14 November 2022 • Celebrities have been used to sell products since the 19th century, but the politics and ethics of celebrity in a world with social media (and Kanye West) present new challenges to both the influencer and the brand, as the nature of the relationship changes.
19 July 2022 • Following record temperatures this week – an alarming, tangible example of our warming change – Faris Yakob considers the paradox in the advertising conversation.
28 April 2022 • Faris Yakob delves into the history and philosophy of a vital tool for strategists: the presentation.
02 March 2022 • We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob.
08 December 2021 • It’s not just at Christmas: brands usually default to positive emotions, reflecting the idea that people just want to be happy all of the time; humans, however, are complex beings and their emotions are complex things, argues Faris Yakob, but brands are leaving a vast unexplored area untouched.
20 October 2021 • Coca-Cola’s new brand platform, Real Magic, a global campaign that will need to tread carefully to resonate around the world – Faris Yakob takes us inside the tensions of designing strategy on a worldwide scale that will play locally.
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.
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.