Mobile marketing: target context, not people

Geoffrey Precourt

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

Yakob, who came to his current post from McCann-Erickson/New York, where he was chief technologist, is less linear than his self-described "geek" persona might suggest. Indeed, the energy of his presentation seemed to echo the five years he spent as "digital ninja" (again, his description) at Naked Communications.