Seeking to change the way brands work with the help of startups via early stage participation and ventures, Joseph Jaffe launched Evol8tion (startupsforbrands). It’s a new agency that will match early stage startups with blue chip brands via mentoring, pilot programs and investment. Two blue chip companies, Kraft Foods and Anheuser-Busch, have already signed up.

The company’s first product, “Matchmaker,” will help startups find their brand soul mate through a proprietary database that categorizes the early stage startups for introductions to the client base of brands. A series of participation breaks will be presented as well, including but not limited to, mentoring, pilot programs, and even investment.

“The startup lives in the epicenter of technology-inspired innovation,” said Jaffe. “But brands are often not brought into the picture until the startup is so far downstream in the process that it’s too late to influence direction, partner or truly innovate.”

“Startups are dominated by technology and finance, but instead of ending on Madison Avenue’s doorstep, what if we began with the business problem, brand truth, and consumer insight, and worked backward into development and funding?” added Jaffe. “We believe that by collaborating upstream, significant learnings, growth and accelerated pathways to success will be inevitably realized.”

Jaffe is a though leader, author and entrepreneur who founded crayon, one of the industry’s first social media agencies. Later, crayon was acquired by Powered, then by Dachis Group. Jaffe is a three-time author of best-selling books, hosts a blog and audio podcast, “Jaffe Juice,” and a video show called Jaffe Juice TV.  He’s also a Director of Interactive Media at TBWA/Chiat/Day and OMD USA.

It’s becoming all the more evident that a fresh perspective is needed on not just marketing, but social media marketing.  And the industry is ripe for innovation. A thought leadership portal and community hub also launches under Evol8tion’s umbrella by the name of Madison and Mountain View. The website contains interviews, profiles, guest posts and research, concentrating on the merge point of advertising and technology.