Vladimir Jones http://vladimirjones.com Truth Creates Opportunity Thu, 08 Oct 2015 00:04:04 +0000 en-US hourly 1 http://wordpress.org/?v=4.3.1 Never Miss a Moment with Cochlear http://vladimirjones.com/never-miss-a-moment-with-cochlear http://vladimirjones.com/never-miss-a-moment-with-cochlear#comments Tue, 23 Jun 2015 23:36:38 +0000 http://vladimirjones.com/?p=1627

We are so proud to have created a digital environment that lets viewers experience what Cochlear Americas is all about.

Inspired by target segmentation work, the creative used on the landing page is emotionally engaging while presenting the product in an inspiring way. The message we wanted to communicate wasn’t that hearing loss was something cumbersome or only affecting the elderly, but an opportunity to enhance your life and live it more fully by introducing the category of hearing implants. There is so much to experience in life, don’t you want to explore every moment of it?

Given that we were speaking to an older audience with hearing issues, we were up against a few challenges. First, people generally do not understand the difference between hearing aids and hearing implants, so there needed to be an element of education. We also needed to communicate in a way that plays off the audience’s zest for life – nothing could feel old or boring.

The new landing page hits on all of these points by showing that people with hearing loss may not be experiencing the moments of their life at 100%. But, by adding clarity to everyday experiences with the use of a cochlear implant, life becomes richer. To show how Cochlear Implants can make this a reality for consumers, the landing page features a seemingly normal family picnic at the park. The user can interactively toggle between experiencing the picnic with or without the clarity that a Cochlear Implant can provide to show how an implant can positively impact everyday moments.


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Is Programmatic media buying right for you? http://vladimirjones.com/is-programmatic-media-buying-right-for-you http://vladimirjones.com/is-programmatic-media-buying-right-for-you#comments Tue, 23 Jun 2015 23:00:27 +0000 http://vladimirjones.com/?p=1616 Last year, media buyers spent 38% of their digital ad budgets programmatically; this year that number will be closer to half, about 46%. (Source: Advertiser Perceptions)

We’ve evolved with programmatic technology and realize the value in a varying mix of digital buying tactics. Vladimir Jones now has the ability to buy digital media directly from the open ad exchanges, offering our clients new options in audience targeting, data management, efficiency and control of their campaigns. This is possible through our partnership with The Trade Desk (TTD), a buy-side platform providing access to all RTB inventory for display, video, social and mobile.

Why Is VJ Offering Programmatic Buying for Our Clients?

VJ continues to explore and engage with emerging technology that can help our clients continue to flourish in this ever-evolving space. With digital and traditional media channels now being offered through various types of programmatic buying, we have engaged a trading desk platform to further develop the following:

  • Efficiency in buying
  • Leadership positioning for our clients
  • Control of data
  • Agile optimization
  • Enhanced targeting options
  • Improved campaign integration
  • Brand safety and viewability
  • Early adoption leading to traditional and digital media convergence

In a seemingly endless flow of emerging platforms, ad options and technology enhancements, it’s no wonder there can be more than one effective tactic toward an advertiser’s goal. Is programmatic buying an appropriate element in your digital mix? Please reach out to us and we’d be glad to discuss.


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“Micromoments” and Analytics http://vladimirjones.com/micromoments-and-analytics http://vladimirjones.com/micromoments-and-analytics#comments Tue, 23 Jun 2015 22:01:36 +0000 http://vladimirjones.com/?p=1603 Recently, a few members of VJ’s digital team had the opportunity to go preview some of the newest trends in analytics and audience engagement at the Google Analytics Summit in San Francisco.

The opening point was one that would continue throughout the conference. The concept of “Micromoments” and how these moments shape our online behavior. This is the idea that life is not lived in years, days or even hours – it’s lived in moments. These are brief, transactional experiences that are the most memorable, both positive and negative. Seemingly mundane experiences in our lives, such as the start of a new diet, a new pair of shoes, fixing your car, cooking a new recipe, etc., often become the most memorable.

These are the moments in which we are making decisions, small and large. Increasingly, we look online for advice on how to make these decisions. What shoes should we buy? How do we fix that battery issue in our car? What ingredients should we use to make that dish? During the search, these moments are personal and meaningful, and often times it isn’t about which brands/organizations are helping to inform these decisions but how they make this decision easier for us at the very moment we are looking.

