21 January 2021 • Business to business advertising reinforces a strange cognitive division made between professional and consumer advertising, where creativity is encouraged for one and discouraged for the other - this is wrong, argues Faris Yakob. Building strong brands to justify prices makes a lot more profit than growing volume.
18 November 2020 • The products of creativity clients want from agencies aren’t art and copy but attention and commerce, says Faris Yakob – Burger King is the brand leading the way.
05 February 2020 • Brands reaching for quotes of their past advertising successes hints at our continued failure to think about the future and start investing in assets for the long term, argues Faris Yakob.
22 January 2020 • With the launch of a new campaign for a unique marquee product, Mondelez is betting on a radical new channel strategy – Faris Yakob considers the Creme Egg.
18 October 2019 • Words are alive and well in the internet age, observes Faris Yakob, and their broader cultural effects are more than ever tied to their ability to break free of their intended contexts and become bigger then the ad – here’s how it worked for these brands.
07 June 2019 • Certain ideas, though ancient, have retained their power. Faris Yakob explores the ways in which Aristotle's Ars Rhetorica has influenced this industry.
10 May 2019 • Nobody likes, or trusts, a hypocrite. Following Chase bank's recent tone-deaf tweet, there has been renewed interest in the frequent disconnect between the promises that brands make, and those they are willing to keep. Faris Yakob writes about the importance of being earnest.
11 March 2019 • The jingle used to be an important part of advertising that has lately become pretty uncool. As brands now try to wrestle with the impact of a growing audio landscape with the adoption of voice interfaces, Faris Yakob considers the fall and rise of one of the few aspects of advertising that people actually like.
20 February 2019 • At this year's Super Bowl, Faris Yakob observed a strange form of marketing competition between Coca-Cola and Pepsi. Here's what the two brands’ Super Bowl predicament tells us about advertising and its often tricky relationship with its cousin, sales.
18 January 2019 • Are advertisements endorsements? When editorial content begins to conflict with a brand’s stated values, is continued investment a gesture of tacit approval? Faris Yakob on whether communications can or should be decoupled from their political context.
About Faris Yakob
Faris is the co-founder of nomadic creative consultancy Genius Steals and the author of Paid Attention: Innovative Advertising for a Digital World.