17 August 2021 • Characters helped brands tell their story rather than sell their product, observes Faris Yakob; though they have fallen out of favour they remain the engines behind some of the most memorable ads people have seen – is it time to reconsider the character?
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.
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.