It's great to come out with a clever quip and make people laugh. It's even better when your job depends on it, and you can come up with some real-time marketing to help your brand surf the wave of the latest news flurry. These Suarez jokes did just that and made me laugh.

So what are the dos and don'ts of this kind of tactic? We had an internal knowledge-sharing session on this recently, where our Mike Willoughby gave us his top tips:

What to do:

  • Be relevant
  • Be fast
  • Be cheeky


What to avoid:

  • Controversy
  • Being boring
  • Forcing it


In summary, it's a bit like life on a good day: brave but not stupid! So if a clever idea strikes, give it a try. Effective communication can be a great way to broaden your reach, increasing brand awareness and audience engagement.