Zach Clayton

Zach Clayton leads the strategic direction of the Three Ships Media team and advises certain clients on digital media strategy.  Zach is deeply engaged in developing the quantitative metrics utilized to assess client performance.  Three Ships Media is a digital marketing agency that helps businesses acquire Web traffic, leads, and customers using channels such as Web, Social Media, Search Engine Optimization, Search Engine Marketing, and online display advertising.  He also works closely with Dr. Doug Bailey to shape the direction of the Emerging Media Research Council. Together, they study new media trends and best practices on behalf of Fortune 500 companies and national trade associations.  

Background

Zach also serves as Chairman of New Media Campaigns, a technology and online marketing company based in North Carolina which he co-founded in 2006.  Previously, as President of New Media Campaigns, Zach guided the company from inception through the launch of Epicenter One, a proprietary software platform for online marketing.  Today, the company serves more than 400 clients across North Carolina and has released several software products, including a framework for the PHP software language and HiFi, an intuitive content management platform.  Previously, Zach created advertising campaigns and managed strategic communications for corporate and political clients, including Deutsche Bank, National Infrastructure Capital Group, EchoStar Communications, Blue Cross Blue Shield Association of America, NewsCorp, and Fred Smith for Governor.  He has consulted on early stage venture projects for McKinsey & Company, Harvard University, and Consert Inc.  Zach has written for The Hotline, authored two books, and appeared on CNN, MSNBC, and FOX News. 

Education

He holds a M.B.A. from Harvard Business School where he graduated with high distinction (Baker Scholar).  Zach holds a B.A. from UNC Chapel Hill, where he was a Morehead Scholar and elected to Phi Beta Kappa. 

Community

Zach was named "Tarheel of the Week" by the Raleigh News & Observer for his political and community involvement.  He currently serves on the Board of Directors of Global Citizen Year, on the Board of Carolina for Kibera, on the Foundation Board at the University of North Carolina at Chapel Hill's School of Journalism and Mass Communication, the Board of Advisors for the Broughton Capital Foundation, and on the North Carolina Leadership Council of the National Federation of Independent Business.

Contact

Call Zach at 919-612-8319 or email him at "Zach [at] ThreeShipsMedia [dot] com".  Zach's blog is www.zacharyclayton.com.

Connect

   

A Few Favorite Articles

  1. “What Is A Free Customer Worth?”  The Harvard Business Review article by Sunil Gupta and Carl Mela demonstrates how a large enterprise modeled the value of customers that only indirectly generate revenue.  Gupta and Mela present a new model that accounts for direct network effects (customers attracting other customers) and also network effects that strengthen the ecosystem (customers attracting more vendors, etc.) 
  2. “The Downturn’s New Rules For Marketers.”  The McKinsey Quarterly article by David Court presents a disguised example of a company in men’s personal-care that assesses the cost effectiveness of digital marketing vehicles against traditional marketing channels, such as television or outdoor advertising.  Court also discusses the reprioritization of consumer segments on micromarkets based on consumer demographic changes.  
  3. “Livin’ In The Future.”  Saatchi & Saatchi CEO Kevin Roberts offers a highly charged guide to winning “ugly” in an economy where “there’s no money, anywhere.”  The speech isn’t academic—but it’s lessons are highly applicable for marketers.  Move from “Interrupt to Engage”; from “Inform to Inspire”; from “Reactive to Interactive”; from “Return on Investment to Return on Involvement”; from “Price to Priceless.”