Zeus Jones discusses conceptual creativity in strategy. Conceptual creativity involves thinking deliberately to create effective solutions judged by their level of impact, rather than unique artistic creations judged by craftsmanship. It discusses leveraging resources, touching on relevant issues, and reframing situations to one's advantage. Three principles of conceptual creativity are outlined: being resourceful, leveraging existing assets and touchpoints, and cognitive biases to influence decisions; and reframing situations to make the most of opportunities. Visual, message, and strategic consistency over time are key to effective integrated marketing campaigns.

1. Conceptual Creativity
How we leverage creativity in strategy at Zeus Jones.
2640 Lyndale Ave S.
Minneapolis Minnesota 55408

2. Content subject to change.

3. Strategy is a creative discipline.

4. Artistic creativity
Thinking differently
Creating unique things
Ideas that are relevant to
the human condition
Aim to inspire
Judged by the quality of
craftsmanship
Zeus Jones Proprietary and Confidential. All rights reserved 2010. Source: “The riddle: where ideas come from and how to have better ones” By Andrew Razeghi

5. Different problems, different approaches.

6. Artistic creativity Conceptual creativity
Thinking differently Thinking deliberately
Creating unique things Creating solutions
Ideas that are relevant to Ideas that are relevant to
the human condition the situation
Aim to inspire Aim to affect
Judged by the quality of Judged by the level of
craftsmanship effectiveness
Source: “The riddle: where ideas come from and how to have better ones” By Andrew Razeghi
Zeus Jones Proprietary and Confidential. All rights reserved 2010.

7. How do you get people to take your side of
the debate?

10. What do you do when you are confronted by a
hostile group?

12. How do you stop intense fighting between
two villages?

14. Conceptual
creativity
exercise
What is the most creative
and effective way for you to
sell lemonade if you had the
brain of an MBA student
but the resources of a 10
year old?

15. Three principles for conceptual creativity
1. Be resourceful
2. Leveraging touch points
3. Reframe the situation to your advantage

16. Be resourceful

17. Find the brand’s
existing assets
What does the brand
already have that can be
leveraged for marketing?
Could be: products,
physical, processes, people,
ideas, iconography, etc.

18. Aim for
collateral impact
when creating
new assets
• Can the asset you’re
creating work for multiple
things?
• Can the process of
creating the asset be
leveraged in marketing?
• Does your asset benefit
multiple parties?

19. Leveraging touch points

20. Cognitive biases can be leveraged to influence decision-making

21. Bandwagon
Effect
People like to make
decisions that are safe. They
often base their decisions
on the ones that their peers
have made.
Source: “Predictably Irrational” by Dan Ariely

22. Framing the
Options
When people are making a
decision, they take into
account of all the choices
that are offered to them.
Source: “Predictably Irrational” by Dan Ariely

23. Before:
Check the box if you want to participate
in the organ donor program.
Set the Defaults
When people are faced with
After:
a choice to make, they'd
rather do nothing and
Check the box if you don’t want to
ignore it. participate in the organ donor program.
Source: “Predictably Irrational” by Dan Ariely

24. Reframe the situation to your advantage

25. Reframing
exercise
What am I looking at?

26. Reframing
exercise
What am I looking at?
Point of an arrow

27. Reframing
exercise
What am I looking at?
Head of a nail

28. Reframing
exercise
What am I looking at?
A penny

29. Visual Message Strategic
Consistency Consistency Consistency
The evolution of the integrated marketing campaign

30. Thank you.
@nien
2640 Lyndale Ave S.
Minneapolis Minnesota 55408