360i chief: Real-time marketing is a broader battle cry

Oreo's "Dunk in the Dark" set the real-time marketing revolution in motion, and the strategy behind it reveals an industrywide need to revamp planning, process and practice, writes Bryan Wiener, CEO of Oreo agency 360i. Off-the-cuff moments require strategic planning to determine what will be viewed as authentic, and marketers must have a clear approval process for what real-time efforts can include. "[W]e need to move the conversation from whether we should be tweeting in real time to a more profound evaluation of whether we are moving fast enough as an industry to stay relevant to our customers," writes Wiener.

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