Mobile marketing: target context, not people

Geoffrey Precourt

The presentation of Faris Yakob, chief innovation officer of MDC Partners, is the focus of this report by Warc's U.S.

Mobile marketing: target context, not people

Geoffrey PrecourtWarc

In his "Everyware: The Mobility of the Earth" keynote address to the  Interactive Advertising Bureau's (IAB) third-annual Mobile Marketplace conference, Faris Yakob advises his audience not only to observe the past but glom on to it. "Talent imitates; genius steals,"  insisted MDC Partners' chief innovation officer, echoing the same perspective in a more elegantly (and slightly more obtuse) rallying cry, "Reading the past. Challenging the future."

Faris Yakob, MDC Partners' chief innovation officer(picture: douggoodman.com)

Yakob, who came to his current post from McCann-Erickson/New York, where he was chief...

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