Description
Faris 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. Section – PART ONE: Paid attention; Chapter – 00: Introduction: Paid attention – how much is it worth?; Chapter – 01: Logocentrism: What’s in a name?; Section – PART 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 – PART 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 – PART 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;
