Newsjacking: The Urgent Genius of Real-Time Advertising
£9.50£23.70 (-60%)
From Grant Hunter and Jon Burkhart, the duo behind the Urgent Genius website, Newsjacking features over 100 examples of outstanding creative advertising from around the world that use topicality and viral techniques to communicate with audiences at high speed.
Based on the themes and concepts the authors have devised through their groundbreaking research, Newsjacking combines principles and creative strategies with inspiring yet rapidly executed work to show how for advertising to be effective it has to move fast. Global brands are featured throughout and campaigns for Nestlé, Puma, Samsung, Adidas, Heineken, Johnnie Walker and FIAT are included, among many others.
Table of Contents
Introduction; Catch the Wave; Adopt an Editorial Mindset; Plan your Spontaneity; Keep It Fresh; Create your own Event; Be Genuine & Relevant; Create a Platform; Urgent Genius Experiments; Final Thoughts; The 13 UG Challenges; How to be an Urgent Genius; Urgent Genius is…; Go Forth and Make
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Additional information
| Publisher | Illustrated edition (15 April 2013), Thames and Hudson Ltd |
|---|---|
| Language | English |
| Hardcover | 224 pages |
| ISBN-10 | 0500516723 |
| ISBN-13 | 978-0500516720 |
| Dimensions | 22.35 x 2.79 x 28.7 cm |
by R london
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.
by G. Doherty
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
by Steve Henry
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.
by Patrick Collister
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.