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Faris Yakob

Customer experience and/or experience design have emerged as a discipline that many agencies, especially digital ones, are moving to offer but, Faris Yakob warns, experience cannot entirely replace brand communications.
The problem with endless over-optimisation is that practitioners look at advertising through the lens of a spreadsheet which, argues Faris Yakob, loses the humanity in the craft.
Faris Yakob wonders whether the explosion of the craft beer industry and resulting decline in the fortunes of the brewing behemoths carries any lessons for advertising? I'm in London this week and, having not been back for a while, I was struck by the visibility of craft beers, which I hadn't noticed to the same degree before.
Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.
Faris Yakob agrees with Google that a world of instant gratification powered by always-on mobility has changed consumer behaviour, but warns not to confuse the value of ‘decisive moments’ with that of long-term brand activity that impacts purchase decisions down the line.
BEST OF 2017 OPINION: Subscribing to the notion that a change in belief will lead to a corresponding change in behaviour may seem like common sense, but Faris Yakob argues that marketers who want to do their job should look into how behaviour is actually shaped and changed.
It’s a well-known cognitive hack that the more you are exposed to something, the more likely you are to like it, but Faris Yakob thinks that brands need to get smarter about taking advantage of this.
Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.
When Alex Bogusky was creative director of the agency that bears his name, he insisted on being read the press release before seeing the creative work.
"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot.
Ev Williams is in large part responsible for the social web. He co-founded Blogger and helped popularise the idea before selling it to Google.
"You keep using that word. I do not think it means what you think it means."    - Inigo Montoya,  The Princess Bride .
In the October issue of  Admap, we considered how the homogeneity of agency briefs, across disciplines and geographies, is antithetical to the goal of differentiation.
In August I delivered a Warc webinar entitled 'Beyond boring briefs: How to inspire great work' and it garnered the most attention and follow-up requests of any that we've done together.
Recently, we undertook a project with a lovely market research agency to understand the evolving aspects of the industry and the agency's place in it.
When someone says that, what are they asking? They're asking for permission to enquire about something you may not be comfortable talking about because it's private.
In 2014, my friends at Admap asked me to write a piece about the impact of Big Data on creativity, to promote their annual essay contest on the same.
A few weeks ago, the leader of the Watford Advertising Course, Tony Cullingham, gave a stirring commencement speech to his graduating students.
I was recently speaking at a Google event in Sydney. The topic I was asked to speak on was 'Digital storytelling ', so let me tell you a tale.
Just recently we were walking down the street in La Paz, Bolivia and saw one of the frequent parades coming our way, so we ducked into a coffee shop to watch.
The world turns and we get a moment, like the two-faced Roman god Janus, to look at the past and to the future, and consider: what did we do that we want to do more of? What do we want less of? Individually, as an agency, and in the industry? The turn of a new year is an opportunity to consider the year behind and the year ahead, focusing on what was fun, interesting and profitable, and what inspired us.
'Customer service' is a misnomer. Serving customers is what companies do but the 'customer service department' is problem resolution.
Since you work in advertising, you know about the first banner ad which, famously, appeared on the website for Wired magazine, then called HotWired.
The New New Thing is a silicon valley idea, enshrined in a fantastic eponymous book by Michael Lewis.
The 'tragedy of the commons' describes a situation in which individuals, acting independently and rationally in accordance with their own interests, ultimately end up destroying the resource that sustains them all.