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Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
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Breakthrough digital creative
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Breakthrough digital creative
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Breakthrough digital creative
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Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
Breakthrough digital creative
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Breakthrough digital creative

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What does good creative look like in the digital space? William Martino, SVP of Digital Strategy offers examples of "sustained" breakthrough and "disruptive" breakthrough across a variety of verticals

What does good creative look like in the digital space? William Martino, SVP of Digital Strategy offers examples of "sustained" breakthrough and "disruptive" breakthrough across a variety of verticals

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  1. BREAKTHROUGH CREATIVE IN THE DIGITAL SPACE 21 MAY 2010 WILLIAM MARTINO SVP, DIGITAL STRATEGY SAATCHI & SAATCHI WELLNESS
  2. breakthrough [breyk-throo] 1. an act or instance of removing or surpassing an obstruction or restriction; the overcoming of a stalemate 2. any significant or sudden advance, development, achievement, or increase, that removes a barrier to progress
  3. IS IT DIFFERENT IF IT’S DIGITAL? THE SHORT ANSWER: NO
  4. IS IT DIFFERENT IF IT’S DIGITAL? THE LONG ANSWER: MAYBE
  5. BREAKTHROUGH VS INTERRUPTIVE
  6. YOUR DEFINITION?
  7. BREAKTHROUGH
  8. WHOA DIFFERENT IMMERSIVE SURPRISE & DELIGHT UNIQUE STOPPING POWER ENGAGING BREAKTHROUGH INNOVATIVE NOVEL FUNNY BEAUTIFUL CLEVER EYE CATCHING OWNABLE DYNAMIC SHAREABLE
  9. BREAKTHROUGH & INNOVATION
  10. BREAKTHROUGH & INNOVATION SUSTAINED INNOVATION Building off an existing frame of reference Iterative
  11. BREAKTHROUGH & INNOVATION SUSTAINED INNOVATION DISRUPTIVE INNOVATION Building off an existing Sets new standards, frame of reference creates a new paradigm Iterative Revolutionary
  12. BREAKTHROUGH & INNOVATION SUSTAINED INNOVATION DISRUPTIVE INNOVATION Building off an existing Sets new standards, frame of reference creates a new paradigm Iterative Revolutionary
  13. BREAKTHROUGH & INNOVATION SUSTAINED INNOVATION DISRUPTIVE INNOVATION Building off an existing Sets new standards, frame of reference creates a new paradigm Iterative Revolutionary
  14. “SUSTAINED” BREAKTHROUGH
  15. NEXIUM
  16. CRESTOR
  17. VIAGRA
  18. VIAGRA
  19. VICTOZA
  20. VICTOZA
  21. VICTOZA
  22. VICTOZA
  23. CELEBRATIONCHAIN
  24. CELEBRATIONCHAIN
  25. “DISRUPTIVE” BREAKTHROUGH PHARMA VIRAL VIDEO RICH MEDIA SOCIAL PRODUCT LAUNCH CHANNEL INTEGRATION
  26. “DISRUPTIVE” BREAKTHROUGH PHARMA VIRAL VIDEO RICH MEDIA SOCIAL PRODUCT LAUNCH CHANNEL INTEGRATION
  27. AMBIENCR
  28. AMBIENCR
  29. AMBIENCR
  30. AMBIENCR
  31. AMBIENCR
  32. AMBIENCR
  33. AMBIENCR
  34. AMBIENCR
  35. “DISRUPTIVE” BREAKTHROUGH PHARMA VIRAL VIDEO RICH MEDIA SOCIAL PRODUCT LAUNCH CHANNEL INTEGRATION
  36. T-MOBILE
  37. DOVE
  38. DOVE
  39. DOVE
  40. DOVE
  41. DOVE
  42. “DISRUPTIVE” BREAKTHROUGH PHARMA VIRAL VIDEO RICH MEDIA SOCIAL PRODUCT LAUNCH CHANNEL INTEGRATION
  43. APPLE
  44. APPLE
  45. APPLE
  46. APPLE
  47. SPRINT
  48. SPRINT
  49. CHIPOTLE
  50. CHIPOTLE
  51. CHIPOTLE
  52. CHIPOTLE
  53. CHIPOTLE
  54. CHIPOTLE
  55. GOTMILK?
  56. GOTMILK?
  57. GOTMILK?
  58. GOTMILK?
  59. GOTMILK?
  60. “DISRUPTIVE” BREAKTHROUGH PHARMA VIRAL VIDEO RICH MEDIA SOCIAL PRODUCT LAUNCH CHANNEL INTEGRATION
  61. BURGERKING
  62. BAKERTWEET
  63. BURBERRY
  64. BURBERRY
  65. MADMEN
  66. MADMEN
  67. MADMEN
  68. MADMEN
  69. LEVI’S
  70. LEVI’S
  71. LEVI’S
  72. “DISRUPTIVE” BREAKTHROUGH PHARMA VIRAL VIDEO RICH MEDIA SOCIAL PRODUCT LAUNCH CHANNEL INTEGRATION
  73. GOOGLE
  74. GOOGLECHROME
  75. GOOGLECHROME
  76. GOOGLECHROME
  77. GOOGLECHROME
  78. FORDFIESTA
  79. FORDFIESTA
  80. FORDFIESTA
  81. FORDFIESTA
  82. FORDFIESTA
  83. FORDFIESTA
  84. FORDFIESTA
  85. “DISRUPTIVE” BREAKTHROUGH PHARMA VIRAL VIDEO RICH MEDIA SOCIAL PRODUCT LAUNCH CHANNEL INTEGRATION
  86. PEPSI
  87. PEPSI
  88. PEPSI
  89. PEPSI
  90. WHAT HAVE WE LEARNED? TECHNOLOGY INTEGRATION SOCIAL ENVIRONMENT COMPLEXITY
  91. IMPLICATIONS LEARNINGS WE CAN APPLY?
  92. RESOURCES THIS PRESENTATION IS AVAILABLE AT: http://bit.ly/AZ521a EXAMPLES DISCUSSED ARE AVAILABLE AT: http://bit.ly/AZ521b
  93. CONTACT INFO WILLIAM MARTINO SVP, DIRECTOR OF DIGITAL STRATEGY 212.463.2524 william.martino@saatchiwellness.com @wmartino http://saatchiwellness.com http://saatchiwellness.blogspot.com @saatchiwellness
  94. Q&A
  95. THANK YOU

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