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The Future of Business, Marketing and Planning According to Zeus Jones
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This is the speech we gave at the 4As account planning conference in San Diego.
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The Future of Business, Marketing and Planning According to Zeus Jones
1.
Zeus Jones. Born March
1, 2007. © Zeus Jones 2007
2.
“Hello, it’s August
2007.” © Zeus Jones 2007
3.
The only certain
thing about the future is that it will surprise even those who have seen furthest into it. E. J. Hobsbawm © Zeus Jones 2007
4.
© Zeus Jones
2007
5.
© Zeus Jones
2007
6.
The future of
planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007
7.
It actually gets
worse... © Zeus Jones 2007
8.
President
Head of planning Fallon Fallon © Zeus Jones 2007
9.
President
Head of planning Fallon Fallon © Zeus Jones 2007
10.
The Whites
The Hos © Zeus Jones 2007
11.
The Whites
The Hos © Zeus Jones 2007
12.
We’ve bet everything
on a vision of the future. © Zeus Jones 2007
13.
Not a vision
of the future of planning... © Zeus Jones 2007
14.
Or communications...
© Zeus Jones 2007
15.
Or media... © Zeus
Jones 2007
16.
Or marketing... © Zeus
Jones 2007
17.
We placed a
bet on the future of business. © Zeus Jones 2007
18.
Value in business
has migrated to intangibles. © Zeus Jones 2007
19.
USA
World China 32% 40% 40% 60% 60% 68% © Zeus Jones 2007 Percent of GDP based upon Service Non service
20.
Businesses are moving from
atoms to bits, becoming information businesses. © Zeus Jones 2007
21.
This is enabling
a great transformation in business. © Zeus Jones 2007
22.
It will no
longer be enough to meet customer needs. © Zeus Jones 2007
23.
Or even to
surpass customer needs. © Zeus Jones 2007
24.
Businesses now need
to create new possibilities. © Zeus Jones 2007
25.
© Zeus Jones
2007
26.
Sony more than
met expectations for a next gen console. © Zeus Jones 2007
27.
Sony more than
met expectations for a next gen console. Nintendo created an entirely new experience. © Zeus Jones 2007
28.
© Zeus Jones
2007
29.
Microsoft packed more
upgrades into Office than ever. © Zeus Jones 2007
30.
Microsoft packed more
upgrades into Office than ever. Google put “office apps” online and made them free. © Zeus Jones 2007
31.
© Zeus Jones
2007
32.
HTC Delivered one
of the most powerful phones ever. © Zeus Jones 2007
33.
HTC Delivered one
of the most powerful phones ever. Apple created a new way to use a phone. © Zeus Jones 2007
34.
Exceeding expectations isn’t
enough. You need to create new possibilities. © Zeus Jones 2007
35.
The formula for
creating new possibilities is fairly easy to understand. © Zeus Jones 2007
36.
Edwin Tofslie:
© Zeus Jones 2007 You can innovate constantly and consistently.
37.
You can reinvent yourself.
© Zeus Jones 2007
38.
You can reinvent yourself.
© Zeus Jones 2007
39.
You can reinvent yourself.
© Zeus Jones 2007
40.
© Zeus Jones
2007 Or you can start from scratch.
41.
Most companies can’t
pull this off... © Zeus Jones 2007
42.
That’s where marketing
comes in. © Zeus Jones 2007
43.
Marketing: according to
the AMA. “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” © Zeus Jones 2007
44.
© Zeus Jones
2007
45.
Value is in
information not assets. © Zeus Jones 2007
46.
Value is in
information not assets. Value is in delivering new experiences. © Zeus Jones 2007
47.
Value is in
information not assets. Value is in delivering new experiences. Value is in creating new opportunity. © Zeus Jones 2007
48.
Marketing today can’t
fulfill this role. © Zeus Jones 2007
49.
Marketing reinvented can
fulfill this role. © Zeus Jones 2007
50.
` © Zeus Jones
2007
51.
Marketing must
move from: A communication oriented role. © Zeus Jones 2007 `
52.
Marketing must
become: A value-creation tool. © Zeus Jones 2007 `
53.
© Zeus Jones
2007
54.
Computer History Museum
Web 1.0 was a communications medium © Zeus Jones 2007
55.
eboy
Web 2.0 is a services medium © Zeus Jones 2007
56.