According to Google, 82% of smartphone users turn to their phone to influence purchasing decisions, lending data to support the fact that people evaluate purchase decisions in-the-moment and 62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.

One of the most important ideas this concept manifests is that people pursue big goals in small moments. A full 90% of smartphone users have used their phone to make progress toward a long-term goal or multi-step process while “out and about.” Because of this, digital media requires the agility and forethought to be able to engage these audiences at the time of these micromoments to ensure our clients and associates are represented at the point of time where this decision is made. Another important conclusion made relevant to this point was that people try new things in routine moments, as 91% of smartphone users turn to their phone for ideas while doing a given task. These stats support one overriding truth: that mobile is becoming the dominant force in consumer decision points.

To harness this data and make it useful in everything we do for our clients, Google has established five high-level recommendations. We will follow those recommendations with some tactical assumptions based on the other information we have.
Conclusions from Google – Available here

  1. Make moments map: Identify a set of moments you want to win or can’t afford to lose. Examine all phases of the consumer journey to map moments when people want to find inspiration, learn about your products, make a quick purchase, or anything in between.
  2. Understand customer needs in-the-moment: For each moment you want to win, put yourself in the consumer’s shoes. Ask, “What would make this easier or faster? What content or features would be most helpful for this moment?”
  3. Use context to deliver the right experience: Leverage contextual signals like location and time of day to deliver experiences and messages that feel tailor-made for the moment. For example, let customers searching nearby your stores know when the products they’re looking for are in stock or available for pickup in-store.
  4. Optimize across the journey: People move seamlessly across screens and channels. Does your brand deliver seamlessly in return? Don’t let competing objectives or department silos stand in the way. To account for today’s complex, fractured journeys, anchor completely on the consumer and organize around moments.
  5. Measure every moment that matters: You cannot afford to under-serve your customers while you’re dealing with measurement gaps. While the return on investment for certain moments may not yet be directly measurable, train your team to use credible estimates to ensure nothing’s falling through the cracks.

Some important assumptions based on these ideas to inform our media practice:

  • Mobile is an integral part of the consumer decision-point, and as such, Flash should be discouraged.
  • Dynamic Creative is the best way to deliver highly targeted ads at the decision-point.
  • Mobile ads can be optimized to message for decision-points, while online digital media messaging revolves around retargeting to inform prior to the point of decision.

Mobile is no longer a resource some of us may use; it is a consistent part of our daily lives and a device that significantly affects the decisions we make in day-to-day moments. It’s easy to get caught up in brand visibility and engagements, and these aspects are still vital to good channel marketing. However, an emphasis on how we craft content experiences from the perspective of the information our audience will be seeking at the time they make their decisions can be a powerful way to get the most out of a marketing spend.


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Employee Spotlight: Digital Team Member Alex Clark http://vladimirjones.com/employee-spotlight-digital-team-member-alex-clark http://vladimirjones.com/employee-spotlight-digital-team-member-alex-clark#comments Tue, 23 Jun 2015 21:26:37 +0000 http://vladimirjones.com/?p=1595 VJ Digital Coordinator Alex Clark, a former D1 football player and entrepreneur since childhood, knows what it’s like to have an identical twin, even though he doesn’t have one. Get to know Alex a bit better and connect with him as well as 70 other exciting minds on LinkedIn.

Tell us something that people would be surprised
to learn about you?

Most people wonder what it is like to have an identical twin. Honestly, so did I up until just recently! For some strange genetic evolutionary reason, my brother and I grew up to look pretty darn similar. In fact, we have been asked if we are twins over 600 times (not like I’m counting or anything). Truthfully, he is nearly six years older than me with the gray hairs to prove it.

What is the most interesting/unique thing
you’ve ever done?

Sports have always been a pretty big part of my life. To this day, I’ve jumped over a pole the equivalent height of Michael Jordan, beat the 2007 winning long jump mark on my very first attempt… ever, played division one football, and attempted (attempted being the key word here) to dunk on a Duke national champion and not one, but two, current NBA starters.

