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

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

18. VIAGRA

19. VIAGRA

20. VICTOZA

21. VICTOZA

22. VICTOZA

23. VICTOZA

24. CELEBRATIONCHAIN

25. CELEBRATIONCHAIN

26. “DISRUPTIVE”
BREAKTHROUGH
PHARMA
VIRAL VIDEO
RICH MEDIA
SOCIAL
PRODUCT LAUNCH
CHANNEL INTEGRATION

27. “DISRUPTIVE”
BREAKTHROUGH
PHARMA
VIRAL VIDEO
RICH MEDIA
SOCIAL
PRODUCT LAUNCH
CHANNEL INTEGRATION

28. AMBIENCR

29. AMBIENCR

30. AMBIENCR

31. AMBIENCR

32. AMBIENCR

33. AMBIENCR

34. AMBIENCR

35. AMBIENCR

36. “DISRUPTIVE”
BREAKTHROUGH
PHARMA
VIRAL VIDEO
RICH MEDIA
SOCIAL
PRODUCT LAUNCH
CHANNEL INTEGRATION

37. T-MOBILE

38. DOVE

39. DOVE

40. DOVE

41. DOVE

42. DOVE

43. “DISRUPTIVE”
BREAKTHROUGH
PHARMA
VIRAL VIDEO
RICH MEDIA
SOCIAL
PRODUCT LAUNCH
CHANNEL INTEGRATION

44. APPLE

45. APPLE

46. APPLE

47. APPLE

48. SPRINT

49. SPRINT

50. CHIPOTLE

51. CHIPOTLE

52. CHIPOTLE

53. CHIPOTLE

54. CHIPOTLE

55. CHIPOTLE

56. GOTMILK?

57. GOTMILK?

58. GOTMILK?

59. GOTMILK?

60. GOTMILK?

61. “DISRUPTIVE”
BREAKTHROUGH
PHARMA
VIRAL VIDEO
RICH MEDIA
SOCIAL
PRODUCT LAUNCH
CHANNEL INTEGRATION

62. BURGERKING

63. BAKERTWEET

64. BURBERRY

65. BURBERRY

66. MADMEN

67. MADMEN

68. MADMEN

69. MADMEN

70. LEVI’S

71. LEVI’S

72. LEVI’S

73. “DISRUPTIVE”
BREAKTHROUGH
PHARMA
VIRAL VIDEO
RICH MEDIA
SOCIAL
PRODUCT LAUNCH
CHANNEL INTEGRATION

74. GOOGLE

75. GOOGLECHROME

76. GOOGLECHROME

77. GOOGLECHROME

78. GOOGLECHROME

79. FORDFIESTA

80. FORDFIESTA

81. FORDFIESTA

82. FORDFIESTA

83. FORDFIESTA

84. FORDFIESTA

85. FORDFIESTA

86. “DISRUPTIVE”
BREAKTHROUGH
PHARMA
VIRAL VIDEO
RICH MEDIA
SOCIAL
PRODUCT LAUNCH
CHANNEL INTEGRATION

87. PEPSI

88. PEPSI

89. PEPSI

90. PEPSI

91. WHAT HAVE WE LEARNED?
TECHNOLOGY
INTEGRATION
SOCIAL
ENVIRONMENT
COMPLEXITY

92. IMPLICATIONS
LEARNINGS WE CAN APPLY?

93. RESOURCES
THIS PRESENTATION IS AVAILABLE AT:
http://bit.ly/AZ521a
EXAMPLES DISCUSSED ARE AVAILABLE AT:
http://bit.ly/AZ521b

94. 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

95. Q&A

96. THANK YOU