Web 2.0 allow
businesses to deliver information- based services that: Create new possibilities and new experiences for their customers. © Zeus Jones 2007
57.
© Zeus Jones
2007
58.
Open Table © Zeus
Jones 2007
59.
Open Table
Map My Run © Zeus Jones 2007
60.
© Zeus Jones
2007
61.
Loopt © Zeus Jones
2007
62.
Loopt
Oops I’m Late © Zeus Jones 2007
63.
Web 2.0 (and
other technologies) allow companies to create marketing that: Creates new possibilities and new experiences for their customers. © Zeus Jones 2007
64.
Marketing As A
Service. ZM © Zeus Jones 2007
65.
© Zeus Jones
2007
66.
Pure Digital Flip
- “Disposable Technology.” © Zeus Jones 2007
67.
Pure Digital Flip
- “Disposable Technology.” Plus a service = Completely new experience. © Zeus Jones 2007
68.
© Zeus Jones
2007
69.
Ambient Devices -
adding services to an umbrella. © Zeus Jones 2007
70.
Ambient Devices -
adding services to an umbrella. Prada Store - adding services to clothing. © Zeus Jones 2007
71.
© Zeus Jones
2007 The great news is there’s no shortage of existing services that can be co-opted, mashed up, remixed and put to work for you clients.
72.
© Zeus Jones
2007
73.
The Future
The Future The Future = = Of Business Of Marketing Of Planning © Zeus Jones 2007
74.
© Zeus Jones
2007
75.
Voice of the
consumer © Zeus Jones 2007
76.
Voice of the
consumer © Zeus Jones 2007
77.
Voice of the
Advertising consumer midwife © Zeus Jones 2007
78.
Voice of the
Advertising consumer midwife © Zeus Jones 2007
79.
Voice of the
Advertising ???? consumer midwife © Zeus Jones 2007
80.
“Industry is a
customer satisfying one, not a goods producing one. “The historic fate of one growth industry after another has been its product provincialism. “The tantalizing profit possibilities of low unit cost may be the most seriously self-deceiving attitude that can afflict a company.” Theodore Levitt © Zeus Jones 2007 `
81.
© Zeus Jones
2007
82.
Lowering unit costs?
© Zeus Jones 2007
83.
Lowering unit costs?
Product provincialism? © Zeus Jones 2007
84.
Lowering unit costs?
Product provincialism? Goods producing business? © Zeus Jones 2007
85.
Planners helped reform
UK advertising in the 60s. © Zeus Jones 2007
86.
Imagine planning as
an industry. © Zeus Jones 2007
87.
What business are
we in? © Zeus Jones 2007
88.
© Zeus Jones
2007
89.
© Zeus Jones
2007
90.
` © Zeus Jones
2007
91.
Clients want to
create new experiences that excite their customers. © Zeus Jones 2007 `
92.
Clients want to
Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `
93.
Clients want to
Planners use create new creativity and experiences intuition to that excite their imagine a more customers. exciting future. © Zeus Jones 2007 `
94.
© Zeus Jones
2007
95.
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.
96.
Christian
Adrian Eric Chris Rob © Zeus Jones 2007
97.
No departments. No walls
between strategy and creativity in how we work or what we deliver. © Zeus Jones 2007
98.
Our first lesson. Take
responsibility for creating value for clients, not just briefs. © Zeus Jones 2007
99.
No barriers to
ideas. No part of the client’s business is out of bounds. © Zeus Jones 2007
100.
© Zeus Jones
2007
101.
© Zeus Jones
2007
102.
© Zeus Jones
2007
103.
Our second lesson. Fight
compartmentalization. © Zeus Jones 2007
104.
Shared accountability. Project-based with
bulk of fee tied to achieving business results. © Zeus Jones 2007
105.
Our third lesson. Get
involved in the compensation negotiation. Find ways for the agency to get paid for helping build the client’s business - regardless of the vehicle. © Zeus Jones 2007
106.
The future looks
good for planners. © Zeus Jones 2007
107.
Planning as an industry
can thrive. But planners must become more vocal and involved in broader agency and industry debate. © Zeus Jones 2007
108.
quot;I'm just surprised
that no-one's thought of a better idea yet.quot; - Stephen King © Zeus Jones 2007
109.
The future of
planning. Presented at the AAAA Account Planning Conference 2007. © Zeus Jones 2007
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