Look At Me When I'm Talking To You

Words by Jason Sperling
Pictures by Nik Piscitello

SVP/ECD Jason Sperling First to Use Instagram to Publish Complete Book; Discusses Attracting Apathetic and Elusive Consumers Back to Brands

More than 165 Snack-Sized Illustrated Posts Will Educate and Inspire

Santa Monica, CA, May 28, 2015 — Leave it to an advertising-agency creative to be the first author to publish a complete book on Instagram. Jason Sperling, SVP/ECD at advertising agency RPA, is exclusively posting his new book, Look At Me When I'm Talking To You (@lookatmebook on Instagram), a compelling discussion about winning over jaded, overstimulated consumers, one illustrated, standalone page a day on the popular social networking service. Rather than passively reading the book, Instagram facilitates a shared conversation with readers.

With nearly 20 years of advertising-agency creative experience working on loved brands such as Apple, Honda, Pixar, ESPN and Suzuki, Sperling knows the state of advertising, and the fact that most advertising is ignored and unnoticed. In his new book, he provides hope in this attention-scarce world by offering brands new rules for fostering genuine loyalty with evolved consumers. Sperling not only discusses them—his book and pre-launch activities exemplify them.

"Leveraging Instagram to discuss the challenges of advertising today is an actual demonstration of one of the premises of my book—wholeheartedly connect with consumers where they naturally consume content in a way that matches their habits," said Sperling. "My goal is for the book to be a crucial tool in defeating 'adpathy'—the unconscious disassociation and indifference toward marketing due to an overabundance of media and messages out in the world. And the launch of the book will mirror the advice I'm giving."

Look at Me When I'm Talking to You takes a close look at the evolution of advertising from being the interrupter to now being rejected; how consumers' behavior toward marketing has changed to outright cynicism and what marketers did to lose control of their target audiences. The advancement of technology plays an equally integral role in the book, revealing how an array of smart devices combined with a tidal wave of content and social-media channels disrupts daily life more than we realize.

These documented points are interspersed with a bevy of well-known brand examples, key events and moments that are making brand-building more challenging than ever. The latter half of the book provides new rules for attraction that are distinguishing some of the most revered brands in the world.

Sperling joined RPA in 2010 from Media Arts Lab where he was the driving force behind the worldwide "Get a Mac" Apple campaign, declared Campaign of the Decade by Adweek and Top 10 of the Century by AdAge. He has been honored with top industry awards, including Cannes Gold Lions, the Cannes Gold Cyber Lion, the Grand Effie, One Show Gold, Clio Gold, ADC, Webby Awards, Shortys, and Communication Arts. Sperling is a native of Los Angeles and attended UCLA, where he received a bachelor's degree in sociology. Sperling received a Master of Fine Arts from the Academy of Art University, and was awarded their first-ever Distinguished Alumni Award.

Credits
Book: Look at Me When I'm Talking to You
Author: Jason Sperling
Illustrator: Nik Piscitello
Animation: Cameron Sperling
Sr. Editor: Wendy Sandoval
Pre-launch: begins 6/1/2014
Book launch: 6/25/2015

About RPA
RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to unlevel the playing field for their clients. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Delano Las Vegas, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, Mandalay Bay Resort and Casino, Tempur+Sealy and pivot TV. For more information, visit http://www.rpa.com.