In the Netherlands it’s called ‘inhaken,’ but Grant Hunter, regional creative director at iris and Jon Burkhart, formerly social media director, call it ‘Newsjacking.’ The duo has written a book that features over 100 case studies of the best and worst examples of newsjacking, giving core insights into the seven key principles that brands need to think about when newsjacking, and showing the fine line between good and bad topical advertising. The book, subtitled ‘The Urgent Genius of Real-Time Advertising,’ is a spin off of iris’ website ‘Urgent Genius,’ a website on which the agency over the years has gathered a respectable amount of topical ads. Hunter about Newsjacking: “Brands looking to ride the wave of a trending story need to ensure that they are being genuine and relevant. In other words: if you’re going to be urgent then make sure it’s genius.” The book, published by Thames & Hudson, will be presented at Rosa & Rita on July 18th, from 18:00 till 19.30. If you’d like to attend you can RSVP here – there’s only a limited amount of spaces available.