Joseph Jaffe Launches “New Marketing” Consultancy Regarded as “One of the rock stars of our industry.” NEW YORK (May 17, 2004) Former TBWA\Chiat\Day and OMD USA Interactive Media Director, and highly regarded online industry thought leader, Joseph Jaffe, has launched jaffe, L.L.C. , a “New Marketing” consulting practice. (www.getthejuice.com) The firm’s core offerings include strategic and creative services, agency relations consulting and training, as well as custom keynote presentations and publishing. President and Founder Joseph Jaffe defines “New Marketing” as any new approach which helps marketers reach, connect and build relationships with their prospects, customers and loyalists. To this end, jaffe, L.L.C. will focus on key New Marketing touchpoints such as the Internet (Interactive Marketing and Media) Interactive Television,PVR’s/TiVo and Gaming. The firm has already been engaged by MSN, CNET Networks, Google, Reuters, iMedia Communications, the 4A’s (American Association of Advertising Agencies), NAA (Newspaper Association of America) and the OPA (Online Publishers Association). "Joseph Jaffe has built a reputation for telling it like it is," says Joanne Bradford, VP and chief media revenue officer for MSN’. "He will succeed because in an industry too often shrouded in foggy concepts and ideas, Joseph has a perspective that shines light on problems and provides actionable solutions" "Joseph Jaffe is one of the earliest pioneers of the interactive advertising industry. He held his views strongly post-bubble when many didn't want to hear them, and has been proven right again and again. I wish him well!" says Christopher Schroeder, Vice President-Strategy of The Washington Post Company and the former chief executive officer and publisher of Washingtonpost.Newsweek Interactive. Mr. Jaffe, 33, says that a new approach to marketing is necessary because,” ‘old marketing’ is in dire need of a new coat of paint. It seems that every week the dailies and trades are commenting on the failing broadcast model, the death of the 30-second commercial, the increasing pressure on Madison Avenue for more accountability and the importance being placed on delivering “true” integration,” says Mr. Jaffe. “Compound that with a devastatingly in-control and ever-empowering consumer, an arsenal of technology alternatives which effectively obliterate irrelevant messaging, organizational resistance to change, and you have the makings of a perfect storm.” “Demand (the consumer) has irrevocably changed. However, supply (marketing, advertising) has not. This gap or disconnect simply has to be bridged,” concludes Mr. Jaffe, who authors a weekly thought-leader column for iMedia called “Jaffe Juice.” (www.imediaconnection.com/jaffejuice) “I am sure that Joseph Jaffe is going to do very, very well,” says Dave Morgan, CEO of TACODA Systems. “He is one of the rock stars of our industry, and has an uncanny ability to see and understand the key trends in marketing.” "As the Internet continues to gain momentum as a must-buy ad medium, strategic messaging becomes even more crucial," says Barry Briggs, CNET Networks, Inc.'s chief operating officer. "This is where Joseph can provide enlightened direction for both agencies and clients." Prior to launching jaffe, L.L.C., Mr. Jaffe had been helping companies and advertising trade organizations better understand, leverage, implement and evaluate several key New Marketing best practices and their business-changing implications. From Jan 2001 to June 2002, Mr. Jaffe was Director of Interactive Media at Omnicom’s TBWA\Chiat\Day and OMDin New York working on variety of clients including Kmart, ABSOLUT Vodka, Embassy Suites and Samsonite. His work was honored with numerous awards including DoubleClick’s First Annual Insight Award for Best Advertising Campaign, 2002; Advertising’s Top Effectiveness award – the Effie – in 2001; Cyber Lions – Gold and Bronze; Media Magazine’s Best Campaigns of the Year; Adweek’s Best use of Rich Media and Best Consumer Campaign and Best Branding Campaign Finalist at @d:tech awards, 2001. Before that, from 1999 to 2001, Mr. Jaffe was President of Forward Slash Internet, Inc.,New York, where he developed the Online Media Executional Outsourcer, a process for online trafficking, scheduling, post-implementation follow-up, monitoring, optimizing and analysis. From 1998 to 1999, Mr. Jaffe was with D’Arcy, Masius, Benton & Bowles, New York, serving as an Account Director on Ernst & Young, where he helped launch E&Y’s global brand campaign; and as a Planning Director for Procter & Gamble working on the global repositioning of Vicks brands. Mr. Jaffe began his career in the U.S. in 1997 at WPP’s Ogilvy & Mather, Worldwide, New York, as an Account Executive on IBM’s global brand team. There, he helped develop and launch IBM’s first SMB global campaign. Hailing from South Africa, Mr. Jaffe graduated from the University of Cape Town with a Bachelor of Business Science Honors degree, triple majoring in marketing, economics and statistics. He began his career on the client side in marketing, working for a dynamic global chain of quick service restaurants from 1992 thru 1997. (“Think Starbucks meets Burger King’s subservient chicken,” suggests Jaffe) Mr Jaffe’s first book, “How to Fix Marketing: 10 fresh perspectives on insanity” is due in the third quarter of 2004. He characterizes it as “a prescriptive and pretty brutal account of what it’s going to take to get marketing back on track.” Mr. Jaffe is a founding faculty member of iMediaLearning, an online education resource provider, and has lectured part-time at NYU's Stern School of Business, Cornell’s Johnson School of Business and Syracuse University. Mr. Jaffe lives with his wife and two children in Westport, Connecticut.