145 x 212 x 11mm
'In The Moment' answers the tricky question of why it often takes nine months to make an advertisement that only lasts for thirty seconds... for this reason, it is acknowledged that the output of the advertising sector is remarkably small. Each year, the average advertising bureau doesn't even produce enough text and photos to fill a single newspaper or television programme and this in an age when advertising is only as valuable as the public it reaches; the attention it attracts and the connections it creates. This insightful volume introduces you to the concept and secrets of, 'real-time content'. The theory being that analysing, planning, creating and spreading content in real-time generates a greater dynamic; you adjust better and you learn as you go. AUTHOR: Tom Himpe is founder of The Upside, a London-based advice bureau with customers like Adidas, Diesel, the Richemont Group, London University of the Arts and VRT. Pieter Goiris is the founder and CEO of the Boondoggle communication agency, with offices in Leuven and Amsterdam. Amongst others, Boondoggle works for Coca-Cola, Heinz, Mitsubishi, Renault, Volvo and many other well-known brands. He is also chairman of the Association of Communication Companies (ACC).