ZERO pre-launch at Festival of Media, April 2013.
ZERO at DMexco in Cologne, September 2013
Speaking at eXelate's summer academy in Chicago, August 2014
- Six Pixels of Separation with Mitch Joel, Joseph Jaffe and Maarten Albarda - LINK HERE.
- For Immediate Release with Shel Holtz, Neville Hobson, Joseph Jaffe and Maarten Albarda - LINK HERE.
- Listen to Maarten and Joseph on the Marketo Marketing Nation podcast - LINK HERE.
MORE ABOUT Z.E.R.O.:
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 that number were way higher than 50%? What if we could measure it? What if we knew what to do with the wasted budget; to redistribute or optimize inefficient budgets from acquisition to retention?From incumbent channels to innovation platforms?
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 highlyprobable, given two forces that – when combined – will deliver a perfect storm that will rock the media world to its core. The push of media inflation, noise and clutter, consumer resistance and apathy and fleeting viewers, will ultimately intersect with the pull of the increasingly digital, social and connected world, powered by startups, content creation, customer-centric ecosystems powered by technology, and the results will be catastrophic to those who remain paralyzed on the sidelines, but ecstatic to those who take action.
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.
The authors pull Z.E.R.O. punches in delivering some tough love that ultimately is grounded in a shared passion to save the industry (from itself) and in doing so, reinvent brands and brand building in a time where commoditization trumps differentiation; where automation overshadows humanity; where noise drowns out signal; where status quo prevails over risk taking; and where mediocrity dulls creativity.
Z.E.R.O. is a no holds barred call to action for corporations and their marketers toadapt or die amidst an increasingly turbulent, changing and dynamic media landscape.
In three sections, authors Jaffe and Albarda outline the problems and challenges that are leading to the Perfect Storm approaching (Section 1), the introduction and delivery of the Z.E.R.O. Manifesto (section 2) in which the vision and idea of Z.E.R.O is presented, and finally a ten point Action Plan with pragmatic recommendations marketers can start doing to ensure not just survival, but also the ability to thrive in the turbulent (and yet exciting) world that lies ahead.
The foreword is written by Chris Burggraeve (former CMO for Coca-Cola Europe and Global CMO for Anheuser-Busch-InBev as well as former World Federation of Advertisers president).
Z.E.R.O. is not a pipe dream. It’s a reality for companies like Red Bull, Nike, Apple, Starbucks and Amazon. And it could be for you too.
Follow Joseph and Maarten on twitter @jaffejuice and @malbarda