Paid Attention

Paid Attention
Innovative Advertising for a Digital World

By Faris Yakob

Paid Attention book excerpt

Acting as a guide to modern advertising ideas, this book explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry.

Excerpt includes mini case studies for World Wildlife Fund (WWF), airline Virgin America, and the Doritos’ Crash the Super Bowl campaign.

Selected chapter: Do things, tell people: How to behave in a world of infinite content

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This is an excerpt from Chapter 6 of Paid Attention: Innovative Advertising for a Digital World (9780749473600) by Faris Yakob. Published April 2015 by Kogan Page. Copyright 2015 by Faris Yakob. Reproduced by permission of Kogan Page. For more information visit


Faris Yakob

Copyright © 2015. All rights reserved.

Book Excerpts

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi