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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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A manifesto for a revolution in advertising: the essential inspirational and strategic guide for devising creative advertising in real-time

About the Author

Grant Hunter is a regional creative director for iris Worldwide. Jon Burkhart is a social media creative consultant and innovation director.


'It covers all aspects of topicality, rapid response and real-time marketing' - Campaign Brief UK
'A new bible ... the ultimate guide for those looking to catch the rolling news agenda' - Independent
'How brands can be part of cultural conversations without looking like idiots' - Fast Co Create
'How brands can embrace newsjacking, real-time and rapid response marketing' - Marketing Magazine

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