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Minn
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
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Were here because of what we know and want
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
But, the things we dont know are much more im
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We built Zeus Jones around everything we dont
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It usedthat thof scie
took pthe farThen gmore abegan
set in tfutureTodayit is se
alterna
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The future is opaque, it is impossible to predict happen tomorrow.
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Personally Ithink thatcontemporary
reality issufficientlyscience fictionfor me...today,the sort of thing
we used to thinkin science fictionhas colonised therest of our
reality.
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We are living in a time where the impossible is ptomorrow is happening today.
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We left our previous jobs because we knewwhat to do.And that felt so very boring and so very wrong in the context of a world where it is clearly impossible to kno
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Modern brands are defined by what they do.
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The decisions about companies and their brandsbeing made in front of the television.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We try to discover and to affect the places wherdecisions are really being made.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Advertising can only solve a few business proble
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We try to find problems that advertising cant so
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The data that these projects create is just as valthan the role they perform.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
The things we produce arent answers, they are asking better questions.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Classic model
of a brand.
Built for a mass-media
world.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Modern brand
model.
Built for a world driven by
experiences and
interactions.
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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 Mills - the modern campaign.
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M d i fl
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Modern campaign flow
Campaign
marketing
Becomes a distribution
channel for community
generated messaging
which helps to build
and reinforce the
community
Multiplier
marketing
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 Developed
Creative
Community Developed
Creative
National Launch
Community Launch
C2 C3 C4 CX
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We plan our campaign every two weeks, becahard to think much further out.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We developed the new model for marketing andat Nestle Purina - Marketing 3.0
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Traditional advertising and branding models are to create compliance and deliver predictability.
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Modern brand models are designed for inventioninnovation, to create brands that surprise and d
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
In 2007, it was impossible to predict what Zeus would become in 2011.
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Everything we have accomplished was possible we did not know what we should do.
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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.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Being deliberate about not knowing makes it quwhat you should and should not be doing.
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Our projects start with the fact that neither we nclients know exactly what needs to be done.
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The best clients dont believe you know what to
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Our business is focused on helping clients figureto move their brands and marketing forwards.
Knowing Not knowing
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Knowing Not knowing
Perfecting a process
Presenting to clients
Executing plans
Certainty
Boring
Learning whats possible
Partnering with clients
Developing ideas
Uncertainty
Fun
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We redesigned our strategy and productionprocess around the ability to not know.Because traditional strategy and production processes are designed to deliver predictability and certainty.
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Traditional strategy is a process of making assuas complexity rises so does the chance of being
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Unlike communications, products and experiencnew opportunities for usage after they're built.
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We realised projects should change during execuWe manage the change to improve the project.
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We limit the number of up-front strategic assumand combine strategic and product development
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Traditional agency structures and roles are desigdevelop traditional solutions.
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We designed our space to preserve uncertainty alack of clarity in roles and responsibilities.
THE BIG TABLE
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THE BIG TABLE
AT ZEUS JONES WE ALL SIT TOGETHER AT ONE BIG TABLE. ITS LOUD, MESSY AND AWES
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Zeus Jones Proprietary and Confidential. All rights reserved 2011.
We hire people who not afraid to not know.
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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?
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Q2: What does actions speak louder than words mean to yHow do you interpret this in your life or in your world? What would this mean for how youd approach what you
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
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Q3: Whats a marketing action that you think is innovative?Tell us about the idea, why do you think its right for the business and the brand? What would you do to make it
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
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Q4: How would make sure Zeus Jones stays ahead of the inWere best when we are pioneers but that means we have to push ourselves. What would you do to make sure we
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
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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 w
do?
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New people tell me they are still figuring things
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I tell them to get used to it because that doesnt
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It is very hard to know, but it is harder not to kno
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Richard Feynman - The Pleasure Of Finding Things Out.BBC Horizon 1981
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Minn
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Thank you.