Commentary

360I's Wiener: RTM Not Just 'Culture Jacking'

360i was the agency behind the Oreo tweet that launched a thousand real-time marketing campaigns of varying quality. At an OMMA panel also feature CEOs from Deutsch NY and MindShare, and Amanda Richman, Starcom USA President, investment and activation, 360i CEO BrWiener noted that “culture jacking” isn’t for everyone. But he suggested markets have to be able to react in more dynamic fashion than could traditionally to current events and cultural developments. He pointed out that the whole ecosystem has to be set up so can respond quickly to marketing opportunity across marketing, legal, PR, and within agencies and their client organizations.

 

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