This is how to plan for the moment

From the Oreo dunk in the dark to British Airways #Lookup Live campaigns look seamless across devices, perfectly integrated in the moment, contextually relevant and of course therefore extremely engaging.

As a marketer you might ask yourself:
How? how can do these brands by pass all the insights research, multiple approvals, internal buys etc etc etc etc… to execute perfectly relevant campaigns at one point in time

Well guess what?

It is called plan for the moment, and it can be done!

Here is how Optus did during the State of Origin (which is the Australian version of the Super Bowl)

Marie Sornin

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