Description
Book SynopsisFaris Yakob, Based in New York City, New York, is co-founder of Genius Steals LLC, an ideas and innovation consultancy and of The School of Stolen Genius, an online learning community for marketers and creative thinkers. He is former Chief Innovation Officer at MDC Partners, EVP & Chief Technology Strategist at McCann Erickson, plus Global Digital Strategy & Creative Director at Native Communications. Yakob is a prominent international speaker, guest lecturer for a number of universities and has written for publications including the Financial Times, Forbes, Advertising Age and Media Week.
Trade Review"A must read for anyone in the communications industry." * Lisa Batty, Head of Brand Strategy & Planning at TikTok *
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Paid Attention is the most stimulating and useful blueprint for genuinely fresh thinking about advertising and communications that I have read in the last ten years." * Adam Morgan, author of Eating The Big Fish *
"The most useful, entertaining and insightful examination of communication theory and commercial creativity that I have read." * Catherine Coleman-Jinks, Director of Marketing Excellence, Twinings *
"In a world where the rate of technological change is ever faster, this new edition is a must for any ambitious marketer, strategist or creative." * Laura Jordan Bamback, Chief Creative Officer, Grey London *
"What next for media, brands and even humanity now we have reached peak attention? Faris powerfully explains and expounds the future in his trademark smart, witty and always surprising tone." * Sara Tate, CEO, TBWA London *
"Faris's book is a roller coaster of a book - full of ideas on ideas, it held my attention at every turn. Packed full of theories and evidence to weigh and consider, this is the advertising/communications/ideas book of the year." * Adam Ferrier, Chief Strategy Officer, Cummins & Partners *
"At a time when almost every pundit seems to be questioning whether advertising has a future, Faris is offering some answers." * Will Collin, Strategy Lead, Karmarama *
Table of Contents
- Section - ONE: Paid attention;
- Chapter - 00: Introduction - Paid attention - How much is it worth?;
- Chapter - 01: Logocentrism - What’s in a name?;
- Section - TWO: Attention deficit disorders;
- Chapter - 02: Uncovering hidden persuaders - Why all market research is wrong;
- Chapter - 03: Advertising works in mysterious ways - Modern theories of communication;
- Chapter - 04: Is all advertising spam? Communication planning in an on-demand world;
- Chapter - 05: The spaces between - The vanishing difference between content, media and advertising;
- Section - THREE: Attention arts and sciences;
- Chapter - 06: Do things, tell people - How to behave in a world of infinite content;
- Chapter - 07: Recombinant culture - Talent imitates, genius steals;
- Chapter - 08: Combination tools - How to have ideas - A genius steals process;
- Chapter - 09: Advertising for advertising - Is the industry paying attention?;
- Chapter - 10: Integrative strategy and social brands - Be nice or leave!;
- Chapter - 11: Prospection - Planning for the future we want;
- Section - FOUR: 2020 Foresight;
- Chapter - 12: Everything is PR;
- Chapter - 13: The quantity, quality, qualia and cost of attention;
- Chapter - 14: Epilogue - Talkin’ about your generation
