The trend for real-time is causing Jenny Crothers to question everything.
The wave of real-time reactive content and advertising is having a massive impact on the way I work, and it’s exciting because it means that the traditional brief has gone out of the window.
Audience attention spans are becoming shorter, and brands have got to keep up. ’15 minutes of fame’ now seems like quite a long time – content can be created in minutes and be online within seconds.
Take examples such as Oreo’s ‘you can still dunk in the dark’ response to the power cut at the 2013 Super Bowl. Read full story ›
Source: The Drum
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