ATS #30 - The New Marketing Podcast with guest Ross Cairns from Erasmus Partners

Food for the brain...it's this week's episode of Across the Sound, with a top-class thinker in the driving seat, Ross Cairns from Erasmus Partners.

Link to the ala carte episode here.

Subscribe via iTunes here.

Shownotes:

0m – Thoughts on ATS #29 Mashup with FIR; should ATS move to twice weekly? New Feedburner subscription record and ATS is 6^th most popular marketing podcast on iTunes

4m40 – greetings to this week’s Frappr additions, please consider leaving a review on iTunes

6m45 – a first for me: 2 presentations in 1 day in 2 countries – ANA Senior Marketers Think Tank and Bell Canada/Sympatico MSN Digital Ad Summit

8m – Next week’s host will be Twist Image’s Mitch Joel AKA “Kelly”

9m – no time for 2 x audio comments from Bob Gilbreath and Brian Massey, as well as interview with Su-May and Huw in Singapore – will play in ATS #31

9m35 – the jig is up; ATS Easter Eggs have been discovered by Chris Clarke; Each month a new riddle with 4 clues will be leaked through ATS; The first clue for May is...

11m15 – the reveal: ATS’s first sponsor is [x+1] (www.xplusone.com) Thank you for putting your money where my mouth is! Look out for their CEO, Toby Gabriner’s debut on ATS as a guest co-host in the months ahead.

15m40 – Welcome guest co-host, Ross Cairns, partner at Erasmus. We discuss “profoundly simple”, the genesis of “Just Do It”, the concept of Generators versus Integrators.

40m – Ross introduces his simple profound vision of “Value Exchange” and specifically, reciprocal altruism or zero-sum marketing. We discuss ROI, Cause New Marketing, authenticity and running cheaters out of town!

1h03 – Ross Cairns on the Clock

1h06 – Winners and Losers: Joseph’s winner is American Express’ 15-second CGC My Life-My Card campaign; Ross picks Coke for their bold and authentic “What goes around comes around” iconic long form content; Joseph’s losers are all those marketers and their agencies who are forking out $1.3 million for a 30-second spot on the Season Finale of American Idol; Ross “picks” Domino’s Pizza for their new corpse Pizza special and also singles out Inter-Air Media who have brought puns and clutter to the skies.

Music credits: new opening, courtesy of Derek “The Bandit” Richardson (Sound Republic) and Charlie Crowe with 007 from the PMN

Mentions: For Immediate Release; Steve Rubel, Bob Garfield, Jeff Cole, Chris Dobson, Sympatico MSN, Bell Canada, ANA, Mitch Joel, [x+1], Toby Gabriner, Nike, Coke, Domino’s Pizza, Chevy Tahoe, American Express, BMW, BMW Films, David Lubars, Pat Fallon, Coca-Cola, Mother, Jack White, White Stripes, Ross Cairns, Erasmus Partners, InterAir Media, Bacardi B-Live Radio