Professional Documents
Culture Documents
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.
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.
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.
The data that these projects create is just as valuable than the role they perform.
The things we produce arent answers, they are ways of asking better questions.
CORE BELIEF
Classic 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
Modern brands
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
We developed the new model for advertising at General Mills - the modern campaign.
Modern campaign ow
Campaign marketing
Becomes a distribution channel for community generated messaging which helps to build and reinforce the community
Q1
Agency Developed Paid Media Creative
Q2
Paid Media
Q3
Paid Media
Q4
Paid Media
Paid Media
Paid Media
Paid Media
National Launch
Multiplier marketing
Provides input and feedback for your media, provides credibility for brand messaging and helps expand community generated messaging to grow the community
C0
C1
C2
C3
C4
CX
Community Launch
We plan our campaign every two weeks, because its 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.
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.
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.
Our business is focused on helping clients figure out how to move their brands and marketing forwards.
Knowing
Perfecting a process Presenting to clients Executing plans Certainty Boring
Not knowing
Learning whats possible Partnering with clients Developing ideas Uncertainty 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.
AT ZEUS JONES WE ALL SIT TOGETHER AT ONE BIG TABLE. ITS LOUD, MESSY AND AWESOME.
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 youd approach what you do here?
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Q4: How would make sure Zeus Jones stays ahead of the industry?
Were 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.
Thank you.
2640 Lyndale Ave S. Minneapolis Minnesota 55408