Adrian Ho, da Zeus Jones, no NBC11
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"What we can learn from the things we don't know." - Palestra de Adrian Ho, sócio fundador da Zeus Jones, no NBC11.

"What we can learn from the things we don't know." - Palestra de Adrian Ho, sócio fundador da Zeus Jones, no NBC11.

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Adrian Ho, da Zeus Jones, no NBC11 Presentation Transcript

  • 1. What we can learn from thethings we dont know.New Brand CommunicationSeptember 12, 2011 2640 Lyndale Ave S. Minneapolis Minnesota 55408Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 2. We’re here because of what we know and want to know.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 3. But, the things we don’t know are much more important.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 4. We built Zeus Jones around everything we don’t know.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 5. “ 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.”
  • 6. The future is opaque, it is impossible to predict what willhappen tomorrow.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 7. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.“ Personally I Zeus Jones Proprietary and Confidential.  All rights reserved 2011. 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.”
  • 8. We are living in a time where the impossible is possible,tomorrow is happening today.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 9. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.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 know.
  • 10. Modern brands are defined by what they do.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 11. The decisions about companies and their brands are notbeing made in front of the television.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 12. We try to discover and to affect the places where thosedecisions are really being made.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 13. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 14. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 15. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 16. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 17. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 18. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 19. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 20. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 21. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 22. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 23. Advertising can only solve a few business problems.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 24. We try to find problems that advertising can’t solve.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 25. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 26. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 27. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 28. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 29. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 30. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 31. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 32. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 33. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 34. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.
  • 35. The data that these projects create is just as valuablethan the role they perform.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 36. The things we produce aren’t answers, they are ways ofasking better questions.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 37. Classic modelof a brand.Built for a mass-mediaworld.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 38. Modern brandmodel. CORE BELIEFBuilt for a world driven byexperiences andinteractions.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 39. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.Classic brands Modern brandsDelivering a promise Guided by a purposeConsumer insight Internal cultureSingular consistent messages Multiple coherent ideasCommunicate an image Deliver an experienceTrust through authority Trust through transparencyStrive for perfection Progress by iteratingControlling EmpoweringMarketing as a layer Marketing is built-inCreate a transactional relationship Create a community
  • 40. We developed the new model for advertising at GeneralMills - the modern campaign.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 41. Modern campaign flow Campaign marketing Q1 Q2 Q3 Q4Becomes a distribution Agency Developed Paid Media Creative Paid Media Paid Media Paid Mediachannel for communitygenerated 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 messagingto grow the community
  • 42. We plan our “campaign” every two weeks, because it’shard to think much further out.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 43. We developed the new model for marketing and brandingat Nestle Purina - Marketing 3.0Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 44. Traditional advertising and branding models are designedto create compliance and deliver predictability.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 45. Modern brand models are designed for invention andinnovation, to create brands that surprise and delight.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 46. We are implementing these models on several of their biggest brands.
  • 47. In 2007, it was impossible to predict what Zeus Joneswould become in 2011.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 48. Everything we have accomplished was possible becausewe did not know what we should do.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 49. 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.
  • 50. Being deliberate about not knowing makes it quite clearwhat you should and should not be doing.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 51. Our projects start with the fact that neither we nor ourclients know exactly what needs to be done.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 52. The best clients don’t believe you know what to do.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 53. Our business is focused on helping clients figure out howto move their brands and marketing forwards.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 54. Zeus Jones Proprietary and Confidential.  All rights reserved 2010.Knowing Not knowingPerfecting a process Learning what’s possiblePresenting to clients Partnering with clientsExecuting plans Developing ideasCertainty UncertaintyBoring Fun
  • 55. 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.
  • 56. 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.
  • 57. Unlike communications, products and experiences revealnew opportunities for usage after theyre built.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 58. We realised projects should change during execution. We manage the change to improve the project.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 59. We limit the number of up-front strategic assumptionsand combine strategic and product development.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 60. Traditional agency structures and roles are designed todevelop traditional solutions.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 61. We designed our space to preserve uncertainty andlack of clarity in roles and responsibilities.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 62. THE BIG TABLEAT ZEUS JONES WE ALL SIT TOGETHER AT ONE BIG TABLE. IT’S LOUD, MESSY AND AWESOME.
  • 63. We hire people who not afraid to not know.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 64. 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.
  • 65. 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.
  • 66. 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?Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 67. 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.
  • 68. 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 wedo?
  • 69. New people tell me they are still figuring things out.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 70. I tell them to get used to it because that doesn’t change.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 71. It is very hard to know, but it is harder not to know.Zeus Jones Proprietary and Confidential.  All rights reserved 2011.
  • 72. Zeus Jones Proprietary and Confidential.  All rights reserved 2011.Richard Feynman - The Pleasure Of Finding Things Out.BBC Horizon 1981
  • 73. Thank you. 2640 Lyndale Ave S. Minneapolis Minnesota 55408Zeus Jones Proprietary and Confidential.  All rights reserved 2011.