Z.e.r.o.: Zero Paid Media as the New Marketing Model

Praise for z.e.r.o. "With Z.E.R.O ., Joseph Jaffe and Maarten Albarda submit a true challenge to everyone who works in marketing. The World Federation of Advertisers likes challenges for its constituents, and this challenge goes right to the heart of our industry." —Stephan Loerke, Managing Director, World Federation of Advertisers (WFA) "I love the Z.E.R.O. concept! As someone who has been committed to consumer-centricity and innovation for as long as I can remember, it's a breath of fresh air to hear this way of thinking being committed to paper in such a compelling way." —Jon Wilkins, founder, Naked Communications "Money for nothing and clicks for free? Absolutely! Maarten and Joseph do not just scare the bejesus out of you when it comes to our media landscape, they also deliver an exceptional manifesto and close with, my favorite, a ten-point action plan to transform your organization. Buy. Read. Shift from rent to own." —Avinash Kaushik, Digital Marketing Evangelist, Google and author of Web Analytics 2.0 "There simply aren't enough media dollars in the hands of any marketer today to address the brand challenges he or she faces in this topsy-turvy media ecosystem. Z.E.R.O . shows an alternative path, one that's driven by direct consumer relationships without media companies serving as intermediaries. Yes, it's a daunting, intimidating future, but probably the lifeline for most brands." —Shiv Singh, Head of Global Brand and Marketing Transformation, Visa Inc. "A rant and a manifesto focused on the synthesis of four big ideas. Take this book seriously—it will change the way you think about marketing forever." —Seth Godin, author of The Icarus Deception "In the past few years, the volume of change in the media industry has been unprecedented—and it shows no signs of stopping. For marketers looking to navigate the noise and come out on top, Jaffe and Albarda deliver an invaluable road map." —B. Bonin Bough, Vice President of Global Media and Consumer Engagement, Mondel ez International "Agencies, advertisers, and media are forever linked, but the dynamics, relationships, and interdependability is undergoing fundamental change. This book lays down a new blueprint for all parties involved, written by two authors who know what is at play as well as at stake." —Jack Klues, former Chief Executive Officer, VivaKi

Foreword Chris Burggraeve vii Preface The Obesity Epidemic xi A Note from the Authors xv SECTION I The Problem 1 CHAPTER 1 Madison Avenue: We Have a Problem 3 CHAPTER 2 A Perfect Storm Is Coming 9 CHAPTER 3 The Economic Case 21 CHAPTER 4 The Business Case 31 CHAPTER 5 The Media Case 37 CHAPTER 6 The Consumer Case 47 CHAPTER 7 The Creative Case 57 SECTION II The Z.E.R.O. Vision 67 CHAPTER 8 Is It Time to Blow Up the Entire Model? 69 CHAPTER 9 Introducing Z.E.R.O. 81 SECTION III The Z.E.R.O. Action Plan 127 CHAPTER 10 Culture and Talent 131 CHAPTER 11 Tenure 139 CHAPTER 12 Compensation 145 CHAPTER 13 Budget Setting 155 CHAPTER 14 Measurement and Insights 169 CHAPTER 15 Use Existing Customers to Gain New Ones 181 CHAPTER 16 Customer Experience Becomes the Key Strategic Differentiator 191 CHAPTER 17 The Innovation Imperative 203 CHAPTER 18 Become a Data Junkie 219 CHAPTER 19 From Campaigns to Commitments to Ecosystems 231 CHAPTER 20 That’s Great . . . Now What the Hell Do I Do Next? 241 Epilogue 255 Notes 261 Index 267