What do you like most about working at VJ? With our clients?

I take it much more personally than an agency to client relationship. In my mind, the client’s business is my business. If the client fails, I fail. If the client succeeds, I succeed. Having that level of personal attachment to the company, both agency side and client side, gives me joy and purpose.

What is the “next big thing” in digital? How do you see that impacting the work we do for our clients?

I’m not sure this is the “next big thing,” but it is incredibly underutilized: consumers today demand highly engaging experiences. Long gone are the days where you could simply describe your amazing offer in one or two pictures. People want to know what their friends think. They want professional opinions from people they know, like and trust. They want to be immersed in the complete experience before ever dropping a dime on what you have to offer. I believe leveraging both sponsored and user-generated content through TrueView video advertising is your best bet to get in front of your targeted customers in a completely different, engaging way. If you don’t have quality content, hire a vlogger to experience your products and services and promote them for you. You not only have the ability to promote those videos on a cost-per-click basis to whomever you want across the YouTube network, but you’ll leverage the trust and likability from the vlogger’s earned audience.



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Embracing Data to Define a Successful Channel Strategy http://vladimirjones.com/embracing-data-to-define-a-successful-channel-strategy http://vladimirjones.com/embracing-data-to-define-a-successful-channel-strategy#comments Tue, 23 Jun 2015 20:56:37 +0000 http://vladimirjones.com/?p=1591 Not everyone sees data as “beautiful,” but lately around the Vladimir Jones office, we’ve been hearing that more and more. As we continue to improve the insights that drive our production, the data – both qualitative and quantitative – that we collect serves as the primary benchmark for the work we do. One of the most important applications for data and insights is channel strategy.

Channel strategy is the strategic roadmap we use to coordinate how production, content, and delivery mechanisms align to provide the biggest return on brand visibility and audience engagement possible within the scope of our efforts.

Building a solid channel strategy begins with collaboration with our partners to understand and help define the business and marketing goals they have and the benchmarks or milestones that will measure success. From here, it’s all about data and insight. Understanding the brand, the market, and the audience.

Understanding how a consumer engages with information relevant to the industries we represent not just online, but individually within each platform, is vital to developing a channel strategy. While many web platforms provide specific resources or function, the ways with which audiences engage with these resources varies between groups. The following four components are vital to developing a successful channel strategy:

  • Start with the Science: Using existing studies, research where consumers spend most of their time, where they are most receptive to marketing, how they consume data, what they share, and what inspires them to connect with a brand or product. Understanding all consumer behaviors is the first step toward an informed strategy. Because consumer behavior varies depending on the product or service, it’s important to further refine the data by testing the conclusions relative to an audience through additional insight research or focus groups.

  • Mapping Content and Channels: Every website can be distilled and defined as having a singular function and purpose: to deliver content, whether it’s copy, design, imagery, video, or audio. Clearly defining the content and channels where this data will live is an important step because it allows an organization to record, document, and clearly communicate performance. This ultimately helps to provide a big-picture view of how the content will work together as a cohesive campaign and reveals opportunities to keep users engaged across multiple channels, either through marketing methods like retargeting, or simply finding ways to predict what sites will be most likely to engage the user. When we see channels under- or over-performing, we react to ensure the content and channel are contributing to the success of overall campaign benchmarks and goals.

  • Engage the Audience: One aspect of channel strategy that is often overlooked is the response plan – the brand’s engagement model within a given campaign. Being prepared to respond to positive, negative and neutral engagements will help further encourage additional interaction and impression. Creating a messaging model ensures you’re prepared for potential scenarios so they can be handled correctly and efficiently. We advise brands to encourage positive, discourage negative, and inform/welcome neutral interactions.

  • Documenting Success: When strategy is clearly defined and the channels are compartmentalized, resulting data can be better understood. The value of knowing what worked well, what didn’t work, and what channels you found the most audience interest among can help inform future campaigns and add precision to the forecasts as well as define the value received as a result of the overall efforts.

Remember that every brand is different, every campaign is unique, and every channel has its own distinctive benefits and concerns to consider. When a channel strategy is structured well, these concerns become opportunities. Every effort and campaign improves as it is informed by data, and, most importantly, a coordinated effort that ensures you are going to maximize engagement.


