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Jon Bond: The Legend Who Ditched Cookies for a Weightless World
Jon Bond isn’t just a name
in advertising; it’s a blazing marquee in the hall of fame of marketing mavens. This dynamo, who forged his reputation at the helm of Kirshbaum, Bond and Partners, is now piloting the good ship Weightless through the turbulent seas of advertising, where antiquated tactics are about as useful as a pager in the age of smartphones. With the glint of a seasoned iconoclast, Jon dishes on his latest caper, "We're steering a cookie-less AI media firm," tossing a playful jab at the industry’s old guard
clinging to data-tracking cookies like a lifeline. "Picture this," he quips, "you’re entering a space race, but your competition is saddled with horse and buggies while you’ve already launched the rocket." Jon finds immense humor in the sluggish pace at which the advertising industry
embraces change. He gleefully recounts an incident from a recent boardroom meeting, which illustrates this point starkly. "All the incumbents are betting on cookies. So they're tabulating who wins—the cookies or the cookie-less brigade, except there are no cookies on our side. Their score? A resounding zero." His laughter, rich and hearty, underscores the stark irony of the situation. Here, Jon highlights a glaring truth: the industry clings to its familiar tools and methods with a stubbornness
that borders on comical, hesitant to step away from their well-worn paths and into the brisk, invigorating winds of innovation. This episode isn't just a funny anecdote; it's a sharp critique of an industry that often seems to be marching in place. Jon's amusement at the scenario comes with an edge, a pointed reminder of how slow the ad world is to drop outdated practices and adopt new, more effective technologies. "They’re like old dogs trying to learn new tricks,
but they can't get past their old habits," Jon might say, pointing out the reluctance to shift away from what's known and comfortable, even when it's demonstrably ineffective. His insights aren't just barbs thrown for the sake of amusement; they're calculated comments meant to prod the industry into self-reflection and, hopefully, into action. Indeed, Jon's laughter serves a dual purpose—it amuses but also cuts through the inertia, revealing the absurdity of
clinging to obsolete technologies in a fast-evolving field. He uses humor as a tool to highlight the resistance to change, suggesting that this hesitance is not just a minor hiccup but a significant obstacle to progress. "They hold on to their cookies because it's what they know, ignoring the fact that the rest of the world is moving on," he could quip, drawing a clear line between the past and the future. In these moments, Jon’s mirth encapsulates both a critique and a challenge: for an
industry so rooted in creativity, it's time to innovate or be left behind. Jon Bond's approach to success in the advertising world isn't hidden behind curtains of mystery; it's as visible as the neon lights of Times Square. He brings a maverick flair to the traditional corporate playbook, drawing heavily on insights gained from his New York tenure. "I look for people who’ve uprooted their
lives to jump into the chaos of New York," he admits with a grin, highlighting his preference for individuals who have willingly thrown themselves into the deep end. This strategy isn't merely about adding new faces to the mix; it's a calculated move to ensure his team stays on the bleeding edge, riding the wave of innovation rather than being swallowed by the sea of industry stagnation. Jon's philosophy stems from an essential truth about the current pace of
change in business and technology—it waits for no one. His own leap from the vibrant hustle of the East Coast to the tech-saturated environment of Los Angeles exemplifies his commitment to staying ahead. "As fast as things change, you’ve got to be quicker," he states, underscoring the need for speed in adaptation and decision-making. This mindset is not just about keeping up; it's about leading the charge, ensuring that his operations and strategies preempt the next big trend rather than
scrambling to catch up. His method is about proactively crafting the future of advertising by choosing team members who embody flexibility and innovation. Jon's focus on hiring individuals who have demonstrated boldness in their personal lives is a metaphor for his broader business strategy: embrace risk and reward bravery. This approach ensures that his agency doesn’t just participate in the market but actively shapes it, pushing boundaries and setting
benchmarks. He doesn't just play the game by the rules—he writes new ones. This is evident in how he integrates the chaos of New York’s melting pot into the DNA of his company culture. He believes that those who can navigate and thrive in such a dynamic environment bring invaluable skills to his business. "These people are used to constant change; they expect it and know how to leverage it," Jon might say, highlighting why he values this trait. His leadership style
is about harnessing this perpetual motion, turning potential turbulence into powerful forward momentum. By constantly rewriting the playbook, Jon ensures that his agency remains not just a player but a leader in the advertising arena, often dictating the pace and direction of industry innovations. His move to LA wasn't just a change of scenery but a strategic positioning, placing himself at the heart of technological advancement and creative disruption. This
geographical shift mirrors his professional ethos—always be where the future is being made, not where it has been settled. Jon Bond's revolutionary approach and relentless drive for innovation serve as a robust testament to his success. His career trajectory and strategic decisions provide a blueprint for navigating the rapidly evolving landscapes of advertising and technology. By staying agile, embracing change, and
continually challenging the status quo, Jon exemplifies the qualities necessary to lead and succeed in today's fast-paced business world. His story is not just about adapting to change but about being an agent of change, a crucial distinction that sets him apart in a field that's often too content to follow rather than lead. At the heart of Jon’s latest venture, Weightless, lies a fervent desire to declutter the labyrinthine world of marketing. He paints a vivid
picture of the typical client’s plight, overwhelmed by an unwieldy arsenal of agencies. “Imagine juggling 17 agencies,” Jon says, shaking his head. “How do you cut through the red tape to focus on what truly matters—media and impact?” His solution with Weightless is disarmingly simple yet revolutionary: streamline to amplify. It’s about peeling back the layers of bureaucracy to reveal the lean muscle of effective marketing underneath. This streamlined approach was
catalyzed by what Jon describes as an ‘aha’ moment during yet another meeting echoing past frustrations about shrinking budgets. “It was like being stuck in a rerun of a bad TV show,” he laments. “Always discussing what we can’t do because the money’s run out.” That’s when the idea for Weightless took flight—to rise above the financial squeeze by reimagining how resources are allocated and used, making leanness a strategy rather than a
limitation.
