LONDON — The best way for brands to exploit the real-time marketing opportunity is with a combination of copious amounts of data and a healthy dose of new-wave creativity, says ad group Starcom MediaVest Group’s EMEA chief digital officer.

“Real-time marketing is becoming a part of what we do on a day-to-day basis – we refer to it as ‘agile marketing’,” Ian James tells Beet.TV.

“Devices and connectivity are enabling richer experiences to be delivered in more native places. Those native platforms feed us with a huge amounts of data. It allows us to behave in a more real-time fashion when it comes to content.”

Oreo’s “Dunk In The Dark” tweet, when the cookie brand responded to a power cut during the Superbowl, is often cited as an example of real-time content marketing

James advises marketers: “Be ready to manage huge amounts of data – you really are drinking from the fire hydrant – use that data wisely. And real-time demands ever more creativity, not less.”

This interview was part of Beet.TV’s “London Sessions” presented by YuMe, produced at the Starcom MediaVest offices in association  with VivaKi.