Faris Yakob is a co-founder of creative consultancy Genius Steals, which works with brands, agencies, and media companies globally. The Strands of Genius newsletter from the company goes to 15,000 marketing, advertising, and creative thinkers. Yakob was previously McCann's chief digital officer and MDC's chief innovation officer. He's the author of Paid Attention: Innovative Advertising for a Digital World and contributing author of Digital State, Creative Superpowers, and Eat Your Greens: Fact-Based Thinking to Improve Your Brand's Health.