Reflecting on the heady days at Kirshbaum, Bond, and Partners, Jon’s face lights up as he recalls the culture that became the agency’s lifeblood. “We weren’t just creating ads; we were cultivating an ethos,” he asserts. The environment he fostered wasn’t about conforming to a stuffy corporate mold but about celebrating each individual's quirks and creativity. This wasn’t merely a workplace; it was a dynamic playground
where the best ideas thrived on the fuel of diversity and mutual respect. Years later, the legacy of KBP’s culture is a vibrant tapestry of stories and reunions. “If there’s a gathering or, heaven forbid, a memorial, you’ll see a flash mob of former colleagues at the nearest bar, reminiscing about the golden days,” Jon shares with a mix of pride and nostalgia. It’s this enduring sense of community and belonging that many of his former team members cite as
transformative, not just for their careers but for their lives. It stands as a testament to an environment where people were valued not just as employees but as integral threads in the broader tapestry of the agency’s story. Jon’s journey from ad world titan to avant-garde leader at Weightless encapsulates more than just a career trajectory; it’s a manifesto on the power of innovation and cultural dynamism. His reflections offer a treasure trove of insights on how
navigating the whirlwind of technological and market changes with agility and foresight can set the pace for leadership. In Jon’s world, adapting with a wink and a smile isn’t just advisable; it’s indispensable. It’s this blend of wisdom, humor, and relentless pursuit of transformation that keeps him at the forefront, leading the charge with the flag of innovation proudly unfurled.
WATCH THE FULL INTERVIEW WITH JON BOND
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THREE STORIES THAT YOU NEED TO KNOW in a format that isn't TL:DR summarized for the busy executive
Ah, the TikTok tango continues. The DOJ is in full "Redacted Rhapsody" mode, pushing for a ban on the app with national security scare tactics, all while hiding behind a wall of blacked-out text. They argue that ByteDance is Beijing’s puppet master, pulling strings to harvest American data and spread propaganda. TikTok, with a defiant hair flip, calls the ban a First Amendment fiasco, insisting the government's
fears are more speculative fiction than fact. Civil liberties advocates back TikTok, warning that muzzling 170 million users is a slippery slope. The courtroom drama is set for September, where we’ll see if Uncle Sam's cloak-and-dagger act holds up or gets swiped left. Stouffer’s is swooping in to save us from "dinner dread," that 4 p.m.
panic about what to eat. Their new campaign, “When the Clock Strikes Dinner,” is like a culinary superhero, ready to rescue the dinner-dazed with easy-to-prep meals. Ads will hit during the Olympics, as construction workers, babies, and even garden gnomes remind folks it’s time to eat. With digital OOH placements and clever Spotify and print ads, Stouffer’s is making sure no one escapes the dinner dilemma unscathed—or unfed. Looks like dinner stress just met its match. Hyundai is shaking up Olympic advertising with a tear-jerker campaign for the 2024 Paris Games, titled "It's OK." Instead of the usual athlete triumphs, Hyundai spotlights kids questioning the relentless pressure of sports, with parents reassuring them to find joy in less stressful activities. This poignant pivot contrasts sharply with Hyundai's usual humor-filled sports ads, like the 2020 Super Bowl's
Boston-accented parking feature fun. Created with Innocean USA, the campaign promotes Tucson, IONIQ 5, Santa Fe, and Palisade SUVs, but subtly—emphasizing mental health over sales pitches. As Hyundai's CMO Angela Zepeda puts it, there's joy in every journey, especially when you take the scenic route.
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