Faris Yakob

Opinion
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.
Opinion
15 September 2021 A misunderstood part of the advertising business, between tech advances and raw necessity, the production of advertising is undergoing a supply chain disruption  –  Faris Yakob considers the situation.
Opinion
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?
Opinion
14 July 2021 Faris Yakob reports from a foray into the cross-platform game Fortnite, where the medium of gaming has collided with the mainstream.
Opinion
25 June 2021 Language and thought are ridden with metaphors of various kinds, operating at various levels, writes Faris Yakob – but in advertising, a metaphor is often the tightest form of an insight.
Opinion
20 May 2021 Given how important fame is to any campaign or brand, we don’t talk about it enough argues Faris Yakob.
Opinion
15 April 2021 Attention matters, argues Faris Yakob, but using it to its full potential is a case of balancing fast and slow media to work across both high and low attention environments.
Opinion
18 March 2021 The panic over an internet after cookies is growing, observes Faris Yakob, and their use is predicated on a strange and deeply flawed idea of how advertising works in the first place – a rethink is long overdue.
Opinion
04 February 2021 Faris Yakob: The economics of America’s biggest TV event have changed, as have the strategies brands use to exploit the attention it captures – this year’s contenders reveal the shape of US advertising. 
Opinion
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. 
Opinion
11 January 2021 Everything is PR because, in an age of crises, everything is crisis communication, writes Faris Yakob, but the flip side is that everything communicates. 
Opinion
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.  
Opinion
09 October 2020 Dominos is not a pizza company – it’s a tech company that happens to sell a lot of pizza, observes Faris Yakob, but embracing experience design means it competes on experience beyond product.
Opinion
04 September 2020 Advertisers and their agencies preparing for Christmas are invoking a mix of memory and imagination, writes Faris Yakob.
Opinion
12 August 2020 With brand strategy now the top priority for CMOs, Faris Yakob dives into the history of the idea: from the logo to the totality of interactions it has come to represent.  
Opinion
06 July 2020 The way we trade attention in the form of digital media in a murky market has led to a deep misunderstanding of this complex area, argues Faris Yakob - but some thinkers are advocating for alternatives.
Opinion
11 June 2020 We don’t need any more ads about equality from brands that don’t have their house in order or aren’t putting their money where their mouth is - we need action, argues Faris Yakob.  
Opinion
02 June 2020 The raft of ads reacting to COVID-19 reflects how shocks can cause knee-jerk responses rather than creative answers to each brand's individual challenge in a time of collective difficulty, argues Faris Yakob.
Opinion
14 April 2020 Faris Yakob looks to the fundamentals of strategy and how they might help us navigate uncertainty by thinking in terms of risk.
Opinion
13 March 2020 Agencies are strange beasts and are not well understood - Faris Yakob explores the tension at the core of the very best.
Opinion
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.
Opinion
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.
Opinion
17 December 2019 The luxury category has always had to balance its inherent exclusivity with the fame-building needed to find more customers – Faris Yakob charts luxury’s attempts at bridging the divide.
Opinion
15 November 2019 Is the world of advertising about to come full circle, Faris Yakob wonders?   
Opinion
01 November 2019 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?