Adrian Ho - "What We Can Learn From The Things We Don't Know"

What we can learn from the things we don't know.
New Brand Communication September 12, 2011

2640 Lyndale Ave S. Minneapolis Minnesota 55408
Zeus Jones Proprietary and Confidential. All rights reserved 2011.
Were here because of what we know and want to know.
But, the things we dont know are much more important.
We built Zeus Jones around everything we dont know.
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.
The future is opaque, it is impossible to predict what will happen tomorrow.
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.
We left our previous jobs because we knew what 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.
Modern brands are defined by what they do.

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.
Advertising can only solve a few business problems.
We try to find problems that advertising cant solve.
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.
Classic model of a brand.

Built for a mass-media world.
Modern brand model.

Built for a world driven by experiences and interactions.
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
Community Developed Creative 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
Community accelerates innovation and evolution
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.
We are implementing these models on several of their biggest brands.
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.
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.
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.
The best clients dont believe you know what to do.
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.
THE BIG TABLE
AT ZEUS JONES WE ALL SIT TOGETHER AT ONE BIG TABLE. ITS LOUD, MESSY AND AWESOME.
We hire people who not afraid to not know.
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 Beiske
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?
Image via SkipSteuart
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 even better?
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?
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 we do?
New people tell me they are still figuring things out.
I tell them to get used to it because that doesnt change.
It is very hard to know, but it is harder not to know.
Richard Feynman - The Pleasure Of Finding Things Out.

BBC Horizon 1981
Thank you.
2640 Lyndale Ave S. Minneapolis Minnesota 55408

Adrian Ho - "What We Can Learn From The Things We Don't Know"

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What we can learn from the things we don't know.

New Brand Communication September 12, 2011

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Were here because of what we know and want to know.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

But, the things we dont know are much more important.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

We built Zeus Jones around everything we dont know.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

The future is opaque, it is impossible to predict what will happen tomorrow.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

We left our previous jobs because we knew what to do.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Modern brands are defined by what they do.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Advertising can only solve a few business problems.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

We try to find problems that advertising cant solve.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2010.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Classic model of a brand.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Modern brand model.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Community Developed Creative Paid Media

Community accelerates innovation and evolution

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

We are implementing these models on several of their biggest brands.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

We are defined by our desire to not know.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.

Zeus Jones Proprietary and Confidential. All rights reserved 2011.