1. Make morning news your 12 oclock conversation Dr. Ivana Uspenski SEMPL 15, Portoro November 29th 2013

2. Berlin- 29/09/2013 - 2:03:23 Wilson Kipsang New marathon world record holder 3. What September 29th looked like on Twitter? 136 tweets mentioning World Record and Wilson Kipsang in the same tweet 79 tweets mentioning World Record and Berlin Marathon in the same tweet Only 20 tweets mentioning World Record and BMW in the same tweet (including the ones stating BMW as the official name of the marathon) 4. From brand storytelling to brand world buildingIt is no longer enough for brands to have a story to tell. These stories have to be a part of a bigger picture, a part of the brand world encapsulating all its owned and special places and events 5. Native advertising is in again, but only if we are using it knowledgably Building a solid and credible brand world means more relevance. Native advertising is not just a buzz word, it is where your brand world comes to life in its natural surroundings 6. Brand world is where we meet and share in real time Real-time marketing might well have come of age with two tweets sent on the night of the 2013 Super Bowl, after an unexpected blackout cast the stadium into darkness. The ads from Oreo and Tide were both uploaded to the FMCG brands official Twitter accounts within minutes of the lights going off. Thanksto real-time bidding systems, media-buying is becoming an increasingly instant process. The rise of the conversation web means that ad creative is following suit Brandsare now reacting to buzz-worthy news and events with rapid-response marketing messages on their official social media accounts. These messages are becoming increasingly ambitious, ranging from text comments to images and videosMulti-screening (browsing online with tablets and smartphones while watching TV) is a major driver of the trend and provides an engaged audience for the messages. One study suggests two in three mobile device owners regularly multi-screen. Social buzz is the lifeblood of real-time marketing. And social buzz is often built by big news and sporting events like the Super Bowl. In 2013, there were 26m Facebook Likes related to Super Bowl ads, along with 24m tweets referring to the event in general. 7. How it changes the rules of the game? The need to market in real time has big implications for the way brand owners plan and execute their marketing campaigns encompassing media strategy, brand-building plans and even relationships with agencies.Oreo and Tides blackout banners can be seen as the latest development in the "content marketing" trend. But they represent a radical simplification of the process, posted for free on social media platforms, rather than as paid-for advertorial.Some have argued that this latest trend represents a shift from "brand as publisher" to "brand newsrooms". With instant reaction at a premium, journalistic instincts will assume new importance for marketers, with many clients hiring content creators or buying in such services from agencies Currently, this is an online-only trend. But platforms for distributing new ads will proliferate with the rise of automated buying: future quick-reaction ads might instantly be served to digital billboards and even addressable TV.Agency relationships might need to be rethought: to what extent will the real-time creative be produced client-side? Also, in the need to get creative up instantly, the legal clearance process for ads needs to be flattened. The Oreo Super Bowl ad was only put up so quickly because the teams from Oreo and 360i, its digital agency, were watching the game together. 8. And adapting to the new game rules is actually not that difficultEven baby steps can get us far ahead, just as long as all the parties have their say And we make sure it is done in real time