"Before, brands just did topical advertising. Now, they have the tools to create anything from simple mashups to a whole website overnight. The challenge is to justify why a brand is jumping onto a topical wave, and ensure that by doing so it adds value and stays relevant to its audience," he explains. "Why do brands expect that, if they show up at the party a week later, anyone will care? As Oreo showed, even overnight is fast becoming not good enough and tomorrow morning is too late," he adds. "True real-time marketing is driven by organizations where everyone is ready to respond," - Tom Himpe