Zeus Jones Credentials

Zeus Jones. Born March 1, 2007 © Zeus Jones 2007

Thomas Bruce (trbpix) on Flickr licensed under creative commons © Zeus Jones 2007 Photo: Thomas Bruce. Used with consent of owner. We launched with a single belief. When it comes to marketing: actions speak louder than words.

We launched with a shared vision... Marketing can move from something people try to avoid... Into something that people want, value and enjoy. © Zeus Jones 2007

We need to rethink marketing. © Zeus Jones 2007

From this... We need to rethink marketing. An ad that claims Dyson technolgy is better © Zeus Jones 2007

From this... ...to this We need to rethink marketing. An ad that claims A better hand dryer that uses Dyson technolgy is better Dyson technology © Zeus Jones 2007

We need to use marketing as a chance to do things for people, not an excuse to say things to them. © Zeus Jones 2007

Marketing As A Service. ZM © Zeus Jones 2007

Core offering Marketing As A Service © Zeus Jones 2007 Marketing As A Service is: a product, service or idea that performs a complimentary function. It adds value while also driving usage or purchase intent around a core offering.

It isn’t a new idea. The Michelin Guide was created in 1900 to encourage French motorists to drive and consume tires. © Zeus Jones 2007

The Museum of Broadcast Communications Ohio History Central © Zeus Jones 2007 Both radio and television Soap Operas were pioneered by Procter & Gamble, Colgate Palmolive and Pepsodent to entertain homemakers as they cleaned.

www.shaolintiger.com © Zeus Jones 2007 Canon introduced White Lenses designed to “stay cooler” in the sunlight. They completely overtook Nikon in professional sports photography.

It’s an important strategy of some of the world’s great brands. Brands that are respected, beloved and that consistently make money. © Zeus Jones 2007

It’s easy to see why. Marketing As A Service can be far more effective. It’s also immune to many of the worst problems that plague marketers today. © Zeus Jones 2007

Times Square, New York City © Zeus Jones 2007 Clutter ceases to be an issue. While the average person sees thousands of messages a day, they run into useful things far less often.

www.werther.fr www.magic-hour.com © Zeus Jones 2007 Marketing As A Service creates differentiation. Companies often say the same things, but they rarely do the same things.

Ultimately, doing something instead of saying something is actually a better way to communicate. People will talk about what you do more than they’ll talk about what you say. © Zeus Jones 2007

Fender Amplifier Their talk amplifies your actions. Into messages that are far more convincing than you could deliver. © Zeus Jones 2007

Most importantly, Marketing As A Service can alter the fundamental economics of marketing. It can deliver results that are more effective than the equivalent traditional expenditure. It can create assets that pay for themselves. © Zeus Jones 2007

The Michelin Guide is now an international phenomenon. Last year it produced revenue of 16 billion Euros or over 21 billion Dollars. © Zeus Jones 2007

Today, Marketing As A Service is open to anyone. © Zeus Jones 2007

Digital technology has increased the ability to do. New technologies and opportunities are being created every day. It’s a time of enormous innovation. This has dramatically lowered the barrier to entry for creating services. But it requires a different set of skills. © Zeus Jones 2007

Adrian Ho. Was formerly the director of strategic planning at Fallon. While at Fallon, Adrian left his mark on campaigns for United, Ted, BMW, Citi and Sony. Prior to that, Adrian worked at Goodby, Silverstein & Partners as the lead planner on HP, and at Anderson & Lembke as the lead planner on Microsoft. Adrian's thinking has been recognized by the international industry groups which focus on marketplace effectiveness (IPA and EFFIEs). Adrian grew up and was educated in the UK and now, like almost everyone in Minnesota, lives near a lake with his wife and children. © Zeus Jones 2007

Chris Wiggins. For the last year, has been Creative Director of ZAAZ, a Seattle-based company with strong expertise in data analytics. Prior to that, he spent six years at Fallon Worldwide where he was Creative Director of the agency’s interactive group. There, he built a reputation for his leadership skills, and for creating exquisite online brand experiences in his work for clients like Microsoft, Sony, BMW of north America, Nordstrom, Macromedia, Archipelago, EDS and Lee Jeans. Chris has been producing award-winning digital content and user experiences for 10 years. His work has been featured in many publications including Communication Arts and Graphis. © Zeus Jones 2007

Christian Erickson. Was a Group Creative Director/Art Director in the interactive group at Fallon. He has been designing, developing, and directing new media projects since the early 1990s - creating online work for brands like 3M, Cadillac, BMW, United Airlines, Nordstrom, NYSE and Microsoft along the way. In recent years, Christian's focus has been on non-traditional marketing and branded entertainment. He created some of the first virtual-reality product demos for 3M, co-created the innovative media player that drove the BMWFilms series, wrote a song about the NYSE that became a viral hit on Wall Street, scripted an interactive comedy for MSN and built an online content channel for Nordstrom. © Zeus Jones 2007

Eric Frost. Was a Group Creative Director in the Interactive group at Fallon. Eric played a critical role on some of the highest profile projects at Fallon, including: Amazon Theater, a series of online short films; Nordstrom Silverscreen, an online content and retail channel; ESP Billy for MSN Films, an online interactive sitcom; and The In-Synch Challenge for St. Paul Travelers, a 3-D interactive environment that won the Best Flash of 2006 award in the FWA/Adobe awards. Eric was a founding editor of Melodeon Press, which published eight books and three journals of writing, and also served as an editor of Prosodia magazine, a nationally distributed poetry journal. © Zeus Jones 2007

Rob White. Was most recently President of Fallon. Rob’s background is strategy. Trained in London, he was one of the first strategic planners in the U.S., working at Chiat/Day Los Angeles for clients like Energizer (the bunny campaign) and Nissan. Rob joined Pat Fallon and his team, and built the planning discipline from scratch at the agency, ensured that this strategic planning practice was built into the core of the business, and played a key role in the rapid growth of the agency through the 90’s. Appointed president early in 1999, Rob focused on the evolution of the company on a number of fronts: a holistic approach to brand solutions, global solutions, media re-engineering and digital branding. © Zeus Jones 2007

But the partnership was really formed through creating Marketing As A Service. Those were the projects we’re most proud of from our collective past. © Zeus Jones 2007

© Zeus Jones 2007 For cost of a banner campaign, we created a band to sell Media Center PC to music lovers. We got 40K downloads, 20K CD requests, drove 2 million web visits and helped Media Center PC reach the top ten of all computers sold.

© Zeus Jones 2007 For Microsoft's Mac Business Unit, we turned a hostile Mac audience into evangelists by giving them tools to customize their Macs - functionality that Apple had taken away with the release of OSX.

We want to re-invent marketing. We also want to re-invent the client-agency relationship. Retained hours-based relationships value bodies over ideas. They incentivize agencies to drag their feet and clients to avoid contact. Our model is project-based and tied to value created not time taken. © Zeus Jones 2007

Zeus Jones Credentials

5 comments

Notes on slide 1

42 Favorites