

Grant Hunter, regional creative director, iris Asia-Pacific, gives his insights on 'news-jacking' and real-time creativity

Grant Hunter, regional CD, iris Asia-Pacific

1. Catch the trending wave

In the book real-time marketing and PR’, David Meerman Scott's real-time power law maintains that ideas are most likely to catch fire inside 48 hours of the story breaking. With this in mind you need to strike while the iron is hot. You have to gear your organisation so that it can ride in a story’s slipstream. Timing is key if you want your...

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