6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose
<ul><ul><ul><li>DISPLAY ADS?! </li></ul></ul></ul><ul><ul><ul><li>SOOOO 2004 </li></ul></ul></ul><ul><ul><ul><li>#needsmor...
Youtube Link
<ul><ul><ul><li>SORRY STEVE, IT’S  </li></ul></ul></ul><ul><ul><ul><li>MUCH MORE THAN JUST </li></ul></ul></ul><ul><ul><ul...
<ul><ul><ul><li>THERE ARE  6 FOUNDATIONS  </li></ul></ul></ul><ul><ul><ul><li>OF  GREAT DIGITAL CREATIVE </li></ul></ul></ul>
<ul><ul><ul><li>WHICH NO OTHER MEDIUM </li></ul></ul></ul><ul><ul><ul><li>CAN OFFER  SIMULTANEOUSLY </li></ul></ul></ul>
INTERACTIVE 1 IS THE IDEA?
REWARD  THE USER FOR CLICKING
“ INTERACTIVITY INCREASES BRAND RECALL  63%  MORE THAN NON INTERACTIVE ADS” * B arnum  S ulley Research 2010
“ TELL ME AND I'LL FORGET;  SHOW ME AND I MAY REMEMBER;  INVOLVE ME  AND I'LL UNDERSTAND.” ANCIENT CHINESE  PROVERB
“ TELL ME AND I'LL FORGET  86%;  SHOW ME AND I MAY REMEMBER  19% ;  INVOLVE ME  AND I'LL UNDERSTAND  63% ” UPDATED CHINESE...
CP+B [US] Agency: Interactive
Bridge [US] Agency: Interactive
Glue [UK] Agency: Interactive
INTERACTIVE CUSTOMIZABLE 1 2 IS THE IDEA?
Weapon 7 [UK] Agency: Customizable
DM9 DDB [BR] Agency: Customizable
Tribal DDB [UK] Agency: Customizable
INTERACTIVE CUSTOMIZABLE CONTEXTUAL 1 2 3 IS THE IDEA?
Mediafront [NO] Agency: Contextual
Various Agency: Contextual
INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING 1 2 3 4 IS THE IDEA?
Soap [US] Agency: Entertaining
Boondoggle [NL] Agency: Entertaining CONCERT
INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE 1 2 3 4 5 IS THE IDEA?
YOU CAN’T  PLAY WITH  A TV AD FOR 5 MINUTES
CP+B [US] Agency: Playable
DM9 DDB [BR] Agency: Playable
Further Reading
INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE USEFUL* 1 2 3 4 5 6 IS THE IDEA?
Useful!
Useful?
Holst Digital [UK] Agency: Useful
Agency.com [US] Agency: Useful
USEFUL  ADS? OR USEFUL  | ADS
#1 REASON  DIGITAL IS BETTER THAN ADVERTISING? Iain Tait, Poke UK
WE  DON’T  HAVE TO DO ADVERTISING  Iain Tait, Poke UK
BRIEF FOR SOLUTIONS, NOT ADS
JUST FOR STEVE JOBS EMOTIONAL
BBH [UK] Agency: Emotional
YOU FORGOT  WHAT THE INTERNET WAS  BUILT ON!
Grand Union [UK] Agency: Sex!
FINAL  THOUGHT
WHY ARE AGENCIES  (ADVERTISING, DESIGN, MEDIA) HAVING TROUBLE  DOING DIGITAL WELL?
THINK DIFFERENT FOR DIGITAL
UNDERSTAND PEOPLE, THEN TECHNOLOGY Mark Pollard, McCann Sydney
Thank you bannerblog.com.au slideshare.net/soapcreative soapcreative.com  @100ftzombie @bannerblog
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<ul><ul><ul><li>SORRY STEVE, IT’S </li></ul></ul></ul><ul><ul><ul><li>MUCH MORE AdAge Digital 2010 6 Foundations of Great Digital Creative

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