adrian ho - "what we can learn from the things we don't know"

8/3/2019 Adrian Ho - "What we can learn from the things we don't know"

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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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But, the things we dont know are much more im


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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.



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The decisions about companies and their brandsbeing made in front of the television.


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We try to discover and to affect the places wherdecisions are really being made.


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Advertising can only solve a few business proble


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We try to find problems that advertising cant so


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


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The things we produce arent answers, they are asking better questions.


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Classic model

of a brand.

Built for a mass-media

world.


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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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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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We developed the new model for marketing andat Nestle Purina - Marketing 3.0


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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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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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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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Traditional strategy is a process of making assuas complexity rises so does the chance of being


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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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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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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



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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



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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



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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


Thank you.

adrian ho - "what we can learn from the things we don't know"

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