Twitter offers biggest benefit to 'realtime brands', says UK Twitter sales director Bruce Daisley at Empty13
The prospect of an Empty13 without major sporting and royal events should not be detrimental to brands if they develop a good ability to deliver realtime responses to events around them, according the UK Twitter sales director, Bruce Daisley.
Speaking at an Empty13 event - created by Bite Communications to bring brands and creatives together to explore the challenges of a year with no major UK events planned - Daisley said: "I don't necessarily think people will suffer, it's only those without imagination who will suffer.
"A platform like Twitter really benefits brands who take opportunities in realtime; so, brands who think about how their message can be adapted and, rather than just a campaign that's conceived in advance and planned for the future, brands who think about how they can adapt their message live.
"We've seen fabulous work from the likes of Paddy Power when the Pope resigned: Paddy Power immediately produced with a flourish fantastically amusing, relevant, topical tweets that, while they promoted them, ended up being the most popular tweets among users.
"Brands who think about how they can adapt their message in realtime are the ones who are doing incredibly well on a platform like Twitter," he added.
Daisley ran YouTube and Google's display advertising business in the UK before becoming UK sales director in January last year.