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Redefining The Broadmoor’s Customer Journey http://vladimirjones.com/the-broadmoors-customer-journey http://vladimirjones.com/the-broadmoors-customer-journey#comments Tue, 23 Jun 2015 20:11:58 +0000 http://vladimirjones.com/?p=1586 Strategy and Execution

In 2014, The Broadmoor was faced with a unique opportunity for their digital marketing. With numerous capital improvements in play, there was a shift in focus to maximizing digital ad spend and capturing valuable conversions by driving consumers to booking a room. This was different from previous efforts in that the strategy looked to utilize different types of conversions based on different types of media. In other words, understanding that not all conversions are created equal. After scouring through the data we found that through the path to booking a room, media such as display, paid social and non-brand paid search are more valuable as an assisted interaction, while email and branded paid search play a more direct conversion role. Knowing that a sure sign of intent to purchase lies with the consumer checking for availability, focusing these assisted interactions on garnering availability searches drove more direct room bookings through traditional last-click interactions.

Based on the analytics and VJ’s historical work with the client, we developed a customer journey to help guide our tactics moving forward, and focus the right media on the right conversion. This customer journey is centered on the idea of capturing interest, then using that interest to drive the booking.


By understanding the role various paid media tactics play in driving differing KPIs (specific site actions vs. dollar amounts), these tactics create a more complete and effective conversion path. In fact, VJ paid media in one form or another was directly involved in 36 of the top 100 site conversion paths. This accounted for a third of total online revenue.

As a result of the above strategy, effort from paid media resulted in an increase in online revenue of 18% year over year, with a corresponding 3% increase in average transaction value. In addition, check availability goal completions were up nearly 15% from 2013, with overall site engagement metrics from paid media improving drastically as well.

With the duality focus on soft and hard metrics driving digital strategy through 2014, paid media attributed directly to over $5 million in revenue and experienced a return on ad spend of over 640% across all tactics. This includes paid media revenue tracked online and over the phone. The high point of the strong 2014 ROAS came from paid search campaigns with a return on ad spend of over 3,300% on paid search alone. None of these results include the trickle-down effect that the paid media has had on overall revenue increases from other sources such as organic and direct traffic.

Vladimir Jones and The Broadmoor proved that it’s not always about the size of the media spend, it’s how you use it.


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3 Healthy Trends for April http://vladimirjones.com/insight-trend-for-april-2015 http://vladimirjones.com/insight-trend-for-april-2015#comments Thu, 21 May 2015 21:51:17 +0000 http://vladimirjones.com/?p=1540 In a recession, time expands as budgets contract. With a strengthening economy, the pendulum swings the other direction, compressing time. Americans are finding a need to budget their time more effectively, forcing it to bifurcate into “task” and “leisure” categories. By comparison, Americans work more than any other industrial nation on Earth, which means that their personal “leisure” time is now at a premium.

If we treat our leisure time as a commodity, then the goal of working through our “task” time is to be as quick and efficient as possible. For brands to make their mark in 2015, they’ll need to not only understand how much time consumers are willing to give them, but to enhance that interaction by giving consumers the control they desire for the category of time that they’re working against.

Healthy (de)Vices

Fitbit. Health Tracker on your iPhone/iWatch. Nike+ and its FuelBand accessories. There are a number of fitness and health trackers/apps/devices in the consumer marketplace, but what cause do they champion? As many Americans have a hard time associating “workouts” with “leisure” time, the true merit of this wearable tech isn’t to inspire personal fitness but rather to give us control over the time we spend choosing to work out.

Think of it this way: If you run a mile, no one knows about it. Your doctor can’t download your data, you can’t share your route with friends through social media and most importantly, you’re probably not going to keep track of it yourself. By helping consumers keep track of their time spent exercising, these devices are enabling consumers to get a better sense of how much time they’ll need to keep “healthy.” This in turn helps them plan their day for a five-mile run, or to hit the gym if they haven’t burned enough calories toward their daily goal. In the end, consumers will have a better sense of how much time they need, which ladders back to their underlying desire for more control over their leisure time.

Implications: Health apps are not about your brand. To maximize mobile efforts, brands need to focus on the value their apps and hardware deliver to the end goal for the consumer: seeing their data. Fancy charts and colorful lines aren’t enough, however. What comes next after the daily run? Can my doctor download the information for my checkup? Can I get a discount on gas from the total miles I’ve run? Find the connections between your brand, your apps/devices, and the consumer’s journey to create an ecosystem worth belonging to.

Expected Value: High – Giving consumers some semblance of control over their bodies is empowering, and brands that can deliver that sense of confidence stand to reap huge rewards not only in patient satisfaction, but also with potential word of mouth. Proceed with caution, however; applications and devices need to be intuitive, and if the user experience lacks focus, usage and conversion will be unlikely.

Get Personal


This year, a miracle cure will be discovered deep within the halls of the University of California, San Francisco hospital. Across the globe, a tray of food and a patient’s daily pill dosage will be delivered in a wing of a hospital at the University of Cambridge. What makes these events extraordinary? Not a single human will be involved in the procedure, and for good reason: these tasks are completed by autonomous robots, freeing up doctors and staff to provide more face-to-face time with patients. Indeed, when it comes to how much time is needed within a hospital to keep patients healthy, robots help maintain efficiency and allow a much-needed level of humanity in the health care model.

Implications: Brands that can successfully automate their process save time for both customers and employees alike. The challenge, however, is to resist filling those reserves with an increased workload in the name of profit. For a brand to truly optimize their automation, they’ll need to up the humanity that their services offer in an ongoing effort to save everyone more time.

Expected Value: High – Automation can translate into functional benefits as well as brand equity. Especially with health care in mind, any hospital/clinic that utilizes automation to deliver care in a personal, timely manner will earn not only the respect of patients, but also the credibility of being received as a friendly, modern option.

Mind the Mind


“Hurry up and slow down” is the mantra of an increasing number of Americans, guided by a renewed interest in meditation. Overstimulated and barraged on a daily basis by numbers, information and data, it becomes clear why meditation is on the rise in popularity as it helps consumers mentally organize and uncouple from the daily grind. From an increase in focus to decreases in anxiety and sleep deprivation, meditation is not only a timely solution for managing time, but also for an increased awareness of personal health care.

Implications: Brands seeking enhanced productivity and a happier workplace will already understand the benefits of meditation, but for brands still uncertain on its value, consider the longevity of employees who find a renewed sense of self and confidence in the work space.

Expected Value: Medium – Mindfulness is not a cure-all for workplace drama and inefficiency. While it may help some brands find their center, others may find it can’t mesh with their core character. The important thing is that brands are investing back into their employees’ sense of self. Doing so can bring confidence and vitality back into the culture, helping to foster innovation and improve character of the space.


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Viewability in Digital Advertising http://vladimirjones.com/viewability-in-digital-advertising-and-how-it-impacts-marketing http://vladimirjones.com/viewability-in-digital-advertising-and-how-it-impacts-marketing#comments Wed, 22 Apr 2015 15:47:06 +0000 http://vladimirjones.com/?p=1506 The online advertising industry has been focused for more than two years on the study of and debate over online ad viewability.

What is viewability? A banner ad could be considered ‘viewable’ when 50% or more of it is visible for one second or more, or 50% or more for two seconds, on a video ad. This matters because it is how media sources are measuring how many people are viewing your ad, but the impact of a message in such a short amount of time is debatable.

The debate centers on whether an advertiser should pay for impressions that are not deemed viewable by a third-party verification source. Another factor in the debate is that an ad may be viewed by a user, but it still registers as non-viewable because verification technology cannot fully measure all websites. The percentage of ads deemed viewable by industry experts can vary.



The American Association of Advertising Agencies (4As) said in December 2014 that it will “not endorse” the online advertising guidelines put forth by the Interactive Advertising Bureau (IAB), which suggests the online ad industry should aim to have their campaigns achieve a “70% viewability threshold” in 2015 (meaning 70% of the ads meet the viewability standard). The IAB also said 100% viewability measurement is “not yet possible” due to the myriad of ad units, vendors and measurement methodologies. If a campaign does not meet that threshold, additional ads should be given to the advertisers to make up for the shortfall, the IAB said. The 4As, however, doesn’t feel the bonus ads are adequate, and an advertiser should simply have the option to pay only for the ads that were measured as viewable.

