The document outlines 6 foundations of great digital creative: 1) interactive, 2) customizable, 3) contextual, 4) entertaining, 5) playable, and 6) useful. It provides examples of agencies and their work for each foundation. The document argues that digital creative offers interactivity that other mediums cannot through involving the user, being contextual, entertaining, playable, and useful.

1. 6 FOUNDATIONS OF GREAT DIGITAL CREATIVE Ashley Ringrose

3. Youtube Link

7. INTERACTIVE 1 IS THE IDEA?

8. REWARD THE USER FOR CLICKING

9. “ INTERACTIVITY INCREASES BRAND RECALL 63% MORE THAN NON INTERACTIVE ADS” * B arnum S ulley Research 2010

10. “ TELL ME AND I'LL FORGET; SHOW ME AND I MAY REMEMBER; INVOLVE ME AND I'LL UNDERSTAND.” ANCIENT CHINESE PROVERB

11. “ TELL ME AND I'LL FORGET 86%; SHOW ME AND I MAY REMEMBER 19% ; INVOLVE ME AND I'LL UNDERSTAND 63% ” UPDATED CHINESE TWEET

12. CP+B [US] Agency: Interactive

13. Bridge [US] Agency: Interactive

14. Glue [UK] Agency: Interactive

15. INTERACTIVE CUSTOMIZABLE 1 2 IS THE IDEA?

16. Weapon 7 [UK] Agency: Customizable

17. DM9 DDB [BR] Agency: Customizable

18. Tribal DDB [UK] Agency: Customizable

19. INTERACTIVE CUSTOMIZABLE CONTEXTUAL 1 2 3 IS THE IDEA?

20. Mediafront [NO] Agency: Contextual

21. Various Agency: Contextual

22. INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING 1 2 3 4 IS THE IDEA?

23. Soap [US] Agency: Entertaining

24. Boondoggle [NL] Agency: Entertaining CONCERT

25. INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE 1 2 3 4 5 IS THE IDEA?

26. YOU CAN’T PLAY WITH A TV AD FOR 5 MINUTES

27. CP+B [US] Agency: Playable

28. DM9 DDB [BR] Agency: Playable

29. Further Reading

30. INTERACTIVE CUSTOMIZABLE CONTEXTUAL ENTERTAINING PLAYABLE USEFUL* 1 2 3 4 5 6 IS THE IDEA?

31. Useful!

32. Useful?

33. Holst Digital [UK] Agency: Useful

34. Agency.com [US] Agency: Useful

35. USEFUL ADS? OR USEFUL | ADS

36. #1 REASON DIGITAL IS BETTER THAN ADVERTISING? Iain Tait, Poke UK

37. WE DON’T HAVE TO DO ADVERTISING Iain Tait, Poke UK

38. BRIEF FOR SOLUTIONS, NOT ADS

39. JUST FOR STEVE JOBS EMOTIONAL

40. BBH [UK] Agency: Emotional

41. YOU FORGOT WHAT THE INTERNET WAS BUILT ON!

42. Grand Union [UK] Agency: Sex!

43. FINAL THOUGHT

44. WHY ARE AGENCIES (ADVERTISING, DESIGN, MEDIA) HAVING TROUBLE DOING DIGITAL WELL?

45. THINK DIFFERENT FOR DIGITAL

46. UNDERSTAND PEOPLE, THEN TECHNOLOGY Mark Pollard, McCann Sydney

47. Thank you bannerblog.com.au slideshare.net/soapcreative soapcreative.com @100ftzombie @bannerblog