Faris Yakob

Yakob reframes the digital landscape through his exploration of branding and advertising in the modern era. His work delves into the foundational role of attention in marketing communication, situating it as a critical element in understanding consumer interaction with brands. This focus on cognitive processes and attention theory is most prominently articulated in his book "Paid Attention: Innovative Advertising for a Digital World," where he probes strategies for capturing and maintaining consumer interest amidst a sea of digital noise. By integrating insights from psychology and technology, Yakob provides a nuanced view of how brands can effectively navigate the complexities of the digital age.\n\nBeyond his contributions as an author, Yakob has made significant impacts as a strategist and consultant. Co-founding Genius Steals, a creative consultancy, he combines innovative thinking with practical solutions for businesses seeking to enhance their digital presence. Meanwhile, his involvement with organizations such as the IPA Social Committee and Social Media Week highlights his commitment to advancing the field of advertising through thought leadership and community engagement. For professionals in marketing and advertising, Yakob's insights offer valuable frameworks for understanding the evolving media landscape and the importance of creativity in a rapidly automating world. This bio underscores how his interdisciplinary approach can benefit marketers aiming to stay ahead of industry trends and drive meaningful consumer engagement.