AdAge Digital 2010 6 Foundations of Great Digital Creative

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6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose

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Transcript of AdAge Digital 2010 6 Foundations of Great Digital Creative

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DISPLAY ADS?!SOOOO 2004#needsmoresocialmedia

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SORRY STEVE, IT’S MUCH MORE THAN JUSTINTERACTION + EMOTION (VIDEO)

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THERE ARE 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE

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WHICH NO OTHER MEDIUMCAN OFFER SIMULTANEOUSLY

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INTERACTIVE1

IS THE IDEA?

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REWARD THE USER FOR CLICKING

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“INTERACTIVITY INCREASES

BRAND RECALL 63% MORE THAN NON

INTERACTIVE ADS”

*Barnum Sulley Research 2010

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“TELL ME AND I'LL FORGET; SHOW ME AND I MAY

REMEMBER; INVOLVE ME AND I'LL

UNDERSTAND.”

ANCIENT CHINESE PROVERB

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“TELL ME AND I'LL FORGET 86%;

SHOW ME AND I MAY REMEMBER 19%;

INVOLVE ME AND I'LL UNDERSTAND 63%”

UPDATED CHINESE TWEET

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CP+B [US]Agency:

Interactive

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Bridge [US]Agency:

Interactive

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INTERACTIVECUSTOMIZABLE

12

IS THE IDEA?

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Weapon 7 [UK]Agency:

Customizable

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Tribal DDB [UK]Agency:

Customizable

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INTERACTIVECUSTOMIZABLECONTEXTUAL

123

IS THE IDEA?

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Mediafront [NO]Agency:

Contextual

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INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAINING

1234

IS THE IDEA?

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Soap [US]Agency:

Entertaining

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INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLE

12345

IS THE IDEA?

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YOU CAN’T PLAY WITH

A TV AD FOR 5 MINUTES

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INTERACTIVECUSTOMIZABLECONTEXTUALENTERTAININGPLAYABLEUSEFUL*

123456

IS THE IDEA?

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Useful!

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Useful?

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Holst Digital [UK]Agency:

Useful

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Agency.com [US]Agency:

Useful

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USEFUL ADS?

OR

USEFUL | ADS

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#1 REASON DIGITAL IS BETTER

THAN ADVERTISING?

Iain Tait, Poke UK

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WE DON’T HAVE TO DO ADVERTISING

Iain Tait, Poke UK

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BRIEF FOR SOLUTIONS,NOT ADS

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JUST FOR STEVE JOBSEMOTIONAL

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BBH [UK]Agency:

Emotional

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YOU FORGOT WHAT THE INTERNET WAS

BUILT ON!

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Grand Union [UK]Agency:

Sex!

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FINALFINAL THOUGHT THOUGHT

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WHY ARE AGENCIES WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA)(ADVERTISING, DESIGN, MEDIA)

HAVING TROUBLE HAVING TROUBLE DOING DIGITAL WELL?DOING DIGITAL WELL?

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THINK DIFFERENTFOR DIGITAL

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UNDERSTAND PEOPLE,THEN TECHNOLOGY

Mark Pollard, McCann Sydney

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Thank you

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