ZERO author Joseph Jaffe – Should brands stop buying advertising?

Joseph Jaffe, the author of a new book arguing the controversial position that brands no longer need to spend money on paid advertising, joined Mumbrella editor Tim Burrowes for a live video hangout.

ZERO (Zealots, Entrepreneurship, Retention, Owned assets) argues that the optimal media budget is nothing.

Jaffe is in Australia to speak at a series of events organised by the Conscience Organisation. TCO founder Clive Burcham will also join the hangout.

Jaffe co-authored the book with Maarten Albarda, formerly a senior marketer with Coca-Cola and Anheuser Busch InBev.

Tim Burrowes

Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he's been editor, content director and editor-at-large of Mumbrella. He's written about media and marketing in Australia, the Middle East and the UK. In 2021 he published the definitive guide to the recent history of the Australian media industry, Media Unmade

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topics adveritisngJoseph JaffeMarketingThe Conscience Organisation

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Comments: 1

Con 23 Oct 13

ZERO – sounds like the amount of people who will be buying brands if they undertake this approach.

Distinct lack of marketing science here.

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