Faris Yakob

As part of the November edition of Admap, which focuses on partnering for growth, Faris Yakob investigates the different outcomes of brand partnerships – are they mutualistic or parasitic?...
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.
In 2005 P&G coined the term “first moment of truth” to describe the importance of packaging in their marketing model.
What do you do about advertising so effective that people are willing to pay for it? What happens when the advertising itself becomes a kind of fast fashion? Faris Yakob thinks through the conundrum.
Faris Yakob delves into the WARC Effective 100 to discuss the ways brands are innovating in the face of increasing advertising volumes and decreasing consumer trust.
Certain ideas, though ancient, have retained their power. Faris Yakob explores the ways in which Aristotle's Ars Rhetorica has influenced this industry.
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.
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.
At this year's Super Bowl, Faris Yakob observed a strange form of marketing competition between Coca-Cola and Pepsi.
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.
The heretical Faris Yakob revisits the perennial argument about the nature of advertising.
Waste is something to be avoided, according to many marketers and their favoured digital targeting platforms, while others understand its subtle power.
As media has fragmented so has the practice of overall communications planning, says Faris Yakob. With a whole landscape of specialist agencies and tools vying for attention and dollars, comms planning is due a rebirth.
According to some research, the average human attention span is now eight seconds, less than that of the goldfish with nine.
If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.
Ideal ideas are not original but variations of a form, marrying innovation and immediacy to different frameworks.
There is now an abundance of media available, with people spending an average of 12 hours a day consuming it.
Decision science shows that human decision-making is fraught with systematic biases that lead to suboptimal decisions in all contexts.
Despite increased awareness of behavioural economics in the industry, little advertising is shaped by using it.
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.