Paid Attention
A new marketing philosophy for our time."
Ben Richards, Global Chief Strategy Officer, Ogilvy & Mather
"Here lie the nuggets of wisdom you'll hear repeated in ad agency board rooms for years to come."
Dave Birss, Editor at Large, The Drum
"Lays out a convincing argument for why and how marketers and agencies need to change in an age when media is abundant and attention is scarce. I, for one, am paying attention."
Edward Boches, Professor of Advertising, Boston University
"A must-read for anyone struggling to understand media's changing relationship with consumers in a world being transformed by digital."
David Flynn, Chief Creative Officer, Endemol UK
Paid Attention is a guide to modern advertising ideas: what they are, why they are evolving and how to have them. Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, it explores the strategic creation process and how to package ideas to attract the most attention in the advertising industry.
Packed with real-world examples of advertising campaigns, including those of Sony, Red Bull, HP and many more, Paid Attention provides a robust model for influencing human behaviour. With an advertising and branding toolkit which includes new advertising planning tools, it is ideal for students and practitioners looking to get noticed in today's cluttered marketplace.
Faris Yakob (Author), Matthew Lloyd Davies (Narrator)
Audiobook