2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Z.E.R.O. Paid Media As the New Marketing Model

#sxsw #ZERO

In May of 2013, WPP’s Sir Martin Sorrell conceded his clients were wasting 15-25% of their advertising dollars, only he didn’t know which 25% exactly was being wasted. This statement resurrected a similar comment made by retailing pioneer, John Wanamaker, almost exactly 100 years prior. Only Wanamaker estimated that number to be 50%.
But what if both were wrong?
What if brands could move from being tenants to landlords? From being media dependent to media discerning?
Authors Joseph Jaffe and Maarten Albarda not only feel this is possible, but highly probable, given two forces that – when combined – will deliver a perfect storm that will rock the media world to its core.
In Z.E.R.O., Jaffe and Albarda introduce the power of Zealots (advocacy), Entrepreneurship (innovation), Retention (customer-centricity) and Owned Assets (direct to consumer channels) under a unified call-to-action that in a perfect world, the optimal media budget would be Z.E.R.O.


Joseph Jaffe

CEO & Co-Founder


One of the most sought-after consultants, speakers and thought leaders on innovation, marketing, new media and social media, Joseph Jaffe is Co-Founder and CEO of Evol8tion, LLC, an innovation agency that connects early stage startups with big brands. Evol8tion's clients include Unilever, Mondelez International, Kraft Foods and P&G.

Joseph is a 3x author on the future of marketing and advocacy, having written “Life After the 30 Second Spot”, "Join the Conversation" and "Flip the Funnel".

In 2006, Joseph founded strategic consultancy, crayon, whose clients included Coca-Cola, Panasonic, and Kraft, until it was acquired by Powered in 2010.

Joseph is currently working on his next novel, “Z.E.R.O: Zero paid media as the New Marketing Model” which will be out this fall.

Joseph blogs and podcasts at Jaffe Juice.


Maarten Albarda


MLA Consulting LLC

Maarten started his career as a media planner at JWT Amsterdam. Three years later he moved to Leo Burnett Amsterdam as Media Director.

In 1991 he took on managing Philip Morris and P&G Europe, Middle East & Africa and relocated to London.

After eight years, McCann-Erickson tasked Maarten with the Coca-Cola Europe & Africa business. Two years later he moved with McCann to New York to take on global responsibility for Coca-Cola.

In 1999 Coca-Cola appointed him VP, Media & Marketing Asset Management to Coca-Cola Japan. The next four years were spent developing the first IMC World Cup campaign.

In 2002 Maarten moved to Coca-Cola Germany to implement IMC for all brands and support the next World Cup campaign.

In late 2005 Maarten relocated to Coke’s headquarters in Atlanta as Director, Global Media and & Innovation.

In 2008, Anheuser-Busch Inbev was formed as the world’s largest beer brewer. Maarten joined the company’s NY HQ in September 2009 as VP, Global Connections with responsibility for all consumer touch points.

In early 2013 Maarten formed MLA Consulting, LLC. He delivers strategic consulting on Integrated Marketing to Fortune 500 marketers and serves on several Advisory Boards.

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