Money managers are a good example of this. At the end of the day stock picking truly is a zero-sum game, and all money managers can produce in total is the negative effect of their fees on their clients money, yet people pay them because they take the chance that their money manager will produce a better than average return.
Similarly, the vast majority of marketing jobs are zero-sum jobs. True, a teeny minority do inform the public about a new product or service they wouldn't otherwise know about, but the vast majority are just trying to convince the public to use your widget over competitor's (actually very similar) widget. But any individual firm needs marketers, otherwise the competitors would take all of their business.