Download - Adrian Ho, da Zeus Jones, no NBC11
2640 Lyndale Ave S.Minneapolis Minnesota 55408
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
What we can learn from the things we don't know.New Brand Communication
September 12, 2011
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We’re here because of what we know and want to know.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
But, the things we don’t know are much more important.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We built Zeus Jones around everything we don’t know.
It used to be that the majority of science fiction took place in the far future.Then gradually more and more began to be set in the near future.Today, most of it is set in an alternate present.”
“
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The future is opaque, it is impossible to predict what will happen tomorrow.
Personally I think that contemporary reality is sufficiently science fiction for me...today, the sort of thing we used to think in science fiction has colonised the rest of our reality.”
“
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We are living in a time where the impossible is possible, tomorrow is happening today.
We left our previous jobs because we knew what to do.And that felt so very boring and so very wrong in the context of a world where it is clearly impossible to know.
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Modern brands are defined by what they do.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The decisions about companies and their brands are not being made in front of the television.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We try to discover and to affect the places where those decisions are really being made.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Advertising can only solve a few business problems.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We try to find problems that advertising can’t solve.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Zeus Jones Proprietary and Confidential. All rights reserved 2010.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The data that these projects create is just as valuable than the role they perform.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The things we produce aren’t answers, they are ways of asking better questions.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Classic model of a brand.Built for a mass-media
world.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Modern brand model.Built for a world driven by
experiences and
interactions.
COREBELIEF
Classic brands Modern brands
Delivering a promise
Consumer insight
Singular consistent messages
Communicate an image
Trust through authority
Strive for perfection
Controlling
Marketing as a layer
Create a transactional relationship
Guided by a purpose
Internal culture
Multiple coherent ideas
Deliver an experience
Trust through transparency
Progress by iterating
Empowering
Marketing is built-in
Create a community
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We developed the new model for advertising at General Mills - the modern campaign.
Modern campaign flow
Campaignmarketing
Becomes a distribution channel for community generated messaging which helps to build
and reinforce the community
Multipliermarketing
Provides input and feedback for your media, provides
credibility for brand messaging and helps expand community
generated messaging to grow the community
Community accelerates innovation and evolution
C0 C1
Q1 Q2 Q3 Q4
Paid Media
Paid Media
Paid Media
Paid Media
Paid Media
Paid Media
Paid Media
Paid Media
Agency DevelopedCreative
Community DevelopedCreative
National Launch
Community Launch
C2 C3 C4 CX
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We plan our “campaign” every two weeks, because it’s hard to think much further out.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We developed the new model for marketing and branding at Nestle Purina - Marketing 3.0
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Traditional advertising and branding models are designed to create compliance and deliver predictability.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Modern brand models are designed for invention and innovation, to create brands that surprise and delight.
We are implementing these models on several of their biggest brands.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
In 2007, it was impossible to predict what Zeus Jones would become in 2011.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Everything we have accomplished was possible because we did not know what we should do.
We are defined by our desire to not know.It defines what we do, how we do it, and the people we do it with.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Being deliberate about not knowing makes it quite clear what you should and should not be doing.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Our projects start with the fact that neither we nor our clients know exactly what needs to be done.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The best clients don’t believe you know what to do.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Our business is focused on helping clients figure out how to move their brands and marketing forwards.
Knowing Not knowing
Perfecting a process
Presenting to clients
Executing plans
Certainty
Boring
Learning what’s possible
Partnering with clients
Developing ideas
Uncertainty
Fun
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We redesigned our strategy and production process around the ability to not know.Because traditional strategy and production processes are designed to deliver predictability and certainty.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Traditional strategy is a process of making assumptions; as complexity rises so does the chance of being wrong.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Unlike communications, products and experiences reveal new opportunities for usage after they're built.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We realised projects should change during execution. We manage the change to improve the project.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We limit the number of up-front strategic assumptions and combine strategic and product development.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Traditional agency structures and roles are designed to develop traditional solutions.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We designed our space to preserve uncertainty and lack of clarity in roles and responsibilities.
THE BIG TABLE
AT ZEUS JONES WE ALL SIT TOGETHER AT ONE BIG TABLE. IT’S LOUD, MESSY AND AWESOME.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We hire people who not afraid to not know.
Q1: What inspires you? What or who motivates you to do more and to push
harder? What or who makes you feel big, or feel
small? Why?
Image via Ben BeiskeZeus Jones Proprietary and Confidential. All rights reserved 2011.
Q2: What does “actions speak louder than words mean to you?”How do you interpret this in your life or in your world? What would this mean for how you’d approach what you do here?
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Q3: What’s a marketing action that you think is innovative?Tell us about the idea, why do you think it’s right for the business and the brand? What would you do to make it even better?
Image via SkipSteuart
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Q4: How would make sure Zeus Jones stays ahead of the industry?We’re best when we are pioneers but that means we have to push ourselves. What would you do to make sure we always move forwards?
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Q5. What do you want to add to culture?How do you want to enrich culture either within or outside Zeus Jones. How will you be someone that adds to what we are and what we do?
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
New people tell me they are still figuring things out.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
I tell them to get used to it because that doesn’t change.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
It is very hard to know, but it is harder not to know.
Richard Feynman - The Pleasure Of Finding Things Out.BBC Horizon 1981
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2640 Lyndale Ave S.Minneapolis Minnesota 55408
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Thank you.