Adrian Ho, da Zeus Jones, no NBC11

What we can learn from the
things we don't know.
New Brand Communication
September 12, 2011 2640 Lyndale Ave S.
Minneapolis Minnesota 55408

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

We’re here because of what we know and want to know.


But, the things we don’t know are much more important.


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.”

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.”

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.

Modern brands are defined by what they do.

The decisions about companies and their brands are not
being made in front of the television.


We try to discover and to affect the places where those
decisions are really being made.


Advertising can only solve a few business problems.


We try to find problems that advertising can’t solve.


The data that these projects create is just as valuable
than the role they perform.


The things we produce aren’t answers, they are ways of
asking better questions.


Classic model
of a brand.
Built for a mass-media

world.


Modern brand
model. CORE
BELIEF
Built for a world driven by

experiences and

interactions.


Classic brands Modern brands
Delivering a promise Guided by a purpose

Consumer insight Internal culture

Singular consistent messages Multiple coherent ideas

Communicate an image Deliver an experience

Trust through authority Trust through transparency

Strive for perfection Progress by iterating

Controlling Empowering

Marketing as a layer Marketing is built-in

Create a transactional relationship Create a community

We developed the new model for advertising at General
Mills - the modern campaign.


Modern campaign ﬂow
Campaign
marketing Q1 Q2 Q3 Q4
Becomes a distribution Agency Developed
Paid Media
Creative Paid Media Paid Media Paid Media
channel for community
generated messaging
which helps to build
and reinforce the
Community Developed
community
Paid Media Paid Media Paid Media Creative
Paid Media

National Launch

Multiplier
marketing C0 C1 C2 C3 C4 CX

Provides input and
feedback for your Community Launch
media, provides
credibility for brand
messaging and helps
Community accelerates innovation and evolution
expand community
generated messaging
to grow the community

We plan our “campaign” every two weeks, because it’s
hard to think much further out.


We developed the new model for marketing and branding
at Nestle Purina - Marketing 3.0


Traditional advertising and branding models are designed
to create compliance and deliver predictability.


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.

In 2007, it was impossible to predict what Zeus Jones
would become in 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.

Being deliberate about not knowing makes it quite clear
what you should and should not be doing.


Our projects start with the fact that neither we nor our
clients know exactly what needs to be done.


The best clients don’t believe you know what to do.


Our business is focused on helping clients figure out how
to move their brands and marketing forwards.


Knowing Not knowing
Perfecting a process Learning what’s possible

Presenting to clients Partnering with clients

Executing plans Developing ideas

Certainty Uncertainty

Boring Fun

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.

Traditional strategy is a process of making assumptions;
as complexity rises so does the chance of being wrong.


Unlike communications, products and experiences reveal
new opportunities for usage after they're built.


We realised projects should change during execution.
We manage the change to improve the project.


We limit the number of up-front strategic assumptions
and combine strategic and product development.


Traditional agency structures and roles are designed to
develop traditional solutions.


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.

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 Beiske

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?


Image via SkipSteuart

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?


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?


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?

New people tell me they are still figuring things out.


I tell them to get used to it because that doesn’t change.


It is very hard to know, but it is harder not to know.


Richard Feynman - The Pleasure Of Finding Things Out.
BBC Horizon 1981

Thank you.
2640 Lyndale Ave S.
Minneapolis Minnesota 55408


Adrian Ho, da Zeus Jones, no NBC11

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (10)

Semelhante a Adrian Ho, da Zeus Jones, no NBC11

Semelhante a Adrian Ho, da Zeus Jones, no NBC11 (20)

Último

Último (20)

Adrian Ho, da Zeus Jones, no NBC11