Why real-time marketers need a better radar
Rosie Hawkins and Simon Falconer
Real-time marketing can feel like an impossibly competitive area for brands – but that's largely because their definition of it is far too narrow.
Major global or national events increasingly trigger their own marketing arms race. From the Superbowl to the birth of a royal baby, the Grammy Awards to the passage of gay rights legislation: no potentially momentous occasion is complete, it seems, without an army of eager brand marketers planning the perfect real-time marketing response to it.
This rhythmic test of brand strength and spontaneous creative...