An online ad’s ability to actually be seen can be hindered by a number of factors: actions taken before the ad loads and renders; multi-tasking (browser is minimized or switched); low-quality or compromised site pages; ad loads in an area out of the user’s browser window; frequent page refreshing prevents ad from loading; and web load errors.

As advertisers, we are concerned about these external factors that can alter the effectiveness of paid advertising, rendering the money spent fruitless. There are additional and more devious ways that an ad can be marked as viewable by a third-party source (considered ad fraud). These include pixel stuffing (stuffing an entire ad-supported site into a 1×1 pixel); ad stacking by placing multiple ads on top of one another in a single ad placement with only the top ad in view; and illegal bot traffic, compromised computers with breached security defenses conceded to a third party.

So what can we learn from this debate?

We know that our Media Buyers must remain diligent about the transparency and quality of the digital media they buy. Some best practices that we use and encourage include:

  • Choose partners that will only charge for viewed ads
  • Be transparent with your third-party verification (and use a partner accredited by the Media Ratings Council)
  • Be clear on your delivery expectations regarding in-view, geography, frequency and non-human traffic (NHT)
  • Base your currency on audience impressions – viewable – rather than gross impressions served
  • When buying programmatic or real-time bidding (RTB), remain conscious of your relative costs, versus viewable impressions served
  • Know the technology and its limitations

Years ago, discussion of ad efficacy was often tied to TV or Print media channels. We’ve always known that a viewer or subscriber may glance past an ad leaving it unseen, and gaps in measurement have been understood and accepted. Now, it’s digital ad viewability’s turn in the hot seat. We’re pleased to see so many public forums carry this conversation; only with a collective rise in our knowledge will we see more solutions to the factors affecting viewability.


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Your Inner Critic Is A Jerk http://vladimirjones.com/your-inner-critic-is-a-jerk http://vladimirjones.com/your-inner-critic-is-a-jerk#comments Tue, 21 Apr 2015 18:18:14 +0000 http://vladimirjones.com/?p=1501 He resides under your skin and over your shoulder. Breathing down your neck. Whispering behind your back. Ceremoniously leading the war within while unapologetically telling you how it is.

He offers snarky feedback like, “Wow, did you really just say that? Man, you sounded like an idiot.” Right after he insults your wardrobe choice. (Well, let’s be honest, velour is not a good look on most people.)

You don’t need this lover of bad hair days. This heckler of good intentions. This taker of parking spots that you clearly claimed with your blinker. He’ll continue to trade confidence for doubt and minimize success.

Don’t listen to him.
He knows nothing.
He’s a jerk.

Your Inner Critic Is A Genius.

He knows good work when he sees it. And, because he’s tasted it, he’ll settle for nothing less. His discerning taste took years to refine—all in the name of protecting you from becoming a hack.

He offers road-tested advice like, “That. That part you’re overlooking. That’s the idea. That’s what matters.” Right after he sends an epiphany rush through your soul.

You need this honest collector of influence. This critical evaluator of performance. This never-satisfied driver of betterment. He’ll continue to make you stronger and remind you why you love what you do.

Listen to him.
He knows.
He’s a genius.

You Are Responsible For Holding Yourself Back.

Don’t be so hard on yourself. Think about obstacles you’ve encountered. Were they real, or were they in your own mind? Were they built on facts or assumptions? Chances are, you can remove most hurdles.

You Are Responsible For Moving Yourself Forward.

As humans, we possess the blessing and burden of self-awareness. (Well, some more than others.) However, sometimes we just need to get out of our own way. Never let the past dictate the future.

Find your voice.
Follow your passion.
Each and every day, go forth and set your respective worlds on fire.

Show your inner critics who’s boss.

“Be stronger than that which holds you back.” – Shiza Shahid
(Especially if that which holds you back is you.)


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Careers @ Vladimir Jones http://vladimirjones.com/join-the-team http://vladimirjones.com/join-the-team#comments Mon, 09 Mar 2015 16:05:59 +0000 http://vladimirjones.com/?p=1413 http://vladimirjones.com/join-the-team/feed 0