6 FOUNDATIONS

OF GREAT DIGITAL
CREATIVE

Ashley Ringrose
DISPLAY ADS?!
SOOOO 2004
#needsmoresocialmedia
Youtube Link
SORRY STEVE, IT’S
MUCH MORE THAN JUST
INTERACTION +
EMOTION (VIDEO)
THERE ARE 6 FOUNDATIONS
OF GREAT DIGITAL
CREATIVE
WHICH NO OTHER MEDIUM
CAN OFFER
SIMULTANEOUSLY
IS THE IDEA?
1 INTERACTIVE
REWARD THE USER FOR
CLICKING
 “INTERACTIVITY
INCREASES
BRAND RECALL 63%
MORE THAN NON
INTERACTIVE ADS”
*Barnum Sulley 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 TWEET

Interactive
Agency: CP+B [US]
Interactive
Agency: Bridge [US]
Interactive
Agency: Glue [UK]
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
Customizable
Agency: Weapon 7 [UK]
Customizable
Agency: DM9 DDB [BR]
Customizable
Agency: Tribal DDB [UK]
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
Contextual
Agency: Mediafront [NO]
Contextual
Agency: Various
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
Entertaining
Agency: Soap [US]
Entertaining
Agency: Boondoggle [NL]

CONCERT
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
5 PLAYABLE
YOU CAN’T PLAY WITH
A TV AD FOR 5 MINUTES
Playable
Agency: CP+B [US]
Playable
Agency: DM9 DDB [BR]
Further Reading
IS THE IDEA?
1 INTERACTIVE
2 CUSTOMIZABLE
3 CONTEXTUAL
4 ENTERTAINING
5 PLAYABLE
6 USEFUL*
Useful!
Useful?
Useful
Agency: Holst Digital [UK]
Useful
Agency: Agency.com [US]
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
Emotional
Agency: BBH [UK]
 YOU FORGOT
WHAT THE INTERNET WAS
BUILT ON!
Sex!
Agency: Grand Union [UK]
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
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