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Real time reality check: clients and agencies debate the rise of real time marketing

This session at the Guardian's Changing Advertising Summit focused on the trend of building brands through what the advertising industry has dubbed 'real time marketing'. Marketers know all too well that real time marketing can be very, very good, but when it is bad, it can embarrass your brand. Yet the promise of real time remains extremely powerful and can't be ignored by brands in an always-on world. This debate between agency and client luminaries asked where real-time is heading: what's working in real time, what isn't, how creative processes are being reshaped.Panelists include:Noelle McElhatton, editor and journalistJustin Cooke, CEO, Innovate7Roisin Donnelly, corporate marketing director, P&G UK & IrelandJames Hilton, co-founder and creative director, AKQADan Plant, real time planning director and group strategy director, MECPaul Sweeney, head of brand, Paddy Power

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