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Paid Attention
Book

Paid Attention

Innovative Advertising for a Digital World

Faris Yakob
Kogan Page, 2015

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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

Speaking from the knowledgeable perspective of an industry insider, ad agency innovator Faris Yakob addresses how the digital age radically transforms advertising. He considers the historical purpose and drive behind advertising, and provides contemporary case studies with practical analyses of how companies can navigate multimedia platforms and changing consumer relationships. He details how agencies must change to remain relevant. Agencies can outsource advertisement production and media placement, so those skills are no longer necessary core competencies, but creativity is. Therefore, advertising professionals have an advantage over other business consultants, because advertising has always found creative solutions to business problems. The toolkits in the final section of Yakob’s manual provide specific steps for shaking up your marketing and strategic thinking. getAbstract recommends this forward-looking guide to agency planners, marketing strategists, advertising executives and corporate ad buyers.

Take-Aways

  • The digital age requires new brand behaviors and new advertising.
  • Value derives from relative scarcity; in the 21st century, nothing is more rare than focused attention.
  • In the digital age, ads must deliver a message to thank consumers for their attention.

About the Author

A former chief technology strategist at McCann Erickson, Faris Yakob founded the agency Genius Steals and writes for Forbes, Advertising Age, Financial Times and Media Week.

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